Ch. 2: Strategic Planning for Competitive Advantage

     The openness from chairman Howard Schultz, CEO's, board of directors to their partners (employees) and customers in sticking with their mission statement and being able to answer to feedbacks is their guide to successful strategic planing for competitive advantage against their competitors. The creativity and new products with new services that Starbucks offers gives customers a new reason to go back or just a good reason as for why not switch over to a cheaper cup of coffee. Starbuck has expanded themselves from giving their customers a good cup of coffee to even offering free downloads on itunes and free access to Wi-fi in most of their store locations.

     Starbucks leaders skills at developing good ideas to attract new customers and to maintain their loyal customers is lead by improving stores and expanding their products not only nationally but internationally. Starbucks keeps up to date to the latest trends to be able to reach their customers by updating themselves from the usual marketing plans to social network marketing. As of june 2010 Starbucks became the second member with the most Facebook memebers reaching up to more than 10 million members. They were able to reach that mark by good advertising and by offering coupons and writing back to what Facebook user have to say about a product. They take into considerations what customers have to say and are able to change anything that is not liked by customers. But Starbucks doesn't stop there, you are also able to follow them on Twitter and they have also created their own social network, My Starbucks Idea. Customers can tell Starbucks directly of new ideas, support an idea, rate products and give reviews on them to the company. Apart from using social networks they are also advertising on TV commercials, magazines, movies, TV shows, youtube, etc. to get known nation wide to those that might not know exactly what they offer.

     Since everything now is going green Starbucks does not stay behind and they follow their mission statement by being “committed to ethical sourcing; working to ensure that every cup we serve is produced using the highest standards of quality and responsible growing practices. Coffee that carries the Starbucks™ Shared Planet™ mark assures that it has been produced in ways that are environmentally, socially and economically responsible. We are also committed to minimizing our impact on the planet, and inspiring others to do the same. We are committed to being a good neighbor and a catalyst for change – bringing together our partners (employees), customers and the community to contribute positively every day.” They use recycled materials for coffee cups and other products they sell, and they offer Ethos-Water which helps those in need of clean water which Starbucks has agreed to donate 10 million dollars. People are able to get good products and also see that Starbucks is not only worried in having a good net income but also in giving back.