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Starbust Case Analysis

Starbucks in 2004: Driving for Global Dominance

Starbucks is a global corporation, which was established in 1971. This company has dominant retail stores and brand specialty coffee and drinks in North America and also in foreign countries. The fiscal year of 2004, Starbucks pledge to open up approximately 1,300 new stores across the world. The company is hoping to increases sales revenue and sale from 3 to 7 percent with in year. The guiding theme of Starbucks' social responsibility strategy was "Giving back to our communities is the way we do business."
This statement can mean help the unfortunate and its employees by giving them health care, education, and aid program awareness. The environmental committee looks for way to help reuse and reduce the material by recycling the waste, which is used. Some of the issues that confront the management team are question like what new products and new experiences could Starbucks provide that would uniquely belong to or be associated with Starbucks? Therefore, management would come up with strategies of new products and different flavor for coffee to attract new customers.
Strategic intent was to establish Starbucks as the most recognized and respected

brand in the world today and future. According to the case:

The vision of what a Starbucks store should be like included such concepts as an authentic coffee experience that conveyed the artistry of espresso making, a place to thick and imagine, a spot where people could gather and talk over a great cup of coffee, a comforting refuge that provided a sense of community, a third place for people to congregate beyond work or the home, a place that welcomes people and rewards them for coming, and a layout that could accommodate both fast service and quiet moments.

Therefore, Starbucks CEO Howard Scheltz has place a good interests in bettering the company to increase strategic vision in showing a direction in developing and strengthening its business....