The Business-level Strategy of Starbucks

Starbucks Coffee Company’s mission statement reads, “To encourage and empower the human spirit, one cup and one neighbour at a time.” The company seeks to select Arabica beans, which are the highest quality coffee available in Latin America, Africa, and Asia, to provide its clients. The specialty of the brand became coffee roasting. As a result, the company is more confident that its customers will enjoy the unique flavour of their coffee beans.

The expansion of Starbucks’ retail locations is one of its growth strategies. The company has focused on opening drive-thrus around the periphery of suburban and urban communities rather than opening dine-in locations. The idea of express stores is crucial in discussions in cities like New York, Boston, and Seattle. It is a strategy mostly concerned with increasing the company’s store penetration. The development of new client opportunities is prioritized, which is another market practice. The time of day, when Starbucks has experienced the most growth over the past few years is during lunch. The company wants to sell more fresh products and a concept called “bistro boxes on the go box meals,” which includes salads, sandwiches, and a tea product that will also strengthen the company’s tea platform.

The development of new client opportunities is prioritized, which is another market practice. The time of day, when Starbucks has experienced the most growth over the past few years is during lunch. The company wants to sell more fresh products and a concept called “bistro boxes on the go box meals,” which includes salads, sandwiches, and a tea product that will also strengthen the company’s tea platform. The company needs a rival to succeed; if you turn into that rival, it cannot be good for the business in the long run.

References

Annual Financials for Starbucks Corp. (n.d.). Retrieved July 27, 2014, from MarketWatch: http://www.marketwatch.com/investing/stock/sbux/financials.

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Evaluate the business-level strategy of either Starbucks or Lockheed Martin to determine whether you believe the strategy is appropriate to offset forces in the industry. Provide specific examples to support your response.

Make recommendations for improving this strategy and describe any challenges you foresee in executing those recommendations. Provide specific examples to support your response.

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