Starbucks Strategic Plan

University of Phoenix

Table of Contents

1. Executive Summary

Starbucks is the global market leader in the cocoa market, with more than 16,850 coffee shops in more than 50 countries, (Hoovers 2011, Starbucks, 2011). However, despite the - $10.71B in sales and its annual growth rate of 9.4 percent, the company faces a number of challenges, which includes an increasing level of competition and economic climate. The news newspaper publisher will provide an overview of the issues and identify several different strategies that tail end be used by the company to address them. This paper will also distinguish between strategy and tactics, suffice an environmental analysis, apply strategic choice to achieve long objectives, identify critical success factors for plan implementation, and grand strategies planning and selection. Finally, this paper evaluates Starbucks organizational strengths and weaknesses for meeting long-term objectives in the nigh 5 years.

2. Company Background

Starbucks Corporation (Starbucks) is a publically traded company on the NASDAQ and the number one specialty coffee retailer in the world, (Hoovers - Starbucks, 2011).



Since 1971, Starbucks has been roasting the highest quality Arabica coffee in the world. Globally, the company has a wide range of branded consumer products outside(a) of its retail stores, which include Starbucks, Seattles Best Coffee, Tazo teas and Frappuccino, (ReportLinker, 2011). Starbucks operates in the United States, the Asia Pacific region, Greater China (China, Hong Kong, Macau and Taiwan), the Europe Middle East Africa (EMEA) region, and Latin America. The company is headquartered in Seattle, Washington, and employs about 142,000 people, (Starbucks, 2011).

3. Vision Statement

The companys slew is to become national company with values and guiding principles that employees could be proud of, (Starbucks Vision, 2004, para 3).

4. Mission Statement

Starbucks mission is to to shake and nurture the human spirit - one person, one loving cup and one neighborhood...

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