Question:
Discuss about the Business Activities and Operations of the Starbucks.
The paper is based on the Starbucks corporations. Further, it talks about the goals and objectives of the company. It tells that how the company is conducting planning process in order to determine the long term success and growth within the organization. SWOT analysis is also explained in the report. Some implementation and suggestion have been given to the organization to maintain the sustainability in the organization.
The report talks about the business activities and operations of the Starbucks. It explains the planning process of the company. The paper explains the SWOT analysis and it also describes the marketing strategies of the firm. It tells that how the company is overcoming on its competitors in the world. It describes that how the Starbucks is becoming a global player in coffee and beverage industry.
The star bucks is an American coffee company and it was founded on 1971 in Seattle, Washington. It operates and manages approx 23,768 locations globally. It is one of the biggest companies in food and coffee industry. The company deals in various products such as various cold and hot drinks, whole bean coffee and tea products. In today’s era, the company is increasing its revenue and profit day by day. There are approx 238,000 employees are employed in Starbucks (Tu, Wang and Chang, 2012). The main objective of the company is to provide good quality of coffee and beverage products to the customers around the world.
The Starbucks is one of the biggest brands in the world. In 1971, the first Starbucks was started. The company is dealing in various coffee and food products around the world. Paryani (2011) said that the company has become one of the biggest coffee bars in Seattle. The firm is flourishing and exploring its business activities and operations day by day. Further, the company is recruiting and selecting potential and capable employees to do work effectively and efficiently. A wide range of human resources is used by the company to manage and control the business activities and operations across the world. Starbucks emphasizes and focuses on the level of satisfaction and morale of the employees. It is the biggest coffeehouse company around the world with 19,972 stores in more than 60 countries. Further, the company uses effective and unique marketing strategies and plans in order to meet the long-term goals and objectives of the firm. In addition, the organization focuses and monitors the needs, requirements, and desires of the consumers in the global market. It analyzes and evaluates the various factors which affect the consumer buying behavior in the world (Chua and Banerjee, 2013).
After the various researchers, it has been studied by the Hossain and Islam (2015) where they said that consumer behavior encourages and enhances the brand and reputation of the company. The branding strategies play a vital and crucial role in the purchasing power of the consumers across the world. Further, the company uses effective marketing mix strategies in order to generate more revenue and profits globally. Along with this, effective and unique advertisement and promotion strategies are used by the company to increase the sales of the products and services (Karman, 2015).
There are various competitors of the Starbucks which include Costa coffee, McDonald’s and Coca-Cola. The company is using social media to increase the number of customers in the world. As a result, the internet is becoming a significant strategy of the Starbucks in order to get connected with their consumers globally (Gopalakrishna, Victor, and Fleischmann, 2016). By using the internet and social media, the company is launching and producing new and innovative coffee and food products in the global market. In addition, the company is maintaining sustainability and corporate social responsibility to protect the interest of the shareholders in the world. Apart from this, the firm is focusing on the business ethics, rules, regulations and code of conducts within the organization. The firm is maintaining a good and reciprocal relationship with customers as well as suppliers. In this way, the company is rendering good quality of coffee products and services to consumers globally (Qian and Xing, 2016).
The planning process of the Starbucks is unique and excellent. The company maintains a planning strategic management system within the organization to grow and expand the business activities and operations. Planning analysis is done by the firm to predict and estimate the competitor’s strategies and plans within the organization (Patterson, Scott, and Uncles, 2010). The firm is one of the biggest distributors of coffee products around the world. Starbucks focuses on the planning process in order to meet the long-term mission and vision of the firm (Gopalakrishna, Victor, and Fleischmann, 2016). The porter five model provides competitive advantages and opportunities to the company. Further, the company uses SWOT analysis to do planning effectively and efficiently in order to meet the course of action of the firm. SWOT analysis stands for strengths, weaknesses, opportunities, and threats. Through SWOT analysis, the company can evaluate and analyze the strengths, weaknesses, opportunities, and threats of the competitors across the world. The SWOT analysis of the Starbucks has been discussed below (Haskova, 2015).
