Starbuck Strategy Audit Report

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Starbuck Strategy Audit ReportName:Professor:University affiliation:Date:Analyzethe growth strategy of Starbucks in the context of global trends and competition.Discuss the company's strengths, weaknesses, opportunities, and threats (SWOT analysis), aswell as the impact of economic factors on its business. How do Porter's Five Forces affectStarbucks' competitive positioning? Use specific examples from the company’s operationsand market environment to support your arguments.Word count requirement: 1500-2000 words.

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Executive Summary (Starbucks)Coffee issucha productwhich isbroadly acknowledgedamong allagegatherings be it youthful children or the seniority individuals. The business is developing at aquick pace and with firm rivalry. This paperanalyzesthe growth strategyfollowed by theStarbucks;which needs to bein accordance with the global trends and movement ofeconomy.In currenteconomicscenario many peopleare usingStarbucksproducts.The mainphilosophy for the company is to make the stores in accordance with the current trends andwith the nature of the people.The company is very helpful withthe customers andenvironment.In current scenarioitis nowastatussymbolamong the people.Customers oftengo to the Starbucks for what it represents.According to SWOT analysis andPorter’s FiveForces, buyer power is high/ moderate, supplier power is moderate/low, threat of newentrants is high, substitutes are high, and rivalry is high.The paper examines various aspectsof the Starbucks and analysis the issues among the same.About Starbucks:It isan American global coffee company and coffeehouse chain based in Seattle,Washington.The company wasfoundedin 1971 as a Seattle coffee bean roaster and retailer,since thenthe company has expanded rapidly. Since 1987, Starbucks has opened on averagetwo new stores every day.The company has20,891 stores in 62 countries,the bifurcationgoes like13,279storesin the United States, 1,324storesin Canada, 989storesin Japan, 851storesin the China, 806storesin the United Kingdom, 556storesin South Korea, 377storesin Mexico, 291storesin Taiwan, 206storesin the Philippines, 179storesin Turkey, 171storesin Thailand, and 167storesin Germany(Starbucks Coffee Company | InvestorRelations | Financial Highlights. (2009)).The company iswellknown for hot and coldbeverages, whole bean coffee andmicro ground instant coffee, full-leaf teas, pastries, and

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snacks.Various storesof Starbucksalso sell packaged food items, hot and cold sandwiches,and items such as mugs and tumblers.Mission Statement:“Our mission: to inspire and nurture the human spirit–one person, one cup and oneneighbourhood at a time”Environmental Mission StatementThe company is fully committed towards its role to nature.It is committed to many CSRactivities and it includes:Understanding of environmental issues and sharing informationwith partnersDeveloping innovative and flexible solutions to bring aboutchange.Striving to buy, sell and use environmentally friendly products.Recognising that financial responsibility is essential to our environmental future.Instilling environmental responsibility as a corporate value.Measuring and monitoring our progress for each project.Encouraging all partners to share in our mission.The main issues with the company are:Fluctuationsin the price of coffee across the globe.In nutshell the coffee prices areincreasing leading to increase in price of theproductThe end product of the company is overpriced–Starbucks coffee is currently overpricedIncrease incompetition from the other playersChange in the culture of the organization

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The motivation level of the employeesis very lowacrossall storesCurrenteconomic crisis in the worldTheorganizationalcultureat Starbucksstarts from the top management and drills down to thelower level employees and staff.The company is known for its cup of coffee. According topolicy of the company they are supposedto createthe coffee shops at a place wherein peoplecan come outside of their homes and office to unwind their mind and body. The companyoffers many innovative items to make people relax and revitalise their minds(Nichols, M.(2011)).Themainvalues that Starbucks share are the desire to unwind, make individuals really feel aswelcome, and comfy as you possibly can.The primary characteristicsof theStarbucks are:Focusto detailPeopleorientationTeamorientationAggressivenessStabilityThe main aspect of the company is focusedon the detailsof the customersso that customersvisiting the stores relaxthemselves and feelfree(Burkitt, L. (2010)).Theculture of thecompany is such thatit works as a team, one person preparesa product (say coffee)and thenhands it to the barista who puts it all together and then an individual calls thecustomer’snameand hands over theitems.This methodhelps to create a friendly nature amongteamsand customes.

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