Starbucks Case Study 星巴克案例分析
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1. Introduction
This report applied the PESTEL, SWOT, Ansoff Matrix and other strategy analysis methods to try to provide a full strategic assessment of Starbucks Corporation. Its aim to further study the Starbucks‟ development strategic, draw lessons from successful experience and absorb its failure lesson.
Factors .........................................................................................................14 4. Starbucks‟ Current „Issue & Challenges‟ Diagnosis ..............................................14
2.1 Wider Macro-Environmental Analysis ............................................................5 2.2 Industry analysis .............................................................................................7 2.3 Industry Life cycle ..........................................................................................9 2.4 Competitor Analysis .....................................................................................10 2.5 Industry‟s Critical Success Factors................................................................10 2.6 Opportunities & Threats................................................................................11 3. Internal Analysis ..................................................................................................11 3.1 Starbucks‟s Strengths & Weaknesses ............................................................11 3.2 Evaluation of Starbucks‟ Main Capabilities ..................................................12 3.3 Value Chain Analysis ...................................................................................13 3.4 Starbucks‟ Main Internal Capabilities against industry‟s Critical Success
CONTENTS 1. Introduction............................................................................................................5 2. External Analysis ...................................................................................................5
Page 1
5.3 Methods of Pursuing Strategies ..................................................................18 6. Evaluation of Strategic Options ............................................................................19
4.1 Summary of Key Issues ............................................................................................. 14 4.2 Starbucks‟ Current Strategic Challenges ................................................................ 15 5. Generation of Strategic Options. ...........................................................................16 5.1 Description of Starbucks‟ Competitive Strategy ...........................................16 5.2 Strategic Direction .......................................................................................17
6.1 Suitability ....................................................................................................19 6.2 Feasibility .................................................................................................................... 20 6.3 Acceptability ............................................................................................................... 21 7. Selected Strategy ..................................................................................................22 7.1 Description of Selected Strategy...................................................................22 7.2 Resources Needed for Its Implementation ....................................................23 8. Conclusion ...........................................................................................................23 9. References............................................................................................................24 10.Appendices ..........................................................................................................25 Appendix A: PESTEL Analysis..........................................................................25 Appendix B: Porter‟s Five Forces Analysis ........................................................26 Appendix C: SWOT Analysis ............................................................................28 Appendix E: VRIO Framework .........................................................................30 Appendix E: Value Chain Analysis ....................................................................31 Appendix F: Porter‟s Generic Strategies / Bowman‟s Strategic Clock ................32 Appendix G: Ansoff Matrix ...............................................................................32
Starbucks was founded in Seattle, Washington by three academics in 1971, Howard Schultz joined it in 1982 and left it to open the II Giornale in 1985, finally, he acquired Starbucks in 1987, became the president and CEO. Until now, Starbucks has 19,435 stores in more than 50 centuries. By offer beverages, coffee beans and other snacks becomes the world‟s premier roaster and retailer of specialty coffee, has achieved great success in the retail coffee industry. At present, Starbucks focus on extend its international growth, pay attention to Asia market which as the most significant growth opportunity while slowing its domestic expansion. Starbucks mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. In addition, according the letter of Howard Schultz to All Starbucks Partners (2008), the vision of Starbucks is that it can offer a welcoming experience for customer, become a warm “third place” as a part of their daily life with a superior coffee.
1. Introduction
This report applied the PESTEL, SWOT, Ansoff Matrix and other strategy analysis methods to try to provide a full strategic assessment of Starbucks Corporation. Its aim to further study the Starbucks‟ development strategic, draw lessons from successful experience and absorb its failure lesson.
Factors .........................................................................................................14 4. Starbucks‟ Current „Issue & Challenges‟ Diagnosis ..............................................14
2.1 Wider Macro-Environmental Analysis ............................................................5 2.2 Industry analysis .............................................................................................7 2.3 Industry Life cycle ..........................................................................................9 2.4 Competitor Analysis .....................................................................................10 2.5 Industry‟s Critical Success Factors................................................................10 2.6 Opportunities & Threats................................................................................11 3. Internal Analysis ..................................................................................................11 3.1 Starbucks‟s Strengths & Weaknesses ............................................................11 3.2 Evaluation of Starbucks‟ Main Capabilities ..................................................12 3.3 Value Chain Analysis ...................................................................................13 3.4 Starbucks‟ Main Internal Capabilities against industry‟s Critical Success
CONTENTS 1. Introduction............................................................................................................5 2. External Analysis ...................................................................................................5
Page 1
5.3 Methods of Pursuing Strategies ..................................................................18 6. Evaluation of Strategic Options ............................................................................19
4.1 Summary of Key Issues ............................................................................................. 14 4.2 Starbucks‟ Current Strategic Challenges ................................................................ 15 5. Generation of Strategic Options. ...........................................................................16 5.1 Description of Starbucks‟ Competitive Strategy ...........................................16 5.2 Strategic Direction .......................................................................................17
6.1 Suitability ....................................................................................................19 6.2 Feasibility .................................................................................................................... 20 6.3 Acceptability ............................................................................................................... 21 7. Selected Strategy ..................................................................................................22 7.1 Description of Selected Strategy...................................................................22 7.2 Resources Needed for Its Implementation ....................................................23 8. Conclusion ...........................................................................................................23 9. References............................................................................................................24 10.Appendices ..........................................................................................................25 Appendix A: PESTEL Analysis..........................................................................25 Appendix B: Porter‟s Five Forces Analysis ........................................................26 Appendix C: SWOT Analysis ............................................................................28 Appendix E: VRIO Framework .........................................................................30 Appendix E: Value Chain Analysis ....................................................................31 Appendix F: Porter‟s Generic Strategies / Bowman‟s Strategic Clock ................32 Appendix G: Ansoff Matrix ...............................................................................32
Starbucks was founded in Seattle, Washington by three academics in 1971, Howard Schultz joined it in 1982 and left it to open the II Giornale in 1985, finally, he acquired Starbucks in 1987, became the president and CEO. Until now, Starbucks has 19,435 stores in more than 50 centuries. By offer beverages, coffee beans and other snacks becomes the world‟s premier roaster and retailer of specialty coffee, has achieved great success in the retail coffee industry. At present, Starbucks focus on extend its international growth, pay attention to Asia market which as the most significant growth opportunity while slowing its domestic expansion. Starbucks mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. In addition, according the letter of Howard Schultz to All Starbucks Partners (2008), the vision of Starbucks is that it can offer a welcoming experience for customer, become a warm “third place” as a part of their daily life with a superior coffee.