STARBUCKS

STRATEGIC MANAGEMENT PLAN

COLLEGE OF ACCOUNTANCY, BUSINESS, ECONOMICS AND

In partial fulfillment of the requirement for the subject Strategic Management

STIR BOX
Carlum, Lyka B.
Lumbera, Dexter
Sarmiento, Jeff-Jeff L.
December 02, 2022
TABLE OF CONTENTS
PAGE

I. EXECUTIVE SUMMARY....................................................................1

II. ENVIRONMENTAL ANALYSIS.........................................................2

III. INDUSTRY ANALYSIS.....................................................................11

IV. BEST PRACTICES.............................................................................18

V. GAP ANALYSIS...................................................................................20

VI. STRATEGIC PLAN FORMULATION............................................21

VII. STRATEGIC IMPLEMENTATION...............................................37

VIII. STRATEGIC EVALUATION........................................................39

IX. CONCLUSIONS AND RECOMMENDATIONS..........................40

X. REFERENCES.....................................................................................42
I. EXECUTIVE SUMMARY

Starbucks Mission "To inspire and nurture the human spirit - one person, one cup and

one neighborhood at a time". Starbucks Coffee inspires and nurtures the human spirit to satisfy

this component of their mission statement, the coffeehouse company maintains a small

corporate culture that stresses rapport and kindness. Starbucks Coffee's corporate culture is

thus strongly impacted by its commercial goal. Additionally, the mission statement of

starbucks applies to the customer experience, such as extending the small company culture to

cafe customers.

Starbucks Vision is “to establish Starbucks as the premier purveyor of the finest coffee

in the world while maintaining our uncompromising principles while we grow". They aim to

be the best provider means that Starbucks Corporation wants to be the best at delivering its

products, notably high-quality coffee. The company's continuous global development as one

of the world's largest coffee and coffeehouse operations meets this vision statement aim.

However, it is uncertain if Starbucks is appropriately addressing the finest coffee in the world

component of their business strategy.

Starbucks Corporation, established in 1971, is a prominent specialty coffee retailer and

one of today's most well-known brands. Starbucks retail outlets sell Italian style espresso

drinks, cold blended beverages, complementing food items, coffee related accessories and

equipment, luxury teas, and a range of compact discs in addition to high quality coffees.

Starbucks distributes packaged coffee and tea goods, as well as ready to drinks, outside of its

company operated retail outlets. Starbucks has long been noted for its rapid shop development,

since it appeared difficult to add new locations quickly enough to meet demand. Starbucks has

been effective in directing customers' attention to the quality of the experience, the happy

1
memories that may be created in its outlets, rather than the cost of its products. Starbucks has

worked to establish its brand identity by providing consumers with a pleasant and delightful

experience. The brand's immersive feature has been continuously and efficiently executed in

all of its stores throughout the world since its inception. Starbucks has maintained its global

position as one of the most successful globalized companies, with a strong brand and

international experience.

Starbucks has been the premium coffee shop industry's leader for decades and is the

world's largest coffeehouse corporation. They cherish their partners, customers, and coffee,

and continue to foster a welcoming culture in which bravely question the status in order to find

innovative ways to develop company and each other. The goal is to keep Starbucks as one of

the world's most recognizable and respected brands and know that is a significant shift in

consumer behavior is taking place, and positioned to capitalize on the enormous growth

opportunity that it implies.

II. ENVIRONMENTAL ANALYSIS

Internal Environment:

Over 30 different coffee products are available at Starbucks for customers to select

from. In order to satisfy the shifting needs, interests, and preferences of its expanding

consumer base, the corporation constantly releases new products on the market. Instant

through Ready and Tazo Tea Infusions are two of the significant new goods. Due to its

perceived posh image among customers, Starbucks’ products are priced at a premium.

Starbucks is using its high prices in this instance to set itself out from the competitors. The

majority of Starbucks coffee shops are situated in busy areas. The coffee shops owned by the

corporation are spread out among numerous huge chains.

2
Starbucks’ use of the “third place” concept has contributed to the transformation of its

locations into the perfect settings away from home where consumers may unwind, browse the

internet, or enjoy music. The ability to facilitate cordial and seamless interactions between a

company’s representatives and the market without jeopardizing the effectiveness with which a

company is able to provide its services to the target market has been one of the fundamental

requirements for successful promotion. Until very recently, Starbucks relied on word of mouth

and its extensive store presence as its advertising and promotional and advertising tools. The

management was convinced that a memorable and disseminated campaign would help the

company reach its target market.

However, Starbucks has had to adopt a variety of promotional strategies as the

competition gets tougher. The success of any service firm largely depends on the

organization's ability to target, acquire, get a hold of, and keep the "right" customers. Instead

of having an acquisition/transaction attitude, successful businesses focus on developing

connections with their existing customers. One such company is Starbucks, which is aware

that a devoted consumer may frequently be a dependable source of income for the company

over a long period of time and hence a profitable business. In order to encourage consumer

loyalty, Starbucks introduced the Starbucks Card. Starbucks has adopted philanthropy as a

promotional strategy as well. The business donates to various non-profits in an effort to

improve brand recognition and reputation among local communities.

External Environment

Starbucks buys coffee beans from various nations, and each of these nations has its

own customs laws and tariffs. Additionally, any political unrest in the nations from where

Starbucks imports its coffee beans would have a significant impact on the business’

3
operations. Before Starbucks is allowed to operate in another country, it must submit

applications for the necessary licenses and documents. Local and national rules and

regulations will also have an impact on Starbucks’ business operations. The operations of

Starbucks in several countries were significantly impacted by the global financial crisis of

2008. The company’s operational costs increased as a result of the recession. The coffee

industry is demand-driven, and when times are tough, people see coffee as a luxury, which has

an impact on sales (World Bank, 2010). Through currency conversion, taxation and exchange

rates will also have an impact on Starbucks operations. The firm created the C.A.F.E program

to address concerns customers had about Starbucks’ social responsibility. In order to fulfill the

expanding expectations of the increasing number of educated and health-conscious consumers,

the corporation has also had to modify its product offers. Starbucks had to change the amount

of sugar in its coffee products because consumers are becoming more aware of the need to cut

back on their sugar intake. Because consumers are growing more aware of the need to reduce

their sugar intake, Starbucks has to alter the amount of sugar in its coffee products.

