Strategic plan: Starbucks Coffee - Курсовая работа

CITY COLLEGE INTERNATIONAL FACULTY OF UNIVERSITY OF SHEFFIELD MODULE TITLE: Business Strategy STRATEGIC PLAN: STARBUCKS COFFEE 2013 Executive Summary The main purpose of the current paper was to develop strategic plan for Starbucks for the future and to analyze the alternative strategic directions compared with the existing strategy. The paper starts with brief description of the company profile and the product line that company successfully offers during their operations history. The second part of the strategic plan analyzes the external environment of the company by analyzing the industry current situation. From the Five forces model we able to move on to ascertain that the industry generally is attractive that lead to a growth of strategy. The external environment analysis identify that company faces a strong competition from competitors from other industries like case of McDonalds and Dunkin Donuts. Also, from the external analysis was identified the success factors of Starbucks that led them to leading position in the industry. The drivers of change are describing the external environment in which the company operates and to which factors company need to pay attention for the future avoidance of challenges. The third section of the assignment analyzes the internal environment of the company there is given high attraction to SWOT analysis in order to understand the company’s opportunities for growth and strengths that could increase the strategy’s success and implementation. Moreover, in this section was analyzed the strategic issues of the current strategy and capabilities that company contain in order to redesign the operations and achieve the competitive advantage. The fourth section describes the main issues regarding the existing strategy and the results of it and affect on company’s performance. The last session identify the alternative strategic directions of the Starbucks and the results from implementation of each of them and forecast the consequences of operation. In the recommendation section is given the potentiality of each strategy and set of advantages and disadvantages by evaluating each strategy. Table of Contents 1. Company Background 1.1 Starbucks Company Profile 1.2 Starbucks Company Products 2. External Environmental Analysis 2.1 Industry five forces (Porter’s Five Forces) 2.1.1 Industry Rivalry 2.1.2 Barriers for New Entrants (low/moderate) 2.1.3 Substitute Products (Degree of risk -medium) 2.1.4 SUPPLIER Bargaining Power (low/moderate) 2.1.5 BARGAINING Power of Buyers (Medium/moderate) 2.2 Industry attractiveness and Market analysis 2.3 Key Success Factors 2.4 Strategic map/ Positioning 2.5 Drivers of Change 3. Internal Analysis 3.1 SWOT ANALYSIS - Starbucks Corporation 3.2 Strategic Issues 3.3 Capabilities 3.4 Competitive advantage 4. Existing Strategy 5. Alternatives strategic directions 6. Recommendation and further actions 7. Conclusion Reference list Appendices 1. Company Background 1.1 Starbucks Company Profile strategic plan starbucks The story of Starbucks coffee starts from 1971 from a single store in Seattle’s Pike Place Market. From that period the company has been growing at drastic pace and nowadays is the biggest coffee retailer worldwide with millions of customers and 18,000 retail stores in 60 countries (The countries where Starbucks is operating and type of entry is represented below in the Figure 1). The Starbucks name came from the first mate in Herman Melville’s Moby Dick and logo is inspired by the sea feature in face of twin-tailed siren from Greek mythology. The customers choose the Starbucks stores for their location in every neighborhood where people enjoy the quality of products as well as the place for meeting with friends and family. Starbucks stores provide an inviting atmosphere and exceptional quality of coffee. Table 1 Country Type of Entry Partnership Date of Entry Argentina License Operadora Internacional Alsea S.A. de C.V. 2008 Aruba Australia Joint-Venture Markus Hofer 2000 Austria Licensing Bon Appetit Group 2001 Bahamas Wholly-owned Coffee Cay Ltd 2005 Bahrain License M.H Alshaya Co., W.L.L 2000 Brazil Joint-Venture Cafes Sereia do Brazil Participacoes S.A 2009 Bulgaria License Starbucks-Marinopoulos See, B.V 2008 Canada Wholly-owned subsidiary Starbucks Coffee Canada 1996 Chile Joint-Venture Operadora Internacional Alsea S.A. de C.V. 2003 China Licensing/Joint-Venture Mei Da Coffee Co/Sanghai President Coffee 2000 Cyprus License Marinopoulos Holdings, SARL 2003 Czech Republic License American Restaurants SP. z.o.o. 2008 Egypt License M.H Alshaya Co., W.L.L 2006 England Wholly-owned - 1998 France Joint-Venture Group VIPS 2004 Germany Joint-Venture Karstadt Qualle AG 2002 Greece Joint-Venture Marinopoulos Brothers 2002 Hong Kong/Macau Joint-Venture Maxim Caterers Ltd. 2000 Indonesia Joint-Venture PT Mitra a Diperkasa 2000 Ireland Wholly-owned - 2005 Japan Joint-venture Sazaby Inc. 1996 Jordan License M.H Alshaya Co., W.L.L 2005 Kuwait License