Starbucks Corporation

CORPORATE STRATEGY ASSIGNMENT 1
DIAGNOSIS OF STARBUCKS CORPORATION

4G ESG MS
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INTRODUCTION
Why did I study Starbucks Coffee?
I wanted to work on a company I know and like. In fact, I love Starbucks Coffee, not just because it is nerveless to drink a Starbucks cappuccino in the subway, or when walking to school, but also because I like the concept, I like their products, their way of expressing themselves and the way they taste to expand throughout the creative activity. Yes, Starbucks is very successful in the the States and it is trying to implement the same strategy in new(prenominal) countries, but it does not really work every where, healthful it is not really as famous abroad as in the USA. But they are working on it and it is release to work! For all these reasons, because Starbucks is international, famous, expanding…I think this it is a easily company to study because there is a lot to dissect and learn about this group.





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SUMMARY
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Phase 1 Starbucks and the scenario : o guild overview o Mission Statement Phase 2 strategic diagnosis: o Teaser o Internal summary o External analysis Phase 3 discussion and Conclusion: o Added value o Results o forthcoming Business Opportunities

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PHASE 1: COMPANY OVERVIEW
Starbucks was established in 1971 in Washington (Seattle) and became Seattles best coffee in 2003. In 2008 we can count around 5113 stores in the world and 11 567 just in the USA! Starbucks was ranked add together 241 in Fortune 500 Global in 2010. it is a leader in coffee retailer. Starbucks is known for its fresh-roasted coffee beans and its cool and fashion atmosphere. It also sells coffee and tea products on its website. It launched a bestof-class brand named Starbucks Experience. Net Profit in 2009: US$ 390 millions. Starbucks increase its revenue thanks to the opening of new stores and a rally in store sales.

Product range:
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Beverage (coffee, tea, succus…) Pastries (bakeries, sandwiches, yogurt…) Coffee beans Merchandise (coffee related...If you want to get a full essay, order it on our website: Orderessay



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