Question: 1. What was Howard Schultz’s original strategic vision for Starbucks? Is his 2010 strategic vision for Starbucks different from the one he had in the 1980s? How many times has his strategic...

Case Questions
Questions:
1. Howard Schultz’s original strategic vision for Starbucks in 1980 was ‘"I always wanted to do something to make a difference." This strategic vision has changed to ‘We don’t manage the business to maximize anything other than the quality of the coffee’ in 2010. There seemed to be slight difference in the original and new strategic vision. In the past decades, Howard Schultz’s was strive towards delivering some unique and creative products and services to the customers while in the later years he emphasized more on delivering quality in products. There are other elements of his strategic vision like emerging as an undisputed coffee authority, global presence, leadership, etc. The strategic vision of the Howard Schultz’s has changed around three to four times till today and likely to undergo further changes also in light of market trends and customer demands (Starbucks. 2013).
2) Starbucks hold certain values like using high quality coffee beans, avoiding artificial chemicals and preservatives, adopting high safety and quality standards in roasting and blending coffee beans, etc. The values are integral component of strategies formulated at Starbucks as employees and personnel prepare coffee in light of such values. The Starbucks...