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Essay / Research Paper Abstract
This 29 page paper examines the well-known company Starbucks. The paper starts with the background of the company, looking at its history and current position, discusses the vision and mission statements as well as the company values. An environmental analysis looks at the internal and external influences and the writer identifies the company's long-term objectives. Following this strategic alternatives are proposed which would help the company meet its long-term objectives, with the best potential strategy identified and implementation and financial projection presented for that solution. The bibliography cites 13 sources.
Page Count:
29 pages (~225 words per page)
File: TS14_TEfutstar.rtf
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Unformatted sample text from the term paper:
and Choice 22 8. Plan Goals and Implementation 26 9. Financial Projections and Analysis 27 10. Critical Success Factors 28 12. Controls and Evaluation 29 References 30 Executive Summary Starbucks the major international brand, which started its
humble beginnings in 1971 and thanks to Howard Schultz has grown into a chain with more than 10,000 outlets globally. The sale of coffee has advantages for the company, the
gourmet coffee market is currently growth market, despite the stagnation and decline within the mass coffee market. However, Starbucks is facing some potential difficulties, revenues have been increasing but profit
margins and efficiency margins are indicating a slight decline over the last two years. With a company that has a highly differentiated product offering, which includes an experience as well
as a product, the company is in a strong position to reverse this trend and increase its revenues. It is suggested in this paper that the company builds on its
core competencies and leverage is it current position with the use of franchising in order to expand in international markets. This is attractive due to the current increasing level of
debts making other forms of expansion less desirable. Setting up an international franchise office and expanding into new markets should see the company break even within two half years, after
which it should create a healthy profit. 1. Company Background 1.1 Company History The history of Starbucks starts in 1971 with the selling
of whole bean coffee. The initial growth of the business was based on the sale of coffee beans and limited to five stores in Seattle. The change which has led
to the brand of Starbucks seen today started when Howard Schultz met the founders through the sale of coffee makers. Schultz was taken on by Starbucks in order to enhance
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