Starbucks and Company

Starbucks: A Strategic Change and Management Perspective

Master Thesis
Submitted in partial fulfilment of the requirements for the degree of a
Master of Science in Management

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Table of Contents
List of Figures and Tables ............................................................................................... 4
Introduction ..................................................................................................................... 5
Research Methodology ................................................................................................... 7
Company Background and Overview .............................................................................. 8
The Starbucks Miracle................................................................................................... 11
Starbucks’ Basic Strategies........................................................................................... 13
Competence-Based Strategy.............................................................................. 13
Focus Strategy ................................................................................................... 14
Distribution and Location .................................................................................... 16
Summary ............................................................................................................ 16
The Starbucks Value Chain Analysis ............................................................................ 17
Online Survey on Starbucks.......................................................................................... 23
The Need for Strategic

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