Description
Instruction
Remember, scholarly work should be fully based on research and analysis. Scholarly writing requires a different set of standards than other types of writing. In scholarly writing, you will want to avoid bias, incorporate evidence, and create a strong argument. Scholarly writing requires concise, precise, and clear language. Every declaration that you make in your paper should be supported by a scholarly citation. Try mixing up the sentences that you author with a combination of simple sentences, complex sentences and compound-complex sentences. If you use one type of sentence structure over and over, it becomes difficult for the reader to follow. Don’t forget to cite your text!There are many resources in your book that can be used to support your work.
For reference it will be great if you use the book
Steiner, J., & Steiner, G. (2012). Business, government, and society: A managerial perspective (13th ed.). New York, NY: McGraw Hill Companies, Inc.
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Running Head: STARBUCKS INTEGRATED SYSTEM
Starbucks Integrated System
Name
Instructor
Institutional Affiliation
Date
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STARBUCKS INTEGRATED SYSTEM
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Business Profile
Starbucks Company is an American coffee corporation and deals with the production and
marketing of coffee and other related products and services. The company was established in
1971 in Seattle, Washington by Jerry Baldwin and two other partners. Typically, the company is
regarded the major illustrative of ‘second wave coffee,' originally differentiating itself from other
coffee-serving facilities in the country by quality, taste, and customer service delivery. Since its
inception in over four decades ago, Starbucks has grown to be the market leader in the coffee
shop industry. Currently, the company has over 23,700 coffee shops and outlets across the globe.
Starbucks is a publicly traded company and it’s listed on NASDAQ. Starbucks deals with not
only coffee, but also other products such as baked goods, tea, smoothies, and sandwiches.
Starbucks current CEO is Kevin Johnson. Johnson took the role of CEO on April 2017, after the
former CEO Howard Schultz resigned.
Market Share and Competitors
The coffee shop industry is amongst the competitive industries in the United States and
the world in general. However, unlike most industries, this industry is typically a small sect of
the vast beverage and food industry. Starbucks faces stiff competition from other established and
large-sized rivals that compete with it. In the coffee house industry, Starbucks holds
approximately 10% of the total market share. The remaining portion of the market share is
divided amongst other competitors. Some of the company’s stiff competitors include but not
limited to Dunkin’ Donuts, McDonald's, Chipotle Mexican Grill Inc., Wendy’s Co, and Yum
Brands among others (Doppelt, 2017).
STARBUCKS INTEGRATED SYSTEM
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Opportunities and Threats
Starbucks is among the largest and leading coffee shop companies in the United States
and the world in general. However, the company faces a number of opportunities and threats that
tend to enhance and limit its growth, success, and overall expansion. Starbucks operates in a
fluctuating business environment that provides not only opportunities but also threats. These
opportunities and threats are as a result of the changing environment, and thus the company has
no control and influence over them.
Opportunities
I.
Global expansion
One of the opportunities presented to the company is global expansion. Starbucks has the
opportunity to expand its operations and businesses to other foreign markets. Typically, the
company has the opportunity to expand to Asian countries and well as African countries.
Economic growth and development in these regions provide an opportunity for the company to
tap those untapped and underutilized resources (Steiner, Steiner, 2012).
II.
Diversification of products
Diversification of products and services is also another opportunity presented to
Starbucks. To gain a competitive advantage to surpass its rivals and gain a broader custome...