Starbucks Strategic Plan

Starbucks, the leader of the Beverage Industry is known by its franchises around the world. Therefore it has known as a global company in Beverage Industry. This part of essay will indicate company’s external environment via PESTEL analysis. To understand how political, economical, social, technological, environmental and legal issues can affect company’s external environment.

In this technique, internal strengths and weaknesses of a company and external opportunities and threats faced by it are closely examined to chart a marketing strategy for the future (Forsyth, 2010, pp. 102-106). Major strengths, weaknesses, opportunities and threats of Starbucks are analyzed below.

External Analysis of Starbucks 4 1.0.0. Executive Summary The Starbucks Corporation is the largest coffee chain in the United States and internationally. To better understand the coffee industry, the purpose of the paper will provide a detailed external analysis on Starbucks’ global operations. Included in the study will be an explanation on Starbucks’ initial founding history followed by its background as well as the purpose of the study. In addition, the paper gives a detailed assessment of the external analysis which consists of six portions. The first portion is the general environment analysis of the coffee industry’s operations and the way it factors in the demographic segment, the economic segment, the political/legal segment, the socio-cultural segment, the technological segment, and the global segment. The second

Starbucks is the world’s largest coffee roaster and retailer of specialty coffee in the world. We have enjoyed great dividend returns over the past 5 years, and our growth has been on the rise. We are currently saturating the US market, while the emerging markets of developing countries offer many possibilities for growth and increased revenues. In our US market we should look at offering more items on the menu that complement our long-standing tradition of pleasing our customers. Exotic Juices, and snacks served with the same service could add a nice margin to the bottom line. In addition, the ability to offer a drive through service for the consumer that loves fine coffee but does not have the time to stop

* Starbucks expanded to pursue sales of products in a variety of distribution channels and market segments. Products were marketed to restaurants, airlines, hotels, universities, hospitals, business offices, country clubs, and select retailers. In the airline industry, Starbucks coffee was served in flights United Airlines and United Airlines. Packets of Starbucks coffee along with coffee making equipment were made available in each room in Hyatt, Hilton, Sheraton, Radisson and Westin Hotels. Coffee service was also provided in several Wells Fargo banks in California. Foodservice distributors such as Sysco Corporation

One company that has been particularly successful in creating an overall company image in my option has been Starbucks. They have been able to maintain a dominant position in today’s market. Where in the morning most of our society needs a good cup of coffee in order to start their day. At one point, we looked at Starbucks as a high-end marketer. A sort of club to belong to. However, things managed to change in the recent years where a 4.00 cup of coffee was becoming a luxury items. This became known as the Coffee Wars. Starbuck had to now face competition from the fast food world. Which was McDonald’s and Dunkin’ Donuts. They started to look at this market as an opening to gain more customers. They started to offer their

* Starbucks expanded to pursue sales of products in a variety of distribution channels and market segments. Products were marketed to restaurants, airlines, hotels, universities, hospitals, business offices, country clubs, and select retailers. In the airline industry, Starbucks coffee was served in flights United Airlines and United Airlines. Packets of Starbucks coffee along with coffee making equipment were made available in each room in Hyatt, Hilton, Sheraton, Radisson and Westin Hotels. Coffee service was also provided in several Wells Fargo banks in California. Foodservice distributors such as Sysco

For more than three decades since Starbucks started its operations, the company was considered as a leading coffee chain operator. However, in 2008, the company faced a significant financial downturn that almost cost it its position in the marketplace. Through strategic planning and adopting a differentiation strategy, Starbucks, under the CEO Howard Shultz, recovered from the financial decline to regain a competitive advantage over other big companies like McDonald's and Panera Bread. This paper will discuss the business strategy and management for Starbucks Company and emphasize the importance of business strategy. It will cover the strategic basics of Starbucks, its financial downfall, an analysis of its profitability and a comparison with its key competitors as well as its technological threats and opportunities.

Starbucks is the largest coffeehouse company in the world. It was founded by three very unusual entrepreneurs, an English teacher Jerry Baldwin, History teacher Zev Siegel and a Writer Gordon Bawker. They came with this brilliant idea of getting into the coffee business inspired by an entrepreneur who sold high quality coffee beans and equipments, named Alfred Peet. The first Starbucks store was opened in Pike Market Place in Seattle on March 30, 1971. It is a for profit company.

Starbucks doesn’t only takes great care in their partners (employees) but also in their stockholders. Starbucks has paid out dividends to their stockholders every quarter over the last 4 years (Dividend History, n.d.). Currently the dividend rate is $0.32 per share quarterly (Dividend History, n.d.). This is pretty impressive considering not all companies chose to pay out dividends quarterly or yearly and Starbucks have provided payouts quarterly for the past 4 years straight.

Environment analysis enhances the Starbucks brand equity than its Competitor. It focuses on quality of coffee and services with positive experience (Liz,

Starbucks was founded in 1971 as a fine coffee retailer by Jerry Baldwin, Gordon Bowker and Zev Siegal. Howard Schutz, CEO, acquired Starbucks in 1987. It has established itself as a neighborhood coffee house and a social gathering place for the community. Starbucks’ mission statement is “to inspire and nurture the human spirit one person, one cup and one neighborhood at a time (Jurevucius, 2013)

Starbucks started its journey back in 1971, and has since grown to serve millions of sociable coffee-goers from around the world. With more than 16,800 locations across the globe as of 2009, Starbucks is still the dominant player in the field of upscale coffee houses for mainstream customers. You ask: “How can they be ‘upscale’ but cater to mainstream customers at the same time?” To make a comparison to the fashion industry, upscale brands does not mean that mainstream customers cannot afford it, it means the pricing is within reach, and the urge to purchase a Starbucks coffee over a Tim Horton’s cup of coffee is in the branding. Would a woman rather carry a Guess handbag over a Gucci one? Would men prefer a Toyota Corolla over a Maserati

Society today is deeply sensitive. As time moves on, people find more and more avenues in which to be offended. People today are offended by what others wear, the use of the word “man” in the Bible, and nearly anything else where an excuse may be formulated. It appears the only way to avoid offending someone or stirring up controversy is for one to simply to sit quietly at a table and drink their morning coffee. However, it turns out there is a chance of offending someone quite deeply by even doing this. Starbucks unveiled their 2015 holiday cups on the first of November. The simple, blank red cups have created a large amount of controversy regarding whether or not they should have used the words “Merry Christmas.” A Christian blogger named Joshua Feuerstein posted a video on Facebook four days later, where he declares that Starbucks “hates Jesus.” Starbucks responds that they are simply attempting to create an open environment, and are enabling others to draw their own stories and experiences on their cups (Whitten 1). However, as is becoming increasingly common with the current generation, they are ignoring an obvious fact: it is just a cup of coffee. As this battle rages on, there is little if any good that will come as a result. Overall, society needs to realize that some issues are insignificant, and taking them as seriously and as personally as many people do causes more harm than good.

Starbucks Corporation, also commonly known as Starbucks Coffee was founded in year 1971 as it started its first coffee store in Seattle, Washington.