Starbucks and the Rise of the City State - Case Study Example

The sentiments of the opposition often provide us with newer ways of carrying out the task and we can prepare ourselves even for adverse circumstances. For example; it is said that, "If you want peace, be ready to fight." and Sun Tzu further stated that, "If you want a real shape, firstly be unshaped." During the last century power basically implied military power and the ruling power. But as we enter into the 21st century, economic power seems to have taken over all other types of power. While earlier the 'power' used to be shown on the battlefield, now it the company's boardrooms that plan out the fight.

The fight is then executed with the help of well laid out marketing and promotional strategies. The levels of the prosperity of the citizens and the economic power of the country are now increasingly being used by nations as a tool to exert pressure on other nations. This way these nations are enjoying glory without fighting on the battlefields. Like Sun Tzu says; "Glory without fighting is the best." New world order says that 'do not kill your enemies, but use them to become stronger.' Some people prefer to call the global footprints of multinational corporations as examples of imperialistic designs from the developed nations.

These are termed as an example of countries using their economic power with their companies. "Divide your soldiers and give them a prize for booty and do not fight in the unimportant area, fight for fatal places." This seemed to be a basic inspiration behind the strategy of Starbucks. Starbucks has established itself well in big cities and is offering a tough competition to rival companies. With different types of offers to customers in different locations and on different occasions, the company has been able to take the fullest benefit of localizing the products and services.

As per Sun Tzu the rule of 'strategic capturing' is "To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy's resistance without fighting."Starbucks has been able to establish itself as a company in key cities around the world, where they can cater to people with time and money to be spent with their friends and families. So far they have been able to open and popularize their outlets in places like New York, London, Tokyo, Dhaka, Beijing, Istanbul, etc.

The manner in which Starbucks has been able to successfully implement its strategies, despite opposition from some quarters is an indication of the script written by Sun Tzu and followed by the company. Sun Tzu stated, "There are roads which must not be followed, armies which must be not attacked, towns which must be besieged, positions which must not be contested, commands of the sovereign which must not be obeyed."