As I drove to work this morning, I decided to make a slight detour from my normal route to get a cup of morning goodness in the form of fresh coffee. I could have stopped off at the corner convenience store, smelt gasoline being pumped and the ring-a-ding-ding of the slot machines that frequent just about every Las Vegas establishment, but I was looking for a little more something. I decided to drive an extra 30 seconds out of my way to go to an establishment that I knew would provide outstanding quality coffee, serve it with a smile, and provide an environment that was classy and warm. I decided to go to Starbucks. As I walked in, I smelt the fresh coffee grounds and heard a catchy song on the stereo. When the gal behind the counter greeted me with a big smile and asked, "What can I get started for you?" I knew I had made the right decision. The Starbucks corporation has done an outstanding job since 1970 with the execution of it 's strategicprocess resulting in it currently owning 40% of the specialty coffee market and boosting annual sales exceeding $7 billion according to an article published by Burt Helm. Figure 1. Strategic Management Tasks
According to the courseware there are five steps to be accomplished in the Strategic Management Process. See Figure 1 above. The one essential area that this graph excludes however is analysis. I will include this step in the following discussion.
From the Starbucks website we find that the Starbucks ' mission statement is, "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow". The website goes on to say "the
References: Datamonitor Starbucks Corporations Company Profile, 25 Jan 2005. Retrieved 20 July 2007 from, http://www.investor.reuters.com/data/files/Company%20Profile%20Sample%20for%20Reuters.pdf Helm, Burt. 9 Apr 2007. SAVING STARBUCKS ' SOUL; Chairman Howard Schultz is on a mission to take his company back to its roots. Oh, yeah-he also wants to triple sales in five years. Business Week. Retrieved 20 July 2007 from http://proquest.umi.com/pqdweb?index=44&did=1252343951&SrchMode=3&sid=1&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1184944744&clientId=29440&aid=1 Keel, Robert. 10 July 2007. The McDonaldization of Society. Retrieved on 20 July 2007 from, http://www.umsl.edu/~keelr/010/mcdonsoc.html McDonald 's to open coffee chain in Japan, 12 July 2007. Retrieved on 20 July 2007 from, http://www.topix.com/drink/2007/07/mcdonalds-to-open-coffee-chain-in-japan Rae, Jeneanne. 27 Nov 2006. The Importance Of Great Customer Experiences? Business Week. Retrieved 20 July 2007 from http://proquest.umi.com/pqdweb?index=60&did=1166573331&SrchMode=3&sid=2&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1184944933&clientId=29440&aid=1 UK coffee market set to double over the next 10 years, 23 May 2007, Retrieved on 20 July 07 from, http://www.caterersearch.com/Articles/2007/05/23/313851/uk-coffee-market-set-to-double-over-the-next-10-years.html