Management 431
Dr. Sopo
June 4, 2013

Starbucks Strategic Analysis Project Jared Hall
Monica Diederich
Brandy Putman
Management 431
Dr. Sopo
June 4, 2013

Starbucks Strategic Analysis Project Jared Hall
Monica Diederich
Brandy Putman

Stage 1: Developing a Strategic Vision, Mission, and Values Starbucks is a high quality coffee empire that is composed of a host of café’s and shops that sells many different roasts of coffee and coffee drinks to an array of on-the-go customers bustling about during the course of the day throughout the entire world. To say that Starbucks is merely a coffee shop is an enormous understatement. The chain is composed of over 20,500 stores located in 62 countries. Precisely 13,279 of them are located in the U.S. alone. (Starbucks Company Profile, 2012) The company features an array of hot and cold drinks as well as sandwiches and pastries. One of the overall goals of Starbucks is also to be a home away from home featuring comfortable couches, friendly barista’s, and an inviting atmosphere. Various paintings hang on the darkly painted walls. The newest, coolest, and relaxing music is always playing in the background. In a roundabout way, the entire store is designed to help one wind down after a long day’s work, mindlessly grab a cup of very expensive Joe, and engage in deep conversations with friends and total strangers in order to forget about the stressful elements of the outside world. For the most part the Starbucks objective has been very successful; and very profitable. Starbucks opened their first store on March 30, 1971 at Pike Place Market, Seattle Washington by three college friends who attended the University of San Francisco. The original name for the store was to be Starbucks Coffee, Tea, and Spices. (Starbucks Company Profile, 2012) The original goal was to only sell whole bean roasted