Starbuck’s Strategy and Tactics
Oct 7th, 2010 by chrischoi
What is it that make some companies succeed, and others to succeed even greater? It is the simple concept of using strategies and tactics to get to one’s desired vision. For example, as we all know, Starbucks is one of the world’s renowned coffee chains that began in Seattle of 1971. In 2007, Starbucks Corporation decided to expand their company internationally and to enter the strong and ever-growing market of China by sourcing coffee to the country. This was Starbuck’s strategy; the overall goal or plan that a business takes in order to reach success. In order to achieve such ambition, Starbuck’s needed a tactic, which were steps taken in order to reach one’s goal. News reports claim that the company had already taken initial steps by sending workers to China to teach Chinese farmers how to cultivate coffee. The next tactic that the company took was opening the first Starbuck’s Coffee in China. Doing so, they were able to prosper greatly and adapt to the local culture and market conditions. By utilizing the concept of strategy and tactics, the company was able to flourish and now currently has 390 Starbucks stores in China.