Strategic Management: Starbucks

Résumé du document

Starbucks is an American company selling coffee cup to customers in its own stores all around the world. This firm is more present in manufacturing countries such as in the North American and East Asian areas and also in Europe.

Nevertheless, the area that we are concerned is Europe and especially France, where the competition and the rivalry in this coffee store sector is really important.

In order to compete and differentiate its offer, Starbucks has to improve its competitive advantages by anticipating customer behaviors and the trends of the markets. Therefore, we are thinking that Starbucks has to adopt and implement a new Strategy to keep a competitive edge compared to its competitors by launching a Blue Ocean Strategy.

In this paper, we will explain the new vision of Starbucks Corporation to implement this new strategy of launching a new concept of drive-through stores in Europe in 2011.

Consequently, we will explain this strategy in four steps which are at first set up where we are, then where we want to go, how to get there and finally how control, evaluate and improve our implementation plan.

Extraits

[...] Strategic Management: Starbucks CONTENTS LIST Executive Summary 3 Introduction Starbucks' environmental scanning: where we are? Starbucks' vision statement: where we want to go? Starbucks' implementation plan: how to get it? Assessment and checking out process 13 Recommendations 15 Conclusion 16 List of references and bibliography 17 EXECUTIVE SUMMARY Starbucks leads the sector of coffee stores as a leader in the world. The brand offers more than a cup of coffee but a life style and a particular way of coffee consumption. [...]

[...] Thus, a customer can order quicker and faster, he will certainly be back quicker and the coming back rate of them will be higher. The brand image of the company will also increase due to the higher level of efficiency and satisfaction of customers. We will thought this new concept be present in areas where few years before we cannot expect to set up there. Without it we cannot expect to attract customers in the larger area than much more 1 km. [...]

[...] CONCLUSION This new Blue Ocean Strategy as opening new stores in drive-through stores all around Europe and especially in France will get Starbucks a higher brand recognition, a higher brand awareness and image to reinforce its presence in Europe which still succeeded to Starbucks nowadays because Starbucks is American especially. Thanks to this new strategy, Starbucks will adopt a local strategy to think more European. They will think more global and act local. This new concept will permit Starbucks tap into new market which is the really attractive house coffee market in Europe and not only catering more to the needs of their current European customers by decreasing the waiting lines. [...]

[...] Starbucks' concept: Starbucks is entirely related to coffee in all its forms: from the traditional espresso drinks to flavored coffee ice cream and it exists a lot of different way to make a coffee at Starbucks. The Espresso Roast is a vintage coffee that is used to make all drinks; that's why Starbucks has developed a special roasting. Furthermore, the same concept of Starbucks is duplicated in all countries where it operates. Starbucks stores are exclusively non-smoking stores to preserve the aroma of coffee and respect legislative standards. The atmosphere of Starbucks is pretty much the same in different neighborhoods. You can come to relax with a light music background that Starbucks always has on. [...]

[...] Indeed, the main strategy of Starbucks refers to the choice of the coffee shops' location. Starbucks Company makes a real market research in all the places it wants to be. The implantation strategy is based on the catchment area, the number of people living near the shop and the traffic of the street where the store is located. The main goal of this market research is to be implanted in key places and to have good brand awareness in the catchment area. [...]