Starbucks Business Report
BPP Coursework Cover Sheet
Business Report of Starbucks
Table of Contents
PART 1: Starbucks Business Report 4
Analysis of External Environment 4
Analysis of Internal Environment 8
External and Internal Stakeholders of Starbucks with evaluation. 15
Analysis of selected stakeholder for Starbucks. 16
Evaluation of stakeholder interest group. 17
PART 1: Starbucks Business Report
Introduction
It is vital for maintaining an appropriate position in the market in the coffee industry for developing viability in the operations. The study provides an in-depth analysis of the activities of Starbucks in the coffee industry and maintains a competitive advantage over others. Starbucks has been operating in more than 30 countries and has more than 21,000 stores in the whole world. It focuses on developing and diversifying various coffee products for offering excellent service to the customers. The organization focuses on acquiring an innovation strategy for providing innovation in coffee products. Starbucks stores are being improved in the last few months despite facing gradual loss in the coffee industry. Starbucks was founded in the year 1971 and has operating revenue of $ 28.8 B in the global market.
The study helps in providing a suitable depiction of innovating strategies adopted by the organization for maintaining proper advantage over renowned competitors in the coffee industry. In recent times, there has been a lack of overall profitability growth for Starbucks as compared to other competitors like McDonald’s and Dunkin Donuts. It provides a negative effect on the operations of the company and has reduced profit rate considerably in the last few years in the coffee industry. The company adopts innovative strategies for improving existing performance and improving overall sales in the next few years in global market. The annual sales of the company are $28.8 B as compared to Mc Donald’s sales of $ 28.9 B and Dunkin Donuts have a revenue of $ 74.75 million. The main competitors of Starbucks are Mc Donalds, Dunkin Donuts and Nero Coffee. The study is essential for developing suitable competitive advantage for the company to operate in the market and manage operations.
Figure: Logo of Starbucks
(Source: https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.stickpng.com%2Fimg%2Ficons-logos-emojis%2Ficonic-brands%2Fstarbucks-logo&psig=AOvVaw2P6W4WQZn_loLz_vQeuBS1&ust=1587556905946000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCKjCicC8-egCFQAAAAAdAAAAABAX)
Starbucks also provides wide range of bakery, sandwich and beverage products for customers all over the world in the global market. There is a substantial amount of competition developed for the organization to operate in the market and manage overall profit in the market. Moreover, the study provides suitable analysis for evaluating existing performance of the organization and develops appropriate procedures for improving performance in the next three years. Starbucks has a total of 2, 91,000 employees as compared to 420,000 employees for Mc Donald’s and 1,135 for Dunkin Donuts. It is vital for managing an appropriate advantage in the market for Starbucks to achieve overall profit in the market. The development of suitable stakeholder analysis for the organization provides proper strategies for improving existing performance and maintains global profit position. There has been a decrease in the gradual growth of Starbucks by nearly 25% in comparison to the competitors. It provides a direct effect on the operations and decreases overall productivity. The underlined study is essential for Starbucks for developing suitable competitive strategy for measuring appropriate performance and develops proper competitive strategy in the global scenario. It helps in developing an appropriate strategy for retaining an appropriate position of Starbucks in accordance with the other competitors.
Analysis of External Environment
It is essential for evaluating current position of the cafe coffee industry in the market. The implementation of suitable external analysis helps in providing direct effect on the operations for the coffee industry. It provides a suitable analysis for measuring inadequacies in the operations and creates a strong position. There is a suitable preference given on maintaining appropriate preferences of the customers in the coffee industry. It helps in developing suitable position for the coffee industry companies for providing quality coffee at an appropriate rate of the customers (Clinton and Whisnant, 2019). It helps in providing an external position for the coffee industry in the global market.
Most of the organizations in the coffee industry are focusing on developing cost-cutting strategy for implementing appropriate price of coffee products. It has helped in attracting large part of the people and increasing demand for various products of the coffee industry. The evaluation of external environment in the coffee industry helps in providing suitable competitive advantage for the various coffee producing organizations (Berger and Blake, 2016). It acts as a suitable framework for implementing relevant factors for increasing the demand for coffee products for various people in the market. The analysis of external environment in the coffee industry provides suitable strategies for the coffee-producing organizations in maintaining an appropriate policy.
Porter’s Five Forces Analysis
Porter’s five forces analysis provides an suitable evaluation of the external threats affecting existing position of the coffee industry. It helps in implementing an appropriate external framework for evaluating overall threats to the functioning of the coffee industry.
