Starbucks








Harvard
Case
Study
‐
Starbucks


Table
of
Contents
 
 I.
 Executive
Summary ................................................................................................................... 3
 II.
 Corporate
Mission..................................................................................................................... 4
 III.
 Industry
Structure................................................................................................................... 4
 IV.
 SWOT
Analysis .......................................................................................................................... 9
 VI.
 Strategy
Recommendations...............................................................................................16
 VII.
 Potential
Fallout....................................................................................................................18
 IX.
 References .................................................................................................................................21
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 





2


LB5206
Competitive
Strategy





Harvard
Case
Study
‐
Starbucks


I.




Executive
Summary


Starbucks
is
a
coffee
company
that
got
its
start
as
a
Seattle‐based
coffee
roaster
 in
1971.
In
1987,
entrepreneur
Howard
Shultz
bought
Starbucks
with
an
eye
 toward
introducing
European‐style
coffee
culture
to
the
American
market.
This
 took
off
a
whole
new
array
of
opportunities
and
profits
for
Starbucks,
and
it
 lasted
for
many
years.
The
company
grew
its
revenues
from
about
$10
million
in
 1988
to
more
than
$1.3
billion
ten
years
later
(Harvard
Business
School,
2008).

 This
report
will
give
readers
the
insight
to
Starbucks
coffee
company
in
the
21st
 Century.
It
gives
a
brief
introduction
to
the
company’s
corporate
mission,
and
its
 industry
structure.
 To
further
analyze
the
sustainability
of
Starbucks,
the
authors
have
conducted
a
... [continues]

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