Starbucks Strategic Plan

Essay by rlundayUniversity, Master'sA+, September 2011

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Starbucks Strategic Plan � PAGE \* MERGEFORMAT �23�


Starbucks Strategic Plan

University of Phoenix


Table of Contents

31. Executive Summary �

32. Company Background �

33. Vision Statement �

34. Mission Statement �

35. Values Statement �

46. Environmental Analysis �

46.1. External Environment �

56.2. Opportunities and Threats �

66.3. Competitive Analysis �

86.4. Economic Analysis �

106.5. Non-Economic Factors in the Remote Environment �

126.6. Internal Analysis �

147. Long-Term Objectives �

168. Strategic Analysis and Choice �

169. Plan Goals and Implementation �

1610. Financial Projections and Analysis �

1811. Critical Success Factors �

1812. Controls and Evaluation �



Executive Summary

Starbucks is the global market leader in the coffee 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 paper will provide an overview of the issues and identify several different strategies that can be used by the company to address them. This paper will also distinguish between strategy and tactics, perform an environmental analysis, apply strategic choice to achieve long-term objectives, identify critical success factors for plan implementation, and grand strategies formulation and selection. Finally, this paper evaluates Starbucks organizational strengths and weaknesses for meeting long-term objectives in the next 5 years.

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 of its...