Starbucks Strategy Essay

1607 words - 7 pages

Starbucks’ Mission Statement
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

The following six guiding principles will help us measure the appropriateness of our decisions:
• Provide a great work environment and treat each other with respect and dignity.
• Embrace diversity as an essential component in the way we do business.
• Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
• Develop enthusiastically satisfied customers all of the time.
• Contribute positively to our communities and our environment.
• Recognize that profitability is ...view middle of the document...

Diversify Starbucks’ product offerings to include music CDs, coffee making equipment, mugs, and accessories, as well as develop new coffee related products through partnership agreements with other food and beverage manufacturers
Starbucks’ Mission Statement
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

The following six guiding principles will help us measure the appropriateness of our decisions:
• Provide a great work environment and treat each other with respect and dignity.
• Embrace diversity as an essential component in the way we do business.
• Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
• Develop enthusiastically satisfied customers all of the time.
• Contribute positively to our communities and our environment.
• Recognize that profitability is essential to our future success.

Corporate Objectives
1. Establish Starbucks as the most recognized and respected brand in the world
2. Achieve rapid growth through national and global retail store expansion opportunities – target 25,000 to 30,000 stores worldwide by 2013
3. Increase revenue through innovation of new products, and consistent delivery of the Starbucks experience
4. Increase U.S. and global market share – Target >7 percent U.S. and >1 percent worldwide
5. Secure a reliable supply of high-quality coffee beans, at stable prices, through environmentally and socially responsible means
6. Leverage the Starbucks’ brand through diversified product offerings

Corporate Strategies
1. Market penetration of retail stores
2. Global market development
3. Backward vertical integration through direct purchase agreements with coffee growers, established company owned and operated coffee bean roasting plants, warehousing and distribution facilities
4. Forward vertical integration through Starbuck’s retail stores
5. Forward vertical integration through joint ventures, and licensing agreements to market and distribute Starbucks’ products in new channels
6. Horizontal integration through acquisition of Ethos Water to expand and diversify Starbucks’ line of beverages in their retail stores
7. Diversify Starbucks’ product offerings to include music CDs, coffee making equipment, mugs, and accessories, as well as develop new coffee related products through partnership agreements with other food and beverage manufacturers
Starbucks’ Mission Statement
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

The following six guiding principles will help us measure the appropriateness of our decisions:
• Provide a great work environment and treat each other with respect and dignity.
• Embrace diversity as an essential component in the way we do business.
• Apply the highest standards of excellence to the purchasing, roasting and fresh...

Other Papers Like Starbucks Strategy

Starbucks Harvard Case Essay

687 words - 3 pages strategy. Starbucks had locations in 42 of the 50 states and was continuing this expansion strategy in order to capture new markets and cluster existing markets. Starbucks retail expansion strategy consisted of the company selecting locations based on whether the demographics of an area matched the profile of a typical Starbucks drinker, the level of coffee consumption and the nature and intensity of competition. An important component of this

Starbucks Competitve Advantage Essay

529 words - 3 pages focused differentiation strategy. Later, Starbucks has changed from focused differentiation to differentiation in which they target people from all walks of life. Under this strategy, Starbucks always stands out in providing high quality of coffee to the consumers. Starbucks also is the expert in providing other products also such as coffee bean, tea, pastries and merchandise. For the coffee beans, Starbucks showed large commitment to the

Starbucks In Tiawan

3042 words - 13 pages and competitive pressure in Taiwan. Development of global strategic alliances The utilization of alliances is a cornerstone for Starbucks. The strategic alliances are one of the foundational reasons for the company’s long-term success and growth. Starbucks forms alliances with companies and social groups across the board, so they can broaden the exposure of the company, improve the organization’s brand image and reputation (Marketing strategy

Starbucks

1180 words - 5 pages that comes along with it. Starbucks is currently one of the top contenders in the coffee industry. It is aware of the stiff competition and is prepared to combat it however possible. In order to better determine Starbucks’ situation in the specialty coffee industry, it is important to look qualitatively and quantitatively at its current strategy. An analysis of the company’s strengths, weaknesses, opportunities, and threats, SWOT analysis, and a

Starbucks Case Study

794 words - 4 pages Starbucks. 3. Critique Starbucks’ overall corporate strategy. Answer: There are eight cities in the US and Canada that doesn’t have any Starbucks stores. If there were Starbucks in those cities there would be more customers, which would increase Starbucks income. Starbucks is considered a global company but the amount of money spent by them does not match with their global status. Starbucks barely spends any of their revenue on advertising while

