Title: Starbucks strategy Starbucks strategy in 2004 The basic keys elements in the strategy of Starbucks for 2004 were the following: Furthermore, employee selection and their training were very important for the company. They incorporated the same policy and principles worldwide in all of their stores. The process that following is that the Executive Manager create a strategy planning and after gives answers to first level managers (stores executives) in order to create an operation planning which fits into their stores. How the strategy evolved during the last four years? In 2006, the growth strategy balances accelerated development in line with the long-term retail potential of existing countries, while entering several promising new markets. For 2008, the strategy include the improvement of the current state business by refocusing on the customer experience in the stores, new products and store design elements, and new training and tools for the Company’s store partners to help them give customers a superior experience. Because of the financial crises, Starbucks decide to close a number of underperforming store locations, enabling Starbucks to renew its focus on its store-level unit economics.
In conclusion, Starbucks plans to reduce energy usage, by doing store audits to become as efficient as possible. These sociological efforts are being taught to employees globally to help make a positive contribution to the environment. References Starbucks, Article 13, criteria for selection, (2002)[online] Available from: http://www.article13.com/A13_ContentList.asp?strAction=GetPublication&PNID=194 Available from: Available from: http://www.mhhe.com/business/management/thompson/11e/case/starbucks-2.html