The paper 'Strategic Analysis of Starbucks Corporation" is a good example of a management case study. Starbucks Corporation is an American syndicate that started in 1971. The establishment is a leader roaster, vendor, and merchant specifically of coffee internationally. The vision and mission statement of the syndicate tends to emphasize on the governance in the coffee industry. The mission statement serves as an indicator of what the corporation requires at the core of its business (Michelli, 2007, 162). However, organizational vision reflects what it intends to achieve in the future.
In such regard, through the mission and vision statement, the business guides its activities, employees, and expresses the capability of the business to patrons. The vision is to inaugurate the organization as the principal purveyor of deluxe coffee globally while preserving its adamant doctrines while it grows. However, the mission declaration is to ensure adequate motivation and nurturing of the human spirit – one person, one cup, and one neighbourhood simultaneously (Haskova, 2015, 107). The values include the creation of warm and belonging that welcomes everyone, acting with courage, challenging the status quo, and finding new methods of growing the company; ensuring presence, connecting through transparency, respect, and dignity; delivering the best in what it does and holding accountable for the results.
The objectives of the organization include maintenance of the company’ s stand as the greatly recognized and respected brand internationally; to be the principal retailer and coffee brand in each country it targets through selling the finest quality products and provision of a unique experience, and to inflate its international merchandising trade and market share in a disciplined manner. There are positive relationships and compatibility between the strategic statements with the organizational functional objectives. External Analysis Political Economic Regional integration of the markets which is the current trend and external factor presenting an opportunity for the company; Improvement in government support for the infrastructure creating an opportunity that markets the products accessible to many market suppliers; Bureaucratic red tape for the developing countries which could be a threat as it affects organizational expansion High growth in the developing countries contributes to gaining more revenues across the globe Declining the rates of employment The rising cost of labour in the countries of the supplier as an external factor threatens the company as it increases the spending for ingredients Social Technology A growing coffee culture which increases the company’ s revenue based on the rising demand for quality coffee Increasing health consciousness Growth in the middle class which is an opportunity for widening an array of healthful products for the attraction of health-conscious consumers Rising mobile purchases which link to the services it provides for acquisition of more revenues Technology transfers to the coffee farmers which improves supply chain efficiency Rising availability in quality coffee machines for uses in homes which is a threat as it increases the availability of the substitutes Environment Legal The business sustainability trend focusing on the business processes ensuring minimal environmental impacts with much stress on the corporate social responsibility Growing popular support for environmentally friendly products Growing popular support for the responsible sourcing policies that offer recycling packaging Existence of product safety regulations Genetically Modified Organism (GMO) regulations Increasing employment regulations
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Haskova, K. (2015). Starbucks Marketing Analysis. CRIS - Bulletin of the Centre for Research and Interdisciplinary Study, 4(1), 105-115.
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