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Project on Strategic Audit on Starbucks

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Added on  2020-05-11

Project on Strategic Audit on Starbucks

   Added on 2020-05-11

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Project on Strategic Audit on Starbucks_1
Table of ContentsIntroductionCurrent Situationi.Current Performanceii.Strategic PosturePage 1 of 14
Project on Strategic Audit on Starbucks_2
IntroductionThe purpose of this project is to conduct a strategic audit on Starbucks Corporation which I have chosen for my analysis. The Journey of Starbucks Company started way back in1971. At the very beginning they were roaster as well as retailer of tea, spices, whole bean and ground coffee. However today they have more than 24,000 retail stores distributed among 70 countries attracting millions of customers with their extraordinary products. Page 2 of 14
Project on Strategic Audit on Starbucks_3
Current SituationA.Current PerformanceStarbucks (SBUX) is a publicly traded organization operating in the coffeeretailing industry serving coffee, tea and spicesNamed after the chief mate in the book Moby Dick and its logo inspired bya twin-tailed siren from Greek mythologyOpened in 1971, with its first shop in Pike Place Market, Seattle, WashingtonOperates in over 75 countries, 25,000 retail stores and 300,000 employees who are called partners2016 Financial Performancei.Net Revenues was approximately $21,315 billion US dollars whichgrew 11.2% from 2015ii.Global store sales grew by 5% with the opening of 2,042 new stores globallyiii.Through share repurchases and dividends, 3.2 billion were distributed to shareholders“Starbucks already holds a 75% market share in the U.S. ready to drink coffee market, and hopes to claim an additional market share of $1 billion in the premium RTD category through its latest partnerships”(Team, Trefis, Forbes.com)The company exercises social consciousness in three(3) ways: Ethical Sourcing, Environmental Stewardship and Community InvolvementPage 3 of 14
Project on Strategic Audit on Starbucks_4

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