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Questions 137

Howard Schultz originally envisioned Starbucks as a high-quality coffee shop experience but the vision has evolved over time. The document asks questions about whether the current CEO, Kevin Johnson, will continue Schultz's most recent strategic vision. It also asks about Starbucks' competitive strategy, core policies and values, social responsibility efforts, financial performance, current issues, and recommendations for sustaining growth and achieving excellence.

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Taranpreet Verma
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343 views1 page

Questions 137

Howard Schultz originally envisioned Starbucks as a high-quality coffee shop experience but the vision has evolved over time. The document asks questions about whether the current CEO, Kevin Johnson, will continue Schultz's most recent strategic vision. It also asks about Starbucks' competitive strategy, core policies and values, social responsibility efforts, financial performance, current issues, and recommendations for sustaining growth and achieving excellence.

Uploaded by

Taranpreet Verma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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case 25 Case Assignment Questions

Starbucks in 2020: Is the Company on Track to


Achieve Attractive Growth and Operational
Excellence?
ASSIGNMENT QUESTIONS
1. What was Howard Schultz’s original strategic vision for Starbucks? How many times has his
strategic vision changed or evolved into something different? Is Kevin Johnson likely to
continue with Shultz’s latest strategic vision for Starbucks for several more years or is the
vision likely to undergo change in 2020 and beyond?

2. Which one of the five generic competitive strategies discussed in Chapter 5 most closely
approximates the competitive approach that Starbucks is employing?

3. What are the key policies, practices, business principles, and procedures that underlie how
Howard Schultz and Starbucks’ management implemented and executed the company’s
evolving strategy?

4. What “values” does Starbucks have? How well do they connect to the present strategy and to
the manner in which the company conducts its business?

5. What is your evaluation of Starbucks social responsibility strategy? Is it sincere or just


something the company does and talks about to create a good public image?

6. What is your assessment of Starbucks’ financial performance during fiscal years 2015–2019?

7. What issues confront the company as of mid-2020? What should Kevin Johnson and other
Starbucks senior executives be worried about?

8. What recommendations would you make to Kevin Johnson to sustain the company’s growth,
improve the company’s financial performance, and move the company ever closer to
operating excellence in the years ahead?

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