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Strategic Analysis Of Starbucks Corporation 1 Introduction: Starbucks Corporation, an American company founded in in Seattle, WA, is a premier roaster, marketer and retailer of specialty coffee around world. They also sell a variety of coffee and tea products and license their trademarks through other channels such as licensed stores, grocery and national foodservice accounts. This industry experienced a major slowdown in due to the economic crisis and changing consumer tastes, with the industry revenue in the US declining 6. Before this, the industry had a decade of growth consistent. Due to the economic slump, consumers spent less on luxuries like eating out, choosing to purchase low-price items instead of high-priced coffee drinks due to shrinking budgets. The industry is now forecasted to grow at an annualized rate of 3. This growth would be mainly driven by an improving economy, increase in consumer confidence and expanding menu offerings within the industry. Starbucks Value Chain and Marketing MetricsStarbucks Value Chain and Marketing Metrics Video
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Choose 3 of the recommendations and identify how IT could be used as part of the implementation of that recommendation. Research in the library how other companies have done something similar for each of your 3 recommendations. Your paper should be at least 3 pages, not counting the title and reference pages.
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