This project analyzes Starbucks' portfolio governance, focusing on how managers should select the right projects to enact their business strategy in 2021. The project begins with a company overview, emphasizing Starbucks' brand consistency and strategic implementation. It then identifies alternative strategies for business expansion, including market penetration, product development, and diversification, and allocates budgets accordingly. The analysis uses the Ansoff Matrix to illustrate these strategies. The conclusion highlights the importance of identifying with the target audience to create a plan geared towards emotional connections. The project also includes references to various sources, such as Starbucks' official website, academic papers, and market reports, to support its findings. The assignment uses concepts and theories used in class to prioritize the projects and justify the reasoning behind them, with a focus on risk and returns.
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