Abstract
Starbucks is an American company selling coffee cup to customers in its own stores all around the world. This firm is more present in manufacturing countries such as in the North American and East Asian areas and also in Europe.
Nevertheless, the area that we are concerned is Europe and especially France, where the competition and the rivalry in this coffee store sector is really important.
In order to compete and differentiate its offer, Starbucks has to improve its competitive advantages by anticipating customer behaviors and the trends of the markets. Therefore, we are thinking that Starbucks has to adopt and implement a new Strategy to keep a competitive edge compared to its competitors by launching a Blue Ocean Strategy.
In this paper, we will explain the new vision of Starbucks Corporation to implement this new strategy of launching a new concept of drive-through stores in Europe in 2011.
Consequently, we will explain this strategy in four steps which are at first set up where we are, then where we want to go, how to get there and finally how control, evaluate and improve our implementation plan.