Bargaining power of Buyers
The power of buyers indicates influencing power adapted for buying various products of the coffee. There is presence of high amount of buying power among various customers for availing coffee products in the existing industry. Most of the coffee-producing companies develop variety of quality coffee products at reasonable prices and help in managing demands of the people. It helps in increasing buying power of the customers (Le, 2019).
Bargaining power of Suppliers
In the coffee industry, there is presence of vast amount of suppliers for producing quality coffee products for the buyers. It helps in developing a strong position for the coffee-producing organization in the existing industry (Yu and Yu, 2018). The presence of vast amount of suppliers helps in managing overall growth for the organizations in the coffee industry.
Competitive Rivalry
The level of competition is high for coffee producing organizations in the coffee industry. There is presence of large number of competitors that competes with each other for developing loyalty among the customers. It helps in developing adequate profit for the coffee industry and generates lot of revenue (Kumar, 2016). Most of the organizations focus on providing suitable coffee products for the people at low cost and innovative strategy for attracting large part of the people.
Threat of Substitutes
In the coffee industry, there is presence of great range of substitutes in providing appropriate coffee products for variety of customers in the market. There is availability of various types of substitute products that provide direct threat in providing appropriate coffee production for the customers. It provides a negative effect on the operations in the coffee industry and disrupts entire functions within the current environment (Robinson, 2016).
Threat of New Entrants
Most of the coffee-producing organizations face high threats from new entrants in the market of coffee industry. The development of a proper coffee business does not require adequate infrastructure and appropriate support from others. It helps in providing an additional threat to increasing total number of new entrants in the coffee industry.[Refer to Appendix 1]
Macro- Environmental Analysis
Political Factors
The operations of the coffee industry are directly dependent on the overall international trade among various countries. It helps in maintaining systematic functioning in the manufacturing of the production of coffee products at various parts of the coffee industry. The unavailability of appropriate trade agreements among various countries affects cost of production for the coffee industry (Wells, 2017). It harms the operations and maintains a suitable position in the coffee industry in the entire market.
Social Factors
Most of the people in the current environment prefer to adopt health consciousness products that have reduced appropriate demands of the coffee products for the customers. There is presence of caffeine products in coffee products and people consider products to be unhealthy drinks. It provides a direct effect on the demand for coffee products and reduces appropriate demand for coffee products among the coffee industry (Ronald and Amelia, 2017). It is mostly due to variations in the choices of the people living in various parts of the countries in the global market.
Economic Factors
The increase in overall income of customers leads to provide direct effect on the operations and develops adequate profit. Most of the population in the developed economies countries prefer coffee as a luxury brand and helps in improving overall sales of the coffee industry. There is presence of appropriate demand for coffee products in the middle-income sections of the population and manage profit in the market (Tikson, 2018).
Legal Factors
There is presence of appropriate laws and regulations in various parts of the countries for operating business for the coffee-producing companies. Most of the coffee-producing organizations abide by separate rules and regulations of different countries and maintain profitability in the operations. The development of suitable legal structure by coffee-producing organizations helps in regular operations in the coffee industry (Kalra et al. 2018). It acts as a suitable legal guideline for implementing appropriate operations for the industry.
Technological Factors
The innovation in technology has played vital part in improving operations and increase overall profit in the coffee industry. It helps in improving quality of the coffee for the customers and develops innovations in the operations. The implementation of advanced technology in framing coffee machines helps in providing quality coffee at a reduced time. It provides sustainability in the operations and provides quality coffee products for the customers (Tong, 2016).
Environmental Factors
The development of innovation in modern farming practices helps in evaluating threats in producing quality coffee. It provides coffee-producing sites an innovation in the farming practices for managing quality in coffee agriculture and reduces damage to the environment.[Refer to Appendix 2]
Life cycle Model of Coffee Industry
It is an innovative framework used for analyzing various stages of the operations for the coffee industry and reduce appropriate threats.
Introduction
In the first stage, there is development of appropriate financial structure for providing advertisements regarding coffee production for the customers. It provides direct effect on the minds of the people regarding coffee products and improves current position (Letizia, 2016). The implementation of appropriate procedures helps in minimizing threats and creates an positive image of the coffee products for the people.
Growth
In the second stage, most of the coffee products have experienced large market share and helps in improving present position. There is adequate demand among the people about coffee products and improves profit (Krisopras and Giantari, 2016). The increase in demand for products leads to development of suitable image of the coffee-producing companies in the market.
