Founded in 1971 and purchased by CEO Howard Schultz in 1987, Starbucks was an American success story. In forty years it grew from a single-location coffee roaster in Seattle, Washington to a multibillion-dollar international business that managed more than 17,000 retail coffee shops in fifty nations and sold coffee beans, instant coffee, tea, and ready-to-drink drinks in tens of thousands of grocery and mass merchandise stores.
However, as Starbucks moved into new marketplace circumstances as portion of its own aggressive growth strategy, the assets and tasks central to the competitive advantage in its retail coffee shops were altered or thinned, which made it more exposed to competitive threats from both higher and lower quality entrants. The company also had to make choices on vertical integration associated with its expansion into consumer packaged goods.
Starbucks A Story of Growth case study solution
PUBLICATION DATE: July 13, 2012 PRODUCT #: KEL665-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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