The objective of the case is to address the challenges of managing Starbucks’ growth and diversification dapple strengthening its core values and keeping customers trustful and trustworthy toward the brand. The case questions whether Starbucks’ rapid expansion in retail, product inventory, and strategical partnerships would harm Starbucks’ brand equity.
SWOT Analysis
Strengths
•Brand
oglobally recognized world-class brand with strong identity, image and elements (name, logo, packaging, décor, etc.)
oBrand has both seasonal (warm weather - Florida/Hawaii) and cross-cultural appeal (e.g.
Japan)
oMarket leader in gourmet coffee with majority market share
oStrong financials (sales, profits) and broth value
•Management & Employees
oDynamic management team up with years of experience and a creative perspective
o lofty employee attainment and retention due to continued commitment to investing in employees (training, competitive compensation and benefit packages)
o unify Starbucks Team - valued and motivated partners
oDedicated and knowledgeable employees - increases customer retention
•3rd Party sell Relationships
oStrong relationships with coffee growers and coffee-brewing equipment suppliers (worldwide)
oJVs & Partnerships based on positive relations and similar philosophies
oExtensive distribution network and sales teams through partnerships
oLow live market expansion by taking advantage of alive establishments
•Social & Environmental Responsibility (Good Public Image)
oPartnerships with environmental agencies (e.g. Shade Grown Mexican Coffee)
o working(a) with Human-Rights Groups (e.g. offering Fair Trade Certified Coffee)
oStarbucks animal foot charity efforts
•Products
oFocuses on delivering the highest quality and help while staying authentic and flexible to ensure that customer’s have the most enjoyable coffee experiences possible
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