THE COMPANY: Starbucks
The purpose of this
assignment is to conduct an environmental scan and industry analysis on a
company and identify how external and industry environmental factors impact the
operational and competitive landscapes of your corporation.
Consult Table C-2 and C-3
in the Case Studies section of the textbook and choose a publicly traded
company to research in this assignment and throughout the course.
Perform an external
environmental scan and industry environmental analysis on this publicly traded
company from the perspective of a business unit. Begin your analysis with the
seven segments of the general environment (Figure 2.1) and the five forces of
competition model (Figure 2.2) as presented in the text, and then complete a detailed
outline of the meaningful trends, issues, and factors that impact or are likely
to impact the overall competitive landscape for your company in the future. The
purpose of this multilevel analytical approach is to break down macro trends
and issues until you identify how exactly they affect your company and business
This analysis will require
significant research. Although the framework suggested is structured, this
assignment is not intended to be a linear exercise. Be creative in your research—the
entire idea of strategy lies in having information or insight that your
competition may not have, so this assignment may require a little digging.
Tables C-2 and C-3 in the textbook indicate where each of the listed companies
are mentioned within the text, but these references will only serve as a
starting place. You may want to look for standardized SEC corporate filings and
industry analyses through the GCU library, or you could also begin your
research by consulting online NAICS databases, SEC filing databases (such as
EDGAR), or sources like business and industry periodicals.
The format of your analysis
is limited only by your own creativity, though the "Environmental and
Industry Analysis Framework" resource may be referenced as one method of
organizing your research. While you may choose to use an Excel spreadsheet to
show your thought process and research, it is not required, and the attached
framework is intended to serve as an example rather than a template.
However, you choose to
present your material, your analysis should include the following components:
Sectors of the external environment and the five forces of
Concepts to research in each category. (Note: This list is
intended to be used as a springboard and should not be considered exhaustive in
any individual case.)
Macro trends related to the issues noted in section B. (Note:
There may be more than one trend or issue identified for each section B
Impact of the trends and issues identified in section C on your
Impact of the trends and issues identified in section D on your
operating business unit.
Conclusions about how and why these assessments are relevant to
the company overall. (These conclusions may be your own personal suppositions,
or they may be provided from external sources.)
Sources referenced in each section of your analysis.
Prepare this assignment
according to the guidelines found in the APA Style Guide, located in the
Student Success Center. An abstract is not required.
This assignment uses a
rubric. Please review the rubric prior to beginning the assignment to become
familiar with the expectations for successful completion.
You are required to submit this assignment to LopesWrite. Refer to
the LopesWrite Technical Support
articles for assistance.