Strategic Management Essay Example | Topics and Well Written Essays - 3000 words - 27

Strategic Management - Essay Example87, the alliance unveiled a five years plan which was aimed at opening more than 125 stores in new beas at a terms of $ 60 million (My Starbucks Idea 2012, par. 7). To attain the required resources to open new outlets, the company introduced an Initial Public Offering in 1992. The success of the offers enabled the Starbuck Company to unveil other very mingled expansion programs. To get going in the contemporary competitive market, the company has continued to come up with strategies that are aimed at expanding its business into other global markets. Currently, the company is one of the most successful umber industries in global market.Due to economic and technological development, the Europe continent is one of the most competitive coffee markets in the world. This is due to the presence of large coffee industries in the continent. Therefore, for Starbuck Company to prosper in the European continent market, it ought to come up with exceptional ly effective market plan (Gulati, 2007, p. 99). The essay below exit offer a detailed evaluation and analyses of the Starbucks external markets in Europe. The essay will as good analyse the Starbucks strategic capability as well as the companys strategic fit analysis.The European economy is in most cases affected by some external factors such as economic recession. The economic recession and other economic factors have over years brought about dire impact in the operation of Starbucks Company. For instance, the 2008 and 2009 global recession increased the operational cost of the company frankincense lowering its profit margin. On the other hand, the 2008 recession as well played an awfully circumstantial role in reducing the number of the companys customers. This was due to the facts that, despite of the high cost of the products in the continent, the level of unemployment remained high with very limited wages.Moreover, the Starbucks Company competes at two main levels in the Eu ropean market, the Italian-style coffee beverage and