Meanwhile, even Starbucks known to its very delicious and prestigious coffee products

still there were two companies that were really competing them in the food industry. Those are

the MacDonald’s McCafe and Dunkin Donuts. McCafe maintains to offer an affordable and

low price while Dunkin Donuts provides various flavors of coffee wherein customers can

freely choose what they want. The corporation has sought to alter the formula of certain of its

goods to fit the tastes and preferences of customers in particular areas. Starbucks offers

interpersonal services to its clients in which there is high contact between baristas, staff, and

customers.

4
 One of the biggest foodservice firms in the world and one of the most wellknown

brands worldwide is Starbucks. It has come to be associated with expensive coffee-based

drinks and a high-class way of life. It has continued to establish its position in the industry

because to its high level of customer loyalty, premium beverage choices, and astute marketing

strategies over the past few decades of spectacular expansion. Here, we examine this

company’s particular strengths, flaws, prospects, and dangers.

STRENGTH WEAKNESSES

1. Strong brand image 1. High prices

2. Strong financial performance 2. Recall of Products

3. Growth in stores 3. Imitability of products

4. Acquisitions

5. Moderate diversification

6.. Quality, Taste and

Standardization

OPPORTUNITIES THEATS

1. Expansion in developing markets 1. Competition with low-cost coffee sellers

2. Business diversification and Products 2. Competition with big outlets

Specifications 3. Independent coffeehouse

3. Introducing new products movements

4. Price differentiation 4. Rising Prices of Raw Coffee

Beans

5
Strength

The most well-known and powerful brand in the food and beverage sector is Starbucks

Corporation. Its volume, size, and number of devoted clients have all increased over time.

Starbucks also considered their financial performance as an asset because from those products

that the company offered, they can generate an annual revenue of $29 billion and profit of

$4.2 Billion in fiscal year 2021. The company also operates various stores around the globe

and because of those branches and stores they can generate more profits. The company

acquired 6 companies and those are helpful to obtain and maintain the prosperity of the

business. Having diversified products can boost also the capability of Starbucks to be known

in the industry they were positioned at.

Starbucks has expanded internationally because of its great coffees and premium blends.

In every area, it offers top-notch, continuously standardized items.

Weaknesses

The prices of Starbucks’ products are higher for many middle-class and working

consumers than those of McDonald’s and other coffee shops. Because of its high costs,

consumers find it less affordable. Starbucks doesn’t have the market’s most distinctive

offerings. Because of this, it is quite simple for other businesses to copy the products. Similar

goods are offered by other coffee shops and restaurant businesses including McDonald’s

McCafe and Dunkin’ Donuts. Numerous popular goods have been recalled by Starbucks over

the years. This may have a detrimental impact on the company’s brand image and cause a

reduction in consumer base.

6
Opportunities

Starbucks primarily operates coffee shops in the US. Globalization in developing nations like

China, India, and even parts of Africa might present the organization with excellent

opportunities. To increase prospects for overall income growth, it can further diversify its

business operations. Additionally, creating products that appeal to the specific target market’s

consumers is a lucrative opportunity. Due to the company’s popularity, adding new goods and

seasonal flavors (Gingerbread Loaf, Eggnog Latte, and Peppermint Mocha) would be

profitable and well-received by consumers. Offering normal and premium coffee to appeal to

diverse classes, several coffee shops are fast expanding their clientele. Starbucks can serve its

pricey variety as premium while still selling normal coffee at a cheaper price to appeal to the

middle class.

Threats

The greatest competitors of Starbucks are those foods and beverages industry that

offers coffee products in which the price is very affordable to many. Its market position may

be threatened by aggressive rivalry with large corporations like Dunkin’ Donuts and

McDonald’s. Starbucks has numerous social threats. These sociocultural movements advocate

for small, independent, and neighborhood coffee shops while criticizing the growth of big,

international chains. Prices of raw materials might be also a threat to the business because

once any of the raw inputs increased its prices there will be chances that Starbucks increased

also the prices of each commodity that the business offers.

PESTLE ANALYSIS

A tool for strategic analysis is PESTLE. It is frequently regarded as one of the best

analytical techniques for analyzing the effects of outside factors. It is a more thorough form of

7
PEST analysis. The tool also comes in PESTEL, STEEP, and STEEPLE variations. PESTLE

stands for six elements that have an impact on business.

Political, Economic, Social, Technological, Legal, and Environmental aspects.

Starbucks has taken action to participate in the revolution in mobile computing. It

collaborated with Apple to promote reduced coupons through iPhone apps. Additionally, they

try cross-selling and co-branding. Starbucks is in a good position to profit from the

smartphone revolution.

The ethical awareness of consumers in the US is also rising. This implies that during

production, the companies they purchase from should adhere to social and environmental

standards. Starbucks faces challenges from consumer awareness. These are the aspects of the

firm’s business that are most obvious. But there are a lot of other things requiring

consideration.

Impacts of Political Factors on Starbucks

The primary political consideration is where to get the raw materials. Politicians in the

West and from the source countries have given this a lot of attention. The corporation seeks to

follow social and environmental norms as a result. It is ready to adhere to the sourcing tactics.

It emphasizes the value of ethical business activities. The requirement to abide by the rules

and regulations of the nations where Starbucks purchases its raw ingredients has an additional

consequence. His importance has grown due to activism and greater political consciousness in

developing nations.

Another issue is the regulatory pressures present in the US domestic market.

Multinationals with US bases now face more scrutiny of their operational procedures.

The business must keep an eye on the nation’s political stability as well.

8
Impacts of Economic Factors on Starbucks

The main external economic driver for Starbucks is the ongoing global economic

downturn. This element, as I already indicated, hurt Starbucks’ profitability. This has

persuaded customers to switch to less expensive options. Since people continued to buy

coffee, Starbucks should look for a chance here.

The business must contend with increasing labor and operating expenditures.

There is a lot of tension due to the rising cost of living and declining profitability.

Other economic issues that may have an impact on Starbucks include:

• Exchange rates for local currencies

• Local economic conditions in various markets

• Payment of taxes

Impacts of Socio-Cultural Factors on Starbucks

As was already mentioned, Starbucks can provide things at a lower price, but the

quality might suffer. The main sociocultural issue that the startup is dealing with is this. It will

broaden the base of customers to include those with lower and intermediate incomes.

Concerning are also the “ethical chic” and “green” consumers. They are concerned

about the brands’ costs to society and the environment. This tendency has to be recognized by

Starbucks.

Baby boomers are starting to retire. This implies that older consumers will spend less.

