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Starbucks
Strategic Audit
Lucas Pereira, Stella Birungi, Kenny Kimbel, Devon Bennett,
Satomi Urata, Olivia Aaroee, Bethany...
Understanding the Environment
Case Synopsis
• Who is Starbucks?
• Seattle, US
• Largest coffeehouse on the planet
• Continuous growth
• Analysis
• Inter...
Industry Ring Analysis
• External Environment for the Year 2013 – 2014
• Consumer Goods Industry
• Focus: Food and Beverag...
SFAS Summary
•Strengths
• Corporate Responsibility
• Source Relationships
• Brand Expansion
•Weaknesses
• Europe Market
• ...
Controllable Issues
• Local Markets
• Coffee Distribution
• Employees
• Online Applications
Uncontrollable Issues
• Economy
• Regulations and Policies
• Online/Mobile Applications
• Preferences
• Competitors
Appraising the Environment
Existing Mission Statement
“To inspire and nurture the human spirit- one person,
one cup and one neighborhood at a time.”
Existing Objectives
• Objective One
• Quality
• GMOs
• Objective Two
• Employees
• Age
• Objective Three
• Community
• Sat...
Major Existing Strategies
Global Strategy Level
• Exporting
• Pro
• Con
• Acquisition
• Pro
• Con
• Greenfield Venture
• P...
Major Existing Strategies
Corporate Strategy Level
• Penetration
• Pro
• Con
• Expansion
• Pro
• Con
• Strategic Alliance/...
Major Existing Strategies
Business Strategy Level
• Differentiation
• Pro
• Con
Strategy Theme Package #1
Aggressive Expansion into Asia
• Mission
• Objectives
• Establish Teavana Brand
• Introduce Starbucks Brand
• Reward Syste...
Strategy Theme Package #2
Increased use of technology
• Mission
• Objectives
• Wait Time
• In stock Options
• Abroad Interest
• Pros
• Cons
Strategy Theme Package #3
Expansion Domestically
• Mission
• Objectives
• Domestic Domination
• Location Options
• Job Opportunites
• Pros
• Cons
Recommendation
Strategy Theme Package #1
Package #1 Strategies
• Global Level Strategy
• Tailoring
• Corporate Level Strategy
• Penetration
• Business Level Strate...
Justification
• Expansion
• Teavana
• Reward System
• Risks
Plan for Execution
• Continued Company Values
• Changes
• Cash Surplus
• Farmer Protection
• Fair-Trade
• GMO Free
• Local...
Implementation Agenda
Timetable:
• 2014- Budget 25%
• Survey Asian market to find best potential Starbucks locations
• Bra...
Conclusion
•SWOT Analysis
•Controllable Issues
•Use of Strategies
•Expansion into Asia
Starbucks
Strategic Audit
Lucas Pereira, Stella Birungi, Kenny Kimbel, Devon Bennett,
Satomi Urata, Olivia Aaroee, Bethany...
