LTA Case Study on Starbucks Coffee Company - edited by David Trejo

LTA Case Study on Starbucks Coffee Company - edited by David Trejo

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Case Study on 1 Running head: CASE STUDY ON STARBUCKS COFFEE COMPANY Case Study on Starbucks Coffee Company Gwen Arms, Carl Sandusky, Angela Saccullo, Greg Larson, David Trejo, and Will Wenz University of Phoenix BUS/475 - Integrated Business Topics Facilitator: Todd Goodling May 17, 2010
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Case Study on Starbucks Coffee Company Starbucks coffee empire, since its inception, has grown from less than 1,000 stores to over 13,000. Starbucks has accomplished this within a 10-year period. At present, the chairperson of Starbucks (Howard Schultz) wants to take the company back to its roots and triple sales within five years (Pearce & Robinson, 2009, p. 499). Howard Schultz believed that the commoditization of the Starbucks experience has caused a loss in customer loyalty. For this case study, team A will analyze the impact of the external and internal environments on Starbucks’ strategic plan and will conduct a SWOTT analysis. External analysis Starbucks is the leader in the coffee industry. There are over 15,000 Starbucks in the world” (Oppmann, 2010, p. 1). The main strength of Starbucks is the large number of stores of stores they have available. Starbucks has also become the leader in the green industry of coffee selling. Starbucks is also promoting recycling throughout the company. They have established a goal that by 2015, with recycling taking place in their stores, they will be serving 25% of their beverages in reusable cups. Because Starbucks is the industry leader concerning coffee, this company is a trendsetter. With the company taking the green approach to business, this will make their competition follow as well. This will only make customers flock to Starbucks in this economy because many people are worried about the environment and recycling. Starbucks is promoting to their present and future customers that they care enough about our environment, that they are actually doing something about it. Starbucks’ biggest issue is the competition. Even though they are the industry leader and
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LTA Case Study on Starbucks Coffee Company - edited by David Trejo

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