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Diane Moran’s Strategic Management Homework For the Starbucks Case Study 10/7/13

Assignment Questions 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? • Mr. Howard Schultz’s vision for Starbucks was to become a national company with emphasis on strong values and guiding principles that its employees would be proud of and the employees could feel like their thoughts and decisions mattered. The 2010 vision never changed fully but was an expansion of the 1980 vision. It just amended the business needs and changes that took place to include more innovative and cost cutting practices. Starbucks wanted to expand their market segments, complete their acquisitions while entering into more international markets. Shultz idea in allowing employees to be a vital part of the company will continue as main importance, while adding changes to meet the company’s goals/vision and it will be considerable that the strategic mission will continue to grow as new strategies will be but in place where applicable to withstand the business for times to come. Also Starbucks wanted the customers experience to be distinguished from Starbucks competitors.





2. Has Starbuck’s strategy evolved as the strategic vision has evolved? All business that is not willing to grow with their customers will eventually fail. Yes, Starbucks clearly understands their strategic vision has to evolve with their customer’s overtime. 3. Which one of the competitive approach that Starbucks is employing? Starbuck employed the focused differentiation strategy with emphasis on product differentiation in order to appeal to a variety of customers within an ever expanding company base and…...

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