The purpose of the paper “The Current Position of Starbucks” is to evaluate the current strategic position of Starbucks stores. It is on a decline in every aspect of its original mission, vision and goal. Starbucks has failed to put focus on its customers needs…
Download full paperFile format: .doc, available for editing
Extract of sample "The Current Position of Starbucks"
Download file to see previous pages
Though profit maximization, sales maximization makes the backbone of every company’s objective, Starbucks have over insisted on this and failed to maximize its quality management and customer needs. The replacement of comfy seats with stands, stylish coffee cups with general cups, stuffy environments and supply of sandwiches whose smell overpowered the sweet scent of brewed coffee is also another strategy that led to the drastic decline of the company’s sales. This shows a complete diversion of the company’s mission and goal. Waitresses and waiters have also been overburdened; they no longer appreciate their work. They feel that the goal they were working hard to achieve and sustain has suddenly changed (Mulcaster, 2009). Brewing of coffee was the major idea behind Starbucks formation. However this idea has changed to automatic making of coffee that customers complain about. The quality of coffee is not felt anymore and so is the social effect of the stores. The employees’ attachment with the customers has reduced due to the tall coffee making machines that destruct the customers view when coffee is made (Mintzberg et al., 2003). ...
ategy to help them cope up with the food crisis problems, such as decreasing its prices, or even changing the type of cups to small ones that were affordable just like its competitors deed. Nonetheless, this company did not take into concern efforts made by its competitors. Many stores came up with new strategies to combat Starbuck’s increased sales. The strategy then employed by this company was to open even more stores in the US. However they failed to carry along their distinctive character with them, such as brewing coffee, presence of comfy seats, and ensuring that the sweet aroma of coffee was still intact. As a result the decline of its shares in the stock exchange was inevitable. This is because there is no one who would like to be associated with a declining firm which translates to low dividends due to the low profits and sales realized. Though Starbucks Company still has the capabilities and resources that can help it to still lead in the coffee world, the environment in which it is running its business is too tight. First the economy has changed. Food prices have hiked, meaning that the disposable income of the consumers is low. They will therefore not opt to take expensive coffee. In addition, its competitors are doing all they can to make sure that they also increase their sales and also penetrate the market just as Starbucks is doing. They are thus growing at the same level. The company’s employees are also getting tired of the introduction of new products. Not that it is wrong, but because their opinion is not taken into concern. They feel that they are not part of the company anymore. However, Starbuck Company can be able to reinstate itself once more and be on the lead in coffee roasting and retailing.
...Download file to see next pagesRead More
As of 2014, the company has made revenue of $14.89 billion which is a 12% hike over the previous year. Starbucks product line is priced at a premium range and is targeted at the niche customers (Fortune, 2014). This paper is focused on the strategic positioning of Starbucks and how it has strengthened its position in the industry.
The report starts by describing the strategic position of Starbucks and this encompasses a description of products and services offered markets, key stakeholders and strategic purpose which includes mission and vision /strategic intent. The report will also analyse the internal and external environmental factors affecting the operations of Starbucks.
In addition, they market films, books, and music through Starbucks Entertainment division and Hear Music. The company was established in 1971 by Jerry Baldwin, Zev Siegel and Gordon Bowker. In 1981 Schultz joined the company as the head of marketing. As Thompson and Strickland (n.d.) state, in 1983, on a trip to Milan, Italy, Schultz visited a number of espresso bars and hit upon the idea of starting the same kind of coffee bars in America.
Starbucks Cafe sources its coffee using a practice known as fair trade coffee. Fair trade coffee is a practice that ensures the company receives the top quality coffee in the world, while at the same time complying with highest corporate responsibility standards.
The report-writing task has involved analyzing the challenges that is facing the company at the present time and the next few years, drawing conclusions and making recommendations. The findings of this report are presented with the
The researcher analyzes the resources and competencies of Starbucks along with its strategic positioning. He concludes by highlighting the overall finding and making recommendations accordingly. The primary data has been gathered through a face to face interview with a floor manager of a Starbucks store.
Additionally, the sidewalks have painting depicting the company’s logo and various writings outlining the reasons for choosing the services at Starbucks.
With over 20000 stores around the world, Starbucks treats its clientele with the utmost care. Firstly, the value for
The author states that the recent outbreak began in West Africa and quickly spread to neighboring countries including Guinea, Sierra Leone, Liberia and Senegal. Despite the distance, the United States is particularly vulnerable given its involvement in humanitarian aid, research, media reporting.
2 Pages(500 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The Current Position of Starbucks"
with a personal 20% discount.