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1、Starbucks’strategicmanagement1.IntroductionThisreportaimstoinvestigateatheoreticalmodel,whichisusedtoreflectthepracticeofStarbucksintermsofstrategicanalysis.Organizationsoftenadoptstrategicdecisionssoastoachievesomecompetitiveadvantage.Thisreportwillconc
2、entrateonStarbucks’competitivepositioningapproachandthemodels/theorieswhichareusedbyStarbuckstogainacompetitiveadvantageovertheindustryrivals.ThewayforStarbucksCorporationtoholdaleadingpositionintherelatedfieldisthroughanorganization’sinsinuationintoacul
3、ture,itsdominanceofamarketanditscreationofabrandsynonymouswithloyalty,integrityandlongevity.Intheend,theconclusionandrecommendationwillbegiventhatasaglobalorganizationStarbuckswillhavetomoveforwardinthefurtherdevelopmentandkeepacompetitivepositionincoffe
4、eindustry.Atthemeantime,it’llprovideagoodcompetitiveadvantagereferencetoothercompaniesandpushanindustryevolving.2.ProfileofStarbucksStarbucksisbasedinSeattle,Washington.Itisaninternationalcoffeeandcoffeehousechain.Asthelargestcoffeehousecompanyintheworld
5、,Starbuckshas15,012storesin44countries.ThemainproductsofStarbucksaredripbrewedcoffee,espresso-basedhotdrinks,otherhotandcolddrinks,snacks,mugsandcoffeebeans,manyofwhichareseasonalorspecifictothelocalityofthestore.Starbucks-brandicecreamandcoffeearealsoso
6、ldatgrocerystores.FromalocalcoffeebeanroasterandretailerofStarbucks'foundinginSeattle,thecompanyhasexpandedrapidly.Inthe1990s,anewstorewasopenedbyStarbuckseveryday,whichlasteduntilthe2000s.However,domesticgrowthhasthussloweddowninspiteofthefactthatthecom
7、panymakesgreatefforttoexpandinforeignmarketsandopenssevenstoresadayallovertheworld.ThefirstmarketlocationofStarbucksoutsideoftheUnitedStatesandCanadawassetupin1990s,andnow10theyhaveoccupiedalmostonethirdofStarbucks'stores.By2008,Starbuckshadmorethan16,22
8、6storesworldwide,including11,434storeslocateddomesticallyintheUnitedStates.2.1HistoryofStarbucksStarbucksistheworld’slargestspecialtycoffeehouse,startedinthe1970s.StarbucksismadeupofCafféLattes,EspressoMacchiatos,Cappuccin