Maturity
In the third stage, growth of the coffee products is highest in the market and develops adequate demand among the customers. The increase in popularity of coffee products helps in creating competitive advantage and manages overall demand (Wang et al. 2019).
Decline
In the fourth stage, there is availability of appropriate substitutes for the people in the coffee products, which creates negative impact on the operations. The reduction in gradual demand for coffee products leads to a decrease in overall growth and developing threats in the global market.[Refer to Appendix 3]
Analysis of Internal Environment
Porter’s Value Chain Framework
The Value Chain framework is an analytical framework developed for evaluating relationships among various parts of the operations for yielding large amount of profit for the organization. It helps in providing proper evaluation of appropriate operational activities for measuring revenues for Starbucks.
Primary Activities
Inbound logistics
There is strong emphasis developed for selecting most appropriate and quality coffee beans for managing production of coffee products by the organization. Starbucks focuses on adapting fine production process by manufacturing natural coffee beans from plantation sites. The coffee beans bare transported in various logistic centers of the company inappropriate distribution channels (Martínez Puente, 2017). It helps in developing quality in the manufacturing process for the company in various parts of the market.
Outbound logistics
Starbucks focuses on selling most of the coffee products to customers through officially licensed coffee stores and improve existing products. There is absence of third party intermediates in selling the coffee products and affects overall operations. It has helped in providing adequate coffee products according to the demand of the people and develops innovative coffee chain products in popular coffee stores for people (Maharani and Siahaya, 2016).
Operations
The company operates in more than 65 countries and provides coffee products to the people through 21,000 stores. It helps in teaching to large amount of people at a reduced time and improves popularity among others in the market. The increase in overall popularity of the organization has helped in managing overall profit (Garthwaite et al. 2017).
Service
The organization provides quality coffee products and improves brand image among the customers in the global market. It helps in developing an increase in popularity and maintain regular operations (Kanokworapan et al. 2017). The company provides unique experience for vast number of customers in several areas for the market and develops customer experience.
Marketing and Sales
Starbucks focuses on providing an appropriate sample of coffee products to targeted customers in the market. It helps in increasing demand for coffee products during first launch in the market for the people.
Supporting Activities
Human Resource Development
Most of the workers in the organization are hard-working and develops positive attitude for managing appropriate operations. It helps in developing human resource management and maintains good relationships with the employees.
Technology Development
The organization develops an appropriate innovation in the technology for providing quality coffee products. It helps in improving communicating system with the customers and provides standardized products for global customers. It is vital for developing a competitive edge and improves viability in the operations (Kim and Lee, 2017).
Firm Infrastructure
Starbucks has a well- developed infrastructure for managing every aspect of the operations and develop profit in the market. It helps in developing firm position and maintains goodwill among the customers.
Procurement
The company maintains appropriate relationships with the suppliers for providing quality raw materials for production of coffee products. It helps in creating strategic position and improve customer loyalty for Starbucks.[Refer to Appendix 4]
VRIO analysis
It helps in providing a suitable framework for managing regular operations and developing suitable resources for the organization. The VRIO framework has helped organization identify appropriate resources in creating competitive advantage.
Value
The development of a superior brand image for the company has helped in developing customer loyalty and maintains appropriate relationships with the customers. It provides long- term value in the coffee-producing operations and manages overall demand of the people. Starbucks is known for providing exceptional quality in providing coffee products for the people and maintains adequate profit in the market. It is a useful process for marinating appropriate revenue and attracts large part of the people in the global market (Longin, 2018). The increase in overall market size and share of the company ensures strong position and creates long- term relationships with the customers.
Rare
Starbucks is one of the most recognizable coffee producing organizations in the coffee industry. The presence of large number of customers adds large amount of revenue and helps in conducting regular operations. It helps in developing an appropriate evaluation of position of the company in accordance with other coffee producing companies in the market (Duke, 2018).
Imitability
Starbucks prefers to develop an appropriate human resources management system for developing overall operations in the market. Most of the employees in the company are hard-working and improve current operations for the organization. The maintenance of appropriate employee relations helps in improving overall profit and maintains an suitable position (Vargas-Hernández, and Martínez, 2016). It adds to the profitability and improves existing operations for the company.
