Starbucks Strategy and Internal Initiatives to Return to Profitable Essay

Starbucks Strategy and Internal Initiatives to Return to Profitable Growth - sample ExampleStarbucks also seeks to make the company a comfortable and a great place to work. This maintains employee satisfaction at Starbucks, which is done via offering its staff competitive wages, as well as benefits packages that include an picking on stocks. Starbucks has been faced with many challenges that have seen its strategy evolve. Starbucks has been faced with many challenges that have seen its strategy evolve.Q. 1) What was Howard Schultzs original strategic vision for Starbucks? Is his 2010 strategic vision for Starbucks different from the one he had in the mid-eighties? How many times has his strategic vision changed? Is his present strategic vision likely to undergo advertise evolution?Howard Schultzs original plan for Starbucks involved the creation of an Italian style espresso eject retail chain, which would also sell coffee related equipment and the coffee beans, as well as expan d the sens out of Pacific Northwest, inclusive of Chicago (Shah & Thompson, 2010). Schultz envisioned the use of top quality dark roast coffee beans. Customers could come to the bar to pursue a perfect cup of coffee, getting a worthwhile experience out of it. He also aimed to create a company that would make employees proud of it.Schultz rewrite the strategy in the 1990s to add food items to the menu at Starbucks. This led to the growth of brand-new channels of distribution for Starbucks products. Additionally, the vision also included the expansions of Starbucks Corporation into foreign markets and institute global mark (Shah & Thompson, 2010). The Starbucks logo was also changed to green from brown in order to symbolize Il Giornale merger with Starbucks, which created the espresso bar and the retail coffee bean store. These stores have become the signature of Starbucks Corporation.