Strategic Management Analysis - Essay Example

Starbucks corporation is a worldwide coffee chain company that has its headquarters in Seattle, Washington State (Schultz and Howard, 2011). It is the largest company of its kind and as of March 2009, it had 16,680 stores with 38 years of experience in the coffee business (Clark, 2009). Starbucks has a presence in over 61 countries and has the core of its operations in the United States (Schultz and Howard, 2011). The US operations include over 13,000 stores which offer various forms of services to the American public.

            The Mission of Starbucks is “to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.” (Starbucks Mission Statement, 2012).  The vision of the company is to provide the best quality coffee to customers through ethically sourcing for the best beans. They aim at embracing diversity to create a good work and business environment in which they would engage fully and connect with customers by providing perfect beverage (Starbucks Mission Statement, 2012).

Starbucks also aims at providing the highest levels of returns to their shareholders whilst they remain responsible to their stakeholders, viz customers, partners and the wider community (Starbucks Mission Statement, 2012).             This paper provides a strategic fit analysis of this global coffee company. The components of Starbucks Corporation is analysed in this paper to provide an overview of the strategic elements of the company.

Section A: Market Analysis             In this section, we will examine the macroeconomic elements and the microeconomic environments to identify the business sphere within which Starbucks' US unit operate within. External Environment             Macro-environmental analysis can be done through what is known as PEST analysis, which involves the examination of relevant political, economic, social and technological factors that have changed which are likely to affect a given business (Kotter and Schlesinger, 1991; Johnson and Scholes, 1993).