A Crack in the Mug: Can Starbucks Mend It?
EXACTUTIVE SUMMARY
This report was commissioned to find out a solution of Starbuck current losing dominant position in Coffee shop industry. The current issues were brought by 20 years phenomenal expansion, which is also the only way that a company must be passed.
The report draws attention to both of the company’s internal control and external environmental changes. Further analyzed company’s current situation by SWOT analysis and Market Mix analysis. Also, the report make a conclusion of 3 other strong competitor of Starbucks’, from a view of special ability and distribution channel using similarity and difference comparison method.
The report also evaluates Starbucks’ different type of targeted customers, and finding out differential way to promote them.
Products and service quality and licensing issues, which are brought by fast expansion, should be taking concern by partners. In order to solve this problem and reduce financial risk at the same time, this report have provide 3 alternatives, “Make the company franchises growth rate slow down; take control of the quality first. Qualify the licensing retail stores and share operating experience between these stores. Continuing provide variety products” is recommended.
1. Problem Statement
The Starbuck coffee shop has become one of an expending company in Canada. However, current marketing strategy cannot corporate the situation efficiently, the share price was decline sharply, the customer not as satisfied at the products quality as usual. In order to manage the licensing issues caused by the expansion circumstance, Howard Schultz, the CEO of the company is going to amending their marketing strategy especially in Operations.
2. Situation Analysis
2.1 Goals and Objectives
Keep the leadership of Howard Schultz.
Develop the quality of the products and services according to fulfill customer needs and better experiences.
Remain the sales and profits retailing in North America, could take the
This report was commissioned to find out a solution of Starbuck current losing dominant position in Coffee shop industry. The current issues were brought by 20 years phenomenal expansion, which is also the only way that a company must be passed.
The report draws attention to both of the company’s internal control and external environmental changes. Further analyzed company’s current situation by SWOT analysis and Market Mix analysis. Also, the report make a conclusion of 3 other strong competitor of Starbucks’, from a view of special ability and distribution channel using similarity and difference comparison method.
The report also evaluates Starbucks’ different type of targeted customers, and finding out differential way to promote them.
Products and service quality and licensing issues, which are brought by fast expansion, should be taking concern by partners. In order to solve this problem and reduce financial risk at the same time, this report have provide 3 alternatives, “Make the company franchises growth rate slow down; take control of the quality first. Qualify the licensing retail stores and share operating experience between these stores. Continuing provide variety products” is recommended.
1. Problem Statement
The Starbuck coffee shop has become one of an expending company in Canada. However, current marketing strategy cannot corporate the situation efficiently, the share price was decline sharply, the customer not as satisfied at the products quality as usual. In order to manage the licensing issues caused by the expansion circumstance, Howard Schultz, the CEO of the company is going to amending their marketing strategy especially in Operations.
2. Situation Analysis
2.1 Goals and Objectives
Keep the leadership of Howard Schultz.
Develop the quality of the products and services according to fulfill customer needs and better experiences.
Remain the sales and profits retailing in North America, could take the