This report examines Starbucks' need for strategic changes to enhance competitiveness and customer reach. It identifies the rationale behind introducing cheaper products, expanding into smaller cities, and implementing an effective employee rewarding policy. Key drivers include shareholders and customers, with the objectives of attracting low-income groups and improving employee motivation. The report includes a SWOT analysis, cost-benefit analysis, and a timeline for implementing these changes within four years. It also addresses potential barriers such as supplier apathy and shareholder concerns, proposing solutions like diversifying suppliers and demonstrating the financial feasibility of the plan. Effective communication strategies, including general meetings, reports, and integrated marketing, are crucial for successful implementation. The analysis concludes that these changes will significantly benefit stakeholders by expanding the customer base and improving profitability.