Executive Summary: Starbucks Corporation

1.0 Executive Summary Starbucks Corporation the leading coffeehouse in the world. It was founded in 1971 by Jerry Baldwin, Zev Siegel, and Gordon Bowker in Seattle, Washington. Howard Schultz was the key person who turned the company a huge success around the globe. Since the beginning Starbucks has been facing many tough challenges and yet it is still remains as the best coffee House in the world. The mission of Starbucks is to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time. Their main competitors are include Dunkin Donuts, Biggby Coffee, Caribou Coffee, McDonald 's, Panera Bread, and Einstein Bagels, ,Secret Recipe, Old Town White Coffee and Coffee Bean. The political stability shows what derived the Starbucks to establish themselves in Malaysia. The economy has shown that this country is one the Asia’s commercial destination where the economic activities boost up every year commercially. The socio-cultural shows a section of people who the corporation could not satisfy through their menu. While the technological analysis shows that e-commercial is possible in Malaysia. The branding itself has created a positive image for Starbucks where they do not need any aggressive promotion to establish themselves. Now days, even homemade coffees are becoming a competitor to the Starbucks. The price-sensitive community in Malaysia finds that the pricing of these products is high and not affordable by all. 2.1 Objectives The Company 's objective is to establish Starbucks as the most recognized and respected brand in the world.

1.2 Vision and Mission
The vision "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow”.The mission of this corporation is to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time. Besides that, they also have their own set of principles to guide their employees on