Менеджерская стратегия Старбакс

In 1971 the story began, three Seattle entrepreneurs started the Starbucks Corporation. They sold whole bean coffee in one store. After 11 years, their business had grown tremendously and they hired Schultz in 1982 to be the manager of retail and marketing. He had some ideas, he 'advised that the company should sell coffee and espresso drinks as well as beans' but he was turned down. He decided to open his own coffee bar in 1986 and a year later because of his great success he bought Starbucks from the original owners. Starbucks is the largest coffeehouse company in the world with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan. A company needs to have a mission statement that has to be followed by all the employees and goals to achieve, to challenge itself every day. The CEO and the board of directors wanted a mission statement to give a strong sense of organizational purpose.