Business Strategy of Starbucks

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1. Introduction ………………………………………………………….3

2. Vision and Mission Statement ………………………………….4 1. Vision Statement…………………………………………………….4 2. Mission Statement…………………………………………………….4~5 3. Stakeholder Mapping…………………………………………………….5

3. External Assessment ……………………………………………… 6~7 1. Industry Structure …………………………………………………….7 2. Industry Life Cycle ……………………………………………………8 3. Michael Porter’s Five Forces …………………………………………….9 4. Opportunities and Threats Analysis……………………………10 5. Summary of the External Assessment……………………………10 6. Competitive Profile Matrix (CPM)……………………………11 7. External Factor Evaluation (EFE) Matrix…………………………… 12~13

4. Internal Audit
1. Summary of Internal Assessment……………………………14 2. Internal Factor Evaluation (IFE) Matrix……………………………15

5. The Internal-External (IE) Matrix………….…………………16

6. Strategic Choices – Corporate Strategies…..……………..17

7. Generic Business Strategy……………………….………………18

8. Space Matrix…….……………………………………………… 19~20

9. Quantitative Strategic Planning Matrix (QSPM)
1. Business Strategy………………………………………………………21 2. Corporate Strategy………………………………………………………22

10. Conclusionand Recommendation......………………..…… 23~25

1. Introduction

In 1971, English teacher Jerry Baldwin, history teacher Zev Siegel and writer Gordon Bowker open the first Starbucks in Seattle’s historic Pike Place Market. The first Starbucks is focus on selling high-quality coffee beans and equipment. We are target to develop satisfy services and provide the highest standards coffee to customers at all time.

Today, we are the top international coffee chain. We have more than 17,000 retail stores and distribute in over 50 counties, including over 110 retail stores in Hong Kong.

A Brief History of our company:
1971: The first Starbucks opens in Seattle.
1996: Starbucks become a multinational company. The first stage is in Japan. 1999: We are started our develop in China. The first store is in Beijing. 2000: The first Starbucks in Hong Kong is open at May 2000.

During these 40 years, we are devoted to look for the best coffee from America, Africa and the Pacific. We taste more than 150,000 cups of coffee a year and only want to find the world’s best coffee.

We understand that environment is important for us. We will try our best to minimize the negative impact for the environmental. We will spread this mission to all our partners and help create a healthy planet.

We are also concern our coffee farmers, we know that they are our important property. They will directly affect our supply sustainability. In order to keep the long-term sustainability to provide the best quality coffee beans, we are willing to pay the best price for the best beans and we carry out fair trade to the coffee farmers. As most of the small coffee farms often experience a cash shortage and facing the important “lack of working capital” problem, we will also provide farmers access to affordable credit to help them break away from this difficult position and keep on their high standard production.

As we are facing many different external and internal problems and also many different strong competitors enter the industry in the recent years. This study is help us to find out which way is the best to solve our problem and keep on our mission. 2. Vision and Mission Statement

2.1 Vision
We make sure everything we do honors that connection – from our commitment to the highest quality coffee in the world, to the way we engage with our customers and communities to do business responsibly.

2.2 Mission

Our Coffee

It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and...
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