Question

What was Howard Schultz’s original strategic vision for Starbucks? How many times has his strategic vision changed or evolved into something different? IsKevin Johnson likely to continue with Shultz’s latest strategic vision for Starbucks for several more years or is the vision likely to change before year 2020.

Answer 1

Howard Schultz initially envisioned the coffeehouse chain as a "third place" between home and work where people could come together, enjoy high-quality coffee, and foster a sense of community. Schultz's strategic vision focused on creating a unique and immersive customer experience, with a strong emphasis on the quality of coffee, customer service, and creating a welcoming atmosphere in Starbucks stores.

Gradually, Schultz's strategic vision evolved to include global expansion and diversification of Starbucks products and services. The company expanded its menu to include various coffee beverages, food items, and branded merchandise. Schultz also emphasized the importance of Starbucks as a socially responsible and ethically conscious company. He incorporated initiatives like fair trade coffee and environmental sustainability into the strategic vision.

Howard Schultz stepped down as CEO in 2000 but returned to the role in 2008. During his second tenure, he continued to shape Starbucks' strategy, with a renewed focus on the company's core values and the customer experience. Schultz stepped down as CEO for the second time in 2017, handing over the reins to Kevin Johnson.

Kevin Johnson has largely continued with Schultz's strategic vision, emphasizing digital innovation, store renovations, and customer engagement. Johnson has maintained the focus on the customer experience while also adapting to changing consumer preferences, such as an increased emphasis on mobile ordering and payment.

While there may be some continuity under Johnson, the specific strategic initiatives could be influenced by various factors. These include changes in consumer behavior, industry trends, and leadership perspectives. The vision may evolve as the company continues to navigate a dynamic business environment.

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