Starbucks-Case Study

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Topics: Starbucks, Coffee
The current financial crisis has brought tremendous changes in the international settings and business environments. Beyond that, recent trends and contemporary modifications in legal, social, political, technological etc. aspects and the empowered role of various stakeholders (customers; suppliers; competitors; employees) have forced organizations to reconsider the way they are positioned / activated within their wider environment.
By examining a real case organization of your own choice and by using relevant concepts and theories adopted for analyzing the business environment, discuss and critically evaluate the most influential forces and the way which these forces impact on organization’s strategies and shape its operations.
Introduction
It is true that the current global financial crisis has changed tremendously the international settings and business environments. The recent trends and current modifications in legal, social, political, technological and environmental aspects and the privileged role of stakeholders such as customers, suppliers, competitors and employees, have forced organizations to reexamine how they are positioned and activated in their wider environment.
In what follows, we shall examine the case of Starbucks and we shall analyze the organization’s business environment by using the concepts of PESTLE, SWOT analysis and Porter’s Five Forces analysis and how the most influential forces impact Starbucks’ strategies and shape its operations.
Starbucks – Company Profile
Starbucks was founded in 1971 with a single store in Pike Place Market in Seattle, USA which was a retailer of coffee bean, tea and spices. Today, Starbucks is the largest coffeehouse company in the world (Wikipedia) with nearly 18.000 retail stores in 60 countries, including Argentina, Australia, Bahrain, Belgium, Brazil, Canada, Chile, China, Cyprus, Denmark, Egypt, England, France, Germany, Greece, Japan, Kuwait, Lebanon, Malaysia, Mexico, New Zealand, Northern Ireland,



References: Bloomberg Businessweek, ‘100 Best Global Brands’ (2009). Morrison, M. (2010a), ‘PESTLE analysis factsheet’ – The Chartered Institute of Personnel and Development, last updated in November 2010. Morrison, M. (2010b), ‘SWOT analysis factsheet’ – The Chartered Institute of Personnel and Development, last updated in November 2010. Pfanner, E. (2012), ‘Starbucks Offers to Pay More British Tax Than Required’, The New York Times, published December 6, 2012. Porter, M. E. (2008), ‘The Five Competitive Forces That Shape Strategy’, Harvard Business Review, January 2008, Starbucks Company Profile, August 2012. Starbucks website Wikipedia – Fair trade Wikipedia – Starbucks

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