Organization
The organization focuses on developing systematic procedures for managing appropriate regulations in the operations. It acts as a suitable process for increasing overall profit and manages operations. The development of suitable process helps in managing adequate processes and improves existing operations in the market (Huang and Wood, 2017). It helps in creating an adequate competitive advantage in the existing policies of the company and develops adequate profitability. [Refer to Appendix 5]
Capabilities, competencies and resources of Starbucks
Competencies of Starbucks
The core competencies of Starbucks are to provide excellent customer service and develop appropriate advancement in the various coffee products for the customers. It helps in providing adequate range of coffee products and satisfies various needs of the people. The implementation of innovation in offering latest innovation in the products helps in reaching the customers. It offers wide range of choices for the various sections of the people in the market and enables appropriate profitability in the operations (White, 2016). The development of suitable procedures in innovation in technology offered for the customers provides adequate advantage and provides proposition for the people.
Capabilities and Resources of Starbucks
Quality Customer Service
Starbucks provides top class service for the customers and develops good relations in the market. It helps in maintaining an adequate atmosphere and maintains positive relations with the customers. The development of suitable customer service helps in focusing on appropriate needs and wants for every people in the market. It helps in maintaining positive image of the company and creates an increase in overall customer satisfaction (Oh et al. 2019). The maintenance of appropriate customer service helps in attracting large part of the people and maintains viability in the operations.
Innovation in the ambiance
The organization develops an suitable ambience in the atmosphere for providing quality customer service and attracting large part of the customers. It helps in providing suitability in the operations and provides adequacy in the operations (Samper et al. 2017). The development of suitable ambience for customers helps in attracting large part of the customers and creates profitability in the market. It helps in adding innovation in the operations and provides suitable customer services.
Long- term relationships with employees
Starbucks is known for developing long- term relationships with the employees by developing adequate motivation and provide adequate facilities for the customers. The development of proper relationships with the employees helps in conducting regular operations and improves productivity (Purnomo et al. 2019). There is implementation of adequate policies for various customers which helps in providing distinct services for the customers.
Evaluation of competitive advantage of Starbucks competitors
There are various competitors of Starbucks which provides direct impact on the operations in the market. Dunkin Donuts and Mc Donalds develop an suitable innovation in the technology for providing adequate services for the customers. It helps in attracting large part of the customers in the market and generates proper profitability (Lee et al. 2018). Ex- Dunkin Donuts provides innovation in the coffee machine for providing quality coffee within the stipulated time for the customers.
Recommendations
SMART objectives of Starbucks
Starbucks needs to focus on developing a suitable strategy for improving existing operations in the market and improve exiting performance in the next three years. It is essential for developing proper SMART objectives for the organization. These are as follows:
Specific
To improve overall profitability in the market by 60% in the global market operations within the next three years and improve customer satisfaction
Measurable
To analyze appropriate strategy for measuring profitability rate in global market
Achievable
To develop an increase in profitability and develop suitable strategy for increasing total number of customers within the next three years
Realistic
To implement appropriate profit growth and improve relations with the customers
Time able
To analyze profitability pattern and increase overall customers
Increase awareness among customers
Starbucks will prefer on developing awareness among local customers by maintaining appropriate communication. It will help in providing an appropriate strategy for attracting large part of the people in the local market about the coffee products of the organization. The development of suitable awareness among the people will help in managing overall needs and develops adequate profit. It will be vital for maintaining proper relations and connects with the customers with the help of social media apps among one another. The development of proper connections among customers will help in managing appropriate operations for the company and improves overall awareness.
Develop appropriate time for innovation
Starbucks will focus on achieving an appropriate innovation policy for maintaining good relations with the customers and enhance profitability rate in the market. It will help in providing suitable quality of coffee producing machines for providing coffee in a short time. The sustainability and innovation in providing wide range of coffee products will help in providing adequate coffee for the people within stipulated time. It will deliver innovation in the existing range of coffee products and develops viability in the operations. The implementation of appropriate advancement in coffee machine for the organization will help in providing quality coffee products for the customers within the stipulated time and attracts more customers.
Implement variation in coffee products
Starbucks will have to focus on developing suitable variations in providing range of coffee products and provide variety of options for the customers. It will help in managing various customers and provides unique coffee products for the people. The implementation of superior quality coffee products will help in attracting large parts of the customers. Starbucks will focus on providing wide variety of coffee products and improve existing production rate and manage efficiency in the operations. It will provide an appropriate variation among choices of the customers and maintain productivity in the activities. The development of suitable variation in coffee products will give an appropriate demand among the people and improve profitability rate.
