Strategic Management-Case study Research Paper Example | Topics and Well Written Essays - 500 words - 1

Strategic Management-Case study - Research Paper Example They have been quite successful in providing a great experience to the consumers through their stores. The stores are planned at locations meant for social interaction among people between work and office. This particular strategy has helped Starbucks to attract a large number of consumers. Starbucks provided its consumers with a place where they could get together or meet people on a periodical basis when they were not working. This strategy followed with the idea of a leading brand of specialty coffee which is professed to be a reasonably priced luxury helped the company to fit in and promote the coffee culture among the consumers (Gambardella, 2009; Kachra, 1997). Starbucks has effectively recognized and projected itself to be a place apart from work and home where the consumers can indulge in some superior quality coffee and relax themselves. This image was developed by the company through proper planning of the stores and making them comfortable with the help of furniture and soothing music. Starbucks should adeptly leverage its capabilities as well as resources by offering an array of services along with the rich ambience. It should entail services like handicapped access, common spaces for the purpose of teamwork and alliance, wireless internet and also complimentary books (Gambardella, 2009; Kachra, 1997). They should also expand their menus in order to lead in the competition and to cater to the altering requirements of the consumers. Starbucks should keep bringing in fresh products. It should focus on expanding its stores at places where a high traffic is observed for the stores. Their stores need to be located at convenient places that would be easily accessible for people who are quite busy with their work schedule. Starbucks should also plan international advertising programs and venture into various distribution channels as well. Leveraging its resources and objectives through the suggested ways