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Strategy
Starbucks | Strategic Evaluation of Starbucks | Exploring Strategy | | 09004136 | 12/6/2012 |

Words: 2743 |

Contents INTRODUCTION 3 Aims of Report 3 Business Models 3 Company background 3 Performance & Finance & Assets 4 Stakeholders 4 Finance 4 Assets 5 PESTEL 5 Strategy 6 Customer 6 Customer analysis 6 Competition 7 Objectives 7 Competitor analysis 7 Five forces analysis 7 Innovation 7 Recommendation and Conclusion 8 References 9 Appendix 10

INTRODUCTION
Aims of Report
The aim of this report is to analyse Starbuck’s strategic plan in addressing the company’s identified opportunities and threats by looking at areas such as the company’s performance, strategy, objectives, assets and finance, along with major themes such as customer’s, Innovation and competitors.
Business Models
A few models have been selected to help analyse Starbuck’s environment, these are: * Porter’s Five Force analysis * PESTEL * Key factors for success * Competitors analysis * Customer analysis
Company background
Starbucks Corporation was founded by Jerry Baldwin, Zev Siegel and Gordon Bowker in March 1971. Starbucks is the most successful coffee shop chain in the past ten years. Using their aggressive growth most of its competition. Starbucks is located worldwide in many countries of more than 17,651 (as of July 1, 2012) retail stores in 50 countries. Starbucks first opened its stores in Washington, America in 1971 and first location outside of North America opened in Tokyo, Japan in 1996. It wasn’t until 1998 Starbucks entered the UK market with more than 60 stores. Starbucks’ offer a variety of beverages to their customers such as, coffee, hot chocolate, lattes and cappuccinos’. They also supply snacks and hot and cold sandwiches. One of the reasons for Starbuck’s success is that they noticed customer’s need for relaxation. So they offered and environment where customers are able to study read


References: 123 helpme. 2012. The Company 's main objective is to establish Starbucks as the most recognized and respected brand in the world Business Dictionary. 2012. Customer analysis. [online] Available at - http://www.businessdictionary.com/definition/customer-analysis.html. [Accessed November 26 2012]. Bank of England. 2012. The inflation chart. [online] Available at: http://www.bankofengland.co.uk/education/Pages/inflation/calculator/flash/default.aspx. [Accessed November 28 2012]. Demand ware. 2012. Starbucks ' Evolving Brand Promise. [online] Available at: http://blog.demandware.com/cib/content/?id=8342430418633572163. [Accessed November 28 2012]. Cdnis. 2012. Starbucks Boston matrix. [online] Available at: http://sites.cdnis.edu.hk/students/001771/2012/02/22/starbucks-boston-matrix/. [Accessed November 25 2012]. Fast company. 2012. For infusing a steady stream of new ideas to revive its business. [online] Available at: http://www.fastcompany.com/most-innovative-companies/2012/starbucks. [Accessed November 26 2012]. Forbes Forecast. 2012. British Pound Currency Exchange Forecast. [online] Available at: http://www.forecasts.org/pound.htm. [Accessed November 27 2012]. Gloabal Assets. 2012. Starbucks company profile. [online] Available at: http://globalassets.starbucks.com/assets/9a6616b98dc64271ac8c910fbee47884.pdf. [Accessed November 25 2012]. Index mundi. 2012. United Kingdom demographics profile 2012. [online] Available at: http://www.indexmundi.com/united_kingdom/demographics_profile.html. [Accessed November 24 2012]. Manifested marketing. 2012. Costa coffee v Starbucks – differentiation. [online] Available at: http://manifestedmarketing.com/2011/03/07/costa-coffee-vs-starbucks-differentiation/. [Accessed November 28 2012]. News Starbucks Slide share. 2012. Strategic planning of Starbucks. [online] Available at: http://www.slideshare.net/NamrataPatel1/strategic-planning-of-starbucks. [Accessed November 20 2012]. Small business. 2012. Who is Starbucks’ target audience, [online] Available at: http://smallbusiness.chron.com/starbucks-target-audience-10553.html. [Accessed November 26 2012]. Starbucks. 2012. Mission statement. [online] Available at: http://www.starbucks.com/about-us/company-information/mission-statement. [Accessed November 22 2012]. David, Fred R. 2011. Strategic Management concepts and cases. 13th ed. Edinburgh: Pearson education limited. Johnson, G., Whittington, R. and Scholes, K. 2012. Fundamentals of Strategy. 2nd ed. Edinburgh: Pearson education limited. Lowson, Robert H. 2002. Strategic operation management. The new competitive advantage. London: Routledge. Macmillan, H., Tampoe, M. 2000. Strategic Management. United States: Oxford university press inc. Appendix June 30, 2012 | 8.309B | March 31, 2012 | 8.006B | Dec. 31, 2011 | 7.836B | Sept June 30, 2011 | 7.098B | March 31, 2011 | 7.028B | Dec. 31, 2010 | 6.931B | Sept June 30, 2010 | 6.207B | March 31, 2010 | 6.145B | Dec. 31, 2009 | 6.102B | Sept June 30, 2009 | 5.333B | March 31, 2009 | 5.281B | Dec. 31, 2008 | 5.530B | Sept June 30, 2008 | 5.552B | March 31, 2008 | 5.534B |
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