Starbucks will now need to attract Gen Xers and Millennials as clients.

Other socio-cultural factors to focus on are:

• European and American family structures are evolving

• Consumer inclinations

9
 • Adapting work schedules

• The population’s lives have changed

• The population’s education level in nearby markets

• Population values are evolving

Impacts of Technological Factors on Starbucks

Starbucks is well situated to gain from the growing mobile wave. It is able to simply

ride the mobile wave thanks to its cooperation with Apple to deliver app-based discount

coupons.

The business has already installed Wi-Fi capability in its retail locations. The

consumers value the internet. They can now work and browse the internet while drinking

Starbucks coffee. This improves the brand’s worth. The whole customer experience is

improved.

Starbucks accepts mobile payments as well. In US pilot locations, they are testing this.

Other technological considerations include:

• The emergence of cutting-edge technologies

• Technological advances in biology

• Changes in agriculture

• Environmental factors’ effects on Starbucks

International advocacy organizations and activists are concerned about many Starbucks

business practices. Even the customers have complained. In order to maintain the trust of the

public, the company should consider these.

Other environmental aspects Starbucks should be concerned about include:

• Environmental laws and guidelines

10
 • Environmental catastrophes in coffee-producing nations

• Concerns with global warming and other environmental factors

Impacts of Legal Factors on Starbucks

Starbucks needs to make sure that it abides by all laws and regulations in its home

market and in the nations where it purchases raw materials. It also needs to be aware of any

new policies and regulations that health authorities may introduce regarding the production

and consumption of caffeine. Other factors that could have an impact on the business include:

• Introduction of more stringent trade and customs regulations

• Licensing laws that apply to the sector.

According to the PESTLE study shown above, Starbucks has a relatively steady

external environment. This may be due in large part to the company’s involvement in the food

and beverage sector. Therefore, Starbucks must reduce costs and raise value because the

recession is the most significant factor. Consumers may reduce consumption somewhat but

will not completely stop buying. In this manner, it can both keep and grow its customer base.

III. INDUSTRY ANALYSIS

Because it offers a wide range of services, Starbucks can be found in a variety of industries.

Because it is quick and easy for customers who need a quick drink or little snack on the go, it

is used in the fast-food business. As a specialty coffee producer, it is also a part of the coffee

and snack stop sector. It will be possible to compare Starbucks to its rivals by taking a look at

prior performance in these sectors. We must consider the future predictions of each industry in

order to decide where Starbucks should go and in which areas it should expand. Due to its

distinct qualities relative to its rivals in each business, Starbucks occupies a different position

within each of them.

11
 Starbucks competes in the fast-food sector due to its efficiency and accessibility. This

market is heavily dominated by companies like McDonald's. In comparison to other industries,

Starbucks only has a six percent market share, according to "An Industry and Company

Analysis" of the company. Starbucks must base its business decisions on this industry in order

to remain a competitor in this market. Due to several cultural trends, Starbucks is anticipated

to thrive in this market. One of these trends is that people are beginning to eat healthier, and

Starbucks provides nutritious food and coffee to customers who want a snack or a coffee but

also want to eat well.

Starbucks targets the market for coffee and snack shop. Customers can choose from

several coffees at Starbucks, including hot coffee and cold coffee, all in a wide range of

flavors. Along with its coffee, Starbucks gives its customers the option of a muffin or other

snack. This sector consists of a wide range of establishments that serve specialized foods like

ice cream, donuts, and cupcakes. Starbucks has control over 32% of this market, according to

"An Industry and Company Analysis." The coffee and snack shop sector generates $431.5

million in total annual revenue. Future market expansion is anticipated as a result of rising

demand for quick snacks and locations where customers may relax and read a book while

sipping coffee. Dunkin Donuts is Starbucks' primary rival in this market. Compared to

Dunking Donuts, Starbucks offers healthier options including whole wheat muffins. In 2011,

Dunkin Donuts' gross profit increased to $503,991 million from $438,667 million in 2009.

Starbucks should be searching for ways to raise production and develop new coffee varieties

and flavors in light of this tremendous growth.

12
Porter’s Five Forces

Porter's Five Forces Model is used by many sectors to analyze competition within

certain industries. Companies like Starbucks also employ this concept when creating company

strategy in an effort to keep a competitive edge. It includes rivalry among competitors, the

potential entry of new competitors, the potential development of substitute products, the

bargaining power of suppliers, and the bargaining power of consumers.

Rivalry Among Competitors

Many people believe that Porter's Five Forces model's most important component is the

level of rivalry among industry competitors. Competitive rivalry's consequences can impact

crucial industry variables including innovation, product quality, and cost. In reaction to this

competition, many business strategies have been developed. According to Starbucks, there is

fierce rivalry in the specialty coffee sector, which is saturated (Starbucks, Inc.). From the

outside, though, Starbucks doesn't appear to have any real rivals who can match its size or

global income. "All cups of coffee and coffeehouses are not made equal," as Forbe's Magazine

once stated (Hennessey). The majority of Starbucks' rivals are local or focus primarily on a

different industry. Starbucks and its rivals benefit greatly from the fact that there are few

opportunities for competitors to conceal their objectives. In other words, a firm can simply

interpret the signals and strategies of another firm. Although it is simple to copy the look and

feel of a coffee shop or bar, it is also simple for rival businesses to determine your approach

and set themselves up accordingly. Starbucks takes use of this to stay afloat in the vast sea of

competition that comprises, among other businesses, big eateries, local and regional chains,

and coffee brewers and manufacturers.

13
 High levels of direct and indirect competition are present for Starbucks from domestic

and foreign businesses including McDonald’s, Dunkin Donuts, NC Café, Costa Coffee, etc.

The abundance of coffee and food retail businesses raises the level of competitiveness. Due to

price discrepancies, customers can easily switch from one coffee shop to another.

Additionally, local or other coffee shops typically charge less for their coffee. Starbucks,

however, maintains its position as a global brand by using a competitive strategy that is widely

used: differentiation through distinctive value propositions. Starbucks’ growth and expansion

strategy also aids in its ability to outlast its rivals.

Potential entry of new competitors

A rise in coffee consumption encourages a number of new businesses to enter the

sector as retailers or through outlets, which could pose a threat to Starbucks. Additionally,

coffee shops have lower operational costs than other types of enterprises due to the ease with

which tiny cafes can establish themselves locally and draw clients. To establish a global

organized business-like Starbucks, however, requires a sizable investment. The cost of

developing a brand against Starbucks is also high, and due to

Starbucks’ strong brand, new entrants may not be able to compete with it globally for decades.

