Analyzing organizational goals and objectives

From the first Starbucks coffee shop that was open in Seattle’s

Pike Place Market in 1971 to the introduction of several new coffee

espresso products and new stores opening in Costa Rica in 2012,

Starbucks has achieved much success in their organizational goals and

objectives for the past 41 years. By changing and adapting their

vision through economic and several markets, Starbucks has become a

leader while serving millions of customers in 60 different countries.

During Starbucks rise to a fortune 500 company, CEO and majority

share holder Howard Schultz."Schultz had promised local investors that

Starbucks would open 125 stores over the next 5 years. The company

exceeded expectations, and instead of 125 stores, it had opened 165

over the allotted time. Another highlight in Starbucks history that

shot its growth with unbelievable speed was the year, 1992. The

company decided to go public, and it opened more and more stores; It

also initiated several business extensions, such as selling tea

through its Tazo Tea Company, Frappuccino ice blended drinks and

Starbucks coffee online".

Today Starbucks goals and objective are much different from when

they first poured their first cup of coffee. One of Starbucks goals

and objectives is to create a place where people gather, socialize or

mingle between work and home. This 'third place' concept is one of the

key marketing strategies of Starbucks. While being involved within the

community Starbucks has been able to understand many of the social

events that each community endorsees. This year Starbucks was named

one of the 2013 World's Most Ethical Companies for its seven year in a

row by Ethisphere Institute.

Formulate what the Corporate-Level Strategies entail

According to