Starbucks

Contents



I Introduction



II Mission Statement



III Current Company’s Objectives and Strategies



IV Stakeholder Analysis



V Internal Audit



a) Resource Audit



9M’ Analysis



b) Core Competences



c)   Cultural Web



d) Value Chain Analysis



e)       Strengths and Weaknesses



VII External Audit



a) PEST Analysis



b) 5 Porters’ Forces



c) Opportunities and Threats



VIII       Strategic Position



IX Strategic Choices and Alternative Strategies



X Strategy Evaluation



XI Conclusion





























INTRODUCTION



The history of Starbucks began with a new concept of coffee houses as places to socialise, relax and read, to escape from the day-to-day routine.   Starbucks’ idea to provide a unique experience along with quality products has brought recognition and popularity to the Starbucks brand.   (Broughton Coffee House, 2004)



MISSION STATEMENT



Starbucks’ mission statement, which is the enduring statement of purpose that distinguishes the business from other similar businesses and identifies the scope of a firm’s operations in product and market terms (Pearson, 2002) is to create opportunities for millions of customers every day around the world to enjoy the high quality coffee and give them a memorable experience.   Starbucks’ mission statement gives stakeholders the clarity of company’s aspirations and the sense of discovery, what Hamel and Prahalad (1994) call ‘strategic intent’ that motivates employees and managers.  



The vision statement of the organisation can be defined as the source from which the goals, objectives and strategies flow.   (Johnson &...