Apple Company

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Pharos University
Faculty of Financial & Administrative Sciences

Strategic Management Model
Applied Study on
Starbucks

Prepared by
Spring 2013 Class

Supervised by:
Dr. Ola Elgeuoshy

Spring 2013

Table of Contents

Introduction
Module (1): Environmental Scanning
Ch1: External Environment Analysis
Ch2: Internal Environment Analysis
Module(2): Strategy Formulation
Module(3): Strategy Implementation
Module(4): Control & evaluation
Summary & Conclusion
References

Introduction
Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,366 stores in 61 countries, including 13,123 in the United States, 1,299 in Canada, 977 in Japan, 793 in the United Kingdom, 732 in China, 473 in South Korea, 363 in Mexico, 282 in Taiwan, 204 in the Philippines, 164 in Thailand and 3 in India. Starbucks, named after the first mate in Herman Melville's Moby Dick, was founded in 1971 at Seattle's Pike Place Market by 3 atypical businessmen, Gordon Bowker, Jerry Baldwin & Zev Siegl. Starbucks mission is to "inspire and nurture the human spirit-- one person, one cup, and one neighborhood at a time.” "Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment - primarily through its company-operated retail stores. Starbucks locations serve hot and cold beverages, whole-bean coffee, microground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. Starbucks Evenings locations also offer a variety of beers, wines, and small bites after 4pm through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. In addition to sales through company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company. The Company's objective is to establish Starbucks as the most recognized and respected brand in the world.

Module (1): Environmental Scanning

Ch1: External Environment Analysis

1. StarbucksEnvironment Illustration<to be corrected by Sara>

2. Opportunities & threats Table “External Factors Analysis Table- EFAS” Factors | Opportunities| Threats |
Task Environment: |
1. Competitors | * Starbuck is offering high quality and variety of products in comparison to its competitors| * Offerings similar products * Offering lower prices, especially local ones | 2. Suppliers| * High quality coffee beans * Pepsi Packaging Starbuck Coffee bags * Fresh snacks suppliers | * Lack of trained employees | 3. Customers| * Unsatisfied needs of current coffee shops * Always want to change * Adore the American life style , especially the youth customers segment| * Taste problem with Asian customers | 4. Government | * Open economy in some countries e.g.: Europe | * Difficult entry to enter some countries. e.g. China through joint venture rather than wholly owned subsidiary * High taxes & customs in some countries * NGOs & the request for certified coffee bean| 5. Retailers| * Agreements with airlines & hotels * Abundance of overseas retailers| | General Environment: |

1. Culture | *...
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