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Assignment 2
Strategic Map of Starbucks Coffee
Company
MEASURES Taking into consideration the new market (Europe and Asia), the
3. Internal main goal for Starbucks is the expansion of its market share,
Process through the acquisition of new customers and the increment of
the sales per customer
MEASURES
4. Learning &
Growth Talking about reputation the company cares about 2 main aspects
STRATEGIC of its strategy: the awareness of the public about its
environmental effort and the creation of the Third place, between
MAP work and home, both oriented to the improvement of its public
image. Group 4
2. Financial Drivers and
Objectives
SWOT Since Starbucks main goal is customer and product profitability 3 main
The Strategy drivers can be identified: