Corporate Strategy Analysis……………………………………………………………..13 10. Recommendations………………………………………………………………………..15 11. References...……………………………………………………………...………………17 1. Abstract This individual report aims at analyzing Starbucks Coffee Company as a successful and competitive business. It will present important information about the history and nature of the company.
Starbucks gave US the “Café life” which didn’t existed before. Starbucks has changed our tastes, our lifestyles and penetrated in us by becoming part of the popular culture. Starbucks covers a broad base of customers from urban professionals to clerical assistances; Starbucks has found a way to appeal everyone despite of its high prices. Starbucks broad “strategy” is to grow into a global empire and any new change is done with great care and planning. Growth strategies are made to exploit customer connection.
The logo and its color were changed. What was their source of equity? Answer: Starbucks deals with brand equity by always taking the future into account. By this I mean that they switched from selling coffee beans and equipment to being a coffeehouse which got everything started. Starbucks deals with customer equity by having highly trained as well as skilled employees.
The strategy Howard for hiring people was looking for people who had the same vision for the growth of Starbucks and passion with coffee. With this strategy, the employees would work hard and self-direct. Besides, Howard also created plans to keep all potential employees in the company. From the beginning, one of his goals was to build a company that his father always wanted work for. Therefore, he put more effort in providing benefits for employees.
Such as financial solvency, knowledge of local market conditions, prior retail experience, and creative ability. • Starbucks also used licensing strategy dramatically used in countries like China Indonesia, Malaysia, Newland, Philippines, Singapore and Middle East. • The critical decision in terms of market entry strategy was to go to Asian market first because of the developed of the coffee market in Europe was very strong and on the other hand Asian coffee market was under
They purchase and roast high quality whole bean coffee and serve it with different beverages and even sell coffee-related accessories and equipment. Starbucks believes that the company should keep their customers happy all the time and contribute positively to their communities and the environment and recognize that
Under the new leadership and organizational move, the company will transition to a new three-region organizational structure that is hopeful to produce optimization and speed going forward. In each region, a president is appointed and they all will report to Howard Schultz, chairman, president and chief executive officer of Starbucks Coffee Company ("Starbucks announces new," July). Although this expansion is sure to help add on to the building momentum of the company, I think the organizational structure is typical of many successful companies. I wanted to examine a company that has garnered success with more of an unorthodox structure and Whole Foods is
: Competitors : Competitors (Alterra Coffee, Caribou Coffee, etc.) – How can corporate communication help Starbuck to remain on competitive edge against its competitors?E.g Primary Stakeholder: Owner/Investors – Discuss the purpose of these stakeholder within corporate communicationE.g Two way communication within Starbucks – What is the main purpose of applying this? (can take place between top management and operational as well as projecting corporate image and expecting feedbacksE.g Role of Corporate communication in relation to objective of company for e.g: “Starbuck’s objective has always been to emerge as one of the most recognized and respected brands in the world” - What is the purpose of corporate communication and how can it help Starbucks in achieving this objective? | ASSESSMENT CRITERION | BODY/CONTENTS – COURSE OF ACTIONS | The success of Starbucks is due to the strategic integration of its Organizational Identity and Corporate Reputation. Your Task is to test the validity of this statement.
The Future of the Starbucks Starbucks is a familiar brand to us, especially to the coffee fans. Starbucks tells us “to live like tasting coffee”. Are there any advantages and disadvantages in the business operation? Can it keep advanced in the fierce competition nowadays? In order to compound the problems, we will utilize the VRIO framework to do analysis.
Starbucks is an international company which operates on the global scale . Its organizational culture is influenced by multinational environment and socio-economic changes . International staffing and development helps to organise HR in accordance with the needs of the company . According to organizational analysis , the remarkable feature of Starbucks is `monoculture ' which affects all spheres of organizational performance and human relations . Starbucks is often criticized for this strategy that threatens individual differences .