STRATEGIC MANAGEMENT CASE STUDY

Group- 8
Chinmay sharma 0201MBA014
Himansu sharma 0201MBA023
Harshpreet kaur 0201MBA022
Raghav vashisht 0201MBA176
Neeraj Singhal 0201MBA083

STARBUCKS
Our story begins in 1971 along the cobblestone streets of Seattle’s historic Pike Place Market.
It was here where Starbucks opened its first store, offering fresh-roasted coffee beans, tea and
spices from around the world for our customers to take home. Our name was inspired by the
classic tale, “Moby-Dick,” evoking the seafaring tradition of the early coffee traders.

Ten years later, a young New Yorker named Howard Schultz would walk through these doors
and become captivated with Starbucks coffee from his first sip. After joining the company in
1982, a different cobblestone road would lead him to another discovery.
Goals: -
Creating a culture of warmth and belonging, where everyone is welcome. Acting with
courage, challenging the status quo and finding new ways to grow our company and each
other. Being present, connecting with transparency, dignity and respect.
As STARBUCKS, long term goal is to make 40,000 cafes, intermediate goal is to make a
new favour and short-term goal is making the local STARBUCKS as the third place for the
people in the community. Also, there are planning exercise such as SWOT and Five Force
Model.
. Starbucks plans to accelerate its new format expansion, like pickup and curb side, projecting
that it will expand drive-thru to nearly 45 percent of its U.S. portfolio by 2023, up almost 10
percent from fiscal 2020.

OBJECTIVES

Starbuck’s retail objective is “to be the leading retailer and brand of coffee in each of our
target markets by selling the finest quality coffee and related products, and by providing each
customer a unique Starbucks Experience. “ Their strategy is to “expand [the] global retail
business to increase [the] market share in a disciplined manner, by selectively opening
additional stores in new and existing markets, as well as increasing sales in existing stores, to
support [the] long-term strategic objective” as well as having “superior customer service as
well as clean and well-maintained company-operated stores that reflect the personalities of
the communities in which they operate, thereby building a high degree of customer loyalty.”
Their tactics would be to create new and innovating products to create a loyal customer
supporting the strategy.

Mission Statement.
The company mission statement (CMS) of Starbucks, the world's largest operator of coffee
houses, is about more than just coffee. According to its website, the company's mission is:
"To inspire and nurture the human spirit—one person, one cup, and one neighbourhood at a
time."

Vision Statement
Starbucks Coffee’s vision is “to establish Starbucks as the premier purveyor of the finest
coffee in the world while maintaining our uncompromising principles while we grow.”
It outlines the critical achievements the company must realize to rank and maintain itself as a
top brand within this sector. The vision statement of the company relates to the following
elements:
 Premier purveyance
 Finest coffee in the world
 Uncompromising principles
 Growth