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Starbucks Identifying The Corporate Missions Industry Structure Swot Analysis Core Competencies And Competitive Advantage Strategy Recommendations Potential Fallout

3451 words - 14 pages

CONTENTSEXECUTIVE SUMMARYIDENTIFYING THE CORPORATE MISSIONSINDUSTRY STRUCTURESWOT ANALYSISCORE COMPETENCIES AND COMPETITIVE ADVANTAGESTRATEGY RECOMMENDATIONSPOTENTIAL FALLOUTExecutive SummaryStarbucks Coffee Company is a leading company that sells fresh, rich brewed Italian style espresso beverages, many coffee related accessories and equipment alongwith a variety of pastries, chiefly through its retailers. It has its headquarter in Seattle, WA. There are about 931 retails stores and 75 major airport locations locally. Its core objective is to take its respective brand to the utmost level by with expanding globally and being customer friendly. To fulfill its ambition, company will steadily try to expand its retail and sales operation, pushing the Starbucks brand in the initial stage of new products along with the improvement in new distribution channels.Starbucks endeavor is to offer a wide variety by being a "good citizen" locally in coffee making countries. Also involving in such local charities that are focused on children, environment, the homeless, and AIDS research/support.On account of financial basis, Starbucks has firm earnings and income. It holds the stage to support its healthy operations, so as to generate sufficient public fund for the uplift of store expansion. Now the company is expanding its territory globally and Japan is planned to be the first expansion after being local in US. Starbucks foresees similar store overall sales, 20% increase as in the last five years, together with overseas expansion and joint ventures that add in major growth contribution towards the areas of Starbucks. Starbucks is excited about future expansion and looks forward to increase its withstanding in order to built up its dominant brand image widely.Corporate Mission of Starbucks:-Starbucks is the largest specialty coffee retailer in the world. They already had more than 15,000 stores globally in worldwide. The Starbucks Company offers the customer high quality coffee drinks and modified to urban areas around the country. The mission of the Starbucks already made clear and for future purpose of the company. They achieved the important concepts as well as the proper position of the Starbucks in the future as compare to other which is first opened in 1971 by three partners: Jerry Baldwin, Zev Siegel, and Gordon Bowker. Starbucks had some very good and professional goals for their company in the future. The company succeed in controlling the market, but need to earn some more respect of customers and stockholders. Starbucks wanted to be known as the best place to buy speciality coffee that did not add any artificial flavouring polluting their product. The company's ambition to spread its product and values will fuel by its expansion strategy wherever there was demand.Industry structureStarbucks opened in 1971, at that time their prime product was the selling of whole bean coffee in one Seattle store. By 1982, this business had grown tremendously into...

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