Changes in Starbucks Business Model Based on 2008 and 2020

Abstract

This paper mainly analyzed the business model and strategy transformation made by Starbucks in two key years, namely the financial crisis in 2008 and the sudden outbreak of the epidemic in 2020. The main objective of this paper was to understand and analyze the decisions made by Starbucks in terms of financial performance, strategy and business model during these two special years, to bring better inspiration and corresponding strategies to other multinational enterprises. This paper first investigated and analyzed past articles in related fields, and then conducted a financial ratio analysis on their financial statements between 2007 and 2021. Finally, it concluded that based on the analysis of Starbucks, other multinational enterprises should learn from its strengths and avoid risks. First of all, other multinational companies could actively expand their market shares, but not blindly. Secondly, relative services should be provided according to the demands of customer groups. Thirdly, we should analyze the current economic development in time to choose between long-term and short-term debt. In addition, employee benefits and incentives were also one key factor for Starbucks to become a successful multinational enterprise.