Starbucks Final Case Study Essay

3803 Words Oct 24th, 2012 16 Pages
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
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“Starbucks Corporation” http://www.mhhe.com/business/management/thompson/11e/case/starbucks-2.html). From the very beginning, Starbucks wanted to be different from other firms; we wanted to create a friendly atmosphere, one where we felt closeness with our customers. “Our mission is to inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time” (http://www.starbucks.com/about-us/our-heritage). There are numerous strengths present which are highly responsible for the upward direction that Starbucks is moving toward. Starbucks is the leading retailer of specialty coffee with a strong brand name image that is associated with high quality and customer loyalty. Not only can Starbucks be found all over the United States, but we have now globalized and are welcome in most countries. Our sales and services have made us land on the Fortune 500 list several times. We are truly committed to their customers and recognize their employees as partners which have made Starbucks a great place to work.
Economic Assessment
The economy has definitely made it tough for us; in 2008 we felt the pressures from the recession but has since made some adjustments. However, since that time, we have once again made it to be a top competitor in the coffee business. Because there are not many other organizations who can offer what we can offer is great for business. Additional products have been added to the list of

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