Analysis of Starbucks Company

Table of Contents

Executive Summary3

Introduction4

Mandate6

External Analysis9

Internal analysis15

Strategic Options23

Recommendation25

Analysis of Starbucks Company

Executive Summary

Starbucks Coffee Company, Seattle, Washington, is in an enviable position - high growth, few competitors, strong financials, loyal customers, talented management and employees, and brand recognition - so why create a strategic plan? The company faces many threats and opportunities, and if Starbucks wants to continue its success story, a strategic plan will help them continue to achieve stellar results.

This research paper is divided into sections, with each section aimed to specify a particular attribute associated with the star bucks company. The first section defines the mandate of the Starbucks Company. It particularly identifies the Vision Statement, Mission Statement and

Values Statement of the star bucks company.

The second section of this research paper critically analyses the external forces that effects the strategic options adopted by Starbucks Company. This can be done by incorporating external analyses of Starbucks Company by using models which carefully appraises the micro and macro environment of Starbucks Company. The external analysis will helps us in identifying the future opportunities available for star bucks company and the threat it faces from its external environment.

The third section of this research paper analyses the internal environment and related forces that effects the strategic options adopted by Starbucks Company. This can be done by incorporating internal analyses of Starbucks Company. The internal analysis will helps us in identifying the strengths and weakness of the company.

In the final section strategies adopted and implemented by Starbucks Company will be identified and will be carefully analyzed. This analysis will final help in providing recommendations about the strategies that can be adopted by the star bucks company.

Introduction

Starbucks Corporation is the ranked number one in the coffee retailer. Starbucks is an international coffee chain based in Seattle, Washington, United States. It is the largest coffee house company in the world, having roughly 16,706 stores as of Dec. 27, 2009 spanning 50 countries, with roughly 11,000 in the United States (Starbucks Company Profile, 2010).

Although the first Starbucks opened in 1971 it wasn't until the 1990s that the company became the iconic coffee symbol of America.

Starbucks' popularity exploded alongside a changing generation of young Americans who were on the move and connected to the world-wide-web, while yearning for bigger and better, no matter the cost. This generation quickly became known as the “Starbucks Generation” and now, a decade later; it's spilling over into a thriving China. Starbucks entered China in 1999 and has now made it their number one target for growth (Starbucks Annual Report, 2007).

Products and services

The products that Starbucks offers include coffee, hot and iced espresso beverages, coffee and non-coffee blended beverages, Tazo teas, fresh food like pastries, sandwiches and salads, and other merchandise items such as coffee mugs, accessories and gifts (Starbucks Company Profile, 2010). The company is known for its rapid expansion, with the first overseas store opened in the 1990s and has opened a store almost every workday, and now has one third of ...