Management of Change within Starbucks Term Paper by Nicky

A look at change management in the Starbucks organization.
# 150311 | 2,516 words | 11 sources | APA | 2012 | US
Published on Jan 30, 2012 in Business (Companies) , Business (International) , Business (Management)

$19.95 Buy and instantly download this paper now


This paper discusses how the rapid expansion of Starbucks has forced the company to examine how it evaluates and responds to change. In particular, the paper notes how global expansion has impacted the company and its consumers' preferences and requirements, competitors strategies' and suppliers' sourcing strategies. Additionally, the paper points out how Starbucks has organized its internal systems, external processes and its use of alliances to rise to its new challenges. The paper also addresses how Starbucks is among the first international organizations to actively work for Fair Trade purchasing, procurement and supply chain practices globally. The paper uses the Porter Five Forces Model to evaluate the internal and external forces of change impacting Starbucks. The paper concludes by stating that Starbuck's approach of systematically changing their strategies yet ensuring synchronization across all systems provides an example of how agile companies need to be to survive in the turbulent economies times of today. The paper contains a chart and an appendix consisting of a table.


Analyzing Starbuck's Internal and External Forces of Change
Implications on Marketing Plans and Change Management

From the Paper:

"What has successfully differentiated Starbucks from its thousands of smaller competitors is their deliberate attempt to break past the generic competitive strategies that pervade specialty coffees and fast food. The strategies of lowest cost, largest selection or high price based on exclusivity do not have financial scalability in the specialty coffee and fast food markets (Pretorius, 2008). Instead Starbucks continues to focus on creating a unique experience that is highly differentiated by a continual release of new drinks, food items and alliances to further differentiate the experience of purchasing and consuming their products. Differentiation in service industries has moved beyond price and today includes the delivery of exceptional customer experiences that can be counted on happening during each visit to a service location (Rae, 2006). Starbucks then is actually in the business of delivering exceptional experiences supported by exceptionally high levels of product and service innovation internally. This is the ideal Starbucks attempts to create in their selling and service strategies, all supported by knowledge management and the sharing of tribal knowledge globally..."

Sample of Sources Used:

  • Bernoff, J., & Li, C.. (2008). Harnessing the Power of the Oh-So-Social Web. MIT Sloan Management Review, 49(3), 36-42.
  • Chris Churchill. (15 July 2008). Starbucks competitors get jitters: Local coffeehouses, facing woes of their own, cast wary eye on chain's recent closings. McClatchy - Tribune Business News
  • Fridell, G. (2009). The Co-Operative and the Corporation: Competing Visions of the Future of Fair Trade. Journal of Business Ethics: Supplement, 86, 81-95.
  • Burt Helm. (2007, April). SAVING STARBUCKS' SOUL :Chairman Howard Schultz is on a mission to take his company back to its roots. Oh, yeah--he also wants to triple sales in five years. Business Week,(4029), 56.
  • Carolina Marahao, & Alexandre de Padua Carrieri. (2007). Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture. Corporate Reputation Review, 10(3), 213-215.

Cite this Term Paper:

APA Format

Management of Change within Starbucks (2012, January 30) Retrieved June 07, 2023, from

MLA Format

"Management of Change within Starbucks" 30 January 2012. Web. 07 June. 2023. <>