1. The case study mentions numerous examples of diversification through acquisition, but not all of these acquisitions have proved to be successful. Since the case study was written, for example, Starbucks has closed both

SOE11105 Contemporary Issues in Strategic Management Coursework 2: Case Study Assessment

You are required to conduct an analysis of the following case study and article: Starbucks Corporation: the new S-curves by Katherine Ludwig, in

1. The case study mentions numerous examples of diversification through acquisition, but not all of these acquisitions have proved to be successful. Since the case study was written, for example, Starbucks has closed both its La Boulange and Teavana outlets

2. Faced with the possibility of market saturation in America, Starbucks undertook a number of strategic alliances in order to continue to grow in the domestic market. Discuss the rationale for companies entering strategic alliances, and consider: a) whether this growth strategy was a sensible choice for Starbucks, and b) how Starbucks might leverage its strengths to minimise the inevitable risks associated with forming strategic alliances

3. Use the cultural web to articulate Starbucks’ organisational culture, and argue how successful it has been in using this to optimise changes in strategic direction.