Starbucks
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Publicado: 5 de abril de 2012
EXECUTIVE DECISION MAKING AND STRATEGY ANALYSIS
INDIVIDUAL PAPER
“STARBUCKS”
Profesor: Dr. Mike
November 25th, 2011
STARBUCKS
Howard Schultzstarted in Starbucks in 1982. After a trip to Milan, he asked his partners to expand the sale of coffee, with sales of express coffee and others. The idea was rejected from de Board Directors because thisnew activity would distract the company's original goal. Time later, left Starbucks and started his own coffee bar which he named Il Giornale which after two years of success purchased the Starbucksname and Assets and changed the names of all of its Coffee Bars to Starbucks.
In the years, Starbucks has become the market leader in retail sales of coffee. The high quality of coffee offered, help´sStarbuck to make the company's differentiation from competitors but in order the company remains leader, it must maintain its ability to innovate and continue to offer new differentiated products,invest in their human resources, and ethical values. SWOT Analysis Strengths
Starbucks provides a high Quality brand based on a reputation for excellent products. The Company values their HumanResources teaching always their coffee principles (Hospitality, production and education). They have highly profitable large market not only in the USA but also internationally. Starbucks is known for theirCustomer loyalty and the company invites to experience a unique feeling, based on the experience of the moment.
Opportunities
Starbucks uses technological advances like free internet in theircoffee shops. People always require places to meet and enjoy the free time. There is an increased preference for high quality coffee as people knows more about coffee culture. The increased internationalmarket penetration and new products and services. Variety of good partnerships Weaknesses
The chances for innovations could fail over time. The Dependence in U.S. market. Owning all of its stores,...
INDIVIDUAL PAPER
“STARBUCKS”
Profesor: Dr. Mike
November 25th, 2011
STARBUCKS
Howard Schultzstarted in Starbucks in 1982. After a trip to Milan, he asked his partners to expand the sale of coffee, with sales of express coffee and others. The idea was rejected from de Board Directors because thisnew activity would distract the company's original goal. Time later, left Starbucks and started his own coffee bar which he named Il Giornale which after two years of success purchased the Starbucksname and Assets and changed the names of all of its Coffee Bars to Starbucks.
In the years, Starbucks has become the market leader in retail sales of coffee. The high quality of coffee offered, help´sStarbuck to make the company's differentiation from competitors but in order the company remains leader, it must maintain its ability to innovate and continue to offer new differentiated products,invest in their human resources, and ethical values. SWOT Analysis Strengths
Starbucks provides a high Quality brand based on a reputation for excellent products. The Company values their HumanResources teaching always their coffee principles (Hospitality, production and education). They have highly profitable large market not only in the USA but also internationally. Starbucks is known for theirCustomer loyalty and the company invites to experience a unique feeling, based on the experience of the moment.
Opportunities
Starbucks uses technological advances like free internet in theircoffee shops. People always require places to meet and enjoy the free time. There is an increased preference for high quality coffee as people knows more about coffee culture. The increased internationalmarket penetration and new products and services. Variety of good partnerships Weaknesses
The chances for innovations could fail over time. The Dependence in U.S. market. Owning all of its stores,...
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