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Chapter Five: Strategy Formulation: Exploration of alternate strategies and their probable impact and explain how you choose the strategy to pursue. Do include a clear statement of the old and new objectives of the firm before you launch into the details of your discussion. You should draw what you have learned from this course and your marketing course for this section. This section is where you pull together all the analyses you have conducted and discussed

Strategy Plan components

1. Mobile cart and delivery stores

2. Customer experience: Deepen customer experience through digital innovation such as delivery service, digital ordering, cashless payment, rewards, and personalization

3. Price increase

The chosen strategy is Customer experience

In order to reach a net profit margin of 25% increase by 2019 and 30% increase by 2020 Starbucks will refocus on customer experience. By rejuvenating its commitment to service excellence SB will differentiate from competitors. These improvements will increase the growth rate through reinforcing brand loyalty, retain and increase sales with existing clients and attract new ones.