Com 215 - Research Paper on Starbucks Coffee

Research Paper

COM/215

November 9, 2011

Bradley Jamison, Ed. D.

Outline

I. Introduction

a. Existence

II. Work Environment

a. Benefits

b. The happy employee

III. Leadership at Starbucks

a. Howard Shultz

b. Training program/classes

IV. Alignment of Systems

a. Strategic

b. Financial

c. Operational

V. Negative Press

a. Price

b. Overrated

VI. Conclusion

Research Paper

Introduction

Starbucks was founded in 1971 as a coffee roaster and retailer in Seattle's Pike Peak Market. Interestingly the Starbucks name was inspired by Moby Dick and the sea, which features a twin tailed siren from the Greek mythology. The original name was Starbucks Coffee, Tea, and Spice and was later changed to Starbucks Coffee Company. Starbucks as of January 2, 2011 has a total of 17,009 stores in more than 50 countries. This company offers the finest coffee in the world; with the highest standards of quality for the coffee beans to grow.

Work Environment

Starbucks has been in existence for the past forty years and the company has established a very well-known name. As the coffee empire continues to its success, the vision becomes stronger. Starbucks current mission statement states, "to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time." (www.Starbucks.com, 2011) A new and improved mission statement would be to serve the finest coffee one cup at a time and to nourish the human spirit with rich and luxurious flavor; similar to the current mission statement already in existence with Starbucks. A few guiding principles Starbucks can follow, would be to provide a great workplace, continue developing satisfied customers, and embrace diversity; recognizing that profitability is a key essential for future success of the organization.

ADD TO THE WORK ENVIRONMENT…

Leadership at Starbucks