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Tuesday, September 27, 2005

Starbucks Case Study Analysis

Another grand strategy recommendation is "Conglomerate Diversification". This recommendation would be that Starbucks partner with local phone companies and internet providers to setup internet access at their international stores. While traveling overseas, I found that Internet café's are very popular. The internet café's are much more popular overseas than they are in the US. This is because many people in international countries do not have home computers, so they have to go to the local internet café in order to send and receive email. RECOMMENDATIONS The chief global strategist of Starbucks, Howard Schultz's primary goal is to make the company's green-and-white mermaid join the ranks of the most recognized global brands such, as Coke and McDonalds. In order to accomplish this, Schultz must manage the global expansion on a daily basis by finding the right mix of company owned stores, partnerships and licenses. In addition, Starbucks must be willing to act quickly to any changes in the international business climate. By doing this, Starbucks will be able to ensure that they can maintain and grow international sales revenue.

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