Starbucks

880 words - 4 pages Case Study: Starbucks and Conservational International Tutorial 104 Yifan Wang 20408850 1. Discuss the rationale for, as well as the benefits and risk of the collaboration between Starbucks and Conservation International (CI) from each party's perspective.  The collaboration between Starbucks and Conservation International is actually win-win strategy. They both would like to develop a partnership to leverage their expertise. The

Starbucks Case Study

1499 words - 6 pages competition. Causes of Starbucks problems In February 2007, Starbucks’ founder, Howard Schultz, stated that he recognized the problem that his own growth strategy had created: “Stores no longer have the soul of the past and reflect a chain of stores vs. the warm feeling of a neighborhood store.” (Howard Schultz e-mail, 2008). Due to Starbucks rapid growth, the brand has been commoditized and therefore lost its original

Mkt/421 University Of Phoenix

1313 words - 6 pages able to capitalize on consumers wanting a quality coffee or tea beverage delivered at a reasonable price point. One of the key factors in their marketing strategy has been to cater to areas where consumers have a disposable income and a “want” for their products (“Starbucks Marketing”, 2013). Additionally, as revenues skyrocketed, Starbucks began offering their product at retail outlets. This enables any consumer to experience their product without

Bus-Starbucks Fdi

909 words - 4 pages coffeehouse experience. Schultz, who later became CEO, persuaded the company’s owners to experiment with the coffeehouse format – and the Starbucks experience was born. The strategy was to sell the company’s own premium-roasted coffee and freshly brewed espresso-style coffee beverages, along with a variety of pastries, coffee accessories, teas, and other products, in a tastefully designed coffeehouse setting. From the outset, the company

Starbucks Going Global Fast

891 words - 4 pages , given the workload most facing working for the coffee giant. Outside of giving out a company-wide raise, Starbucks can find various other ways to meet the need of their employees. A more generous employee discount plan is something simple that would not cost them anywhere near as much as a raise. Little things like this make employees feel more valued which will help to reduce turnover rates. 3. Critique Starbucks’ overall corporate strategy

Starbucks

321 words - 2 pages sipping your venti decaf, non-fat, sugar-free vanilla latte with no foam, do you ever wonder how it all started? Do you know of Starbucks history, and why people of all ages were willing to pay nearly $6.00 for something that is seemingly worth a lot less? Starbucks Marketing Strategy implements many of the high ideals within the Starbucks mission statement . These motivating factors are largely responsible for this franchise's success. Like

Related Essays

Starbucks: Rapid Growth Strategy Essay

610 words - 3 pages Starbucks: Rapid growth strategy Internal growth usually means expansion of a business by opening new branches, shops or factories. This is also known as organic growth. Starbucks confirmed growth plans in which they have said they are considering opening over 10,000 new cafes over the next four years. This is a great example of internal growth as they are opening cafes in countries such as Brazil and Russia. Therefore, Starbucks is going to

Starbucks And International Strategy Essay

939 words - 4 pages In this module I will examine Starbucks and its international strategy. Starbucks, is the number one specialty coffee retailer in the U.S. operating nearly 5,900 company-operated shops/kiosk in a variety of locations (office buildings, shopping centers, airport terminals, and supermarkets) throughout the U.S. and 25 countries. The world known "brand name" corporation sells coffee drinks and beans, pastries, and other food items and beverages, as

Starbucks International Foreign Market Entry Strategy

1043 words - 5 pages Starbucks International - Foreign Market Entry Strategy Starbucks International has gone beyond the normal philosophy of Starbucks, to create a re-birth of their product line in foreign countries. Typically in the United States, Starbucks owns its entire line of coffee-bar stores outright with no franchise investments or partnerships. However, their international operations are quite the opposite. Starbucks International has adopted a

Starbucks Business Analysis

1698 words - 7 pages , quality service and a nice environment (Starbucks and McDonalds winning strategy, 2013). Some other attributes include, the leadership of Company founder Howard Schultz, and the expansion to China. “…This means that there is a strong demand for Starbucks as a “third place.” Last year, Starbucks opened 500 new stores in China, bringing the total to 1500” (Starbucks and McDonalds winning strategy, 2013). SWOT ANALYSIS Strengths: Starbucks is a