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Essay / Research Paper Abstract
This 3-page paper focuses on Starbucks and strategic changes. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTstarstra.rtf
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that would be nice for the balance sheet) as much as it is retaining a good chunk of the coffee-drinking market share. The company is the #1 specialty coffee retailer,
with more than 16,600 coffee shops in 40 countries (Branhall, 2010). This doesnt take into account franchisees (which operate 7,800 units in malls and airports) and the fact that grocery
stores and other outlets carry Starbucks-branded products (Bramhall, 2010). People go to Starbucks more for the "coffee house" experience; they can buy a cup of coffee anywhere, but at a
Starbucks retail outlet, they can order their coffee, read a book, or set up a laptop, and all is well. Starbucks main mission
statement is "to inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time" (Our Starbucks Mission, 2010). The statement/vision then breaks out into
the commitment to coffee, customers, community and environment. There isnt a whole lot in Starbucks mission statement that directly ties into the
desire for market share, though under the "shareholder" section of the mission statement, the company points out that as Starbucks delivers quality coffee products to customers and shows concern for
the environment, "we enjoy the kind of success that rewards our shareholders" (Our Starbucks Mission, 2010). What components of the strategic management process need to be analyzed in light
of the new strategy? Berfield (2009) wrote about the "realities" confronting Starbucks which have included competition (from McDonalds and Dunkin Donuts) and
the Great Recession, which means a lot of people are giving up luxuries, such as $4 lattes. This has meant that company CEO Howard Schultz has had to cut costs,
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