Strategic Management at Starbucks

Strategic Management Project

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-2012-

TABLE OF CONTENTS

CHAPTER 1 3
Introduction 3
CHAPTER 2 4
General Description of the Company 4 2.1. Strategic Group of the Company and the Dynamics of the Industry Structure 5 2.2. Starbucks in Romania - Market Environment 6
CHAPTER 3 8
Organizational Purpose 8 3.1. Mission and Vision 8 3.2. Values and Objectives 9
CHAPTER 4 9
Diagnosing the Strategic Capabilities within the Company 9 4.1. SWOT Analysis 10 4.2. Starbucks’ Corporate Capabilities 11
CHAPTER 5 12
Limitations of Starbucks Strategic Management and Capabilities 12
CHAPTER 6 14
Strategy Development 14 6.1. Five-Forces Model 15 6.2. Strategic Map 17
CHAPTER 7 21
Methods of Pursuing Strategies 21 7.1. Strategy Implementation 21 7.2 Specific Actions Taken 23 7.3. Starbucks Strategy in Romania – Location and American Fame 31
CHAPTER 8 32
Strategy Evaluation and Recommendations 32
Conclusions 35
References 36

CHAPTER 1

Introduction

Starbucks is the largest coffeehouse company in the world, with 18.887 stores in 55 countries. In Romania, Starbucks can be found in Bucharest (having 6 stores), in Cluj (one store) and in Timisoara (one store). (Starbucks Romania, 2012)

We have chosen this company based on the impressive success that the company has at the worldwide level and also in our country. Another reason for our choice is the fact that the company succeeded in respecting the values implemented in the company. The assessment and development of new strategies according to the changes in the external and internal environment were reasons that influenced our choice for this written paper.

This research paper provides a thorough analysis of the strategies adopted by the company by illustrating their development, their limitations and also by analyzing the company’s commitment to its values.

Nonetheless,

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