Among the three business strategies of growth, stability and scaling, I chose stability for this assignment. As mentioned in the course material “Growth is not necessarily the best strategic alternative for every healthy organization.” Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Starbucks aims to maintain stability in the company. Starbucks is one of the leading companies in the coffee industry. It continues to introduce innovative products and keeps its products easily accessible to people. The company continues to maintain high product quality while maintaining its position in the market. According to InvestorPlace “Two years ago, SBUX stock was trading at around $60 per share. Today it trades at around $54 per share. To put this lack of movement into context, two years ago the S&P 500 Index was trading at around 2,050. Today the S&P 500 is at 2,570”. According to them, the company is not growing much and its shares are almost at the same level as the last two years. Starbucks has two strong competitors in the coffee industry, Dunkin Donuts and McDonald's. According to Forbes “Many companies have tried to copy and replicate Starbucks' business model. Some have tried to replicate the company's espresso drink menu, such as McDonald's with its McCafe product line. Others have tried to copy its "third place" concept, such as Costa Cafe in London and Caffe Bene in New York City. Even with the growing competition, Starbucks maintains its quality constant which instead helps it to have loyal customers. According to TheStreet “Over the past decade we have seen numerous companies in a variety of industries place an increasing level of importance on customer loyalty in more creative ways. I have been following one of my favorite companies, Starbucks ( SBUX - Get Report ), with great attention for several years. They have rewards for signing up. These loyalty rewards help customers get rewards on each of their purchases from any of the Starbucks franchises. They offer free drinks to season ticket holders. Furthermore, after a certain period of time, when certain conditions are met, loyal customers get a green subscription with which they can get free top-ups. They offer Frappuccino Happy Hour which gives away some drinks at low prices to attract more customers. The company is performing well in happy hours. They aim to maintain these results and will eventually devise strategies to increase sales using happy hours. The company tries and creates strategies to maintain the current size and scope rather than planning for the growth of the company. Since “growth can deteriorate the quality of product and customer service” as mentioned in the course material. The company adopts growth strategies but by increasing sales and gaining loyal customers rather than expanding. Please note: this is just an example. Get it now a custom paper from our expert writers. Get a custom essay Corporate level strategy is the strategy formulated at the highest level for the overall organization. Starbucks is creating a milestone in the industry by providing the best and unique service not in terms of activities but also in matters that define the well-being of the community or society as a whole The strengths of the company are its unique product and positive brand image that helps to maintain the its loyal customers.