Honors Program, UNL
Honors Program: Senior Projects (Public)
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First Advisor
Nicole Tunnison
Date of this Version
Spring 5-4-2026
Document Type
Thesis
Citation
Terlson, Jayla. Starbucks Strategic Audit. Undergraduate Honors Thesis. University of Nebraska-Lincoln. May 2026.
Abstract
Starbucks is one of the most influential firms in the global food and beverage industry, recognized for its premium coffee offerings and differentiated, experience-driven retail model. Since its founding in 1971, the company has expanded into the world’s largest coffeehouse chain, supported by strong brand equity, global market penetration, and continuous innovation in both product development and customer engagement.
This strategic audit evaluates Starbucks’ current competitive position through an analysis of its historical performance, governance structure, mission, objectives, and strategic direction. A comprehensive assessment of the firm’s external and internal environments identifies the key opportunities, threats, strengths, and weaknesses shaping long-term performance.
Based on this analysis, the report develops and evaluates several strategic alternatives and recommends a hybrid strategy centered on product differentiation, selective value expansion, and enhanced customer experience. The study concludes with a detailed implementation framework, performance evaluation system, and risk mitigation plan designed to sustain competitive advantage in an increasingly dynamic global market.
Comments
Copyright Jayla Terlson, 2026.