BUS 499 Strategic Analysis and Recommendations for Starbucks Corporation

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Running head:Assignment 5: Capstone1BUS 499 Strategic Analysis and Recommendations for Starbucks CorporationBased on your analysis of Starbucks' business strategy, including the impact of its mission,vision, and stakeholders, as well as its SWOT analysis and competitive environment, discusshow the company can maximize its competitive advantage and profitability. Additionally,propose one specific improvement to Starbucks' leadership structure or strategy that couldfurther strengthen its market position. Your response should be well-supported by evidence fromthe provided resources and should be between1500-2000 wordsin length.

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Assignment 5: Capstone2Assignment 5: CapstoneBUS 499Name:Professor:University attached:Date:

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Assignment 5: Capstone3IntroductionIn this capstone assignment, I will discuss Starbuck’s. I will determine the impact of thecompany’s mission, vision, and primary stakeholders’ overall success. An analyzitation will beperformed to identify the five forces of competition and their impact on the company. I willperform a SWOT analysis to determine the strengths, weaknesses, opportunities, and threats.Based upon the SWOT analysis a strategy of the strengths and opportunities will be capitalizedwhile the weaknesses and threats will be minimized. Various levels and types of strategies willbe discussed to maximize the competitiveness and profitability. I will outline a communicationplan to make strategies known to all stakeholders. Two corporate governance mechanisms willbe selected to evaluate the effectiveness of the controlling managers. I will evaluate theeffectiveness of leadership within the corporation and make recommendations for improvement.An assessment of the efforts by Starbuck’s corporation to be a responsible and ethicalcorporation and the impact of these efforts on the corporation is bottom-line.The Impact of the Company’s Mission, Vision, and Primary Stakeholders on Overall SuccessA mission statement is a company’s beacon light to assist company employees with itsnavigation. In relations to the organizations customers, it is assurance that the company iscommitted to the clients’ purpose. A mission statement articulates the front line of theorganization and reminds the firm’s partners of how the company would like to be seen by itsconsumers (Starbucks, 2013).

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Assignment 5: Capstone4In Starbuck’s mission statement states that top executives at Starbucks understand the linkbetweenthe significance ofresearch and development. This implication is clear in the words ofits mission statement. “To establish Starbucks as the premier purveyor of the finest coffee in theworld, while maintaining our uncompromising principles as we grow” (Starbucks Corporation,2010). Their vision statement recognizes the means of setting a central goal that Starbucks aspireto reach, that ambition has altered the company’s vision over the years. For example, CharlesShultz envisioned the company operating 2000 stores within the United States by the year 2000.Unfortunately, that goal was not possible due to the risk the company undertook. Afterrethinking the company’s inherent worth, a simplified vision of, “being the most recognizedcoffee bean house in the world” became Starbucks mental picture; and today, StarbucksCorporation holds the title as such (Starbucks Corporation, 2010).Starbucks want as the leader in the specialty coffee industryto beacknowledged for itsresponsibility to coffee farmers and their families to improve their well-being. The corporation’sprimary stakeholders are broad organizations such as, coffee trade associations, suppliers, andgroups with interest in sustainable coffee production. Including non-profit groups focused onhuman rights, social justice, and environmental issues. Other stakeholders include governmentalagencies such as, U. S. AID (Starbucks Corporation, 2010).Starbucks desire as the leader in the specialty coffee industry is to be acknowledged for itsresponsibility to coffee farmers and their families to improve their well-being. The corporation’sprimary stakeholders are broad organizations such as, coffee trade associations, suppliers, andgroups with interest in sustainable coffee production. Including non-profit groups focused on

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