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Essay / Research Paper Abstract
A 7 page paper assessing Starbucks' external environment; long term objectives; strategic analysis and choice; plan goals and implementation; critical success factors; and evaluation. Bibliography lists 9 sources.
Page Count:
7 pages (~225 words per page)
File: CC6_KSstarFranchs.rtf
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Unformatted sample text from the term paper:
Schultz was planning Starbucks focus on non-core businesses. It already was in the movie business and was selling DVDs and books in stores, with plans in 2006 to include
MP3 downloads (Guest, 2006). Focusing on everything but the customer in the meantime, the stock has declined more than 40 percent; Schultz has returned from a short-lived retirement; the
company has slowed its growth-at-all-costs approach; and it has closed more than 100 underperforming stores. The purpose here is to investigate franchising for growth. Environmental Analysis Internal Environment Strengths
* Starbucks leads its industry, and in virtually every measure including number of locations, revenues and market capitalization. * Starbucks is known for its environmental focus and has been proven
to be committed to socially responsible principles. * The companys leadership has written both the mission statement and the accompanying guiding principles in the form of descriptions of the kind
of company that Starbucks seeks to be in the future, as well as guiding its operation in the present. Weaknesses * The company is dependent on the US market even
though it has a global presence. * It relies on the beverage industry, and of course primarily on coffee beverages (Starbucks Corporation SWOT Analysis, 2007). External Environment Opportunities * The
global coffee market continues to expand. Though Starbucks sector of the US market (i.e., the specialty sector) accounts for only 15 percent of the total US coffee market, that
larger retail market "experienced 157% growth in value terms between 2000 ($3,258 million) and 2005, to reach $8,372 million in total" (Starbucks Corporation SWOT Analysis, 2006; p. 7), driven in
large part by the growth in the specialty sector. The trend is expected to continue at least through 2010, when the value of the market is expected to be
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