IDENTIFYING THE CORPORATE MISSIONS
CORE COMPETENCIES AND COMPETITIVE ADVANTAGE
Starbucks Coffee Company is a leading company that sells fresh, rich brewed Italian style espresso beverages, many coffee related accessories and equipment alongwith a variety of pastries, chiefly through its retailers. It has its headquarter in Seattle, WA. There are about 931 retails stores and 75 major airport locations locally. Its core objective is to take its respective brand to the utmost level by with expanding globally and being customer friendly. To fulfill its ambition, company will steadily try to expand its retail and sales operation, pushing the Starbucks brand in the initial stage of new products along with the improvement in new distribution channels. Starbucks endeavor is to offer a wide variety by being a "good citizen" locally in coffee making countries. Also involving in such local charities that are focused on children, environment, the homeless, and AIDS research/support.
On account of financial basis, Starbucks has firm earnings and income. It holds the stage to support its healthy operations, so as to generate sufficient public fund for the uplift of store expansion. Now the company is expanding its territory globally and Japan is planned to be the first expansion after being local in US. Starbucks foresees similar store overall sales, 20% increase as in the last five years, together with overseas expansion and joint ventures that add in major growth contribution towards the areas of Starbucks. Starbucks is excited about future expansion and looks forward to increase its withstanding in order to built up its dominant brand image widely.
Corporate Mission of Starbucks:-
Starbucks is the largest specialty coffee retailer in the world. They already had more than 15,000 stores globally in worldwide. The Starbucks Company...