Corporate Strategy: Starbucks Coffee

This lecture covers the corporate strategy of Starbucks Coffee, from its foundation in 1971 to its global expansion and key figures. It analyzes the external environment using PESTEL and Porter's 5 Forces frameworks, as well as internal analysis focusing on core competencies and profitability. The diagnosis includes financial performance and recommendations for broadening distribution channels, expanding the retail/at-home coffee market segment, and strengthening the Chinese market expansion.