Analysis of Starbucks Corporation's International Management Issues (Dissertation Sample)

Analysis of Starbucks Corporation’s International Management Issues
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Table of contents
CHAPTER ONE: INTRODUCTION................................................................................................4
1 Company overview......................................................................................................................4
2 Starbuck Corporation Porter’s diamond analysis………………………………………..5
CHAPTER TWO: LITERATURE REVIEW……………………………………………….8
2.1 Managerial challenges……………………………………………………………..…….8
2.2 Competitive challenges……………………………………………………………….10
2.3 Collaborative challenges………………………………………………………………12
2.4 Cultural challenges………………………………………………………………………12
2.5 Organizational challenges………………………………………………………………14
2.6 Worldwide learning challenges………………………………………………………….16
CHAPTER THREE: STRATEGIC OPTIONS………………………………….………..19
CHAPTER FOUR: RESEARCH PROPOSAL…………………………………………..25
4.0 Rationale for choosing Starbucks……………………………………………………..25
4.1 Rationale for the study…………………………………………………………………..25
4.2 Purpose of the study…………………………………………………………………….26
4.3 Objectives……………………………………………………………………………..….26
4.4 Study Design…………………………………………………………………………….27
4.5 Study Area……………………………………………………………………………….28
4.6 Study population………………………………………………………………………….29
4.7 Sampling design…………………………………………………………………………..29
4.8 Sample size………………………………………………………………………………..30
4.9 Instrumentation…………………………………………………………………………...31`
4.9.1 Validity of instruments………………………………………………………………….31
4.9.2 Reliability of instruments………………………………………………………………...31
4.10 Data collection procedure…………………………………………………………………32
4.11 Data analysis and presentation……………………………………………………………32
4.12 Reliability and validity of data collected and analyzed......................................................33
4.13 Expected study limitations..................................................................................................34
4.14 Ethical considerations.........................................................................................................34
CHAPTER FIVE: CONCLUSIONS AND RECOMMENDATIONS......................................36
5.1 Conclusion.............................................................................................................................36.
5.2 Recommendations..................................................................................................................37
CHAPTER SIX: REFERENCE LIST........................................................................................39
CHAPTER SEVEN: APPENDICES..........................................................................................46
7.1 Sample questionnaire..............................................................................................................46
7.2 Consent form...........................................................................................................................50
CHAPTER ONE:
INTRODUCTION
1.1 Company overview
Starbucks Corporation is an American based multinational enterprise that deals in marketing and retailing of specialty coffee around the world. The company was established in 1971 in Seattle but has since expanded its operations to dominate the global market. According to the 2016 company reports, Starbucks runs its operations in more than 26000 locations in 67 countries across the globe. Owing to its expansive network in the world, Starbucks is a big employer with a total work force of 182,000 employees across the world (Starbucks, 2015). The workforce is culturally diverse because employees are selected from the different countries in which the company operates. Starbucks Corporation is known for its high quality product mix. Some of the beverages produced include whole bean coffee, micro ground instant coffee, roasted and handcrafted coffee, tea, several fresh food items and others. Most of these products are directly marketed through the company’s main retail and wholesale and distribution channels. Additionally, the company sells some beverage products and licenses their trademarks using secondary channels such as licensed stores, national food service accounts and grocery stores. Over the years, Starbucks has managed to establish constructive partnerships with other successful brands such as Tazo, Teavana, Evolution Fresh and Seattle’s Best Coffee with which it uses to market some of its products. The company has dominated the beverage industry and remained ahead of competitors because of its exclusive production and marketing strategies and contribution to social development. In the fiscal year 2013, Starbucks recorded total revenue of $14.89 billion (Starbucks, 2014). Since then it has been able to maintain high profit margins. International corporations are always faced with many challenges as they try to navigate the global market. This report examines some of the international management issues that the company faces and the mechanisms implemented to overcome these challenges.
1.2 Starbuck Corporation Porter’s diamond analysis
Global economies and multinational enterprises possess certain inherent factors that give them a national comparative advantage in their businesses. Such factors include land, natural resources, labor, population sizes and strategic locations that favor the growth of businesses. The porter’s diamond model posits that multinational elements can create these elements for themselves in order to enhance their competitive advantage. The main elements that determine the competitive advantage of business enterprises according to the porter’s diamond model are firm stra...