1. Introduction

Major objective of this study is to shed light on the strategies and efforts made by Starbuck to solve its problems related to profitability. In order to do a careful analysis of internal initiatives is undertaken to have an idea about the success of these initiatives to return to a stable pace of profitability growth by Starbucks. To have growth in profitability Starbucks needs to generate competitive advantage among the rival firms. Starbucks will have to take into account overall trends of industry, so that long run profitability growth can be assured. Both the internal and external factors faced with the firm are analyzed separately in order to have a reliable future position.

1.1. Positive Aspects related with Starbucks and Recommended Strategy

Starbucks provides healthy working environment to its employees and have detailed and employee friendly stock option plans. Moreover, the major strengths of Starbucks lie in the attractive shop design and comfortable shop environment. Starbucks aims to become a top coffee outlet not only at regional level but also at international level. So the strategy of globalization will help Starbucks to increase its profitability. In order to successfully implement this strategy performance targets for managers will have to be set so that they are provided with the incentive to improve their performance.