Choose an organisation that you have some basic familiarity with. It could be the organisation you are currently working for or one you have had a lot of experience with for example. The strategic...

Running Head: STRATEGIC ANALYSIS – STARBUCKS 1
Strategic Analysis – Starbucks
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STRATEGIC ANALYSIS – STARBUCKS 2
Introduction:
Starbucks Corporation is a world leader in specializes in coffee market. The stunning
success of the organization is commendable. It started from a paltry market in Seattle,
Washington and gradually rose to the ladders of success by providing premium coffees although
charging a bomb for it as its focus was on niche segment across the globe.
Mission of Starbucks:
“Our mission: to inspire and nurture the human spirit – one person, one cup and one
neighborhood at a time” (Starbucks.com)
Goal and objective of the company:
“The Company‟s objective is to maintain Starbucks standing as one of the most recognized and
respected brands in the world”(Annual Report, 2012).
The company focuses on attaining a strong competitive position in the beverages company
across the globe.
Plans and policies of the company:
The company has shown a remarkable growth since the company has been into existence. The
company has given a strong “Starbucks Experience” to its consumers which is stated as “You get
more than finest coffee when you visit at Starbucks – you get great people, first rate music and
comfortable and upbeat meeting place. With a strong focus on its customer value and service the
company is able to build a strong competitive edge.
Organizational Value:
There are diverse organizational value that the company follows with which the company has
been able to achieve competitive edge in the market. These include:
 Innovation
STRATEGIC ANALYSIS – STARBUCKS 3
 Fun to work place
 Focusing on high quality coffee and products
 Strong focus on quality
 Focus on redefinition and reinvention
Analyzing the internal and external environment
SWOT Analysis of the Starbuck
Strengths
1. The first and foremost strength of the organization is that it is a cash rich organization
with its turnover crossing a mark of $ 5000 and its bottom-line crossing a mark of $600.
2. It is an international coffee giant with a resounding brand image built on the ability of
providing best of product and services.
3. It has made its presence felt in almost 40 odd countries with the help of almost 9000 cafe
outlets.
4. The culture of the organization is woven with robust ethical values.
Weakness
1. Although it is constantly engaged in new product development still it somewhat remains
vulnerable to the failures of such innovations.
2. Although it has a strong presence in USA but it does not have a same presence in the rest
of the world.
STRATEGIC ANALYSIS – STARBUCKS 4
3. As they are dependent more on retailing of coffee this would hamper their process of
diversifying in other sectors should the need arise.
Opportunities
1. It can capitalize on various new products and services such as fair trade practices.
2. There is a huge scope of expanding its operations in other parts of the globe such as India
and pacific countries as it provides a huge potential market.
3. There is a huge potential of co branding with other food and beverage manufacturers and
even of entering into franchising agreement.
Threats
1. There is a potential...