스타벅스 전략 분석

목차

I Company Overview

II. Starbucks Strategy
Why do people buy Starbucks’ coffee and what people buy when they buy Starbucks’ coffee? What is the company’s strategy?

III. Internal Analysis
Depict and describe Starbucks’ value chain. What are the strengths and weaknesses of the company’s resources and capabilities, and what strategic actions should be taken?

IV. Alternative Analysis
Consider the petition for a contract to serve Starbucks coffee at McDonald’s restaurants. Should Starbucks’ CEO accept the offer?

V. Current Issues & Recommendation
Conjecture what issues are facing Starbucks at present. How should Starbucks leverage its resources and capabilities to sustain its growth and profitability?

본문내용

Growth Path
’97년 기준, 1,412개의 점포를 가지고 있으며 Retail Store 뿐만 아니라 Joint-venture 등을 통해 사업의 다각화를 도모하고 있음.
Market Trend
Specialty Coffee의 붐은 다음과 같은 트렌드를 기반으로 발생됨
Vision & Mission
Starbucks가 경쟁우위를 가지고 있는 R & C를 최대한 활용할 수 있는 측면에서 Vision과 Mission이 확실함.

키워드

스타벅스,   성장전략,   value chain,   KSF,   내부분석,   최근 이슈,   전략