스타벅스 - 영어 레포트 (SWOT 분석, Internal Analysis, Global Issue) / 파괴적 혁신 (Disruptive Innovation) 에 관한 연구를 통해서 스타벅스에 접근을한 레포트입니다. 국제경영 과제였습니다.
- 최초 등록일
- 2013.06.27
- 최종 저작일
- 2012.06
- 14페이지/
MS 워드
- 가격 3,000원
소개글
스타벅스 - 영어 레포트 (SWOT 분석, Internal Analysis, Global Issue)
파괴적 혁신 (Disruptive Innovation) 에 관한 연구를 통해서 스타벅스에 접근을한 레포트입니다.
한양대 경영학부 국제경영 과제였습니다.
목차
1.Executive Summary
2.Starbucksp
I. Introduction of Starbucksp
II. Industry Analysis (Porter’s 5 Forces, SWOT)
III. Internal Analysis (Resources, Capabilities, Core Competencies)
IV. Global Issue
V. Recommendation
3.Exhibit
4.Bibliography
본문내용
Executive Summary
The key issues that will be dealt in this essay may seem to be separate, but it is actually pieces of a complete puzzle to show that not only one issue will determine the future of Starbucks. The three issues illustrated below are negative synergies, which bound together may be disastrous for well-managed firms. The issues will discuss the overall change of the firm, consumers, and competitors.
Key Issues:
1.Changes in coffee drinking trends (Economic recession, industry characteristics).
2.The threat of new entrants (McDonalds and small coffee chains) with the support of the concept of disruptive innovation.
3.Problems in the current growth strategy of Starbucks (Increase in sales, increase in the number of retailers, and the pursuit of non-core activities).
Recommendations:
1.Differentiation strategy is recommended if Starbucks wants to continue to add value and experience and benefit from profit maximizing.
2.Cost leadership strategy is recommended considering the concept of disruptive innovation and the emergence of competitors in the low-end market of the coffee industry.
참고 자료
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