The specialty coffee market is simple to break into. Everyone like coffee, which is why

so many people sell it. In terms of competition, this is not good for Starbucks. The danger of

entrance for Starbucks is influenced by a number of factors, including supply-side economies

of scale. It becomes more challenging for new businesses to enter the market when the cost of

coffee and other materials necessary to make a cup of coffee rises. However, a new entry

might need money to build roasting and coffee manufacturing facilities along with coffee

14
farms to create the coffee that will be served if they want to compete successfully with

Starbucks. Smaller businesses may be able to outsource this, but Starbucks has well-

established strategic partnerships with numerous existing companies and also owns a large

number of plants and farms, giving it an advantage in both the manufacturing and distribution

of coffee to its various retail locations.

Potential Development of Substitute Products

This is a modest force in the market because there are many alternatives available,

allowing buyers to simply transfer from one product to another in accordance with their needs.

The widespread availability of quick beverages in grocery stores, convenience stores, etc.

Additionally, the sales of Starbucks are impacted by other fast food items. Companies like

PepsiCo, Coca-Cola, Vital Proteins, Redbull, etc. offer clients a variety of beverages and fast

energy drinks. There is a risk that consumers will favor supermarket quick foods and drinks

over Starbucks goods. Although Starbucks offers a variety of items, including coffees, iced

teas, smoothies, juices, and snacks, consumers often choose instant goods because they are

more affordable, which is the largest danger to the industry.

Of course, Starbucks coffee is intended to be consumed like all other types of coffee.

However, many people who consume coffee regard it as more than that. In humans, the

caffeine in coffee acts as a stimulant and gives us energy. In addition, some people only see

coffee as a drink that will quench their thirst and be refreshing. These criteria suggest that

most other beverages, including caffeinated soft drinks and energy drinks, could serve as a

possible substitute for coffee. Since Starbucks sells tea, instant coffee, and a few other

beverages, the producers of those goods aren't included in this section because they would be

rivals. In the beverage sector, Coca-Cola is a significant player, especially in the soft drink

15
segment. PepsiCo follows Coca-Cola directly. These two large companies offer substitute

goods that can, and frequently does, cause people to leave Starbucks. Customers find it simple

to move to alternatives when they are more convenient or less expensive since the buyer

switching cost is quite low in the coffee business. The convenience aspect, as was previously

established, is one of the few switching costs in the specialty coffee business. Since alternative

products are readily available in practically any place, this factor is less important to them.

Bargaining Power of Buyers

Due to lower switching costs for customers when they switch from one coffee shop to

another, this is also a powerful factor in the market. Additionally, buyers frequently choose

cheaper alternatives to coffee and other goods. The revenues of the business, however, are

unaffected by the modest size of individual consumers. Starbucks has succeeded in eclipsing

this rivalry by utilizing a marketing strategy that builds distinctive brand strength among

customers through a superior coffee experience and other items that reduce customer

switching intents. Additionally, the distinctive value proposition offered by customized

services, such as the ability to add specific ingredients to drinks or have names printed on

drink cups, draws customers who aren’t found at other coffee shops.

It is crucial to take their negotiation leverage into account when assessing the

bargaining power of customers in a specific market. In this case, a market with a handful of

large buyers would prevail over one with millions. This is the situation with Starbucks.

According to Starbucks' annual income, it has a large client base. Individuals and other

businesses alike are among their clients. Customers are in good supply because coffee is good

that many people like. Starbucks has the ability to reduce the bargaining power of its

customers by providing products that set them apart from its rivals. While other coffee shops

16
utilize lower-quality coffee to adhere to their low-cost approach, Starbucks employs the best-

quality Arabica beans. But not all of Starbucks' rivals share this trait. Local chain stores also

provide higher-quality coffee; thus, Starbucks is not distinguished in this instance. Further,

buying directly from coffee producers makes it difficult for customers to integrate backward.

Starbucks produces coffee on its own. The company's elasticity, or sensitivity to price, is

another important aspect that significantly affects the power of buyers. "The percentage

change in quantity demanded divided by the percentage change in price" is how Investopedia

defines price elasticity (ValueClick, Inc.). In general, a price-elastic firm is one that is

significantly impacted by changes in the price level brought on by a given economy. Because

many people consider Starbucks coffee to be a luxury commodity, its price is flexible. Luxury

goods have an elastic price because buyers must give up less of their money to buy things at

higher prices when their income is higher.

Bargaining Power of Suppliers

The supply of coffee on the market is studied to depend on farmer yields, which

fluctuate owing to shifting climatic circumstances that affect coffee yield. There are many

different independent suppliers in the market, and their influence on Starbucks’ supply power

is only marginal. In addition, a high number of buyers of coffee beans strengthens the market’s

providers’ negotiating position. However, Starbucks has a supply chain with around 400,000

suppliers, and it directly buys coffee from growers in nations like Africa, the US, Brazil, Asia-

Pacific, Canada, France, Mexico, etc. The company now has simple access to a sizable supply

of coffee with a wide variety.

17
Additionally, the firms’ assistance to farmers strengthens their relationships with suppliers

while decreasing their bargaining power. Additionally, Starbucks has suppliers in nations like

China, India, Finland, and others who provide various equipment like

Kcups, coffee makers, etc. The lack of bargaining power is also a result of Starbucks’ mergers

with some of its suppliers, including Coven Limited, a manufacturer of coffee makers that

provides quick access to new supplies.

Starbucks negotiates long-term contracts with its farmers and frequently supports the

farmers by giving them loans to help them secure the resources needed to harvest a sufficient

quantity of Arabica beans for Starbucks' premium coffee. This helps Starbucks maintain

positive relationships with its farmers (Starbucks, Inc.). Typically, having a Starbucks nearby

benefit not only the local economy but also the whole neighborhood, and perhaps the entire

nation. For instance, when Starbucks announced that it would be expanding its business in

India through a joint venture with Tata Global Beverages, many farmers and Indians were

ecstatic (Kinetz).

18
IV. BEST PRACTICES

Starbucks has worked to establish its brand identity by providing customers with a pleasant and relaxed

experience. The brand's immersive element has been systematically and successfully applied in every

one of its stores throughout the world from the very beginning. Starbucks is more concerned with brand

loyalty than it is with its products. People don't wait in line to get coffee; they wait because of the

brand's experience, the way it makes them feel, and what it represents to other customers (i.e. the image

that comes with stating I had a #Starbucks). Here are some of the best practices that Starbucks did.

