3. Case Synopsis
• Who is Starbucks?
• Seattle, US
• Largest coffeehouse on the planet
• Continuous growth
• Analysis
• Internal demands
• Expansion
• Product Lines
4. Industry Ring Analysis
• External Environment for the Year 2013 – 2014
• Consumer Goods Industry
• Focus: Food and Beverage Industry
• Restaurant Industry
• Fast Food Industry
• Coffee Shop Industry
9. Existing Mission Statement
“To inspire and nurture the human spirit- one person,
one cup and one neighborhood at a time.”
10. Existing Objectives
• Objective One
• Quality
• GMOs
• Objective Two
• Employees
• Age
• Objective Three
• Community
• Saturation Level
• Objective Four
• Customers
• Time
• Objective Five
• Shareholders
• Balance
11. Major Existing Strategies
Global Strategy Level
• Exporting
• Pro
• Con
• Acquisition
• Pro
• Con
• Greenfield Venture
• Pro
• Con
12. Major Existing Strategies
Corporate Strategy Level
• Penetration
• Pro
• Con
• Expansion
• Pro
• Con
• Strategic Alliance/Joint Venture
• Pro
• Con
23. Plan for Execution
• Continued Company Values
• Changes
• Cash Surplus
• Farmer Protection
• Fair-Trade
• GMO Free
• Local Employees
24. Implementation Agenda
Timetable:
• 2014- Budget 25%
• Survey Asian market to find best potential Starbucks locations
• Brainstorm and develop strategy to create a store that utilizes Teavana acquisition
• 2015- Budget 25%
• Survey the Asian real estate to find prime leasing locations for company owned stores and lease store
• Begin the process of picking qualified franchise owners in Asia
• 2016 – Budget 40%
• Test market the Teavana and Starbucks Asian response
• Make adjustments to fit the tastes of the Asian market
• 2017 – Budget 10%
• Monitor the results and possibly test market the Teavana and Starbucks combo domestically for large tea
drinking demographics