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Septet team presentation   4.22.14-1 Slide 1 Septet team presentation   4.22.14-1 Slide 2 Septet team presentation   4.22.14-1 Slide 3 Septet team presentation   4.22.14-1 Slide 4 Septet team presentation   4.22.14-1 Slide 5 Septet team presentation   4.22.14-1 Slide 6 Septet team presentation   4.22.14-1 Slide 7 Septet team presentation   4.22.14-1 Slide 8 Septet team presentation   4.22.14-1 Slide 9 Septet team presentation   4.22.14-1 Slide 10 Septet team presentation   4.22.14-1 Slide 11 Septet team presentation   4.22.14-1 Slide 12 Septet team presentation   4.22.14-1 Slide 13 Septet team presentation   4.22.14-1 Slide 14 Septet team presentation   4.22.14-1 Slide 15 Septet team presentation   4.22.14-1 Slide 16 Septet team presentation   4.22.14-1 Slide 17 Septet team presentation   4.22.14-1 Slide 18 Septet team presentation   4.22.14-1 Slide 19 Septet team presentation   4.22.14-1 Slide 20 Septet team presentation   4.22.14-1 Slide 21 Septet team presentation   4.22.14-1 Slide 22 Septet team presentation   4.22.14-1 Slide 23 Septet team presentation   4.22.14-1 Slide 24 Septet team presentation   4.22.14-1 Slide 25 Septet team presentation   4.22.14-1 Slide 26
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Septet team presentation 4.22.14-1

  1. 1. Starbucks Strategic Audit Lucas Pereira, Stella Birungi, Kenny Kimbel, Devon Bennett, Satomi Urata, Olivia Aaroee, Bethany Au
  2. 2. Understanding the Environment
  3. 3. Case Synopsis • Who is Starbucks? • Seattle, US • Largest coffeehouse on the planet • Continuous growth • Analysis • Internal demands • Expansion • Product Lines
  4. 4. Industry Ring Analysis • External Environment for the Year 2013 – 2014 • Consumer Goods Industry • Focus: Food and Beverage Industry • Restaurant Industry • Fast Food Industry • Coffee Shop Industry
  5. 5. SFAS Summary •Strengths • Corporate Responsibility • Source Relationships • Brand Expansion •Weaknesses • Europe Market • Competitors
  6. 6. Controllable Issues • Local Markets • Coffee Distribution • Employees • Online Applications
  7. 7. Uncontrollable Issues • Economy • Regulations and Policies • Online/Mobile Applications • Preferences • Competitors
  8. 8. Appraising the Environment
  9. 9. Existing Mission Statement “To inspire and nurture the human spirit- one person, one cup and one neighborhood at a time.”
  10. 10. Existing Objectives • Objective One • Quality • GMOs • Objective Two • Employees • Age • Objective Three • Community • Saturation Level • Objective Four • Customers • Time • Objective Five • Shareholders • Balance
  11. 11. Major Existing Strategies Global Strategy Level • Exporting • Pro • Con • Acquisition • Pro • Con • Greenfield Venture • Pro • Con
  12. 12. Major Existing Strategies Corporate Strategy Level • Penetration • Pro • Con • Expansion • Pro • Con • Strategic Alliance/Joint Venture • Pro • Con
  13. 13. Major Existing Strategies Business Strategy Level • Differentiation • Pro • Con
  14. 14. Strategy Theme Package #1
  15. 15. Aggressive Expansion into Asia • Mission • Objectives • Establish Teavana Brand • Introduce Starbucks Brand • Reward System • Pros • Cons
  16. 16. Strategy Theme Package #2
  17. 17. Increased use of technology • Mission • Objectives • Wait Time • In stock Options • Abroad Interest • Pros • Cons
  18. 18. Strategy Theme Package #3
  19. 19. Expansion Domestically • Mission • Objectives • Domestic Domination • Location Options • Job Opportunites • Pros • Cons
  20. 20. Recommendation Strategy Theme Package #1
  21. 21. Package #1 Strategies • Global Level Strategy • Tailoring • Corporate Level Strategy • Penetration • Business Level Strategy • Differentiation • Operational Level Strategy • Functions – Human Resource Management
  22. 22. Justification • Expansion • Teavana • Reward System • Risks
  23. 23. Plan for Execution • Continued Company Values • Changes • Cash Surplus • Farmer Protection • Fair-Trade • GMO Free • Local Employees
  24. 24. Implementation Agenda Timetable: • 2014- Budget 25% • Survey Asian market to find best potential Starbucks locations • Brainstorm and develop strategy to create a store that utilizes Teavana acquisition • 2015- Budget 25% • Survey the Asian real estate to find prime leasing locations for company owned stores and lease store • Begin the process of picking qualified franchise owners in Asia • 2016 – Budget 40% • Test market the Teavana and Starbucks Asian response • Make adjustments to fit the tastes of the Asian market • 2017 – Budget 10% • Monitor the results and possibly test market the Teavana and Starbucks combo domestically for large tea drinking demographics
  25. 25. Conclusion •SWOT Analysis •Controllable Issues •Use of Strategies •Expansion into Asia
  26. 26. Starbucks Strategic Audit Lucas Pereira, Stella Birungi, Kenny Kimbel, Devon Bennett, Satomi Urata, Olivia Aaroee, Bethany Au

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