Starbucks Analysis
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. INTRODUCTION 1 II. ANALYSIS FIRM’S CURRENT SITUATON 1 1. Mission 1 2. Vision 1 3. Information of a firm’s current situation 1 4.1 Current business strategy 1 4.2 Marketing 1 4.3 Finance 2 4.4 Operation 2 4.5 Human resource 3 III. CONDUCT ANALYSIS 3 1. Financial Analysis 3 2. Environment Analysis 4 3.1 PESTEL 5 3.2.1 Political factor 5 3.2.2 Economical factor 5 3.2.3 Socio-cultural 6 3.2.4 Technological 6 3.2.5 Environmental 6 3.2.6 Legal 6 3.2 Porter’s five forces competitive 6 3.3 Value chain 7 3.4 SWOT analysis 8 IV. DEVELOPING LT-ST OBJECTIVE AND STRATEGIES 9 1. Long-term objective 10 2. Short-term objective 10 3. The strategy hierarchy 11 V. KEY POLICIES, PRACTICES, BUSINESS PRINCIPLES, AND PROCEDURES 17 VI. THE ISSUES CONFRONT THE COMPANY AS OF MID-2012 18 VII. RECOMMENDATION 19 VIII. REFERENCE 21 IX. APPENDIX 22
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
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. INTRODUCTION 1 II. ANALYSIS FIRM’S CURRENT SITUATON 1 1. Mission 1 2. Vision 1 3. Information of a firm’s current situation 1 4.1 Current business strategy 1 4.2 Marketing 1 4.3 Finance 2 4.4 Operation 2 4.5 Human resource 3 III. CONDUCT ANALYSIS 3 1. Financial Analysis 3 2. Environment Analysis 4 3.1 PESTEL 5 3.2.1 Political factor 5 3.2.2 Economical factor 5 3.2.3 Socio-cultural 6 3.2.4 Technological 6 3.2.5 Environmental 6 3.2.6 Legal 6 3.2 Porter’s five forces competitive 6 3.3 Value chain 7 3.4 SWOT analysis 8 IV. DEVELOPING LT-ST OBJECTIVE AND STRATEGIES 9 1. Long-term objective 10 2. Short-term objective 10 3. The strategy hierarchy 11 V. KEY POLICIES, PRACTICES, BUSINESS PRINCIPLES, AND PROCEDURES 17 VI. THE ISSUES CONFRONT THE COMPANY AS OF MID-2012 18 VII. RECOMMENDATION 19 VIII. REFERENCE 21 IX. APPENDIX 22
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
References: John, T. (2012, April 08). Starbucks Corporation. Retrieved from http://www.mhhe.com/business/management/thompson/11e/case/starbucks-2.html Kim, S Miller, C. (2011, March 12). A Changed Starbucks. A Changed C.E.O... Retrieved from http://www.nytimes.com/2011/03/13/business/13coffee.html?pagewanted=all&_r=1& S Simpson, B. (2012, March 29). 3 insane Starbucks campaigns. Retrieved from http://www.imediaconnection.com/content/31141.asp Frank, H Frankston, S. (2013, February 12). Starbucks & Howard Schultz: Culture & Core Values Case Study. Retrieved from http://corevaluesinstitute.ca/culture/starbucks-howard-schultz-culture-and-core-values/ Joe, C. (2012, May 22). SWOT analysis of Starbucks. Retrieved from http://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html Lambert, H