Strategies Management Aanalysis

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Table of Contents
TABLE OF CONTENTS…………………………………………………………………..1 - 2 EXECUTIVE SUMMARY……………………………………………………………………3 1.0 INTRODUCTION……………………………………………………………………..4 - 5 2.0 BRIEF HISTORY OF STARBUCKS
3.1 Era before Howard Schultz…………………………………………………….6 - 7 3.2 Era with Howard Schultz………………………………………………………….7 3.0 TASK A - MARKET ENVIRONMENT ANALYSIS OF STARBUCKS COFFEE MALAYSIA 4.3 PESTEL Analysis – XXX ARE KEY DRIVERS

4.4.1 Political…………………………………………………………………. 4.4.2 Economic……………………………………………………………….. 4.4.3 Social……………………………………………………………………. 4.4.4 Technological………………………………………………………........ 4.4.5 Environment…………………………………………………………….. 4.4.6 Legal

4.4 PORTER FIVE FORCES ANALYSIS
4.5.7 Threat of new competition
4.5.8 Threat of substitute products or services
4.5.9 Bargaining power of customers / buyers
4.5.10 Bargaining power of suppliers
4.5.11 Intensity of competitive rivalry

4.5 CRITICAL KEY SUCCESS FACTORS
4.6 SWOT
4.0 TASK B
5.7 Competitive Advantages
5.8.12 Financial Resources
5.8.13 Human Resources
5.8.14 Physical Resources
5.8.15 Intangible Resources& Competences of Starbucks 5.0 TASK C
6.8 Strategies Adopt By Starbucks
6.9 SWOT strategies identified
6.10.16 Strength
6.10.17 Weakness
6.10.18 Opportunities
6.10.19 Threat
6.0 Summary
7.0 References
8.0 Appendix

Executive Summary
This assignment is to evaluate conditions in the market environment that Starbucks occupies by using appropriate analytical tools. The market environment are included a combination of the Coffee Beverage Sales industry itself which is the micro environment and Starbucks operates in international segment which is the Marco environment. In this assignment, the discussion is based on Malaysia Starbucks. PESTEL is the analytical tools used to evaluate Starbucks market environment. Beside that is also used porter five forces analysing to more understand Starbucks macro environment situations. The researcher will highlight Starbucks critical key success factors and competitive advantages and competences of Starbucks. In Malaysia Starbucks is a joint-venture between Starbucks Coffee International Inc., USA and Malaysia’s BERJAYA GROUP BERHAD. BERJAYA are carrying out all the operations. Starbucks was open its first store in Malaysia on 17 December 1998 at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur.

1.0 INTRODUCTION
The purpose of this assignment is to provide an analysis of Starbucks within the market environment. PESTEL is the analytical tools used to evaluate Starbucks market environment. Beside that porter five forces also used to analysing to more understand Starbucks macro environment situations. The discussion is based on Malaysia Starbucks. The researcher will highlight Starbucks critical key success factors and competitive advantages and competences of Starbucks. Starbucks is a joint-venture between Starbucks Coffee International Inc., USA and Malaysia’s BERJAYA GROUP BERHAD in Malaysia. BERJAYA is carrying all operations. Such as local custom, culture adaptability, store development and strategies management plan. In the other hand, Starbucks Coffee International Inc. is responsibility to keep the standards among in them Starbucks. That fore, there are doing quality assurance and do business visits from time to time (http://www.123helpme.com/starbucks-coffee-company-view.asp?id=167382). On 17 December 1998 Starbucks was open its first store in Malaysia at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur. Starbucks strategy is to open up a store in every corner of the city. Starbucks mission is to provide a third place for people out there. Therefore, it will have a Starbucks Coffee store are available everywhere for the needs of the customers, hence the term of...
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