Business Policy and Strategic Management Research Paper - 1

Business Policy and Strategic Management - Research story ExampleIf the mission statement of Starbucks is to be reviewed, it shows that the company follows a differentiation system where its basic aim is to produce a brand image inside the eyes of its customer through the unique taste of coffee and the exclusivity of all its other products. Differentiation outline is the opposite of the cost leadership strategy. Differentiation strategy makes the use of a firms core competencies to develop an innovative strategy so that a company is valued by its customer in a unique manner.2 Starbucks has done the same by building up an international model that will help the company to scale and grow in a profitable manner, the companys uniqueness and value creation within the eyes of its customer has helped the company to pursue one of its long status strategies by opening up many stores around the globe and in 2010 the company strengthened its roots in China through this differentiation strate gy and China is being considered as the 2nd largest market for Starbucks.