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Business Policy and Strategic Management - Essay Example

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Starbucks follows a differentiation strategy where its basic aim is to produce a brand image within the eyes of its customer through the unique taste of coffee and the exclusivity of all its other products. Starbuck’s major competitors such as Dunkin’ donuts and McDonald’s have approached the market with a low cost leadership strategy…
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Business Policy and Strategic Management
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Business Policy and Strategic Management

Download file to see previous pages... Special alert control is more straightforward to explain. A special alert control is the thorough, and often rapid, reconsideration of the firm’s strategy because of a sudden, unexpected event (Pearce II and Robinson, “Chapter 13: Strategic Control” Slide 13-10). The economic and financial recession of 2008 greatly affected Starbuck’s key market segments in America and Europe. Surprisingly, the Asian markets were fairly more stable and have continued to grow. Starbucks executives must have been rued that they had not expanded more rapidly globally because they would have been able to balance their portfolio with the Asian outlets if they were many enough. Premise control is designed to check systematically and continuously whether the premises on which the strategy is based are still valid (Pearce II and Robinson, “Chapter 13: Strategic Control” 13-8). From the lessons learned through the recession, consumer behavior in the Western world is bound to change, even if only by a small degree. This constituency of “changing” consumers includes Starbucks’ market segment and therefore the organization will have to redefine who their new target market is, and what their new behaviors are. This may call for, probably, a change of direction in the new products that the company will produce in future. ...Download file to see next pagesRead More
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