Strategic choice

Topics: Starbucks / Pages: 4 (849 words) / Published: Aug 8th, 2014
Strategic Choice and Evaluation
STR/581
August 6, 2014

Introduction
In order for Starbucks to even understand growth, they will need to identify their weaknesses as well as implement different strategies to address the weaknesses that were identified. Starbucks needs to consider a value discipline, generic strategy, and grand strategy to remain competitive in today’s economy. The following paper will discuss strategies recommended as well as provide examples of how combining different strategies can increase their profitability and achieve growth.
Best Value Discipline
A generic strategy that is used as an alternative approach is known as value discipline, which consists of three important concepts needed as a basic foundation for the success of any organization. Pearce and Robinson (2013) discuss three value disciplines known as operational excellence, customer intimacy, and product leadership that can all be utilized to help Starbucks build growth. Starbucks will focus on a mixture of customer service and operational excellence as the best value disciplines to be utilized.
According to Pearce and Robinson (2013) custom-made offerings are identified to satisfy the demands of a identified niche market in customer intimacy while cutting edge services and products are offered to customers in product leadership; far more superior than its’ competitors. Operational excellence for Starbucks will involve cutting down their costs while still providing quality and reliable services to their customers.
Customer intimacy is another important aspect of that should be utilized. Starbucks needs to ensure that they are focused on their consumers and that there products are tailored to the needs of their consumers. In order for Starbucks to retain customer loyalty they will need to ensure that cultivate a strong relationship with their customers.

Generic Strategies Differentiation, focusing, and low-cost leadership are



References: Elder, S., Lister, S., & Dauvergne, P. (2014). Big Retail and sustainable coffee: A new development studies research agenda. Progress in Development Studies 14(1), 77-90. Pearce, J.A. & Robinson, R.B. (2013). Strategic Management: Planning for Domestic and Global Competition (13th ed). New York, NY: McGraw Hill. Schultz, M. (2013). Starbucks Global Responsibility Report: Goals and Progress. Retrieved from www.starbucks.com Unknown (2014) Starbucks Investor Relations. Retrieved from www.investor.starbucks.com). Zhang, X. (2011). Communicating Coffee Culture through the Big Screen: Starbucks in American Movies. Comparative American Studies, 9(1), 68-84.

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