Starbucks - A Strategic Assessment Business Plan by scribbler

Starbucks - A Strategic Assessment
A look at Starbuck's business strategy.
# 152028 | 2,726 words | 10 sources | APA | 2012 | US
Published on Nov 13, 2012 in Business (Companies) , Business (Business Plans)

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This paper presents a detailed analysis of the international coffee retail chain, Starbucks, highlighting its business plan and corporate mission. First, the paper describes the company's origins and its continued commitment to corporate social responsibility. Then, the paper elaborates on Starbuck's many strengths, such as how it treats employees and its social programs. It also notes its wide geographic presence. Next, the paper addresses the company's weaknesses, potential opportunities and threats. These are all further illustrated in various graphs and charts that are included in the text. Finally, the paper discusses the goals and long-term objectives of the strategies defined for Starbucks, which are presented in a list. The paper concludes with recommendations and implementation ideas increasing business and profits at Starbuck's.


Overview 4
Company Mission 6
Internal/External Analysis
Value Chain Analysis
Strategic Implications
Goals and Long-Term Objectives
Strategy Selection

From the Paper:

'Starbucks has been particularly hard hit by the global recession as discretionary incomes of consumers have dropped rapidly during these challenging economic times. In 2009, 504 stores were closed as a result of the challenging economic environment, dropping from 7,375 in June, 2008 to 6,871 in June, 2009(Birchall, 2009). Despite the domestic slowdown in the U.S. global expansion continued with 2009 ending with 5,463 stores in operation, up from 4,978 a year earlier. The economic slowdown is evident from a financial analysis of 21 ratios analyzed over five years shown from 2005 to 2009 in Appendix A Starbucks Corp. Financial Ratio Analysis. The worsening economic climate globally has negatively affected the majority of profitability ratios. Return on Assets (ROA), Return on Equity (ROE), Return on Investment (ROI) and EBITDA are all down as shown in Appendix A (Miller, 2009) (Burnson, 2002). The one positive metric during the last five years has been Revenue per Employee which was increased by $14,000 from 2005 to 2009. Asset Management continues to be flat with Inventory Turnover constant and Accounts Payable Turnover positive. During this challenging economic time the company was able to increase Total Revenues from $6.3M in 2005 to $9.7M in 2009. California and Florida represents 32% and 31% of total sales and as a result were the focus of much the marketing, new product introduction and promotion efforts over the last five years."

Sample of Sources Used:

  • Jonathan Birchall. (2009, January 29). Starbucks set to close more stores. Financial Times,23.
  • Susan Buchanan. (2008, July 28). Coffee Retailers Endure Economic Storm. Wall Street Journal (Eastern Edition), p. C.8.
  • Patrick Burnson (2002, December). Amsterdam's key role in Starbucks' global strategy. World Trade, 15(12), 40-41.
  • Deutsche Bank (2006) - Starbucks Overview. Deutsche Bank Securities Research. New York, NY. 10 July 2006.
  • Geoffrey A. Fowler (2003, July 14). Starbucks' Road to China; Prime Locations Are the Key, But So Is Using Snob Appeal To Lure Nation of Tea Drinkers. Wall Street Journal (Eastern Edition), p. B.1.

Cite this Business Plan:

APA Format

Starbucks - A Strategic Assessment (2012, November 13) Retrieved September 23, 2023, from

MLA Format

"Starbucks - A Strategic Assessment" 13 November 2012. Web. 23 September. 2023. <>