How starbucks became a leader in its business: towards lessons for Botswana

What can entrepreneurs in Botswana learn from Starbucks?vTo begin with, start small. Starbucks had humble beginnings. Success did not come overnight. Starbucks was founded in Seattle in 1971 and Howard Schultz bought the company in 1987 (when it only sold roasted whole coffee beans and was a very small operation).  Schultz is President and CEO and transformed the firm to what it is today.

What is Starbucks’ strategy for success? Its strategy (conceived by Schultz) is to offer customers the “Starbucks experience”, which means superior customer service, a ‘community experience’ (based on the Italian café model), a friendly ambience in its stores, and it empowers customers to drive change (especially in terms of customisation, peer-to-peer marketing and consumer awareness). Moreover, Starbucks seeks brand loyalty and offers perks to frequent customers.