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Essay / Research Paper Abstract
An 11 page paper discussing establishing and evaluating strategy at Starbucks. Starbucks' long term objective is to become the global leader in its industry. Three choices available to it that can help the company reach and maintain its primary objective is to address the issue at the firm and business levels, and to continue to practice corporate social responsibility (CSR). The paper discusses critical success factors and various measures that can be used to assess Starbucks' progress toward its primary long term objective. Bibliography lists 7 sources.
Page Count:
11 pages (~225 words per page)
File: CC6_KSstratStarbucks.rtf
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Unformatted sample text from the term paper:
in Seattle, Starbucks Coffee is the leading specialty coffee retailer in America. Its presence is nearly ubiquitous in any area in which there is sufficient traffic to support the
location. It operates caf?s in malls, airports, office buildings, university libraries and hotels; customers can expect to find Starbucks kiosks at hospitals, smaller office buildings and other places lacking
enough traffic to support a full caf?. Shoppers can find Starbucks coffee in grocery stores, and an alliance with Dreyers has placed coffee ice cream there as well.
An alliance with Pepsi resulted in placing a cold bottled Frappuccino into grocery and convenience stores. With nearly 5,900 locations in addition to
its ancillary coffee-related businesses, Starbucks has been expanding internationally for some time. Its current focus is South America, the source of the beans that it buys and roasts itself.
The purpose here is to devise a means of establishing and evaluating strategy for the future. Strategic Analysis and Choice Starbucks long
term objective is to become the global leader in its industry. Three choices available to it that can help the company reach and maintain its primary objective is to
address the issue at the firm and business levels, and to continue to practice corporate social responsibility (CSR). Firm Level Starbucks customers are
dedicated to its products. They may buy scones, cakes or cookies to enjoy with their coffee, but it is the coffee that retains the focus. Starbucks makes every
cup fresh and in response to an order. Customers understand that they may have to wait for their order, but the slight delay is acceptable because the product they
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