Improving Strategy for Starbucks: Enhancing Market Position and Expansion

Running head: STRATEGY FOR STARBUCKS
STRATEGY FOR STARBUCKS
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1STRATEGY FOR STARBUCKS
Executive summery
Starbucks is a renowned coffee shop chain that has multiple outlets all over the world. The main
feature of the services from this coffee chain is that it provides quality food service. Apart from
that the uniqueness of serving coffee and other beverages makes it famous in the industry.
However, with the change of time, some of the reformations are needed for the improvement of
the Starbucks. This will help to expand the business f this organization. Apart from that the
initiatives will help this coffee shop chain to hold a good market position in competitive market.
The main objective of this paper is to evaluate the different aspects of the business for Starbucks
and the identification for the areas of improvement. The conclusion is drawn from the identified
factors discussed in this report.

2STRATEGY FOR STARBUCKS
Table of Contents
Introduction......................................................................................................................................3
Problem Statement:..........................................................................................................................3
Analysis...........................................................................................................................................3
Alternatives......................................................................................................................................4
Recommendations............................................................................................................................7
Implementation:...............................................................................................................................8
Conclusion.......................................................................................................................................8
Bibliography..................................................................................................................................10

3STRATEGY FOR STARBUCKS
Introduction
Starbucks started its journey in the year of 1987. The company currently has 28,200
stores all over the world. The organization is doing well in the business and has gained revenue
of $24 in the fiscal year 2018. Apart from the coffee beverages, Starbucks also serves other soft
beverages and Teavana teas. Each product of this coffee shop has different names. The min
attribute of this coffee shop is that the qualities of the products are of high standards and meet all
the requirements of the consumers. The main objective of this paper is to evaluate the different
aspects of the business for Starbucks and the areas for the modifications so that expansion of the
business can happen. In order to do this the current problems faced by Starbucks has been
discussed. After that the analysis is done in order to find the problems and the opportunities of
the organization. Based on that the mitigation plan for the issues are developed. Moreover, some
of the techniques for the utilization of the opportunities have been discussed in this paper.
Recommendations and alternatives are discussed based on the findings from the analysis.
Problem Statement:
The Starbucks is facing some problems regarding the competitive market and the strategy
making process for the expansion of the business.
Analysis
While operating an organization which is worldwide famous, some of the problems can
be faced by that organization. Similarly, Starbucks is also facing some problems presently while
doing the business. The main problem facing by Starbucks is the market saturation. This means