The paper "Longitudinal Strategic Development of Starbucks" is a great example of a case study on marketing. Starbucks Corporation draws its history in the early 1970s. It was during this time that the company was started by Jerry Baldwin, Zev Siegel, and Gordon Bowker. The three investors only began a small coffee shop with a contribution of $1350 each in addition to borrowing $5000 from a bank. However, the company’ s progress and success largely leaned on a number of takeovers as well as transformations in the management system. However, it can be deduced that the management system was well aware from the start that good leadership depended on social responsibility.
As such, the major investors had to take on different tasks within the corporation so that the best man was put in the right job section. At the start, Baldwin kept books as Bowker maintained the store setting. This led to eventual expansion within the company to up to four stores by 1980. Transformation in this corporation reached its peak when Howard Schultz, the most competitive CEO of Starbucks visited the coffee shop and eventually incorporated it as one of the investors in the company.
His move into the company started when he paid a visit to the company in 1981, a time when he shared the company’ s vision with Bowker. Schultz was particularly attracted by the willingness and passion that these leaders had towards their work. However, he noted that the company could easily crumble down on the verge of competition if expansion strategies were not put in place. Even though expansion strategies were meant to improve the corporation, there was still much to be done especially on the side of employees.
The company’ s employees lacked confidence in the management of the corporation. This required agent actions to be undertaken so that the company could come back into a profitable operation. Apart from managerial change since the corporation’ s foundation, there was a transformation n the business’ s profile. This was achieved through acquisitions. The most significant turnover occurred in 1987 when the founders of the company decided to sell the entire operation of the corporation to Seattle. This move opened avenues for Schultz to acquire the company and eventually became the CEO of Starbucks Corporation.
His main achievement was in the sense that there could be no more conflicts based on the management of the company which arose against his vision. Under Shultz, the company was on the journey of becoming an international business corporation. However, there was no much effect on the side of initial Starbucks’ employees since Schultz decided to absorb all of them. He well understood that their contribution to the profitability of Starbucks was paramount given that they had gained a lot of experience in working for the company.