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Search by topic:   17264. STARBUCKS STRATEGY. This paper presents a strategic audit of Starbucks Corporation, the world’s leading speciality coffee retailer. The analysis evaluates the effectiveness of Starbucks’ strategies to date, noting any strategy-related problems, and makes recommendations on how the company can improve its strategic position in the future. The audit begins with an overview and analysis of Starbucks’ history, mission, operations, and strategies. Following this, a summary S.W.O.T. analysis is used to identify Starbucks’ central internal strengths and weaknesses along with the principal threats and opportunities evident in its external environment. The concluding section presents a summary analysis and recommendations for future adjustments to Starbucks’ strategy. It is argued that Starbucks’ success – along with its incredibly rapid growth – has been the result of an aggressive expansion strategy. Such rapid growth, often involving self-cannibalization, and contingent upon customers’ willingness to shell out $4-$5 for coffee, is unlikely to be infinitely sustainable. KEYWORDS: Marketing management strategy Starbucks specialty coffee retailer strategic business case study strategic audit assessment. APA Style. 17 pages, 74 footnotes, 31 bibliographic sources. 4,308 words.   $119 Copyright 2002 Academic Research Papers Associate Term Paper Sites: Academic Research Papers Academic-Research-Papers Research Central Term Paper Assistance