Business Policy and Strategic Management Essay Example | Topics and Well Written Essays - 250 words - 2

Business Policy and Strategic Management - Essay Example Starbucks will have to re-think the assumptions on which they based their pre-recession strategies: environmental and industry factors have changed. Strategic surveillance Starbucks follows a differentiation strategy where its basic aim is to produce a brand image within the eyes of its customer through the unique taste of coffee and the exclusivity of all its other products. Currently, Starbuck’s competitors are being favored by a global economy that is slowly recovering from a recession. How the effect of the recession will play out in the long run is difficult to project now, therefore Starbucks must increase its vigilance especially with regards to its day to day activities and their overall impact on its corporate strategy. Special alert control A special alert control is the thorough, and often rapid, reconsideration of the firm’s strategy because of a sudden, unexpected event (Pearce II and Robinson, â€Å"Chapter 13: Strategic Control† Slide 13-10). The economic and financial recession of 2008 greatly affected Starbuck’s key market segments in America and Europe. Surprisingly, the Asian markets were fairly more stable and have continued to grow.