d, and continues expanding Starbucks internationally. Howard Schultz is fixed on creating an environment to completely satisfy customers, while maintaining a positive workplace for employees. He also pursues the profitability of Starbucks, to ensure future business success. As compared to Al Dunlop, Al also had a vision but it was more short term oriented. Al's vision was to rebuild Sunbeam and make it a profitable business, and maximize shareholder wealth. 2.)The key elements of Starbucks strategy is to expand Starbucks globally, and to further develop its Internet business. The Strategy has changed over time as the business has grown exceptionally well in North America, and now they want to take that success over seas. At first the strategy was to create a pleasing atmosphere for customers as well as employees, and to build the Starbucks brand. The strategy has worked; proof to that would be the exceptional growth the company has experienced. 3.)The management of Starbucks communicated the strategy and strategic changes to the members of the company by allowing them to feel as if they are an important part of the business. Employees receive extensive training, and are encouraged to help Starbucks become a better company. Management has created a workplace where the employee can speak his mind without the fear of any retribution. Employees can discuss issues with management vocally or through the use of comment cards. Management strives to instill a guideline of values and principals (developed by management and employees) on how to completely satisfy customers. They have done a good job as Starbucks continues to be a successful company maintaining customer satisfaction and providing a good working environment. 4.)Starbucks has had great financial performance from 1992 to 1998. Revenues along with earnings have increased dramatically. The Strategy has worked well for Starbucks, they have had strong financial performance, and they stil...
