Starbucks

9535 Words Jul 21st, 2014 39 Pages
Student name Vũ Khánh Vân
Student ID: 11124546 | | Class: Advanced Finance 54BModule Name: Strategic PlanningInstructor: Dr. Deane Pham | | Individual AssignmentDate: 6/7/2014 |

Student name Vũ Khánh Vân
Student ID: 11124546 | | Class: Advanced Finance 54BModule Name: Strategic PlanningInstructor: Dr. Deane Pham | | Individual AssignmentDate: 6/7/2014 |

Strategic analysis:
Starbucks in 2012: Evolving into a Dynamic Global Organization
Strategic analysis:
Starbucks in 2012: Evolving into a Dynamic Global Organization

Table of Contents Executive Summary 2
Company Profile: 2
Highlights 3
Objectives 4
Mission Statement and Guiding Principles: 4 Case Analysis: 5
External Environment of the Retail Market for
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Despite the initial financial troubles, Starbucks went on to expand to 870 stores by 1996. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. Their mission is “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time”. Today, with more than 18,000 stores in 62 countries, Starbucks is the premier roaster and retailer of specialty coffee in the world. And with every cup, we strive to bring both our heritage and an exceptional experience to life.
Company Profile:
Starbucks Corporation (“Starbucks”) was formed in 1985. The Company purchases and roasts high-quality whole bean coffees and sells them, along with fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, complementary food items, a selection of teas, and beverage-related accessories and equipment, through its Company-operated retail stores. Starbucks produces and sells ready-to-drink beverages. All channels outside the Company-operated retail stores are collectively known as specialty operations.
The Company’s objective is to maintain Starbucks standing as one of the most recognized and respected brands in the world. It has three operating segments: United States (“US”), International and Global Consumer Products Group (“CPG”).

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