Partners not Employees

For this reason, employees are referred to as "partners" rather than "employees," as

Howard Schultz, the owner of Starbucks, wanted to be able to offer each employee at least

partial ownership in Starbucks. "Success is best when it's shared," says Schultz. It's not all

about marketing Starbucks spends very little on marketing but instead trains its "partners" to

rather give a memorable experience to all consumers. A successful firm continuously asks

"what's in it for our employees."

Regular Interactions

According to Schultz, management at Starbucks does everything possible to regularly

communicate with employees. It all comes down to being honest and upfront. During his

recent trip to South Africa, Shultz met with every new Starbucks employee there.

Additionally, Starbucks frequently has "Town Hall Meetings" where staff members are invited

to openly share their thoughts in a relaxed environment. "Honest opinions" are valued and

appreciated at Starbucks.

19
Respecting and Appreciating Employees

Shultz is a humanist, and the company's culture reflects this. It all comes down to

respect; treat your people with respect and they will respect you and what your company

stands for, according to Schultz, who also mentions how creating a company is similar to

raising children since "you are imprinting a firm with a culture and a set of values."

Protecting the Culture

The culture at Starbucks is fiercely guarded, and inappropriate behavior is not

accepted. Shultz, who always pushes his staff to speak up if they observe someone doing

something wrong, argues that you "can't enable poor behavior because it will destroy a

company's culture."

Being human

Human tend to concur with Schultz's assertion that Starbucks is a very outspoken

business. In other words, he thinks that as a business, human need to do more for the

communities they serve since the norms of engagement have changed in the society This

query has prompted Starbucks to address societal topics including same-sex marriage, LGBT

rights, gun control, and racism.

V. GAP ANALYSIS

When evaluating how effectively a strategy is performing, GAP analysis fits into the

strategic management process. GAP analysis is used to come up with suggestions on how the

gaps might be filled. The GAP also known as the distance between where they are and whey

aspire to be, is the difference between the aim and the most recent forecast.

Starbucks faces many difficulties in a highly competitive industry. It comprises of

competition, economy, seasonality and demand. At the national level, Starbucks faces

20
competition from powerful brands. Best of Seattle Cool Beans, Bagels, Sunroom Café, and

countless other small businesses compete with Starbucks on a national level. Customers want

goods that are customarily sold during the various seasons as those times of the year approach.

During these times, Starbucks makes sure to have special blends for sale. Starbucks has to

cope with a dynamic consumer base that continually changes and has varying needs. They

have made an effort to meet these demands. Even Starbucks is the most popular business all

over the world, still there are possibility that they cannot provide enough and sufficient service

for every demand of each customer. The following are the gaps sought after investigating and

evaluating the different strategies provided by the company

• Delivery: From their current locations, Starbucks does not provide a delivery service.

However, they have collaborated with businesses to install a kiosk at their locations

where they sell their drinks during specific hours.

• Location: Customers who frequent Starbucks enjoy the convenience of having

locations throughout their cities. To make it even simpler to access while traveling,

Starbucks is renowned for setting up multiple locations in a city, including inside of

stores like Target customer.

• Accessibility – Regardless of whether customers desire their products later in the day,

the majority of coffee shops are only open in the morning. Starbucks caters to these

customers by staying open late or even around-the-clock.

• Goods/Services – Customers are constantly looking for new products to test out.

Starbucks consistently promotes new product blends for both its hot coffee and its

alternative offerings.

• Taste consistency – drinks don’t always taste exactly the same from store to store.

21
 • No online or fax ordering options.

VI. STRATEGIC PLAN FORMULATION

Starbucks is a company that has been able to expand into a tremendously successful

business by turning its failures into successes. Starbucks has been able to and will continue to

profit from the fact that coffee is their specialty and area of market concentration.

Starbucks created a dedicated marketing team to monitor the current life cycle of

goods, products, and services, the development and creation of ideas, ensuring that all

products and services meet market demand, creating an appropriate price point for services

and goods, creating and overseeing an appropriate project development plan, creating and

managing a project development team, budget analysts for proper investment and funding, as

well as cost control and management.

Through both its corporate mission and vision statements, Starbucks demonstrates its

commitment to its customers and to the community. It also keeps its emphasis on them.

Starbucks works to uphold their commitment to their growth strategy while preserving

integrity toward its customers and the community. In addition to making sure their workers are

adequately trained and offering them a great benefits package. The contentment and happiness

of its customers is another priority for Starbucks.

When Starbucks originally launched, they based their expansion on a grassroots

philosophy that prioritized word-of-mouth marketing. Since that time, Starbucks trademark

cups may be seen from a distance, and their festive red and green cups have recently made

headlines. Naturally, any news is excellent news for a business looking to expand through

publicity, as they did when the controversy around their red cups made the press. The business

has increased their social media promotion through both of their distinctive cups in addition to

22
other methods, including Facebook and Instagram help the business connect with the younger

generations who commonly use and interact with social media platforms. Starbucks is able to

alert the public about unexpected sales, instore events, and promotions by establishing and

maintaining a sizable social media following.

Vision

The Starbucks vision statement contains a clear strategy for the company’s future goals and

the route the firm should go. Starbucks promotes its position as an industry leader. Its vision

statement focuses on its resolve to set the bar for excellences in the coffee market sector.

Starbucks works hard to please its new customer base.

Additionally, the value of the business is demonstrated by Starbucks’ continued adherence to

its customer-focused culture.

Mission

The Starbucks Corporation’s mission statement is simple to comprehend. They go into detail

on what the business does for its target client. Additionally, it is obvious that they desire to

improve their service while providing the highest-quality premium coffee. The business

highlights its primary responsibility to its clients and its desire to satisfy their demands.

Values

Every business has its own set of values that it adheres to. A solid set of principles

promotes workplace culture and fosters a more welcoming atmosphere in which employees

may grow together. Starbucks' guiding values are as follows:

• Creating a culture of warmth and belonging, where everyone is welcome.

• Being present, connecting with transparency, dignity and respect.

23
 • Delivering our very best in all we do, holding ourselves accountable for results.

• Acting with courage, challenging the status quo.

• We are performance driven, through the lens of humanity.

