Starbucks is a U.S. multinational chain of roastery reserves and coffeehouses founded in 1971. The company’s headquarters are in Seattle, in Washington state. Statistically, Starbucks is the world’s largest and most prominent coffeehouse chain, representing the U.S.’s second wave regarding the coffee culture (Voigt et al., 2017). As of 2020, the company operates more than 30,000 branches globally in seventy countries (Margalit, 2020). Starbucks serves cold and hot drinks, including micro-ground instant coffee, whole-bean coffee, loose-leaf teas, evolution fresh juices, La Bouglange pastries, Frappuccino beverages, and snacks. Since its foundation, Starbucks has been providing customers with different products and services, engaging in research to comprehend the consumer’s needs and adjusting accordingly. Therefore, considering the various trends Starbucks has embraced over the period that it has been in the business, it has become evident that it is a critical corporation explorer.
The company makes an adventure, developing significant menus which attain massive reception. According to Margalit (2020), Starbucks has redefined how its customers drink coffee. The corporation is enhancing confinement among people in the workplace. Margalit (2020) adds that Starbuck provides employees with a comfortable environment away from their homes. For instance, the organization helps the employees who work far from their families and do not have adequate time to return to their houses for a drink or other snacks. Arguably, Starbucks provides a critical option for specific employees to get coffee and other preferences directly in the workplace. The organization is the pioneering free coffee, beverages, and snacks delivery company in the U.S, an indication of venturing into the unknown boldly (Margalit, 2020). As a result, Starbucks embraces confinement, restricting individuals from having difficult moments of getting back to their homes to purchase that hot coffee they prefer. The free delivery mode helps workers get time to stay in their offices and perform different critical tasks. Connectedly, Starbucks is a corporation explorer because of its enthusiasm to make an adventure on the customer needs, working towards attaining them, enhancing confinement.
Starbucks company is making exploration of other business ventures, expanding its services and reputation. Wang et al. (2015) opine that Starbucks’ decision to stretch its business to selling books, movies, and music promotion is a critical way of expanding its menu. In other words, the company is fighting the spirit of incarceration and entrapment. Significantly, Starbucks management understands that extending the business to other authentic areas rejuvenates the customers, hence developing their trust to the company and referring more new customers. The idea of supporting other firms is a critical way to stretch the business name and status to different distinct target audiences. For instance, by supporting movies and music, Starbucks finds a crucial forum to reach many audiences. Notably, sponsoring other industries to develop is an advertisement criterion. The movie viewers get to know about Starbucks, hence creating a sense of belongingness and subsequent loyalty. The organization is enhancing cautiousness, considering that it does not want to lose its excellent standards among the audience but to continue increasing the customer base. Thus, Starbucks’ decision to support other industries is an elucidation of the corporation’s philosophy of being an explorer.
The organization’s decision to evolve its brand is an illustration of self-discovery. Kang and Namkung (2018) allude that a change of brand and variety is a critical indication of self-analysis and subsequent discovery for present and future success. Starbucks changed its brand, an exemplification of the company’s unique business model, and continued growth. Interpretatively, the business’s iconic white cups are critical promotional merchandises that carry the new company logo. In other words, the change of functionality in Starbucks indicates a sense of journey celebration and modern confinements acknowledgment. The industry understands through research that advertisement models are changing daily. Adopting the white cups with the company logo is a design of advertisement in the present society. Moreover, Starbucks engages in community development, illustrating its journey celebration (Kang & Namkung, 2018). Hence, the evolution that Starbucks has embraced indicates the self-discovery and acknowledgment of contemporary confinements, making the corporation a critical explorer.
However, Starbucks has embraced a great sense of immobility since its establishment. According to Kang and Namkung (2018), the company has been engaging in the sale of coffee. The organization has only been incorporating other products and services into its menu. Significantly, every business entity has its distinct specialization that is known for offering by the consumer. Regardless of Starbucks engaging in other business ventures, it has not shifted from its ancient purpose of delivering ‘simple’ coffee to its customers. Understandably, the menu adjustments that Starbucks makes are forms of liberations to its customers. Sometimes, when a business offers one distinct type of service, there are high chances that the customers might be bored. The organization should ensure that its customers do not get tired of being served with only one product, hence adding other products and services to the existing menu as a way of refreshment. Clients have a variety of components, thus choosing their preferred menu. Therefore, embracing immobility is making the Starbuck corporation an explorer, considering that despite having its unique culture of delivering coffee services to customers, it is equally incorporating other recipes.
In conclusion, it is paramount noting that Starbucks’ claims of being a corporation explorer are accurate. Understanding the various inclinations Starbucks has contained over the period that it has been in the market, acts an approval of being a critical business explorer. The organization has been enhancing diversification, increasing its reputation and acceptance among the target consumers. Above all, Starbucks’s current trend is a significant assurance of present and future triumph.
Kang, J. W., & Namkung, Y. (2018). The effect of corporate social responsibility on brand equity and the moderating role of ethical consumerism: The case of Starbucks. Journal of Hospitality & Tourism Research, 42(7), 1130-1151.
Margalit, L. (2020). Why is Starbucks so successful despite its mediocre coffee? CMS Wire.
Voigt K. I., Buliga O., Michl K. (2017) Globalizing Coffee Culture: The Case of Starbucks. In: Business Model Pioneers (Eds). Management for Professionals (pp. 41-53). Springer.
Wang, D. H. M., Chen, P. H., Yu, T. H. K., & Hsiao, C. Y. (2015). The effects of corporate social responsibility on brand equity and firm performance. Journal of Business Research, 68(11), 2232-2236.