The Strategic Management of Starbucks

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Starbuck's Strategic Management How Globalization and Technology Changes Impact Starbucks Globalization and the rapid evolution of technologies are making the Starbucks value chain more demand-driven and customer-focused than it has ever been. Starbucks is unique in that its new product development pipeline is perpetual; it continues between northern and southern hemispheres continually, fuelling new drinks and food products (Starbucks Investor Relations, 2012). Globalization continues to be both a strong catalyst of continued process- and product-based innovation across each area of their supply chain and into their retail stores. Starbuck's senior management is focused on how best to synchronize these many technologies into a single, unified customer experience (Yu, Fang, 2009). Behind the many technology initiatives that Starbucks relies on today, the moment of truth with very retailing customer is the highest priority, as the company seeks to gain a greater share of per-month store visits from its customer base (Starbucks Investor Relations, 2012). From a globalization perspective, Starbucks has had the most success with new venture creation in China (Starbucks Investor Relations, 2012). As the cost per store is significantly in that nation and the supply chain exists for coffee and related products, Starbucks is anticipating a significant cost advantage for creating vertically integrated, self-sufficient subsidiaries in that nation (Harrison, Chang, Gauthier,
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