REPORT:STARBUCKS COFFEE COMPANY
1.1 You are required to produce an individually prepared Coursework Assignment. Details of the task are shown in 1.4 below.
1.2 The task is to undertake a strategic analysis of Starbucks Coffee Company, with a focus on one of the company’s business segments: the International segment; the United States segment; or the Global Consumer Products Group segment.
1.3 In order to complete this assignment, you will need to gather, analyse and evaluate relevant information on both Starbucks and its industry. It is essential that, at the outset, you start collecting reliable and up-to-date information (e.g. reports, news, articles, etc.) to inform the development of your Coursework Assignment. Guidance on the analysis and evaluation of gathered information will be provided during the tutorials.
1.4 Your Coursework Assignment must include the following: 6
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Introduction
Describe the scope of your report (Strategic Fit Analysis of Starbucks with a focus on the … business segment). Give a very brief introduction to the company (outline of history, current market position and strategy) and to the selected country/market environment. Outline the structure of the report.
TASK A – Market Environment Analysis
(Learning Outcomes 2 and 4)
Using appropriate analytical tools, evaluate conditions in the market environment that Starbucks occupies. The market environment comprises a combination of the industry itself (the micro environment) and the wider macro environment in which Starbucks operates. If you choose to analyse Starbucks’ International segment, you may focus on one particular market/country (e.g., UK). You should highlight what you consider to be the market environment’s critical success factors.
TASK B – Starbucks Strategic Analysis
(Learning Outcomes 1 and 4)
Using appropriate analytical tools, evaluate the internal environment of Starbucks, highlighting its threshold and unique resources, and its core capabilities/competencies.
TASK C – Strategic Fit Analysis
(Learning Outcomes 3 and 4)
Using the analysis completed in Tasks A and B, evaluate the strategic fit of Starbucks, highlighting any special strengths/weaknesses and opportunities/threats in this fit.
Presentation, structure, style and referencing
The report should contain a title page, a table of contents, an introduction and a main body (tasks A, B, and C). Sections and subsections should follow a logical order. Supporting evidence should be included in the form of tables and/or figures. Language be appropriate to the business context and follow correct spelling. Sources should be properly cited and displayed in a reference list according to the Harvard System of Referencing style at the end of the essay.
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Referencing Requirements:
ohnson G, Whittington R & Scholes K. (2011) Exploring Strategy: Text and Cases, 9th edition, FT/Prentice Hall
Additional Reading:
Lynch R. (2012) Strategic Management, 6th edition, Pearson
Student module guide
Student website to accompany the key text: http://www.mystrategylab.com/
