Starbucks Corporation: The New S-Curves

  • Reference: DARDEN-S0239-E

  • Year: 2014

  • Number of pages: 24

  • Publication Date: Sep 5, 2014

  • Revision Date: Jan 6, 2015

  • Source: Darden University of Virginia (USA)

  • Type of Document: Case

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By the end of fiscal year (FY) 2010, Starbucks?s painful, three-year transformation agenda was essentially complete. Starbucks began FY11 poised to focus on a new blueprint for growth described by CEO Howard Schultz: ?Sourcing, roasting, and serving high-quality coffee will remain our core, but we are also pursuing sustainable, profitable growth with a more diversified, multichannel and multibrand business model.?