Starbucks Strategic Plan

5173 Words21 Pages
Starbucks Strategic Plan � PAGE * MERGEFORMAT �23� Running head: STARBUCKS STRATEGIC PLAN Starbucks Strategic Plan University of Phoenix � TABLE OF CONTENTS 31. EXECUTIVE SUMMARY � 32. COMPANY BACKGROUND � 33. VISION STATEMENT � 34. MISSION STATEMENT � 35. VALUES STATEMENT � 46. ENVIRONMENTAL ANALYSIS � 46.1. External Environment � 56.2. Opportunities and Threats � 66.3. Competitive Analysis � 86.4. Economic Analysis � 106.5. Non-Economic Factors in the Remote Environment � 126.6. Internal Analysis � 147. LONG-TERM OBJECTIVES � 168. STRATEGIC ANALYSIS AND CHOICE � 169. PLAN GOALS AND IMPLEMENTATION � 1610. FINANCIAL PROJECTIONS AND ANALYSIS � 1811. CRITICAL SUCCESS FACTORS � 1812. CONTROLS AND EVALUATION � � �…show more content…
"External factors influence a firm 's choice of direction and action and, ultimately, its organizational structure and internal processes. These factors, which constitute the external environment, can be divided into three interrelated subcategories: factors in the remote environment, factors in the industry environment, and factors in the operating environment… In combination, these factors form the basis of the opportunities and threats that a firm faces in its competitive environment," (Pearce & Robinson, 2004, p. 78). To create an experience unlike its competitors, Starbucks must constantly evaluate all areas of their business while capitalizing on economies of scale and eliminating redundancies. EXTERNAL ENVIRONMENT Starbucks can benefit from an environmental scan from the environmental analysis, identifying challenges and opportunities, and by using the external and internal sources of information researched. These factors make up the external environment to include the remote and operating environment, (Pearce & Robinson, 2004). Market research by First Research (2010) has shown that the United States coffee shop industry includes about 25,000 stores with combined annual revenue of about $13 billion. Major companies in this industry include Starbucks, Caribou, Coffee Bean and Tea Leaf, and Praise International. The industry is concentrated with the top 50 companies generating more than 70% of sales. The external
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