This 29 page paper examines the well-known company Starbucks. The paper discusses the situation in 2007 including the performance of strategic posture, outlines the corporate governance in terms of the board of directors of the top management and then undertakes an in-depth discussion looking at the external and internal issues using a SWOT analysis. With a good understanding of the company a range of strategic options are presented and discussed. The bibliography cites 14 sources.
5.2 Corporate Structure 24 5.3 Corporate Culture 25 5.4 Corporate Resources 26 5.5 Summary of Internal Factors 26 6. Analysis of Strategic Factors 27 7. Strategic Alternatives 28 8. Recommendations 29 9. Implementation 31 10. Evaluation and Control 33 References 35
1. Introduction Starbucks is well known brand, starting in United States the company has spread through organic growth in to a large number of international markets.
The company has achieved success in a very short period time with a concept that not telesales coffee; it sells experiences. The brand-name product has grown and the scene as
a large corporate success. However, it is also facing many challenges. Despite the rapid growth there are some problems and the company operates in a very dynamic and competitive environment.
In order to consider potential future strategy as it is important that the organisation is understood within its competitive external environment and in the context of the current internal environment.
This paper will examine the company, its current performance and environment in order to determine strategic options. The paper ends with recommendations being made. 2. Current Situation 2.1 Current Performance
When measuring company performance there are a number of approaches that can be adopted. As shareholders are generally seen as the primary stakeholder in a
business the most common measurement of company performance is that of the financial performance. Whatever goals a commercial organisation has, unless it is profitable it is unlikely to survive. Therefore,
one of the goals of an organisation is to create an increase profit. This is usually undertaken by increasing sales and containing costs. This does not mean there are no
other performance measures, for example growth figures and brand awareness, but the most basic of measures is that of the financial performance. The