Building Starbucks as a company Essay Example | Topics and Well Written Essays - 1250 words

Building Starbucks as a company - Essay voiceA growing mail-order business helped Starbucks decide where to expand after its successful IPO. Fast paced growth led Schultz to realize 197-1982 that for the company to maintain its competitive beach without taking a toll on the companys values, he had to reinvent himself and go back to his entrepreneurial roots. Schultz appointed someone else to take caveat of day-to-day operations so he could be the leader and pathfinder looking into the future, whose job was to help Starbucks keep its marketing edge by providing a stimulating and challenging environment for dreamers, entrepreneurs, professional managers, and leaders 190-204. The success of the Frappuccino, a cold coffee drink ideal for hot weather, was the result of Schultzs reinvention. A cold drink was not part of the Starbucks vision, but customers loved it, so Schultz allowed it. It was a hit Starbucks entered the medicament business as customers loved the music play in the st ores. Music sales lifted over-all store sales as customers were delighted to find a good product they liked and because good music added to the Starbucks experience and sense of esthetics 205-214. Related to this, Starbucks will release on November 22, 2005 the Rolling Stones CD Rarities 1971 - 2003, a collection of remixes, exotic B-sides and hard-to-find live recordings, another style for customers to discover, experience and acquire great music through CD compilations and music programming (Lombard).