Starbucks and Target Strategic Alliance (Essay Sample)
From real national/international market, select any type of strategic alliance between two firms and answer the following questions:
1. Briefly introduce your chosen firms, partners of the strategic alliance (industry, nationality, size, market position…) Max 150 words
2. What is the type of strategic alliance used by your chosen firms? Explain its different reasons.
3. What is the method used by the firms to manage their cultures after alliance? underline the pros and cons of this method.
4. Is this strategic alliance successful? Justify.
5. What recommendations can you give for the managers of these firms to improve their competitiveness?
Strategic Alliance
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Introduction
Starbucks' partnership with Target is a textbook example of a strategic alliance. Starbucks Corporation, a Seattle-based multinational, operates coffeehouses and roasteries worldwide. Global coffee giant Starbucks is widely considered as the pinnacle of American coffee culture's second wave. Target Corporation is based in America. It is the eighth-largest retailer in the US and is part of the S&P 500 index. After being part of Dayton-Hudson Corporation in the 1980s, Target pioneered new store concepts under its brand, Target, in the 1990s. As an agreement between Target and Starbucks, most new Target stores will have a Starbucks café. In 2003, the program began.
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