Building a Top Management Team

Focusing on Starbucks Brand image, it always hired experienced people at the top management in order to have smooth functioning of the company as a whole. These people were top notch in planning, organizing and controlling management in international market. As evident from the example that CEO hired Orin Smith, an MBA from Harvard and who had an experience of 13 years in top companies.

Employee Training
Focusing on the ethics , efficiency of employees and goodwill and providing standardized product throughout the stores worldwide. It trained its employees from the lowest to the top level of management. Starbucks always recruited people who had passion for coffee, were from diverse background and who enjoyed what they're doing . The employee training program focused on giving perfect knowledge about coffee to the baristas and management trainees for which they had special training school Starbucks Coffee School in San Francisco.

 Starbucks focused on interpersonal relation building with the customers therefore every employee with Star Skills. They were trained to focus on even the smallest things that things that could question the brand image of Starbucks -example training taught them affixing labels on the package exactly one-half inch over the Starbucks logo One of their major objectives was to ingrain the company's values, principles, and culture and to impart their knowledge about coffee and their passion about Starbucks. Before opening up a Starbucks a store in new market - it undertook major recruiting effort 810 weeks before opening, they hired new baristas and began their training for which it sent Star team of experienced managers and Baristas

Foreign Market Selection

Price plays an important role in surviving in the market and gain satisfied customers In order to reduce cost without compromising with the quality, Dave Olsen himself travelled to different coffee producing countries and built good relationships with growers and exporters To be on a safer side and avoid price fluctuations, they entered into coffee futures contract.

Roasting Coffee Beans

In order to maintain Standardized product it focused in a prcised procedure which was not compromised at any cost. Evident from example that whole batch was discarded incase it did not match the roasting standards. Even top management officials were involved personally in the quality check - Dave Olsen, personally checked coffee samples for quality check, when he wasnt travelling.

Promotions and Personal Customers Relations

Since the quality of coffee was exceptionally good they were able to grab a large market of loyal and satisfied customers this was evident from frequent visits of customers.

Company also had an electronic store on the Internet. It provided few loyal customers with an option to buy their $875 coffee making equipments and accessories.

Joint Ventures Starbucks had global expansion plans taking advantage of its good working relations and long research with experienced research team it converted a store product into shelfstable version of old store product as evident incase of new product Frappuiccino launched in collaboration with PepsiCo. Also Starbucks partnered with Dreyer's Grand Ice Cream to supply coffee extract for new line of coffee ice cream. In addition to that in 1995, Starbucks worked with Seattle's Redhook Ale Brewery to create Double Black Stout, a stout beer with a shot of Starbucks coffee extract in it