Coffee and Starbucks Corporation

This article discusses the company’s internal and external environments, its corporate strategies, organization structures, how they can Improve their quality, and where there Is room for success. Len 1971, three young entrepreneurs began the Struck Corporation in Seattle Washington. Their key goal was to sell whole coffee beans. Soon after, Struck began experiencing huge growth, opening five stores all of which had roasting facilities, sold coffee beans and room for local restaurants. In 1987, Howard Schultz bought Struck from Its original owners for $4 million after expanding

Struck by opening three coffee bars. These coffee bars were based on an Idea that was originally proposed to the owner who recruited him Into the corporation as manager of retail and marketing. Overall, Schultz strategy for Struck was to grow slow. Struck went on to suffer financial losses and overhead operating expenses rose as Struck continued Its slow expansion process. Despite the Initial financial troubles, Struck went on to expand to 870 stores by 1996. Sales Increased 84%, which brought the corporation out of debt. With the growing success, Struck planned to open 2000 stores by year 2000.

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