Starbucks Final Case Study

4310 Words Apr 11th, 2015 18 Pages
CASE STUDY: STARBUCKS CORPORATION (SBUX)
Frank Mabson
BUS 411: Strategic Planning
Professor Oma Lopes
Midway College - Online

Historical Background
The name Starbucks came from a character that was chief mate aboard the Pequod in the novel Moby Dick by Herman Melville (Rolph, 2012). Originally, the name for the company was Pequod until one of the original co-owners vetoed it and agreed on the name Starbucks instead. Now, we associate the name Starbucks with the company logo, which features a two-tailed Greek mythology figure called siren.
The Starbucks Corporation (SBUX) is an American, multinational coffee chain formed in 1985. The idea was sculpted and brought into reality by writer Gordon Bowker, history
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These are just some of what gives Starbucks the competitive advantage. By staying ahead of the competition, Starbucks is not only able to set industry trends but also satisfy its customers, employees and shareholders.
The basis of the competitive advantage Starbucks has on the coffee shop industry stems from its ability to market its brand and live up to its mission statement. In addition, Starbucks doesn’t rely solely on its products for obtaining and sustaining the upper hand. According to MarketRealist.com, when customers enter a Starbucks establishment they are taking on an entire process and experience (Krikorian, 2014). By choosing Starbucks, customers can customize their drinks to perfection by selecting one of its 30 different options of premier coffee blends. Following the order process, customers can enjoy the great atmosphere by listening to music or perhaps enjoy taking part in friendly conversations with pleasant workers and patrons. Simply put, Starbucks thrives on a connected customer experience that differentiates them from the rest of the industry. Also, retail storefronts. In the U.S., Starbucks kindly takes advantages of the fact Americans tend to have morning rituals. As a result, they have the opportunity not only to serve loyal customers, but also essentially to become part of their lives (Krikorian, 2014).
Organizational Structure Assessment Starbucks gained a ton of

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