Bus 402 Final Project – Strategic Plan – Starbucks Corporation

Final Project – Strategic Plan – Starbucks Corporation

Helen Huggins

BUS402

January, 6, 2013

For:  Abbie Beller

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* Executive Summary

* As we look back at the achievements of Starbucks history, it reminds us that the company has enjoyed consistent growth due to strong leadership, loyalty of our employees, innovation, and keeping our goals, and philosophies in line with the company vision. We do not have to go very far before we hear someone chanting the Starbucks name; including celebrities as paparazzi take their photographs while holding a Starbucks cup. It is clear by the company’s success it has partnered well with its customers, employees, and shareholders. Starbucks has capitalized on the numerous opportunities it ventured upon as the company continues to grow globally. As Michael Jackson is considered the King of Pop, Starbucks globally is considered the King of top rate coffee products.

The time has come to look forward to company growth in fiscal years 2012 - 2014. As we strategically plan the next three years, we will be able to confidently answer the question, “Is the best yet to come” for Starbucks Corporation. With that said, the contents of this report will house an economic assessment, marketing assessment plan, a financial plan, and, an organizational structure recommendation. In addition, pro-rata financial statements and graphs to show the growth Starbucks is looking to gain will also be provided. Our Strategic Plan will continue to align with the Starbucks Vision of being “a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.” (Starbucks.com) In order to accomplish this, we must push for excellence and strive to keep the competitive advantage the company enjoys over its competitors.

Company Overview

Starbucks was born in 1971 by three coffee aficionados, Jerry Baldwin, Zev Siegel, and Gordon Bowker. The company opened their...