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Starbucks Case Presentation - Doty
Transcript of Starbucks Case Presentation - Doty
Key Policies & Procedures
Amber Doty - Case Presentation for:
BUS495-49A: Business Policy
What was Howard Schultz’s original strategic vision for Starbucks?
Schultz wanted to bring the coffeehouse tradition to the US and build community
How many times has his strategic vision changed or evolved into something different?
This plan has changed on several different occasions, from a retail company to a service provider.
Evolved in many ways to expand into new markets
To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time. (Starbucks, 2013).
Is his strategic vision for Starbucks likely to undergo further evolution?
Adapt to changes in the market while keeping the vision similar.
Expansion into additional markets and locations
Has Starbucks strategy evolved as the strategic vision has evolved?
From coffee equipment to branded giant
Local shop to international locations and grocery stores
Just coffee to accessories, drinkware, and more
Continued focus on offering high quality products
Continue to provide customer service skills training.
Expanded products to include tea and non-coffee drinks
Follow trends to include healthier options, drive thru, etc.
Which one of the five generic competitive strategies discussed in Chapter 5 most closely approximates the competitive approach that Starbucks is employing?
Focused differentiation strategy
Narrow market: Coffee and other beverages
Features tailored to taste of customers: Customizable drink options
Custom-made products: Each drink made on demand
Stayed committed to serving niche: coffee & coffee-related
Meet specific needs: Offer large variety of dietary options
What are the key policies, practices, business principles, and procedures that underline how Howard Schultz and Starbucks' management have implemented and executed the company's evolving strategy?
Staff training for skills and knowledge.
High quality standards for their products
Broad selection of products to choose from
Changing their product offerings to match current trends
Purchasing coffee beans from legitimate farmers
Maintained code of conduct for employees
What “values” does Starbucks have?
High Quality Products
How well do they connect to the present strategy and to the manner in which the company conducts its business?
Purchasing from ethical growers
Active in the community
Diverse products and equal opportunity hiring
Community support and youth leadership opportunities
Provide farmer support
Green store and recycling
What is your evaluation of Starbucks social responsibility strategy?
Safe work environment
Environmental protection policies
Is it sincere or just something the company does and talks about to create a good public image?
Ethical coffee sourcing
Farmer support centers
What is your assessment of Starbucks’ financial performance during recent years?
Drop in sales during recession (2007-2008)
Successful recovery and continued growth since
Number of Stores
2009: $9.8 Billion
2012: $13.29 Billion
Has Howard Schultz done a good job since his return as Starbucks’ CEO? Why or why not? What evidence can you cite in support of your position?
Return in 2008
Recover from recession
New company acquisitions
Launch of new programs
What issues confront the company as of late? What should Starbuck’s management be worried about?
High competition rates
Recourse price increases
Expanding too quickly
What recommendations would you make to Howard Schultz to sustain the company’s growth and support continued strong financial performance in the years ahead?
Slower expansion rate
Implement further quality assurance checks
Continue working with both retail and online markets
Thompson, P. G. (2012). Crafting & Executing Strategy (19 ed.)