Strategic Long-term objectives

Using SMART goal analysis Starbucks' objectives explicit enough. Many objectives

are defined based on the organization's vision statement, resulting in broad and ambiguous

goals.

Specific

What will be done as a result of the goals, and what activities are necessary to achieve

the precise micro goals?

• Boost sales and profitability over the following three quarters.

• Increase revenues by 30% over the following three quarters compared to the same quarters last

year.

• Increase sales by 30% during the same time period last year by increasing advertising spend.

• Increasing the same store's sales by 30% over a certain time period while spending the same

amount of money on advertising.

• Even though the aims of the above three goals appear to be quite similar, the resources and

competencies necessary in the organization are radically different. Specific goals assist the

business in not just better planning its course of action, but also in making the most use of the

resources available.

• For example, in goals three and four above, the firm must determine whether to invest in

growing the distribution channel or in advertising spending.

24
 • In micro goals, specific goals aid in narrowing down the overall objectives. Second, it will

establish a clear set of goals for the organization's various departments.

Measurable

The two most important aspects of SMART analysis are what to measure and how to

assess it. Metrics frequently determine not only the KPIs of the goals, but also the

organizational culture. Managers at Starbucks must choose measures carefully since the wrong

measurements might have unintended repercussions.

For example, in the social media industry, the emphasis on click through rate has led to

the proliferation of bogus and sensational material, which is now causing regulatory

challenges and consumer backlash.

Starbucks must prioritize metrics that align with the beliefs and interests of its stakeholders.

Attainable

Managers at Starbucks have posed the following questions on the attainability of stated

goals in the Retail (Grocery) industry:

• Is Starbucks well-equipped to meet its objectives in terms of both financial resources

and infrastructure?

• Is Starbucks' personnel sufficiently trained to meet the objectives?

• How Starbucks may teach its workers to obtain the appropriate level of abilities in

order to meet the goals established.

Realistic:

Managers at Starbucks should focus on the project's scope and timeframe within the

realistic analysis. If the goals are unachievable, Starbucks employees will lose motivation to

attain them. Starbucks managers at all levels should use input from employees on the ground

25
to develop realistic goals and if the goals are unrealistic, the employees will lose faith in

Starbucks' top management.

Time Bound

Overstepping time constraints frequently leads in increased financial expenditures, a

negative impact on the organization's brand, employee demotivation, and a decrease in client

confidence.

Starbucks' objectives should be meticulously detailed. For example, the project should have an

end date, such as 3 months or 90 days. Second, each activity within the project should be

clearly outlined in terms of both the start time and duration of the activity.

26
Alternative Strategies

• The first alternative is for the firm to focus on about doubling the average number of

Company owned Stores in 10 years, i.e. by FY 2028.

• Starbucks believe China and the Asia Pacific area will be critical in this regard, as the

market has significant untapped potential.

• Furthermore, all of the stores in China are corporate owned, and we anticipate that the

future ones will be as well.

• EMEA is another market where the company can focus as its contribution Total

Company owned Stores is minuscule (2.5%).

27
• The firm will need to add stores at a 7% CAGR to reach an average store count of

28,146 by the end of fiscal year 2028.

• The second option is for the corporation to focus on about doubling the average

number of Licensed Stores in 10 years, i.e. by FY 2028.

• Starbucks anticipate that the Asia Pacific (excluding China) and EMEA regions will be

critical for the growth of Licensed shops. Both areas now contribute 45.3% of Total

28
Licensed Stores, which is somewhat greater than the contribution of the United States (42.3%)

to Total Licensed Stores.

• To reach an average store count of 28,156 by the end of fiscal 2028, the firm will need

to add shops at a CAGR of 7.25%.

Starbucks Strategy Selection

For many years, branding has been a key component of Starbucks' approach. The

corporation has made enormous investments to create a uniform look and feel for its locations,

products, and food and beverages. One of the most recognizable trademarks in the world is the

Starbucks Siren. One of the main goals of the company's worldwide expansion strategy is to

replicate the Starbucks experience in every new nation it enters. Because of this, regardless of

whether a store is located in New York, New Mexico, Moscow, Tokyo, or Shanghai,

customers will essentially have a comparable experience there. The brand strategy, as was

already discussed, places a lot of emphasis on the experience that the store offers. The

company's philosophy and principles have always been built around this. It has adopted

incredibly appealing design ideas to build stores out of empty shipping containers in the

United States, where the company expects that the bulk of its stores will become drive-

through. The interiors of establishments are always being spruced up through innovative and

aesthetically pleasing uses of specific materials, lighting setups, etc. The method employed by

Starbucks in its foreign locations revolves around adapting some store features while

maintaining the integrity of the Starbucks brand. The brand strategy of the organization has

developed over time to take advantage of fresh and cutting-edge platforms for customer

involvement. Customers can submit ideas for the firm to develop and improve its goods and

29
customer experience, better interaction with the community, and promote social responsibility

on the company's website, ideas.starbucks.com. This is comparable to the burgeoning "crowd-

sourcing" methodology in the innovation space.

The company makes significant investments and has a strong commitment to mobile

marketing. By creating and releasing a Starbucks app, it has embraced digital innovation and

made it possible for customers to pay for goods, tip baristas, and earn and use rewards. As of

December 2019, there were 10 million members in China and 17 million in the US who were

Starbucks Rewards members. It adjusted the Rewards program's mechanics in April 2019 in

response to customer feedback, making it possible for infrequent users to rapidly exchange

their stars for beverages. Starbucks has used artificial intelligence to enable customers to place

orders via voice command or messaging interface through the mobile app, in addition to its

success in employing technology like QR codes, coupon downloads, and virtual gift cards in

its marketing campaigns.

How Starbucks has been able to open three new outlets each day is an essential

question. The selection of locations with the best location, which must have a high customer

frequency, is crucial to this quick expansion and the success that results. Starbucks aims to

reach customers where they work, travel, shop, and eat in order to integrate coffee into their

daily routines. In huge office buildings, airports, retail malls, or supermarkets, there are

numerous shops. The company typically enters these closed markets through alliances or joint

ventures with renowned local organizations. Examples include a business relationship

established in 1993 with America's largest bookseller, Barnes & Noble, Inc., for the sale of

30
coffee products in bookstores; a strategic alliance with PepsiCo in 19; and a joint venture with

the Karstadt Quelle AG in Germany; the 1996 joint venture to expand the Japanese market

between "Starbucks Coffee International" and the Japanese company SAZABY Inc., as well as

several agreements with hotel chains (Marriott) and airlines (United Airlines), to name a few.

