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Starbucks Strategic Analysis, Jillian Jacoba
Starbucks Strategic Analysis, Jillian Jacoba
Honors Theses
Starbucks is a multinational chain of coffee shops and roasteries that was founded in 1971. Starbucks has continued to grow for the past 51 years and continues to dominate the coffee industry. This strategic analysis evaluates the general environment using a PESTEL analysis, the industry using Porter’s Five Forces, and the company’s overall strategy and competitive advantages. This paper will evaluate Starbucks’ position in the industry and the strategic choices that have led the company to its extraordinary success.