Document Type

Closed Project

Publication Date

Fall 2000


Dundar Kocaoglu

Course Title

Strategic Planning in Engineering and Technology

Course Number

EMGT 525/625


Executive Overview:

Starbucks has been selling and roasting whole bean coffees for over a decade. The company has established its brand name throughout the United States and abroad with over 2, 700 stores in North America, United Kingdom, Asia, and the Middle East. Competition is increasing however, and it is vital to assess the company's strategy. This paper analyzes the current situation of Starbucks Inc., and explores strategic alternatives for its continued success in the future. The authors use several tools to determine whether there are any obstacles in the path of its growth. We analyzed the environment, identified key success factors of the industry, determined critical issues, analyzed the strengths, weaknesses, opportunities, and threats to the group, and formulated strategic alternatives. We sought the most feasible strategy for the company. In the main, we determined that Starbucks may best pursue its current course of action toward continued growth and expansion (long-term) with a few modifications to prevent erosion of its customer base (short-term).


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