Starbucks enters markets that already exist, i.e., where there are already a variety of coffee

shops. After that, Starbucks rapidly grows, as seen by the clustering model. As a result,

economies of scale may be realized, and the term Starbucks is the definition of coffee shops.

31
Measure KPIs
Financial KPIs

32
33
 Starbucks Corporation is a multinational specialty coffee producer and retailer. Aside

from its fresh, richly brewed coffees, the company's offers include a variety of complementary

food items as well as a range of luxury teas and other drinks, which are mostly marketed

through the company's retail outlets. Starbucks coffee, Teavana tea, Seattle's Best Coffee, La

Boulange bakery items, and Evolution Fresh juices are among the company's well-known

brands. Aside from its own retail locations, the firm produces revenue through licensed stores,

consumer packaged products, and foodservice activities. The corporation gets royalties and

licensing payments from licensed retailers in the United States and across the world. Starbucks

provides packed coffee and tea products, as well as a variety of ready-to-drink drinks and

34
single-serve coffee and tea items, to supermarket, warehouse clubs, and specialty retail stores

through its consumerpackaged goods division. North America, International, and Channel

Development are the most recent reportable operational segments for the corporation.

Organizational Structure

The organization is one of several huge multi-national businesses that has successfully

used a matrix structure. A matrix structure, in general, is made up of functional and product-

based divisions with various lines of command. It is also well suited to businesses that offer a

wide range of products or services. Starbucks is governed by a board of directors based in the

company's headquarters in Seattle, Washington. In the United States, the corporation is

35
divided into regional jurisdictions, each of which is led by a district manager who oversees a

group of stores. A store manager and shift supervisor handle a group of employees at each

location. Importantly, Starbucks encourages an inclusive atmosphere among its employees.

Regardless of title or wage bracket, the organization aims to acknowledge excellent employee

performance and encourages them to improve hard and soft skills. Starbucks gives employees

the freedom to serve customers in the way they see fit. Because low-level employees are given

authority and empowerment, the company can be said to have aspects of a flat organizational

structure.

Starbucks Resources Number of Employees

Interactive chart of Starbucks (SBUX) annual worldwide employee count from 2010 to

2022.

• Starbucks total number of employees in 2022 was 402,000, a 4.96% increase from 2021.

• Starbucks total number of employees in 2021 was 383,000, a 9.74% increase from 2020.

• Starbucks total number of employees in 2020 was 349,000, a 0.87% increase from 2019.

• Starbucks total number of employees in 2019 was 346,000, a 18.9% increase from 2018.

Starbucks Financial Report

The coffee giant reported a net income attributable to Starbucks of $912.9 million, or

79 cents per share, down from $1.15 billion, or 97 cents per share, in the previous year's fiscal

third quarter. Inflation and higher barista wages, according to the company, weighed on its

margins this quarter. Net sales increased by 9% to $8.15 billion. The company reported a 3%

increase in global same-store sales, fueled by a stronger performance in the United States.

Same-store sales increased 9% in Starbucks' home market, owing primarily to higher

average order totals and a 1% increase in traffic. Morning sales are returning, accounting for

36
roughly half of revenue as consumers resume pre-pandemic routines, according to the

company.

The company also emphasized the popularity of its iced shaken espresso, claiming that

cold beverages accounted for three-quarters of U.S. sales this quarter.

Customers are more likely to add modifiers like syrups and milks to cold drinks than hot

drinks, according to Schultz, raising the overall beverage price. Cold drinks are also popular

with Gen Z customers, who are a key demographic for the coffee chain, according to Schultz.

Outside of the United States, same-store sales fell 18%, dragged down by falling

demand in China. Starbucks reported that Covid restrictions impacted sales in its secondlargest

market for two-thirds of the quarter. As a result, China's same-store sales fell 44%. In China,

the company is still experiencing short-term closures.

Facilities of Starbucks

The "green" coffee beans are harvested and immediately shipped to one of five

manufacturing/roasting plants. A "green" coffee bean is one that has not been processed or

refined in any way. After roasting the beans until evenly browned, they are removed from the

roaster to be blended. The beans are immediately packaged and packed for shipment after

being blended.

Starbucks owns four manufacturing/roasting plants in the United States and one in

Europe. Starbucks was able to switch from a 7-day-a-week work schedule to a 5-day work

week by nearly doubling their production output by opening their fourth U.S. plant in early

2009. Each plant can produce approximately 1.5 million pounds of coffee beans per week. The

5-day work week reduces carbon emissions while also providing employees with more time to

spend with their families.

37
 Starbucks has prioritized renewable energy, energy conservation, and climate

adaptation and mitigation efforts since 2004. Starbucks has become the largest purchaser of

renewable energy in their industry as a result of these efforts. In addition to their coffee bean

manufacturing/roasting plants, Starbucks owns and controls two bakeries in the United States

for all baked goods sold in stores, as well as two tea processing plants for their Tazo Tea

subsidiary.

VII. STRATEGIC IMPLEMENTATION

To achieve the organization's long-term goals, plans and strategies are put into action.

This is referred to as strategy implementation. It involves the annual objectives, policies,

motivation, and resource allocation.

Annual Objectives

Starbucks is glad about the impressively rapid expansion it has had in the past ten

years. Starbucks has expanded from having fewer than a thousand locations to having thirteen

thousand and more, and as a result, the prestige of the Starbucks experience has been

diminished. Starbucks seeks to expand its dominance in the global market despite having

trouble sustaining their brand image as a result of the recession in the economy. Starbucks

seeks to establish HR procedures that will please the staff so that they may act as brand

ambassadors and manage efficient customer connections. Starbuck's aims to have 40.000

locations worldwide when they currently have up to 13, 000 locations. Starbucks is aware that

in order to achieve this goal, a lot of changes must be made; otherwise, it will quickly be

abandoned. Starbucks agrees that in order to expand to a total of 40,000 locations worldwide,

their brand will need to be diluted and made more generic.

38
Policies to implement

Information about Starbucks should only be utilized internally and should not be shared

with anyone else. Only those people should have access to secret information, even within the

corporation, who actually need to know it to do their jobs. You must return all supplies,

equipment, and copies to Starbucks if you go. Information about suppliers, Starbucks

technology, recipes, formulas, coffee blends, business and marketing plans, internal company

communications, and details about current and upcoming products are all examples of

confidential information.

