The mission of Starbucks Coffee Company is to “inspire and nurture the human spirit, one cup and one neighbor at a time.” To serve its customers, the company strives to select the highest-quality coffee known as Arabica beans from Latin America, Africa, and Asia. The roasting of coffee has developed into the brand’s expertise. As a result, the company has increased its confidence in the unique flavor of coffee beans, and it can satisfy its customers.
One of Starbucks’ growth strategies is to expand its store base. Instead of focusing on dine-in locations, the company has concentrated on drive-thru in urban and suburban communities (Sakal, 2018). Express stores are also considered a viable concept for cities such as New York, Boston, and Seattle. It is a strategy that is primarily focused on increasing the store penetration of the company. In India, for instance, Starbucks has partnered with India’s Tata consumer products to launch an aggressive store opening in new formats and in new cities. Another business strategy is to concentrate on generating new customer encounters.
For Starbucks locations, the lunch hour has been the fastest-growing time of day in recent years. The company has bolstered its efforts to offer on-the-go box meals with fresher ingredients and a concept called bistro boxes, including sandwiches, salads, and a tea product, bolstering its tea platform (Sakal, 2018). The company has gone ahead to introduce packaged meals with varying degrees of nutrients such as a lower calories Starbucks lunch which constitutes a protein pact food
Over the last few years, I believe that society has witnessed the rise of corporations such as Starbucks and the decline of others such as Dunkin Donuts. A business plan is critical, and Starbucks has consistently adapted to shifting consumer needs. Starbucks, in my opinion, is on the right track towards realizing its full objectives as a company. However, excessive expansion can result in market saturation, affecting even companies that have a comprehensive business model as Starbucks. To exist, a business must have a competitor, yet becoming that competitor might be detrimental to the long term.
Among the most important recommendations is that Starbucks should provide a combination menu. I believe the firm is attempting to avoid the fast-food notion. Their primary goal is to provide an affordable coffee bistro ambiance that creates an incredible experience. Fast food businesses such as McDonald’s have altered their store layouts and styles to conform to the Starbucks theme and concepts. Enriching their business-level strategy would guarantee the company a long-term competitive advantage in the hospitality industry, adding to the expansive market it presently controls.
Reference
Sakal, D. V. (2018). Company analysis of Starbucks Corporation. Web.