Growing Big While Staying Small
A. CASE ANALYSIS
“Growing Big while Staying Small: Starbucks Harvests International Growth” by IAN E NIS TIRYAKI
DATE
April 28, 2011 Thursday
A. EXECUTIVE SUMMARY 1. Situation Overview Globally recognized coffee house and coffee brand Starbucks has changed its targeted markets more towards the international arena. The need for global strategy is outlined by the fact that companies are subject to global forces and consumer demands. As a consequence, firms are faced with a challenge of modifying their existent strategies to gain and sustain their competitive advantage in a rapidly changing environment. The main reason behind this rapid expansion plan is to compensate for the losses in the U.S. Moreover the company is finding difficulties in international market to create a cultural connection with the host countries. Certain locations, Starbucks has failed to create the bond and therefore now they are trying to reassess their business strategy. 2. Key Problems Throughout the case study, there had been
“Growing Big while Staying Small: Starbucks Harvests International Growth” by IAN E NIS TIRYAKI
DATE
April 28, 2011 Thursday
A. EXECUTIVE SUMMARY 1. Situation Overview Globally recognized coffee house and coffee brand Starbucks has changed its targeted markets more towards the international arena. The need for global strategy is outlined by the fact that companies are subject to global forces and consumer demands. As a consequence, firms are faced with a challenge of modifying their existent strategies to gain and sustain their competitive advantage in a rapidly changing environment. The main reason behind this rapid expansion plan is to compensate for the losses in the U.S. Moreover the company is finding difficulties in international market to create a cultural connection with the host countries. Certain locations, Starbucks has failed to create the bond and therefore now they are trying to reassess their business strategy. 2. Key Problems Throughout the case study, there had been