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Starbucks Business Environment

In: Business and Management

Submitted By malejandrau72
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Foresight Exercise - W1 Assignment
Company nominated: Starbucks Corporation (Starbucks)
Outline what the Probable scenario might be in 3-5 years time. Then consider if you could predict the future by creating it; what would be the Preferred scenario?
Outline what the gap between the two scenarios are and outline some strategies that could be used to bring the Probable outlook closer to your Preferred outlook, thereby gaining competitive advantage.
The business environment is the internal and external conditions with legal, social, economical, political or technological character that affects the operation of organizations.
Current Scenario:
Starbucks Internal Environment: (based on 2008 to 2010 Starbucks’ information) * People: Highly trained Baristas. Employees are called “partners” and has power of making decisions at the stores * In 2009, the corporation had a significant restructure, review of stores portfolio (which included a closing of about 182 stores in 2010 and 659 in 2009), headcount reduction of non-store support, product waste reduction and stores labor efficiency. * Product & services: Launching and expansion strategy in 2009 of the “Seattle’s Best Coffee” coffee places and in 2010 the ready brew Starbucks VIA (instant coffee sold at Starbucks stores and grocery markets). There is a trends to keep launching on a quarterly basis new products, some of them different from coffee, such as Food (sandwiches, muffins, etc), and Tazos tea flavors * R&D: Improvement of IT systems to ensure efficiency, wi-fi in stores, etc. Quality and optimization programs regarding to prepare a perfect shot of espresso, broader coffee beverages and reduction of product waste among others. * Operations: Starbucks is operating in more than 50 countries. It has 16,858 stores at the closing of 2010 (11K are US stores and 5.7K international). The…...

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