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Strategic Management and Business Policy-Starbucks

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Running Head: STRATEGIC MANAGEMENT AND BUSINESS POLICY 1
Strategic Management and Business Policy
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Course: BUS 402
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STRATEGIC MANAGEMENT AND BUSINESS POLICY 2
Introduction
In the 21
st
century, many people have become part of using coffee in their lives. This is
when it is compared to how it was used in the 1950s. This can be said to have changed a lot as
Espresso, Cappuccinos, Macchiato, Café Lattes and Frapuccinos which are now being offered by
many restaurants and coffee shops that are found in the main town across the world. Starbucks
was created in the year 1971 in Washington. The establishment was done by three scholars who
are namely Zev Siegel, Jerry Baldwin and Gordon Bowker. The chief executive officer joined the
company in the year 1981 and became in charge of the marketing company (Pham-Gia, 2009).
After the CEO had visited Italy, he had realized the importance of putting up a coffee bar
and therefore he put up one which was namely II Giornalle. The coffee bar concept was and
proved to be very successful and he managed to buy Starbucks. This happened in the year 1987.
The two coffee bars that he had formed were changed to feature the brand that Starbucks used
was much bigger than that of the II Giornalle.
He later embarked on a mission that was to ensure that there was expansion which main
aim was to open many more outlets that were to belong to Starbucks and the mission was set to
be done in the United States. The current has set a mission is based on the inspiring and nurturing
of the human spirit through a cup of Starbucks coffee.
The performance of Starbucks financially is not good. This lack of good financial
statements is amidst the company experiencing a lot of increased revenues over the years since
establishment. There are various factors that have been in the front and caused the lack of good
revenues. The first major factor is competition that is increasing day by day. The aim of this
report is the conducting of a marketing and Economic assessment in order to have the ability of
presenting three years strategic management proposal.

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