Knowledge Exchange: Starbucks' Business Management in a Changing World

This knowledge exchange project investigates the weaknesses in Starbucks' business management following the COVID-19 pandemic and the global recession, aiming to identify strategies for lasting and sustainable development. It explores how external and internal factors impact the business, examining the effects of the pandemic, the war in Ukraine, and the economic downturn on Starbucks' brand and operations. The project reviews literature on the marketing environment and challenges faced by Starbucks, such as supply chain disruptions and staffing shortages. The research methodology includes a questionnaire, positivism research philosophy, deductive research approach, cross-sectional time horizon, and survey strategy, utilizing both primary and secondary data. Quantitative research methods, probability sampling, and frequency distribution data analysis are employed to assess the impact of these factors on Starbucks' business, with the goal of providing insights into overcoming these challenges and ensuring sustainable growth.

Knowledge
exchange
project

PROJECT TITLE
Knowledge exchange project

CONTENT
Company overview
Project question
The business case – why I chose
this ptoject
Research questions
Literature review
Research Project Methodology

COMPANY OVERVIEW

PROJECT
QUESTION
What are the weaknesses in Sturbucks’s
business management after Covid 19
pandemic and the resession in the world
economy and how they can be overcome
with the aim of lasting and sustaiinable
development?

The business case –
why I chose this project
 The delay in the recovery of the damages
to the global economy after the Covid-19
pandemic, the Russian invasion in Uktaine led
to a prolonged period of weak growth and
rising inflation. Placed in such market
conditions businesses must build new and
effective development strategies in purpose
to stay sustainable and to increse rheir profit
 As one of the largest companies in the
global market Sturbucks should take into
account these new adverse business
consequences, to evaluate them and to
develop new business strategies using
different tools

PROJECT AIMS AND
OBJECTIVES
AIM of the project:
To analyze possible weaknesses in
the management of a given
business due to unfavorable
economic conditions.
Objectives:
1. To understand how external and
internal factors can affect a
business, their relations with the
manifestation and detection of
weaknesses in its management
2.

RESEARCH
QUESTIONS
 How the change of external and internal
factors affecting the world economy
creates conditions for change in the stable
development of companies that requires
analysis of their week points in the new
environment?
 What are impact of Covid-19 pandemic,
war in Ukraine and world economy
recession on the development of business
of Starbucks revealing their brand weak
points?
 What are the challenges faced by Sturbuck
while running their business in this
dinamically changing environment?

LITERATURE REVIEW
In accordance with Proffesor Philip Kotler “
A company’s marketing environment
consists of the actors and forces
outside of marketing that
affect marketing management ability
to build and maintain successful
relationships with target customers”.

LITERATURE
REVIEW
How the change of external and internal factors affecting the world
economy creates conditions for change in the stable development of
companies that requires analysis of their week points in the new
environment?
As per the view of Bag and Pretorius (2020) the sudden change in the
external and internal factors that affects the all over the world create condition
for the companies in order to change their stable development. The external
and internal factors that affect the economy are natural resources, human
capital, infrastructure, labour, technology, population and law.

LITERATURE REVIEW
Impact of Covid-19 pandemic, war in Ukraine and world
economy recession on the development of business of
Starbucks revealing their brand weak points?
According to the view of Choudhary and Jain (2022)
Covid-19, war in Ukraine and world economy recession create
negative impact on the development of Starbucks business.
Maintaining supply chain in Covid-19 period is the main problem
for the company. It relies mainly on digital technology for
managing its supply chain. It uses an automated information
system that allows company to monitor its demand, capacity,
inventory as well as scheduling in real time.

LITERATURE
REVIEWThe challenges faced by Starbucks while running
their business in this dynamically changing
environment
In the opinion of Dominko (2022) there are
many challenges which had been faced by the Starbucks
while running their business in dynamically changing
environment. Staffing shortage is the main issues that cut
down store hours. In the current dynamic business
environment, staffing shortage has been happen in all over
the restaurant industry. Due to shortage of staff, company
did not deliver its products on time. Another issues that
the company faced in dynamic changing business
environment was the shortage of ingredients.

Research Project Methodology
Research philosophy- Positivism research
philosophy
Research approach- Deductive research approach
Research strategy- Survey strategy
Research choice- Quantitative research choice
Sampling-Probability sampling
Research instrument- Questionnaire research
Research instrument- Questionnaire research
instrument
Time horizon- Cross sectional time horizon
Data collection- Primary and Secondary both
the data collection method
Data Analysis-Frequency distribution data
analysis
Sampling-Probability sampling

Research onion

GlobalData. (n.d.). Company Profile. [online] Available at:
https://www.globaldata.com/company-profile/starbucks-corp/.
REFERENCESS
Brandon Gaille (2021). Starbucks SWOT Analysis (2021). [online] BrandonGaille.com. Available at:
https://brandongaille.com/starbucks-swot-analysis/.
Roll, M. (2021). The secret to Starbucks’ brand success. [online] Martin Roll. Available at:
https://martinroll.com/resources/articles/strategy/secret-starbucks-brand-success/.
World Bank (2022). Global Economic Prospects June 2022. [online] World Bank. Available at:
https://www.worldbank.org/en/news/press-release/2022/06/07/stagflation-risk-rises-amid-sharp-slo
wdown-in-growth-energy-markets
.
GlobalData. (n.d.). Company Profile. [online] Available at:
https://www.globaldata.com/company-profile/starbucks-corp/.