Marketing and Starbucks

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Universiti Utara Malaysia BPMN3023 STRATEGY MANAGEMENT GROUP I Lecturer’s Name: Mdm. Chong Yen Wan Case 7: Starbucks Coffee Company; The Indian Dilemma GROUP’S MEMBER | Yap Ai Seok 127746 | Wong Qian Ying 127806 | Yeong Sook Cien 128090 | Chang Choo Woon 128176 | Tiu Siew Mei 128207 | Tables of Content Current Situation 3 * Current Performance * Strategic Posture Strategic Managers 4 * Board Directors * Top Management SWOT Analysis External Factor Analysis Summary (EFAS) 6 Internal Factors Analysis Summary (IFAS)…show more content…
6. OLDEN LEE, 67, has been a Starbucks director since June 2003. 7. SHERYL SANDBERG, 39, has served as the Chief Operating Officer of Facebook, Inc., an online social utility company, since March 2008. From 2001 to March 2008, Ms. Sandberg was the Vice President of Global Online Sales and Operations for Google Inc., an Internet search engine company. 8. JAMES G. SHENNAN, JR., 67, has been a Starbucks director since March 1990. 9. JAVIER G. TERUEL, 58, has been a Starbucks director since September 2005. Top Management Howard Schultz (born July 19, 1953) is an American businessman and entrepreneur best known as the chairman and CEO of Starbucks and a former owner of the Seattle SuperSonics. Schultz started his own coffee-bar business, called Il Giornale. It was successful, and a year later Schultz bought Starbucks for $3.8 million. Starbucks experienced astronomical expansion during the go-go '90s, going public in 1992 and growing at a rate of 25 percent to 30 percent a year. External Factor Analysis Summary (EFAS Table) External Factors | Weight | Rating | Weight Score | Comments | OPPORTUNITIES | | | | | India’s large market | 0.15 | 5.0 | 0.75 | Ready market. | Youth’s market | 0.08 | 3.0 | 0.24 | A great chance for creating new market segment. | Co-branding | 0.11 | 3.0 | 0.33 | Have a chance co-branding with other famous

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