Starbucks Final Case Study Essay Example
Final Case Study and Strategic Plan: Starbucks’ Global Quest
BUS 402 Strategic Management & Business Policy
Executive Summary
Here at Starbucks, we have had a very rewarding year thus far, and have been very successful since the beginning of our journey. As a matter of fact when you mention the name, Starbucks, people quickly think about that wonderful aroma and taste that is associated with the Starbucks’ name. This is truly what we are trying to create, a partnership with our customers, employees, and shareholders. One article suggests that “Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world. In addition to its retail locations in North America, Europe, the Middle East and the Pacific Rim, Starbucks sells coffee and tea products through its specialty operations, including its online store at Starbucks.com” (Editors, 2002). What once began as a very small business for three men, Jerry Baldwin, Gordon Bowker, and Zev Siegel has now blossomed into a giant in the industry. Starbucks has also grown globally and is considered the king of coffee products. This company has proven over and over to be the leading coffee retailer in the market.
It is my pleasure as an executive of Starbucks to present you with our new three -year strategic management proposal plan for the years 2012-2014. While moving forward, I feel that it is also necessary to recognize what progress we have made over the past few years. The purpose of this report was to examine whether or not the best is yet to come for Starbucks. This report covers an economic assessment, marketing assessment plan including a market analysis and a marketing plan, a financial plan, and an organizational structure recommendation. The most important findings in this report indicate that while we are doing well financially, we have to continue to strive for excellence in an effort to improve and have a competitive advantage over our
BUS 402 Strategic Management & Business Policy
Executive Summary
Here at Starbucks, we have had a very rewarding year thus far, and have been very successful since the beginning of our journey. As a matter of fact when you mention the name, Starbucks, people quickly think about that wonderful aroma and taste that is associated with the Starbucks’ name. This is truly what we are trying to create, a partnership with our customers, employees, and shareholders. One article suggests that “Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world. In addition to its retail locations in North America, Europe, the Middle East and the Pacific Rim, Starbucks sells coffee and tea products through its specialty operations, including its online store at Starbucks.com” (Editors, 2002). What once began as a very small business for three men, Jerry Baldwin, Gordon Bowker, and Zev Siegel has now blossomed into a giant in the industry. Starbucks has also grown globally and is considered the king of coffee products. This company has proven over and over to be the leading coffee retailer in the market.
It is my pleasure as an executive of Starbucks to present you with our new three -year strategic management proposal plan for the years 2012-2014. While moving forward, I feel that it is also necessary to recognize what progress we have made over the past few years. The purpose of this report was to examine whether or not the best is yet to come for Starbucks. This report covers an economic assessment, marketing assessment plan including a market analysis and a marketing plan, a financial plan, and an organizational structure recommendation. The most important findings in this report indicate that while we are doing well financially, we have to continue to strive for excellence in an effort to improve and have a competitive advantage over our