Starfucks Case Study: Starbucks

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Starbucks Case Study Summery
Starbucks has a very strong competitive advantage among many multi-national coffee-chain. This report addresses to how Starbucks has reached to this position and how it sustains its competitive advantage as it expand its stores worldwide, which might increase the risk to change also the key issues this firm is facing how to overcome them and alternative actions.

Starbucks started as a small store in Seattle’s Pike Place Market in 1971. The name Starbucks was chosen in honor of one of the characters in Moby Dick’s first mate. From being a small coffee bean roasting shop in Washington turning up into a multinational organization, It mainly focused on three main elements such as providing multiple items, an outstanding and reliable customer service, and continuous improvement in quality. It has now been a multinational coffeehouse servicing over 49 different countries with a competitive advantage over several coffeehouse around the world. The company experienced rapid growth going public in 1992, and growing tenfold by 1997. According to Garza by 2004 Starbucks had reached 1,344 locations. Their core competencies can be defined as high quality coffee, products at accessible locations and affordable prices, provided a community to share in the coffee drinking experience, and variety of choices. However, Starbucks started facing its own struggles as it saw sales start slipping before other companies did in the recent recession. It then closed 900

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