Starbucks

9536 words 39 pages
Student name Vũ Khánh Vân
Student ID: 11124546 | | Class: Advanced Finance 54BModule Name: Strategic PlanningInstructor: Dr. Deane Pham | | Individual AssignmentDate: 6/7/2014 |

Student name Vũ Khánh Vân
Student ID: 11124546 | | Class: Advanced Finance 54BModule Name: Strategic PlanningInstructor: Dr. Deane Pham | | Individual AssignmentDate: 6/7/2014 |

Strategic analysis:
Starbucks in 2012: Evolving into a Dynamic Global Organization
Strategic analysis:
Starbucks in 2012: Evolving into a Dynamic Global Organization

Table of Contents Executive Summary 2
Company Profile: 2
Highlights 3
Objectives 4
Mission Statement and Guiding Principles: 4 Case Analysis: 5
External Environment of the Retail Market for
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Specialty operations within the US include licensed retail stores and other initiatives related to the Company’s core business. International specialty operations consist of retail store licensing operations in nearly 40 countries and foodservice accounts in Canada and the United Kingdom. Stores offer a choice of regular and decaffeinated coffee beverages, a selection of Italian-style espresso beverages, cold blended beverages, iced shaken refreshment beverages, a selection of premium teas, distinctively packaged roasted whole bean coffees, and it’s recently launched soluble coffee Starbucks VIA ™ Ready Brew (“VIA”).
Starbucks stores also offer a variety of fresh food items, including healthier choice selections focusing on high-quality ingredients, nutritional value and great flavor. Food items include pastries, prepared breakfast and lunch sandwiches, oatmeal, and salads as well as sodas, juices and bottled water. The Starbucks Card program is designed to increase customer loyalty and the frequency of store visits by cardholders. Specialty operations strive to develop the Company’s brands outside the Company-operated retail store environment through a number of channels.
Through a licensing relationship with Kraft Foods, Inc. the Company sells a selection of Starbucks and Seattle’s Best Coffee branded packaged coffees and Tazo (r) teas in grocery and warehouse club stores throughout the US. Kraft manages all distribution, marketing,

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