Analysis of the Strategic Management of Starbucks

Purpose if Choosing Starbucks

Being one of the most recognized coffee shops in the international market, this dissertation chooses Starbucks. The main purpose of using Starbucks is to have an existing evidence on how a specific company like Starbucks have gained competitive advantage in the market place both local and international market. In addition, the purpose of choosing Starbucks among other coffee establishments is because of the current position of the company in the market environment which is very suitable for the main objective of this dissertation.

Scope

It can be said that one of the most competitive industries in the global market is the food and beverages companies. The existence of different coffee bard as well as restaurants have said to pave the way for changing consumer purchase behaviour and this is attributed with the strategies used by different coffee industries. Accordingly, the coffee market in the global word has been markedly flourishing in the past years that lead to the existence of various coffee shops in various countries. It is important to analyse the strategy used by Starbucks that makes it one of the most competitive coffee shops in the global market.

This research is being proposed in the attempt to investigate and analyse the approaches used by Starbucks to emerge as a competitive business in the global market. This is study is conducted through the identification of the marketing and business strategy of the company as well as analysing the difference of the strategy used by Starbucks to stay competitive. This study will attempt to cover the topics on the intensive competition among coffee shops which includes their approach, strategy to survive the stiff competition in the global market.

It has been noted that there are various number of literature that focuses on how industries can survive and compete effectively in the marketing environment to help them sustain their competitive advantage and position. With the emergence of different service industries including food and beverage industries it is important that several studies stress this context of investigating the strategic approach of these industries, specifically Starbucks to know how they are able to gain competitive position.

The discussion of this study will mainly focus on analysing the Starbucks as well as the identification of the strategic management approach for these companies. The information that will be gathered for this proposed research will be derived from both primary and secondary data.

Accordingly, the ability of a specific industry to meet the needs and demands of the target market is an essential and significant aspect of marketing strategy as well as their marketing function to remain competitive in the coffee market. Gaining customer satisfaction has been able to encourage consumers to patronize the products being offered by the industry and even recommend them to others. While this is important, the industries must be able to implement unique and distinctive marketing and business approaches to remain competitive in the saturated market.

General Conclusion

By and large, the purpose of this proposed research study is to investigate and analyse Starbuck’s strategic management approach and marketing strategy. Furthermore, this study will also investigate the factors that affect the competitiveness of Starbucks and the analysis of how Starbucks compete effectively. In addition, this proposed research study will also include the discussion of relevant literature and documents about Starbucks or its organisational performance. the result of this proposed research will be useful for different coffee shops in the global market specifically those, who are still in the beginning stage.

Moreover, this proposed research study is also significant in a way t will help marketing managers, management students and the industry to know the significant of having effective and unique marketing approach. The findings of this propose research will be able to benefit various coffee shops as well as other food industries in the global market.

This indicated that the result of this propose study will also beneficial for the business market since this research proposal will be able to support the previous claims that strategic management can help industries to gain competitive position. In addition, this research proposal also suggests that the findings of the study will allow the management of the company to integrate effective marketing approaches in handling consumer.

Reasons/Justification

This research should be conducted in the following reasons:

Ø To determine how Starbucks gained competitive advantage.

Ø To know the coffee/ coffee shop preferences of the customers in specific market.

Ø To analyse if Starbucks Coffee provides quality customer service as perceived by the respondents

Ø To know the factors that affects the customers’ choice of a coffee shop.

These reasons will be helpful in achieving the objective of this research proposal about analysis of the strategic management of Starbucks.

Reference

Starbuck Coffee Company. (2008) Starbucks In Hong Kong. Available in: http://www.starbucks.com.hk/enUS/_About+Starbucks/Starbucks+in+Hong+Kong.htm. Accessed December 4, 2008.