The Story Of Starbucks

THE STORY OF HOWARD SHULTZ AS AN ENTREPRENEUR

When coffee is called one of the first brands to come our minds is Starbucks. The reasons for this success are not just coincidence; contrary they are the outcomes of a successful entrepreneur, Howard Schultz. Schultz was born on July 19, 1953 in Brooklyn, New York, the son of a truck driver Fred Schultz and his wife Elaine. Schultz's family was poor and he saw doing sports as an escape when he was at high school. Afterward Schultz excelled at sports and won an athletic scholarship to Northern Michigan University. After graduating the university, Schultz worked as a salesperson for Xerox Corporation. He was quickly promoted to a full sales representative. Then he became a general manager for Swedish

Strategic management is a key element to carry success to global agenda. At the first step of Starbucks’ strategic management, the company’s vision and mission are, ‘’To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” and ‘’To inspire and nurture the human spirit–one person, one cup, and one neighborhood at a time.’’ Shultz wanted to provide people no matter their age, profession, or location with a unique experience that a coffeehouse as a place to relax, work, and socialize. He analyze the market and identify company’s internal strengths & weaknesses and external opportunities & threats. His strategy was offering customers the “Starbucks experience”, that means superior customer service, a ‘community experience which based on the Italian café model, a friendly ambience in its stores. Also it empowers customers to drive change especially in terms of customization, peer to peer marketing and consumer awareness. Moreover, Starbucks seeks brand loyalty and offers perks to frequent customers instead of doing investment to advertisement sector. Starbucks is radically different from the others in this last point.