PART 2: Stakeholder Report
External and Internal Stakeholders of Starbucks with evaluation
| Stakeholder Group | External or Internal | Justification for including them in your list |
| Shareholders | Internal stakeholders | Contributes a large amount of financial share in the operations and affected by the operations |
| Customers | External stakeholders | The customers provide a direct effect on the activities and provide direct impact on the profitability rate of the organization |
| Employees | Internal stakeholders | Conducts systematic operations and main part of the company. |
| Management | Internal stakeholders | Develop suitable relationship among the employees and focuses on providing suitable adequacy in operations |
| Government | External stakeholders | Implements various regulations and rules for maintaining appropriate operations in the local market |
| Suppliers | External stakeholders | Maintains an appropriate relation with the customers and provide quality products |
Analysis of selected stakeholder for Starbucks
The company needs to maintain an systematic relation with various stakeholders for managing efficiency in the operations. The company develops adequate relations with the employees for improving productivity and developing systematic activities. In the current market, Starbucks provides suitable relations with the employees for managing appropriate operations and enhance profitability rate in the global market. There has been a gradual decrease in the overall profitability rate of the organization in accordance with the competitors. It provides a negative effect on the operations and manages inconsistency in the activities (Läderach et al. 2017). Starbucks focuses on providing equal opportunities for both male and female workers in the market. It helps in developing an equal share in the operations for the company and maintains an adequate profit in the services. The demographic section of the employees lies between 18- 35 years. Most of the employees working for the company develops appropriate skills for maintaining systematic activities and manage overall proficiency. It helps in providing competitive edge by focusing on providing adequate compensation and medical benefits for the workforce of the organization.
The size of employee group for the organization depends on the availability of the workforce in the specific region. It helps in providing suitable strategies for the organization and develops appropriate workforce for the customers. The maintenance of proper workforce for the company helps in conducting operations and develops superior in the existing workforce. The strong workforce of Starbucks helps in creating an appropriate strategy for maintaining adequate profitability in the activities. It helps in developing suitability in the operations and provides adequate service for the customers (Dietz et al. 2018). The development of an appropriate performance within the employees helps in creating an adequate advantage and develops competitive advantage. It provides a direct effect on the regular operations of Starbucks and manages overall performance in the future. The implementation of an appropriate operational process to maintain proper relationships with the employees helps in improving services and creates additional proficiency in the operations. Employees are an integral part of Starbucks for managing adequate operations.
Evaluation of stakeholder interest group
Formulation of Mend low’s matrix
Mend low’s matrix helps in evaluating an appropriate framework for analyzing power and interest matrix for the stakeholders. It provides a systematic framework for managing operations and buying power for the organization (Jeon, 2017). Employees are regarded as an integral part of the company and are directly involved in the operations of the business. The development of appropriate relation with the employees helps in building strong workforce and increase appropriate profitability in the operations. It helps in increasing total demand and maintain strong workforce in the market. [Refer to Appendix 6]
Strategy adapted in communication by Starbucks
Starbucks focuses on maintaining an appropriate relationship with the employees by providing various types of long- term benefits for the employees. It helps in managing an appropriate relation with the employees and increase appropriate motivation of the employees (Seminario and Mendoza, 2018). The presence of suitable relation with employees helps in increasing overall production and improves existing operations. It helps in managing systematic operations for the organization within the given time frame for Starbucks.
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Appendix 1: Porter’s five Forces Analysis
(Source: https://www.google.com/url?sa=i&url=http%3A%2F%2Fnayeems.com%2F2015%2F05%2F28%2Fporters-five-forces-analyzing-the-competition%2F&psig=AOvVaw3QCrwiN0jKQLBoImsicQnQ&ust=1587470864447000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCLC6uv_79ugCFQAAAAAdAAAAABAJ)
Appendix 2: Macro- Environmental Analysis
Appendix 3: Industry Life Cycle Model
Appendix 4: Porter’s Value Chain Framework
Appendix 5: VRIO Analysis
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Appendix 6: Mend low’s Matrix
(Source: https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.startuptuition.com%2Fbusiness-startup-guides%2Fmendelow-s-matrix-stakeholder-management-for-startups&psig=AOvVaw1jkKJzLq2KGZUZZejdGK7C&ust=1587471373796000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCPCLoPL99ugCFQAAAAAdAAAAABAD)