Productivity: “Starbucks plans to open significantly fewer new stores in the U.S., over the 2009 to 2011 period, to less than 400 net new stores per year, opening approximately 250 company-operated stores in each of the three years. At the same time, the company plans to continue to accelerate its International unit expansion, targeting net new store openings as follows; approximately 1,050 in 2009, 1,150 in 2010, and 1,300 in 2011” (Business Wire, 2008, 3).
Competitive Position: “Total store count will be approximately 21,500 stores by the end of fiscal 2011, with the companys international presence growing from approximately 30 percent to over 40 percent of the global store portfolio” (Business Wire,2008, 3).
Employee Development and Relations: Starbucks envisions to promote cultural diversity in the workforce and to continue providing comprehensive benefits and incentives, including access to numerous partner clubs and programs that assist in the holistic development of personnel, providing a balance between work and family life (Starbucks: Working at Starbucks, 2011, 1).
Public Responsibility: Starbucks is committed to be a responsible company by extending corporate responsibility to the community, to protect the environment, to implement ethical sourcing of raw materials and provide wellness by awareness of health components in their products (Starbucks: Responsibility, 2011).
This section requires an analysis of the firm’s current long-term objectives, as identified and enumerated under Section 1. In this regard, given the Starbucks had outlined their long term objectives in the light of the seven areas of profitability, productivity, competitive position, employee development, employee relations, technological leadership, and public responsibility, it is validated and supported that Starbucks possess the qualities that strategic