Starbucks Analysis

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2013
GROUP 6

2013
GROUP 6

STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
TROY UNIVERSITY
TROY UNIVERSITY
STARBUCK CASE ANALYSIS
STARBUCK CASE ANALYSIS

Instructor: Min Carter, Ph.D.

Instructor: Min Carter, Ph.D.

LY NGOC HUY
TRAN QUOC HUY
HOANG VAN VINH
TON KHANH PHUONG
VU NGUYEN TRAM ANH

LY NGOC HUY
TRAN QUOC HUY
HOANG VAN VINH
TON KHANH PHUONG
VU NGUYEN TRAM ANH

Saigon, May 20, 2013

Saigon, May 20, 2013

TABLE OF CONTENTS
I. INTRODUCTION1
II. ANALYSIS FIRM’S CURRENT SITUATON1
1. Mission1
2. Vision1
3. Information of a firm’s current situation1
4.1 Current business strategy1
4.2 Marketing1
4.3 Finance2
4.4 Operation2
4.5 Human resource3
III. CONDUCT ANALYSIS3
1. Financial Analysis3
2. Environment Analysis4
3.1 PESTEL5
3.2.1 Political factor5
3.2.2 Economical factor5
3.2.3 Socio-cultural6
3.2.4 Technological6
3.2.5 Environmental6
3.2.6 Legal6
3.2 Porter’s five forces competitive6
3.3 Value chain7
3.4 SWOT analysis8
IV. DEVELOPING LT-ST OBJECTIVE AND STRATEGIES9
1. Long-term objective10
2. Short-term objective10
3. The strategy hierarchy11
V. KEY POLICIES, PRACTICES, BUSINESS PRINCIPLES, AND PROCEDURES17 VI. THE ISSUES CONFRONT THE COMPANY AS OF MID-201218
VII. RECOMMENDATION19
VIII. REFERENCE21
IX. APPENDIX22

I. INTRODUCTION
Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest quality Arabica coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. Through our unwavering commitment to excellence and our guiding principles, we bring the unique Starbucks Experience to life for every customer through every cup. To share in the experience, please visit us in our stores or online at www.starbucks.com.

II. ANALYSIS FIRM’S CURRENT SITUATION
1. Mission
“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Starbucks mission is to provide the best coffee they ever had by using their innovation to “inspire and nurture the human spirit”. Moreover, Starbucks always want all customers feel enjoyable and satisfied about their products as well as its service. It is not only the place where people can meet their friends but it is also help customer reduce stress after hard-working hour when they enjoy coffee at Starbucks. Besides that, the word “neighbors” in the statement stated that every store is part of community and they have to responsible for their actions in contributing their products and services 2. Vision

“Establish Starbucks as the premier provider of the finest coffee in the world while maintaining our uncompromising principles while we grow.” Starbucks’ vision is to become the best coffee shop in the world by applying the highest standards to the purchasing and develop enthusiastically satisfied customers all the time. Besides that, they want to provide a great work environment and treat each other with respect and dignity and they also recognize that profitability is essential to their future success. 3. Information of a firm’s current situation

4.1 Current business strategy
Starbucks Plans Aggressive Growth Strategy
Starbucks CEO Howard Schultz announces plan to open 3,000 new stores NEW YORK—Coffeehouse chain Starbucks Corp. this week announced an accelerated growth strategy to open 3,000 new stores in the Americas by 2017. In the recent year it has spent millions on acquiring new businesses to expand its product offerings. In the last 12 months alone, it has acquired juice maker Evolution Fresh for $30 million, La Boulange Bakery for $100 million, and this year, it hopes to complete its $620 million acquisition of Teavana...
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