Contemporary Management

Article Analysis Sheet # 3

Article Topic/Research Topic: Starbucks Corporation: Leading Innovation in the

21 Century.

Name: Menna Tullah Hassan Ahmed Sayed Abd el all

ID: Submission Date: August23, 2019

1. Introduction:
The Article Case will Analysis will discuss the Leading Innovation in the 21 Century, Star
bucks Corporation Leadership & Power, Starbucks SWOT Analysis- Creativity, Application of
the system, it will ended up with numbers of outcomes & list of recommendation.

2. Subject/Title:
Starbucks Innovation

3. Analysis:
3.1 Starbucks Corporation Leadership & Power.
Starbucks began selling and distributing coffee at wholesale businesses, within the next
decade, leaders made the decision for Howard Schultz to purchase the company and
manage the sales of the retail stores as well as to support the marketing campaign.
3.1.1 Senior Management
 Senior management and Schultz worked together to locate professionals who would
be suited to adequately manage and deliver the outcomes of Starbucks Corporation
in the global arena.

3.1.2 Social Media

Social media is a valuable tool for Starbucks Corporation because it drives the
sustainability of the company’s brand
3.2 Innovation steps had implement
3.2.1 Deploying social media to effectively support the branding and marketing
position of the product
3.2.2 Understanding the role of a new channel to use the social media.
3.2.3 relying on effective strategies to protect consumers’ engagement with the
products
3.3 corporate social responsibility

One avenue of innovation for Starbucks Corporation in that it helps to protect both the brand
image and the environment.

3.4 financial support

Starbucks was able to finance its international expansion by building a solid presence in the
stock market.

3.5 Starbucks SWOT Analysis

3.5.1 Starbucks SWOT Analysis Creativity
Starbucks Corporation is known as a roaster, marketer and retailer of specialty coffee.
Starbucks Corporation has set a retail footprint in the global coffee retail industry. In
emerging economies, market such as Brazil, Russia, India and China has expanded new
stores by acquiring local companies. As indicated by Canadian Company Reports (2014)
“However, higher commodity costs, intense competition, and legal proceedings could
have an adverse impact over the business, operating results and financial condition of
the company”.
 3.5.2 Starbucks SWOT Analysis – Leadership
Leadership has been one of the most attractive topics in the business discipline.

1. Outcomes:
Starbucks Corporation is a solid and sustainable organization in the global coffee market
because the company strives to surpass excellence by meeting the five factors of spirituality
at work.
 strong leadership position in the market
 organizational financial sustainability
 suitable work environment
 innovation commitment
 CSR requirements

2. Recommendations
iam recommending this innovation steps will be applied on private/ Local sectors.

3. References
XXX