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Starbucks Coffee Company - Essay Example

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Starbucks Coffee Company

Board of Directors. Starbucks Coffee Company was actually established by three of the partners in the year 1971 but at present there are in total ten members in the Starbucks’ Board of Directors (Starbucks Corporation, “Starbucks Corporation Board of Directors”). All the members of the Board of Directors possess a distinct background. The present Chief Executive Officer (CEO) Howard Schultz was the Chairman, Chief Executive Officer and President of Il Giornale Coffee Company. William Bradley was the managing director of an investment banking firm. The other director Mellody Hobson was also the president of an investment management firm. Apart from these three directors, the other seven directors also acquired respectable positions in the various management firms or other industries. Most of the board of directors is serving the coffee company since 1990 till the present day. The members of the board of directors have been ascertained to be reputed individuals in the country. In the strategic management process, Howard Schultz occupies the key responsibility as a leader to direct different activities. It has been determined that the different members in board of directors were selected based on their merit and immense experience in the corporate world.
Top Management. The board of directors was mainly hired from the other firms except the three founders of the company who were also acting as the directors. The three of the founders also the directors were the top management in the company and possessed immense knowledge and experience in the related field as they have long been serving the coffee company. The Chief Executive Officer of Starbucks, Howard Schultz is an American, born in the year 1953. Initially, he was serving as a sales trainee at Xerox. After three years, he had joined a Swedish company which sold coffee maker to the retailers in the market. In the meantime, he had visited Starbucks for selling the machine. After the visit, he was attracted to the company and wished to be a part of their long-term ventures. Thus, in 1982, he joined Starbucks as a director of retail operations and marketing (Wheelen and Hunger 471-475). VII. IMPLEMENTATION Starbucks Coffee Company had opted for international expansion and thus in 1994 Starbucks International was formed. Initially, it had expanded its business in the Asian countries of the world such as Japan and China. The aim of their expansion was to create a desire to prefer the western brands among the consumers, to make certain strategies to compete effectively with their competitors and to gain the position of the highest coffee seller. In the past few years, it has also been viewed that the company is trying to expand its business in India. Initially, when the concerned officials had visited India they were unable to find the appropriate partner for entering the Indian market. During this period of time, India was going through a number of economic changes such as the reduction of the tariffs, along with dealing with the government policies as well as the liberalization of the foreign investment. These changes had also discouraged the officials of the Starbucks and the other facet that was noticed that the consumption of coffee was stable up to 50,000 tons since 1996. There were other renowned coffee sellers ...Show more

Summary

The study aims to reveal different pertinent facts associated with Starbucks Coffee Company in accordance with its expansion in the Indian retail market. A detailed study of the team of Board of Directors and the top management has been evaluated. …
Author : baumbachwilfred
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