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Pestel Analysis For Starbucks Coffee Company

4800 words - 20 pages

CONTENTS 1. Introduction ............................................................................................................5 2. External Analysis ...................................................................................................5 2.1 Wider Macro-Environmental Analysis ............................................................5 2.2 Industry analysis .............................................................................................7 2.3 Industry Life cycle ..........................................................................................9 2.4 Competitor Analysis ..................................................................................... ...view middle of the document...

........................................................................... 16 5.1 Description of Starbucks‟ Competitive Strategy ........................................... 16 5.2 Strategic Direction ....................................................................................... 17
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5.3 Methods of Pursuing Strategies .................................................................. 18 6. Evaluation of Strategic Options ............................................................................ 19 6.1 Suitability ....................................................................................................19 6.2 Feasibility .................................................................................................................... 20 6.3 Acceptability ............................................................................................................... 21 7. Selected Strategy .................................................................................................. 22 7.1 Description of Selected Strategy................................................................... 22 7.2 Resources Needed for Its Implementation .................................................... 23 8. Conclusion ........................................................................................................... 23 9. References ............................................................................................................ 24 10.Appendices .......................................................................................................... 25 Appendix A: PESTEL Analysis .......................................................................... 25 Appendix B: Porter‟s Five Forces Analysis ........................................................ 26 Appendix C: SWOT Analysis ............................................................................ 28 Appendix E: VRIO Framework ......................................................................... 30 Appendix E: Value Chain Analysis ....................................................................31 Appendix F: Porter‟s Generic Strategies / Bowman‟s Strategic Clock ................ 32 Appendix G: Ansoff Matrix ............................................................................... 32

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1. Introduction
This report applied the PESTEL, SWOT, Ansoff Matrix and other strategy analysis methods to try to provide a full strategic assessment of Starbucks Corporation. Its aim to further study the Starbucks‟ development strategic, draw lessons from successful experience and absorb its failure lesson. Starbucks was founded in Seattle, Washington by three academics in 1971, Howard Schultz joined it in 1982 and left it to open the II Giornale in 1985, finally, he acquired Starbucks in 1987, became the president and CEO. Until now, Starbucks has 19,435 stores in more than 50 centuries. By offer beverages, coffee beans and other snacks...

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