CASE STUDY 5 Starbucks Corporation

 Began in Seattle as a small specialty-coffee retailer  2005, the company has 9000 stores in 39 countries.

Goals  The company has a goal to tap into all sorts of new markets, new customers, and new products and services

Company’s goals & plans  Expand the company food service  Become the first national retailer to offer CD- burning stations  Partner with music production companies  Open more retail outlet

NNew goals and plans are bolt push beyond Starbucks’ coffee roots TThe company foray into music is particularly foolhardy PProviding customers with innovative and unique ways to discover and acquire all genres of great music is another way to enhance the Starbucks Experience Opinions

Role of top managers  Top managers are responsible for positioning their organizations for success by establishing goals and strategies that can help the company be competitive.  An organization goal is a desired state of affairs that the organization attempts to reach.