Company of Starbucks

In the spring of 1983, when Howard • Schultz (Starbucks marketing director in those days) went to Milan for the international housewares as well as a trip, he was inspired by the Italian coffee bars and their unique characteristics. He found out that this idea may be a golden key to success for the company of Starbucks. This is because he also observed that the company is lack of good relationships with its customers and he has this idea coming across his mind when he saw the services and relationship this Italian coffee bar had with their customers. According to Schultz, he found out that serving coffee is not just selling a product to an unknown customer.

He decided to rebuild and applies the Italian coffee bar culture into Starbucks in the U.S, this will not only help Starbucks to make a great experience but also moving towards great retail stores.

When we compare Starbucks in the 1980s, they have only five branches in the United States but with its current situation, Starbucks has expand its business worldwide by having 20,891 stores in 20 891 countries, this has proven that Schultz showed a wise decision and he is the suitable man for becoming CEO of Starbucks. He also decided to replicate Italian coffee vocabulary incorporated in the United States and its international expansion.

By thinking out of the box, Schultz believes that as a brewery company, they can take advantage of their opportunities and potential expansion in the United States by thinking more innovative ideas to expand Starbucks businesses in the future and collaborate with companies around the world.

Schultz is not only trying to simulate the atmosphere of the company but also the Italian culture and skills of the Italian baristas had. Later, he tried to achieve this experience at Starbucks organizational culture especially in the training of his employees.

Last but not least, the primary objective and strategy of this idea was to sell the company’s