Starbucks Business Plan

31663 WordsFeb 23, 2012127 Pages
January 6th, 2011 Expanding in the Danish market for the coffee shop chain industry – with Starbucks as an illustrative case Table of contents Figures of contents 5 Title sheet 8 1 Executive summary 9 2 Introduction – what is Starbucks? 10 2.1 Subject field 11 2.2 Problem and problem formulation 11 2.3 Project design 12 3 Methodology and theory of science 14 3.1.1 Three methodological views of Arbnor and Bjerke 14 3.1.1.1 The analytical view 15 3.1.1.2 The systems view 17 3.1.1.3 The actors view 19 3.1.2 Four sociological paradigms of Burrell and Morgan 21 3.1.3 Functionalist paradigm 22 3.1.4 Interpretive paradigm 23 3.1.5 Radical humanist paradigm 23 3.1.6 Radical…show more content…
3 Systems Explanation and Systems Understanding page 18 Figure 4 Simultaneous Processes page 20 Figure 5 Four paradigms for analysis of social theory page 22 Figure 6 Combining Arbnor and Bjerke’s thinking with Burrell and Morgan’s page 25 Figure 7 Four paradigms for analysis of social theory and own interpretation page 26 Figure 8 Screening Process for Potential Markets and sites page 30 Figure 9 Basic Design School Model page 31 Figure 10 Framework for creating an expansion strategy page 32 Figure 11 The marketing environment model page 33 Figure 12 Degree of turbulence page 37 Figure 13 Determinates of Customer Perceived Value page 39 Figure 14 The Five-Stages Model of the Consumer Buying Process page 46 Figure 15 A Map of strategic groups in a hypothetical industry page 51 Figure 16 The Business Model Canvas page 56 Figure 17 Market Expansion Matrix- Ansoff’s Matrix page 59 Figure 18 Entry Modes Decision page 62 Figure 19 The incremental strategy (waterfall approach) and simultaneous strategy (shower approach) page 67 Figure 20 Combing methodology and theory page 73 Figure 21 The Marketing Research Process page 75 Figure 22 The division of the population in the 15 biggest cities in Denmark page 82 Figure 23 The age division of the Danish people who lives in the 15 biggest cities page 83 Figure 24 Segmentation of the Danish market by geographical criteria page 84 Figure 25 Segmentation of the Danish market by age page
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