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Posted on April 12th, 2014, by



Starbucks is one of the most successful coffee companies based in the US and operating worldwide. Today, the company confronts considerable problems caused by the recent economic recession. Nevertheless, the company remains devoted to its vision, mission and strategy. The vision of the company implies the provision of customers with perfect coffee in the Italian style coffee houses in the US and abroad. The company tends to preserve its original style and harmonize its coffee houses to make them identical in different parts of the world to make customers at ease and at home at any coffee house of Starbucks. The mission of the company is to carry on its market expansion and to take the lead in the global market among coffee companies. At the moment, the company has already reached the leadership in the US and focuses on the further international market expansion to enhance its position as a leader globally. To meet its mission and vision, Starbucks conducts the strategy of the aggressive international market expansion. At the same time, the company attempts to create comfortable and authentic ambiance of Italian style coffee houses. The company has elaborated common standards for all of its coffee shops that contributes to the unification of standards for all coffee houses of the company. As a result, customers can attend Starbucks’ coffee shops in any country of the world and enjoy the traditional Starbucks ambiance and Italian style coffee houses. In addition, the company pays a particular attention to the quality of coffee and other beverages since this is the major product the company sells.


Measure Target Action
Objective 1Increase of the market share internationally The increase of the market share by 3% annually and entering new markets The company is aiming at taking the leadership position in the global market The company enters new markets and expands its network in existing markets.
Objective 2Improvement of the quality of products and services The decrease of customer complaints by 10% annually and the respective rise of the customer satisfaction The company attempts to minimize complaints of customers and to reach possibly higher customer satisfaction. Complaints should be exceptional and rare for the company. Otherwise, the company considers this objective unattained. The company implements the improvement of the quality management to provide customers with products and services of the high quality. In such a way, the company minimizes the risk of the customer dissatisfaction and, therefore, complaints. On the other hand, the company attempts to increase the customer satisfaction improving the quality of its products and services. In addition, the company offers its loyal customers discounts and makes special offers to attract customers.
Objective 3Employment of local professionals to save costs in the course of the international market expansion In three years perspective, the employment of 90% of coffee houses personnel from the local labor market, wherever the company operates. In five years, the employment of 99% of local professionals, while in a long-run perspective, the company should reach the full localization of employment. The company attempts to localize the employment to save costs and to allow local outlets to conduct autonomous recruitment and employment policies. In such a way, the company can save costs and to employ professionals, who can understand better customers’ needs and expectations. The company focuses on the localization of the employment through the recruitment of local professionals, who are living in the area, where the company’s coffee houses are located. As the company, recruits new employees, the company provides them with training to help them to learn to code of conduct and standards of the company. In addition, new recruits learn basic skills they may need, while working in Starbucks. The company uses team work to facilitate the integration of new employees into the organization. The company minimizes the transfer of employees from the US abroad and internationally. Instead, the company encourages knowledge sharing within outlets that involves employees, who have already developed extensive experience of work in the company and can share their experience and knowledge with local employees.


Thus, the company focuses on three major objectives, including the rise of the market share of the company worldwide, the improvement of the quality of products and services offered by the company to its customers, and localization of the employment to save costs and to make employees capable to understand their customers better. All these objectives basically match the global marketing strategy of the company and its mission and vision. Starbucks operates internationally and keeps growing that is essential for its leadership in the coffee market worldwide. At the same time, the company cannot decrease the quality of its products and services because this will put under a threat the future of the company and its reputation. The high quality needs high costs, while the company needs to save costs in the time of the economic recession. Hence, the company focuses on the localization of employment.


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