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Starbucks Case Study

622 words - 2 pages

Every business environment is characterized by a myriad of opportunities and challenges that it must address appropriately to meet its business objectives. In this light, managers and C.E.Os must exercise their managerial duties by clearly giving the direction and range of activities that the firm seeks to undertake both in the short term and in the long term. These activities must be able to bring in positive results in terms of satisfying the needs of the market and the stakeholders. To do this, they re-allocate resources in the best way possible so that growth is experienced throughout the firm’s life. All this entails business strategizing (Tutor2u, 2011).
Starbucks’ CEO had a good understanding of the need for good business strategizing, which explains the high success rate that the company has experienced over the years. His strategies were precise; globalization of the company, focus on the beverage market targeting affluent and social professionals, developing a strong brand, investing in an efficient and customer friendly workforce, striving to break new business grounds ahead of competitors, and improving the share prices of the firm’s stock as well as providing incentives for its employees-‘partners’ to boost their morale. Implementation of these strategies has catapulted the company to great heights for over a decade making it the number one company in beverage retailing, quality coffee roasting and owner of specialty coffee brand. However, as Englishman says, too much of everything is poisonous and this holds true for Starbucks. The firm’s management did not realize when its expansion plans went overboard, and having opened too many coffee stores all over the world, some markets became saturated, quality went down and the result was a major decline in share prices and sales.
The preeminent action to take is for Starbucks to re-strategize which it has done by re-instating Howard Schultz (founder CEO) to the same post. Faced with the task of taking the company back to where it belongs, Schultz must analyze...

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