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Core Business Skills

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Core Business Skills
1.0 INTRODUCTION This particular assignment's aim is to discuss the application of the strategic management process in a retail industry. I have chosen Starbucks Coffee as my food and beverage industry to research on, and to thoroughly explain the strategic management process implied by them.

Starbucks Coffee Company was founded by English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker back in year 1971 Seattle, Washington. Starbucks Coffee Company is known as the world's leading coffee retailer, roaster and last but not least brand of specialty coffee. Apart from providing only coffee, Starbucks Coffee also cater light snacks like sandwiches, delicious pastries, healthy salads and etc.

Since Starbucks Coffee is the world's leading brand in coffee, they serve up to 35 million customers from all over the world weekly. Because of their great reputation, they have successfully opened up to 17,000 stores worldwide. The company's mission statement is to 'inspire and nurture human spirit'. Firstly, Starbucks Coffee focus to provide a 'great work environment' to their members so that they are treated with 'respect and dignity'. Secondly, Starbucks Coffee also believes that conducting business ethically is the main key to be successful in a business. As a worldwide and leading-brand company, Starbucks Coffee insists strongly on upholding a culture where diversities are well valued and respected. These diversities include 'inclusion: human connection and engagement', 'equity: fairness and justice', 'accessibility: ease of use and barrier free' so that employees with diverse background are fairly treated and respected to ensure a comfortable and enjoyable workplace (www.starbucks.com 2011).

2.0 Strategic Analysis
2.1 Internal Analysis
2.1.1 Strength: One of the main strength possesses by Starbucks Coffee is the strong brand image they have. In terms of the coffee industry, they are considered to be most reputable compared
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