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The human resource function and organizational goals currently affect Starbucks because of the increasing competition and the global crisis caused by the Covid-19 pandemic. The main area where the company seems to lack alignment is the cost advantage that Starbucks rivals have over the US mogul. According to Hartani et al. (2021), many business growth opportunities are hindered due to the inability to attract valuable customers and provide a rationale for increasing coffee prices. The company also does not align its strategy against supermarket distribution, making it relatively harder for customers to find competitive advantages that would protect the brand image while aiding the organization in terms of focusing on the quality of the final product. Saldanha et al. (2020) noted that the lack of strategic alignment affects the companys expansion, causing Starbucks to focus much more on the overall output. Franchising is one of the areas where strategic alignment is currently functioning properly. According to Razak and Pardhasaradhi (2021), the companys management started paying more attention to research and development, making it easier for Starbucks to penetrate markets.
To alter the current state of affairs at Starbucks, it could be suggested to reduce the price of the product and increase global sales by navigating through low-cost markets. The first step on the way to improved strategic alignment would be to build effective partnerships in new markets by means of technology and advertising. By building consumer awareness, Starbucks might be able to strengthen its market presence and appeal to consumers who have been skeptical in the past (Razak & Pardhasaradhi, 2021). The next step is going to be a thorough review of the are hindered due to the inability to attract valuable customers and provide a rationale for and innovation could be utilized to demonstrate market diversification and capitalize on research and development (Hartani et al., 2021). As a result, Starbucks might see improved strategic alignment while developing new products and establishing an international presence.
References
Hartani, N. H., Haron, N., & Tajuddin, N. I. I. (2021). The impact of strategic alignment on the sustainable competitive advantages: Mediating role of IT implementation success and IT managerial resource. International Journal of eBusiness and eGovernment Studies, 13(1), 78-96. Web.
Razak, A., & Pardhasaradhi, S. (2021). Strategic management tools: Text & cases. Readworthy Publications.
Saldanha, T. J., Lee, D., & Mithas, S. (2020). Aligning information technology and business: The differential effects of alignment during investment planning, delivery, and change. Information Systems Research, 31(4), 1260-1281. Web.
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