Case Analysis of Starbucks Research Paper Example | Topics and Well Written Essays - 1750 words

Case Analysis of Starbucks - Research Paper Example The company’s management acted promptly, under the leaderships of the CEO Schultz, to resolve internal weaknesses and to adapt to the changing external market environment to ensure the survival of the organization in this industry. The survival of the company in tough market environment can be associated with the ability of the leader to work together with the company to satisfy all the shareholders of the organization. This essay presents an analysis of the Starbucks Corporation and the basic strategies that the company has deployed to win the coffee market. First, the paper will present the background of the company, covering its environment, the industry and the major players in the coffee industry. Next will be a critical analysis of the company’s strategies and the various emerging market conditions that underpins the organizational performance. This will provide a good ground to provide alternative approaches that Starbucks would have used to support its development strategy. Starbucks is a company that started back in 1987 in Seattle, Washington by Baldwin, Siegel and Bowker. The company started with nine stores in the domestic market, and the main products include whole beans and coffee products. Schultz became the CEO of Starbucks in 1987, after acquiring the company and receiving a majority vote from the company directors. During this stage company ventured in the domestic market and Schultz helped the company to focus on the customer value model. This left Starbucks as a dominant market stakeholder in the marketing strategy. The company opened more stores in US to take advantage of the growing demand of coffee in the domestic market (Buchanan and Simmons 517). The companys vision was to satisfy the customers through unique coffee products that they had not tasted before. The company focused on diversifying its products when after a long debate they introduced the non-fat