Starbucks Case

Starbucks had another successful year in 2011; success was achieved without losing sight of the core values Starbucks is founded on. Moving forward with the strategic initiatives of 2012 Starbucks intends to build on its legacy of innovation.

According to the strategic initiatives discussed in Starbucks investor relations annual report (2011) the company will focus on initiatives designed to improve the results of operations and drive long-term share-holder value, and include ;

* Successful leveraging Starbucks portfolio outside the company operated store base, including more focus on international locations.

* Focusing on significant product innovation and a profitable new growth platform.

* Accelerating the growth of global consumer products

* Balancing global store growth while meeting target store level unit economics

* Executing a multi-channel advertising and marketing campaign to communicate effectively the organizations goals and expectations to consumers and employees.

Starbuck remains optimistic about remaining profitable in the intensely competitive coffee market. In 2011 the U.S. marketplace contributed 69% of total net revenues and the international portfolio contributed 22% of total net revenues. For the fiscal year 2012Starbucks expects moderate growth driven by single-digit increased comparable store sales, new store openings and strong growth of customer packaged goods business (Starbucks Investor Relations: Annual Reports, 2011).

In addition, Starbucks commitment to their global impact remains high as Starbucks continues to strive for global responsibility and intends to develop comprehensive recycling solutions for their plastic and paper cups by 2012 and continue to encourage customers to bring reusable plastic tumblers (Global Responsibility Report Goals & Progress 2011, 2011).