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Starbucks uses market development as its secondary strategy for intensive growth. Based on Igor Ansoff’s matrix for market expansion, these strategies for intensive growth are directly related to the company’s generic strategy for competitive positioning in the coffeehouse market. This helped management to learn how to expand business over the country. On the other hand, a combination of intensive growth strategies influences the approach that Starbucks uses for growth and expansion. In Michael Porter’s model, this generic competitive strategy focuses on setting the coffee business apart from competitors. This generic strategy translates to various policies and programs to keep the coffeehouse business differentiated against the competition. A challenge in applying this generic strategy for competitive advantage is that Starbucks must always innovate to maintain its uniqueness and attractiveness among target consumers. Market Research – The factor market research helps Starbucks to apply the strategy to move forward their business through expansion. Starbucks is in a growth market, and it has a good relative overall position. Thus, to maintain competitive advantage in this generic strategy, Starbucks Coffee’s strategic objective is to innovate products and its supply chain. Research and Development Challenges in Starbucks Abstract The paper discusses about the challenges and issues faced by Starbucks. In the simultaneous implementation of its intensive growth strategies, the coffeehouse company focuses more on expanding its international market presence, as well as in offering products of high quality and value. Starbucks Corporation (also known as Starbucks Coffee Company) grows its multinational operations through a generic strategy that highlights the specialty of its products. In the years 1991 Starbucks … The company also takes advantage of social listening, which involves monitoring digital platforms such as Facebook, Instagram, Twitter, and Reddit to find out what customers are saying about the brand and collect feedback that could help the brand improve. Updated June 25, 2019. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Starbucks. For example, the focus or market segmentation generic strategy can enhance competitive advantage in operating subsidiaries that complement the company’s exiting coffeehouses. In year 1980 Starbucks expanded to Chicago. The ethics and compliance within the financial environment of the Starbucks is an important aspect of the company. Gigi DeVault. Alignment of its generic strategy and intensive growth strategies reinforces Starbucks Coffee’s competitive advantage and business performance in an increasingly competitive global market.An implication of the broad differentiation generic strategy is that Starbucks must keep innovating to ensure the uniqueness of its products in the long term. These factors influence the coffeehouse company’s strategies for intensive growth.In using the broad differentiation generic strategy, Starbucks Corporation ensures competitive advantage through products and ingredients that establish an image of specialty and uniqueness. To address this issue, Starbucks keeps innovating its product mix and supply chain. However, the cost leadership generic strategy might not work because being a best-cost provider goes against the premium brand image of the company’s cafés and merchandise.Given the intensive growth opportunities in the global market, Starbucks employs multiple strategies for effective business growth. The company expertly employs market research to keep its offerings and marketing messaging in line with consumer sentiment.