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Essay / Research Paper Abstract
This 12 page paper examines the position of Starbucks in 2010, looks at the company background, vision and mission of the organization, its value as well as undertaking environmental analysis considering internal and external influences. Using the analysis a number of potential strategies identified, along with critical success factors for their implementation. The bibliography cites 9 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEstar10.rtf
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Unformatted sample text from the term paper:
Analysis 12 10. Critical Success Factors 12 11 Controls and Evaluation 13 Bibliography 14 1. Executive Summary Starbucks is a major coffee house, with in excess of 16,000 outlets of wide,
it is the largest global coffee organization. However, despite the rapid growth under the leadership of Howard Schultz, and the internal strengths of the company, which include a high level
of differentiation, good employee relations and strong branding, companies also face a number of challenges, including difficult economic conditions as well as an increasing level of competition. The paper advises
a strategy to increase the level of differentiation and support the brand for further product development for sale in both the coffee shops, as well as through the retail stores
that the company is a ready utilizing the strategies related diversification. It is also recommended that the organization increase the level of fair trade coffee that is being purchased in
response to changing social awareness in the target market. 2. Company Background Starbucks is a well known coffee chain, who described themselves as "not just passionate but they is of
coffee, but everything that goes with a full and rewarding coffeehouse experience". The current dominant global position in terms of the days of coffee through a coffeehouse experience sustained through
a network of more than 16,000 locations in more than 50 different countries, selling millions of cups of coffee, as well as many complementary items each and every day (Starbucks,
2010). However, decision has been reached over a long period of time, the company having relatively humble origins. The company started off in 1971, founded by 3 friends; Jerry Baldwin
and was an English teacher, Zev Siegel who was a history teacher and Gordon Bowker who was a writer, this background of academic and literary knowledge may help explain the
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