Through SWOT analysis, Starbucks can evaluate and measure the plans, policies, and strategies of the competitors. In this way, the firm can overcome on the competitors around the world (Farida and Ardyan, 2015).
There are various suggestions have been given to the Starbucks corporation to improve the efficiency and effectiveness of the employees within the organization. The company should focus on the quality and quantity of the products in order to increase the number of customers around the world. The organization must focus on the premium product strategy, product differentiation strategy to differentiate its products from the competitor’s products around the world. Along with this, the firm should focus on the growth strategy and business level strategy to increase the growth and success of the organization. Further, the company should focus on the packaging strategy to attract the more customers around the world (Latif, Gulzar, Bukhari, and Sameen, 2014).
In addition, the firm must evaluate and predict the purchasing power, needs and habits of the consumers in the market. Further, the company must make changes in current e-commerce strategies and policies. Along with this, the company needs to implement corporate level strategies to beat the competitors around the world. It should maintain a sustainable human resource management in order to hire potential and capable employees within the organization. Further, the firm must analyze and evaluate the external environment of the company to gain long-term benefits and profits globally. Pestle analysis must be done by the company to evaluate the external factors of the environment (Morais et al, 2014). Further, the company also maintains supply chain management system within the organization. In this way, the company is able to explore and flourish its business in the universal market.
Conclusion
On the above discussion, it has been evaluated and concluded that Starbucks is the global player in coffee and beverage industry. It makes an effective and unique reputation in the global market. Effective and unique planning analysis is done by the company to gain the competitive advantages around the world. Further, various seminars and programs must be conducted by the Starbucks to enhance and increase the coffee and beverage products. SWOT analysis is done by the company to identify its competitors globally.
Chua, A.Y. and Banerjee, S., 2013. Customer knowledge management via social media: the case of Starbucks. Journal of Knowledge Management, 17(2), pp.237-249.
Farida, N. and Ardyan, E., 2015. Repeat purchase intention of Starbucks consumers in Indonesia: A green brand approach. Market-Tržište, 27(2).
Gopalakrishna, P., Victor, R. and Fleischmann, D., 2016. Starbucks In India. Journal of Case Studies, 34(2), pp.92-101.
Haskova, K., 2015. Starbucks Marketing Analysis. CRIS-Bulletin of the Centre for Research and Interdisciplinary Study, 2015(1), pp.11-29.
Hossain, M. and Islam, K.Z., 2015. Generating ideas on online platforms: A case study of “My Starbucks Idea”. Arab Economic and Business Journal, 10(2), pp.102-111.
Jianfei, X., 2014. Analysis of Starbucks Employees Operating Philosophy. International Journal of Business and Social Science, 5(6).
Karman, M.A., 2015. The Impact of Social Media Marketing on Brand Equity toward the Purchase Intention of Starbucks Indonesia. iBuss Management, 3(2).
Latif, M., Gulzar, H., Bukhari, S.R. and Sameen, S.N., 2014. Starbucks sustained during economic crisis. International Journal of Accounting and Financial Reporting, 4(1), p.307.
Morais, U.P., Pena, J., Shacket, K., Sintilus, L., Ruiz, R., Rivera, Y. and Mujtaba, B.G., 2014. Managing diverse employees at Starbucks: Focusing on ethics and inclusion. International Journal of Learning and Development, 4(3), pp.35-50.
Paryani, K., 2011. Product quality, service reliability and management of operations at Starbucks. International Journal of Engineering, Science and Technology, 3(7), pp.1-14.
Patterson, P.G., Scott, J. and Uncles, M.D., 2010. How the local competition defeated a global brand: The case of Starbucks. Australasian Marketing Journal (AMJ), 18(1), pp.41-47.
Qian, Y.A.N.G. and Xing, T.U., 2016. Starbucks VS Chinese Tea—Starbucks Brand Management Strategy Analysis in China. International Business and Management, 12(1), pp.29-32.
Talpau, A. and Boscor, D., 2011. Customer-oriented marketing-A strategy that guarantees success: Starbucks and McDonald’s. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 4(1), p.51.
Tu, Y.T., Wang, C.M. and Chang, H.C., 2012. Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), pp.24-32.
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