Strategic Issues Papers- Starbuck

Topics: Brand, Strategic management, Strategy, Starbucks, Customer service, Corporation / Pages: 8 (1820 words) / Published: Nov 29th, 2008
Running head: Strategic Issues Paper

Strategic Issues Paper
University of Phoenix
November 3, 2008

Strategic Issues Paper In today's business environment, an effective strategy is critical for an organization to attain its vision. A company must reflect upon internal strengths and weaknesses, external opportunities and threats, and consider the associated trends using benchmarked companies. One company who’s made this recognition is Starbucks. The company recognizes the major strategic issues involved as protection of coffee growers to achieve future supply, keep the brand image and remain innovative, new market strategy, leadership and culture. Using resources from the University of Phoenix, the purpose of this paper is to identify several companies that have demonstrated strategic thinking about issues that are similar to those faced by the selected organization. This paper will provide an overview of the issues, identify different strategies utilized by those companies to address them and discuss the outcomes. In addition, the paper will suggest alternatives to Starbucks strategy based on the benchmarked companies.
Executive Summary Starbucks is a very profitable organization. Starbucks is different than many businesses; they combine aggressive marketing strategies with corporate responsibility. Their financial performance was overwhelmingly positive and outstanding achievements. Starbucks vision statement is developed to express the aspirations of the executive leadership and works concurrently with its mission statement. Their vision concentrates on how to treat people including their employees, diversity, customer satisfaction, community contributions, and sustaining a profit. Starbucks vision statement is “to establish Starbucks as the premier purveyor of the finest coffee in the world, to satisfy customers, provide a great work environment and treat each other with respect and dignity, to contribute positively to their environment, to make

References: Kmart (2008) retrieved October 30, 2008 from Motorola-Company Overview (2008) retrieved August 31, 2008 from Website, Starbucks Corporation (2007)

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