Starbucks Competitive Advantage

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|A Strategic Analysis of Starbucks Corporation |

|The Future Direction |

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Table of Contents

Executive Summary 3

INTRODUCTION 4

1. Background 5

2. External Assessment 5

1. PESTEL Analysis - Explore the general environment 5

2. Porters Five Forces - Explore the Industry Environment 8

3. Competitive Profile Matrix - Explore the competitive environment 9

3. KEY SUCCESS FACTORS 10

1. Internal Analysis 10

2. Financial Performance 12

4. FUTURE STRATEGIC DIRECTION 13

5. RECOMMENDATION 14

1. Corporate Level 14

2. Business Level 15

3. Functional Level 15

6. IMPLEMENTATION 16

7. The usefulness of strategic models 17

APPENDIX 19

REFERENCE 24

Executive Summary

The purpose for this individual assignment is to study strategic planning process and apply strategic analysis, choice and implementation using Starbucks as a case study.

Starbucks Corporation is an international coffeehouse based in Seattle, United States. It is the world’s biggest specialty coffee chain, with 16,858 stores in 50 countries, that upholds one of the most recognizable brands in the world.

First, there is an...