Motivation

When it comes to showing gratitude to the staff, Starbucks offers "a specific blend of

employee benefits" and a work/life program that emphasizes the individual's physical, mental,

emotional, and creative components. The business is renowned for rewarding partners who

deliver results and uphold its vision and core principles. In addition, it acknowledges

employees' efforts at all levels of accomplishment through formal and informal initiatives. The

"Starbucks College Achievement Plan," a program that allows eligible partners to select from

more than 100 diverse undergraduate degree programs at Arizona State University online

courses with the assistance of 100% tuition coverage by the company, is another excellent

illustration of how Starbucks values and encourages employees through benefits.

Resource Allocation

Starbucks makes the best use of its resources to build its reputation and brand. It has

established guidelines for resource distribution in the form of principles. Starbucks must make

the best use of its resource in order to obtain, prepare, and serve its coffee in a fresh state in

accordance with the highest standards of excellence. Its human resource is one of its most

39
priceless assets. Because of how it treats its staff, Starbucks has been able to recruit and keep a

highly skilled and motivated workforce. It offers generous compensation to its employees as

well as incentives to encourage them and improve their comfort at work.

VIII. STRATEGIC EVALUATION

Starbucks has a long history of growth and expansion through both acquisitions and

mergers. Starbucks is involved in both horizontal and vertical mergers. A recent horizontal

merger occurred when Starbucks merged with Seattle Coffee Company. The two companies

had the same product offering and were in direct competition. Through the merger, Starbucks

gained access to Seattle Coffee Company’s market share and distribution network. Farmers’

productivity and capacity to grow sustainable crops are impacted by the health and stability of

coffee communities. With the way they are establishing a future with farmers and improving

the environment as they grow, Starbucks can sustain themselves. It is necessary to consider

their flaws to prevent their destruction. The product line is often uniform because of its unified

control. However, given that they are growing internationally, what holds true in one place

may not always hold true in another.). On the other hand, external assessment makes use of the

SWOT analysis (strengths, weaknesses, opportunities, and threats). This method of evaluating

Starbucks allows us to precisely identify the company’s strengths and weaknesses. Their solid

financial standing, reputable brand name, and current market dominance are all pluses. This

brand name promotes client loyalty and persuades additional people to make purchases. Their

sound financial position guarantees that there are few price wars with rival businesses and that

clients get good value for their money. Their products include tumblers, mugs, and other

coffee making equipment, and the branding breeds fanaticism. The growing environmental

40
consciousness of Starbucks is another distinctive strength. They continue to support and invest

in these farms, which makes it clear that they care about the farmers that cultivate their coffee

beans. Starbucks invested a total of US$1.5 million in coffee-growing communities through

various coffee contracts in the 2007 fiscal year. More than 50,000 local farmers, their families,

and local communities benefited from 50 projects funded with the money that were carried out

throughout 11 nations. Starbucks also strongly supports environmental causes like using

recyclable materials whenever possible. Additionally, they promoted limited-edition drinks,

particularly during the holidays, which boosted sales. When enough beverages have been

purchased, they occasionally also give planners as a reward. Their shortcomings should be

seen as areas for development. These include beverage innovation, technology research,

overexpansion in various geographic locations, cultural appropriation in these locations, and

overall quality maintenance. Funds directly benefit their community of farmers who harvest

their coffee.

IX. CONCLUSIONS AND RECOMMENDATIONS

CONCLUSION

As a conclusion, Starbucks is the best coffee store in the world. They have succeeded

to spread their company all over the world. They identify tasks that they have not completed

during the project and devise solutions to do them with the assistance of team members. The

strategy involves budgeting and reporting, which has significantly contributed to the

company's performance. Starbucks' future, which is now experiencing rapid expansion,

appears to be bright and optimistic. However, such success factors may not be applicable in

tomorrow's climate or in the global market. Defending and growing a competitive position

necessitates firmly built strategies based on its unique, valuable, and leading capabilities and

41
resources, rather than the products and services themselves, responding proactively to an ever

changing internal and external environment to keep competitors at bay. Although there are

now no significant challengers for Starbucks' supremacy in both foreign and local markets, the

company should not take it for granted indefinitely. Starbucks' future success should be

determined by its ability to retain and sustain its strengths, counter weaknesses, avoid threats,

and capitalize on opportunities.

RECOMMENDATION

Starbucks can follow some strategies to differentiate their product even more that will

lead to vary their menu prices. For example, Starbucks might create “saving menu” by selling

some products at a lower price to attract even more customers. Also, Starbucks might take into

consideration the strategies of opening starbucks carts that open in smaller express places that

do not fit for a whole store. Those carts will attract even more customers because it is easier to

get access to. Moreover, they may provide the customers with low-cost products to draw

larger market base. To be a best cost provider in the market will allow Starbucks to be the

most attractive company in the coffee market internationally. Thus, Starbucks will have a

competitive advantage over its rivals by fulfilling the needs of a huge customer base in the

market, by providing a high-quality product and provide products with the best costs.

Starbucks may implement new and good products, since starbucks has similar products

available and design to assure value of potential clients, as well as demand and that the final

products are of the greatest possible quality before releasing them to the market.

42
X. REFERENCES

https://www.macrotrends.net/stocks/charts/SBUX/starbucks/number-of-employees

https://u.osu.edu/commoditychaincoffee/manufacturing-page/ https://www.trefis.com/no-login-

required/nyl8i9Rm/What-Could-Be-TheStrategicAlternatives-Of-Starbucks-For-Next-10-Years-

https://ivypanda.com/essays/starbucks-5/

https://bstrategyhub.com/swot-analysis-of-starbucks-starbucks-swot/

https://pestleanalysis.com/pestle-analysis-of-starbucks/ https://missionstatement.com/starbucks/

https://martinroll.com/resources/articles/strategy/secret-starbucks-brand- success/#:~:text=By

%20offering%20a%20pleasurable%20and,the%20pricing%20of%

20its%20The Secret to Starbucks’ Brand Success – Martin Roll BEST PRACTICE: STARBUCKS |

BECAUSE BRANDING

Starbucks Marketing Strategy and Objectives | Tactics | BohatALA

How Starbucks teamwork and partnership culture can inspire your employees – Nutcache

https://ivypanda.com/essays/starbucks-strategic-plan-essay/

https://globalassets.starbucks.com/assets/84F7DBEA77914F119230581D3EE50FD7.p df products.

43