Reference no: EM133051575
Driving Innovation and Growth at Starbucks: From Howard Schultz to Kevin Johnson
Starbucks is one of the most admired companies in the world. Over its 30+ years in business, the firm has earned top marks for quality, service, management, innovation, and more. Starbucks was the brainchild of Howard Schultz, who conceived of a chain of Italian-style espresso bars. He served as the firm's CEO from 1987 to 2000 and again from 2008 to 2017 before turning the position over to Kevin Johnson.
ANSWER THE FOLLOWING:
1. Explain how Starbucks has used factors in the demographic segment of the external environment to create opportunities. How does it exploit these opportunities?
2. Describe at least three of Starbucks' resources and three of the firm's capabilities. Using the four criteria of core competencies, determine whether anything on your list is a core competency.
3. Which international corporate-level strategy is Starbucks using? Which mode of entry is it using? Is this the best strategy for the firm? Explain your answer.
4. Identify at least three different examples of innovation within Starbucks, and explain how these innovations add value to the firm's customers.
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Driving innovation and growth at starbucks
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