Strategy of Starbucks Essay example

2911 Words Mar 23rd, 2015 12 Pages
1 Introduction 2
2 Starbucks Vision, Mission and Objectives 3
2.1 Vision statement 3
2.2 Mission Statement 3
2.3 Environmental Mission Statement 3
2.4 Objectives of Starbucks 3
3 Financial Analysis 3
3.1 Profitability and Revenue 3
3.2 Efficiency and Debt ratio 4
3.3 Product Mix Revenue 4
3.4 Global stores growth 4
3.5 Starbucks SWOT Analysis 5
3.5.1 Strengths 5
3.5.2 Weaknesses 5
3.5.3 Opportunities 5
3.5.4 Threats 6
3.6 Ansoff’s matrix analysis for Starbucks 6
4 Specialty Coffee Market Competition 7
4.1 Overview of Starbucks competitors 7
4.2 Financial analysis between Starbucks and Dunkin Donuts 7
4.3 Starbucks versus Dunkin Donuts strategies 8
5 Analysis of specialty coffee market 9
5.1 Industry overview
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In 1982, Howard Schultz was hired to develop the company's retail operations and marketing. In 1987, Howard Schultz bought Starbucks with the support of local investors and became the company's Chief Executive Officer (CEO).
Starbucks went public in 1992, and in 1996, it undertook significant international expansion, adding openings in Japan and Singapore to its 1,000 stores. Starbucks ended 1999 with 2,500 stores. In 2000, Howard Schultz forfeited his executive functions and named Orin Smith president and CEO, and Schulz became the company's chairman and chief global strategist.
2 Starbucks Vision, Mission and Objectives
2.1 Vision statement
To establish Starbucks as the most recognized and respected brand in the world and become a national company with values and guiding principles that employee could be proud.
2.2 Mission Statement
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
2.3 Environmental Mission Statement
“Starbucks is committed to a role of environmental leadership in all facets of our business.”

2.4 Objectives of Starbucks

 To grow by making employees feel valued
 To recognize that every dollar earned passes through employees’ hands
 Use the pays, benefits and opportunities for personal development to help gain employee loyalty and become difficult to imitate.

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