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Starbucks Company: strategic management - Research Paper Example

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This research paper analyses strategic management in Starbucks Company. Starbucks aims at making their services seem like a partnership between them and the other stakeholders in making the society a better place.They also engage their customers in their production…
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Starbucks Company: strategic management
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Download file to see previous pages The coffee cafe industry has rapidly improved over the past decade. The industry is no longer about just offering coffee to customers. The industry has changed from providing convenient and affordable coffee to offering coffee of high standards(Verbeke, 2013). In the past, people did not care much about elegance or the quality of coffee that they take (Gong, 2013). The industry has also grown from offering just coffee but coffee and other related meals. This has further led to the growth of the industry in terms of the number of people who are employed by the industry and the returns (Mahrokian, Chan, Mangkornkanok & Hee Lee, 2010).
Lately, there have been many new entrants into this industry. Despite the fact that this is an industry that has been dominated by a few players for a long time things are now changing. Other restaurants who did not specialize in coffee are also adding that to their services (Peng, 2014). A good example of such a company is Mc.Donald’s.
Competitive analysis. Over the past decade, Starbucks Corporation has acquired other competitors. A good example is a chain of cafes by the name Seattle's Best Coffee. This has helped them in eliminating the company’s competition while at the same time improving their global competitiveness.
Starbucks has extensively invested in innovation in order to gain an advantage over their competitors. This is innovation helps them in bringing into the market products and services that their competitors have not yet been able to produce.  ...Download file to see next pagesRead More
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