Business Policy and Strategic Management Research Paper - 1

Business Policy and Strategic Management - Research Paper Example If the mission statement of Starbucks is to be reviewed, it shows that the company 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. Differentiation strategy is the opposite of the cost leadership strategy. Differentiation strategy makes the use of a firm’s 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 company’s uniqueness and value creation within the eyes of its customer has helped the company to pursue one of its long term strategies by opening up many stores around the globe and in 2010 the company strengthened its roots in China through this differentiation strategy and China is being considered as the 2nd largest market for Starbucks.