The Strategic Evolution Of Your Company - 1732 Words

1. Give a short account of the history of the company, and trace the evolution of its strategy. Try to determine whether the strategic evolution of your company is the product of intended strategies, emergent strategies, or a combo. Starbucks was created in 1971 when Jerry Baldwin, Zev Siegel, and Gordon Bowher decided to open the first store in Seattle. The trio opened the first store in Pikes Place, which was a popular market area in Seattle. In the beginning the customers were encouraged to learn how to grind beans and make their own freshly brewed coffee at home. At that time, the store did not offer fresh-brewed coffee sold by the cup like today, they sold beans and coffee accessories. Starbucks’ name was actually adopted from the name of the first mate in Moby Dick. Currently, the company is considered the leader in the coffee retail business and widely known for its quality coffee and stylish atmosphere. The organization presently employs nearly 200,000 employees in over 17,000 Starbucks branded cafes (Starbucks.com). The company strategy can be considered a combo strategy, as mentioned the company started in the coffee business by selling coffee products, which at the time, seemed to work well and was the right approach to penetrate the market. However, after a few years and the sale of the company to Howard Schultz, it became more of an emergent strategy. Schultz took over and started implementing his ideas in the business in an effort to propel theShow MoreRelatedStrategic Management and Pestle Analysis1710 Words   |  7 PagesHow liberalization in Economic Reforms has smoothened the path for them? 3 . Trusting your organization to grow and develop in a haphazard fashion is taking a large chance on the future. This is the fundamental reason for doing strategic planning.  Discuss the role of SWOT analysis in strategic planning. 4 . 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