This case contains a wealth of detail about the character and strategic direction of the company, the chief elements of its evolving strategy, and the passionate and committed role of Howard Schultz in shaping the path the company has taken since its founding. Schultz$$s goal was to create a company $$with a soul.$$ To that end, he implemented various policies and operating practices that the company has employed in executing its evolving strategy, as well as many strategic and operating adjustments, including the company$$s social responsibility strategy and the new management team he put in place when he retired in $2018.$

Before completing these exercises, be sure to read the Starbucks case.

What was Howard Schultz$$s original strategic vision for Starbucks? How many times has his strategic vision changed or evolved into something different? Is Kevin Johnson likely to continue with Shultz$$s latest strategic vision for Starbucks for several more years or is the vision likely to undergo change beyond $2020?$

Select $$yes$$ for those statements below that are accurate and choose $$no$$ for those that are not.

Howard Schultz$$s vision began to materialize in $1983$ when Schultz went to a housewares show in Milan, Italy. This was his first exposure to Italian$-$style espresso bars.

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Starbucks$$ first mission statement was written in $1990$ and revised in $2008,$ the goal was to convey the message that Starbucks would become a global company and be $$the premier purveyor of the finest coffee in the world.$$

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Starbucks planned on franchising Starbucks as part of the initial strategic plan.

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Starbucks strategy to go global was in early $1999.$

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Howard Schultz's focus was to build the Starbucks brand, and drive revenue growth, largely by developing new distribution channels for Starbucks products.

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Starbucks has been slowing down its growth strategy, they have shut down locations in China and other international locations.

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Starbucks$$ overall sales mix in its company$-$owned retail stores in fiscal year $2019$ was $60$ percent beverages, $30$ percent food, $5$ percent packaged and single$-$serve coffees and teas, and $5$ percent ready$-$to$-$drink beverages, coffee mugs, and other merchandise.

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Kevin Johnson is on board with the importance of innovation in the company$$s future success and plans to expand locations in China, expand the product line, and enter new distribution channels.

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