Corporate Level Study of Starbucks Company - Strategic Management

Running head: STRATEGIC MANAGEMENT
Strategic Management
CASE STUDY OF CORPORATE LEVEL STUDY OF STARBUCKS COMPANY
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1STRATEGIC MANAGEMENT
Executive Summary
Starbucks being a leading international company, it has to maintain a strong brand image along
with coffee loving customers’ satisfaction. This paper discusses the current corporate level
strategies by the implementation of SWOT analysis and devising two recommended initiatives
for the future growth of the company. The implementation of product differentiation strategy of
the company with the proper fit of its capabilities in the global market helps to increase the
revenue. In spite of facing price instability and easy entrance of the competitors, Starbucks is
implementing the overseas expansion and emerging its business in the developed and developing
markets. This is a positive sign of increase in the revenue. The product amalgamation and
product diversification are another significant steps taken by the company. Through the SWOT
analysis all the external factors are described with the explanation of the internal factors and the
evaluations are noted in the course of this paper.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
(a) Evaluation of Corporate level strategies...........................................................................3
(b) Evaluation of the Suitability of the Current Strategies of Starbucks.....................................5
Recommendation on Alternative Strategic Initiatives.................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8