Aims and Objectives. Starbucks is an ever-growing business organization. Since its inception in 1971, it has laid success stories of business. On the one hand, it expanded its operations globally and on the other has portrayed the sustainability of the business in the time of severe recessions and a declining economy. Starbuck is a success story, and it tells the managers how to manage and expand the business. The aim and objective of this report are to analyze the corporate and business strategy of Starbucks and conclude for future managers and business how to be successful in a dynamic environment. The other aim of this report is to have a look on current strategies of Starbucks with respect to the theoretical background of the adopted strategy (corporate and Business) and come up with implications of future for Starbucks.
Purpose of Report. The main purpose of this report is to gain an insight into the importance of strategic management for any business and in this particular case “Starbucks”. The other purpose is to identify how strategic management and proactive strategic choice and analysis help Starbucks to become an international brand. In this report, the report will examine the future of the coffee industry in today’s world when people are facing inflation and declining economies all over the world. How the coffee industry and in this report Starbucks in particular, will sustain in today’s environment of business? The report will also examine how companies can expand themselves from local operations to international operations. What strategies that did companies follow which operate globally? The main reason for doing this analysis is to find out the revival of Starbucks, after its decline from 2006 to 2008, when the Starbucks has announced the closure of 300 stores and cutting of 6700 jobs. In the year 2011, Starbucks announced 500 of free shares to its employees in the UK, although weather was bad in the previous quarter of o