Environmental Scanning Paper

Words: 1851
Pages: 8

Environmental scanning is the first portion to an organization’s strategic management and is very important to the corporation. Environmental scanning is gathering information for the external and the internal of the company. A SWOTT is the best way to gather the information. A SWOTT is determining the strengths, the weaknesses, the opportunities, the threats, and the trends of the organization. Starbucks is a coffee shop that sets out to be different from the competitors. The company does not just focus on coffee but “bring a feeling of connection” to the people. Starbucks mission is “to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time” (Starbucks, 2010, Para. 1 & 3). Starbucks is a
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Analyzing trends is a new area that organizations are beginning to consider when doing the SWOTT analysis. Starbucks treads is the music and art displayed in the cafes are from up and coming artist, and specialized group including upper class, students, and business men or women are drinking the products.
Starbucks Strategy Starbucks uses the corporate, the business, and the functional strategy simultaneously. Starbuck’s corporate strategy describes the “overall direction of the company and management.” Starbuck’s business strategy covers “the competitive and cooperative strategies.” The functional strategy is the path taken by a particular area to meet the corporate and business strategies “by maximizing resource productivity.” Starbucks has all the strategies located within one other so that each strategy can balance and back up each other, which is called a hierarchy of strategy (Wheelen, 2008, pg. 15).

Starbucks Values The corporate culture is how Starbucks created the values for the company. Starbucks values are experience, customer intimacy, and ambience. The corporation wanted to develop an experience for the consumer. Starbucks wanted to step out of the box and a new mean to customer intimacy, by making the consumer feel like a friend instead of just another coffee drinker. The organization wanted to build an ambience so people all over the community could come together.
Starbucks Sustain Competitive Advantage A unique