Starbucks Strategy and Internal Initiatives to Return to Profitable Essay

Starbucks Strategy and Internal Initiatives to Return to Profitable Growth - Essay Example Starbucks 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 option 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 Schultz’s original strategic vision for Starbucks? Is his 2010 strategic vision for Starbucks different from the one he had in the 1980s? How many times has his strategic vision changed? Is his present strategic vision likely to undergo further evolution? Howard Schultz’s original plan for Starbucks involved the creation of an Italian style â€Å"espresso bar† retail chain, which would also sell coffee related equipment and the coffee beans, as well as expand the corporation out of Pacific Northwest, inclusive of Chicago (Shah & Thompson, 2010). Schultz envisioned the use of top quality dark roasted 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 revised the strategy in the 1990’s to add food items to the menu at Starbucks. This led to the growth of new channels of distribution for Starbucks’ products. Additionally, the vision also included the expansions of Starbucks Corporation into foreign markets and institute global branding (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.