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Running Head: ANALYTIC TECHNIQUEApplying Analytic Techniques to BusinessDallas J. MarshallCapella University
ANALYTIC TECHNIQUEStarbucks BackgroundThe Starbucks Corporation is a coffee company that was founded in 1971. Since it’s inception, it has grown exponentially around the globe. The Chief Executive Officer, Howard Shultz, explored Italy and wanted to bring that kind of rich espresso flavor back to his company (Starbucks, 2019). Beyond serving coffee, Starbucks has made it their mission to have make a positive socialimpact. They provide opportunities for employment given that they have so many stores around the world, they are a leader in “green retail,” meaning they operate environmentally friendly, their products are ethically and sustainably sourced, and they strengthen communities via civic engagement through service (Starbucks, 2019). Starbucks aims to make each cup of coffee a personal experience. Shultz wanted his company to be more than the average coffee company. Even the company mission is not about coffee, its about “human connection.” The coffee shops are meant to be a place where people can come in and spend time, not just get a coffee and go. This circles back around to their effort to “do business responsibly” (Starbucks, 2019). Starbucksis a business focused on people, rather than product. For them, the product is the means to and end. Starbucks aims to make communities in which they operate better. That is their business context.