Case 2 I believe that Starbuck’s strategy has evolved as the strategic vision has evolved. As we know, the company's strategy had evolved from their vision statement. any company should have a goal, only then it could move towards their aim point, which is nothing but their strategy. Starbuck’s strategy adapted as the vision evolved, especially during the transition of being bought by Howard Schultz. The strategy had to shift from a small scale operation of selling beans and espresso roasters to a large scale operation with hundreds of locations that sold coffee beans & equipment while also serving café food to patrons. Coffee is the most important value in Starbuck’s strategy, so they are committed to providing their consumers with top-quality coffee that is ethically sourced, and to improve the lives of the people who grow the beans. The all employees in Starbucks are undoubtedly another value for the company. That’s why Starbucks has a health care plan available for all employees, a stock purchase plan, employee training, and employee recognition. A company can’t live without company, therefor Starbuck is really care about the connect with consumer and try to give them more good service. Starbucks management’s goal was to create the stores to be a place where customers belong and meet with friends. They do this by create a store ambience, having interesting music playing and so on. Beside the store, it must have their neighbor. Starbuck do whatever thay can do for them. In 2010, Starbucks has been named to Corporate Responsibility Magazine’s list of “The 100 Best Corporate Citizens” for the 10th time.

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