SWOT anaylis of Starbucks

This slides describes about the background/history of Starbucks. Also SWOT analysis of Starbucks.

Please do 'comment', if you want the assignment copy (Microsoft Word).

1. STUDENTS NAME : JESSY A/P WILSON THARSHINI A/P RATHUMANI LECTURER : MR. GENGATHARAN MATRIX NO. : SUBJECT : INTRODUCTION TO BUSINESS TOPIC : STARBUCKS COFFEE COMPANY

2. INTRODUCTION SWOT ANALYSIS Internal factors (can control) Strength (potential, advantage) Weakness (limitation, disadvantages) External factors ( cannot control ) Opportunities (Chances) Threats (Barriers, Obstacles)

3. STARBUCK COFFEE COMPANY COMPANY HISTORY First opened in 30 th March 1971 ; The name comes from Herman Melville’s Moby Dick, a classic American Novel about the 19 th century whaling inustry . In 1982, Howard Schultz joins Starbucks. Starbucks purchases and roast high-quality whole bean cofees .

4. Starbucks objective and mission Objective : establish Starbucks as the most recognized and respected brand in the world. Mission :

5. Starbucks products Coffee (Blonde Roast, Medium Roast, Dark Roast, Flavoured, Seasonal); Bottled Drinks ( Doubleshot Energy, Doubleshot Espresso, Frappuccino); Chocolate Beverages (Hot Chocolate, White Hot Chocolate, Peppermint Hot Chocolate); Iced Coffee (With or without milk); Espresso Beverages (Lattes, Macchiatos , Mochas, Cappuccino); Frappuccino (Vanilla, Strawberry, Mocha, Caramel, Peppermint, Java, Tazo ); Kid’s Drinks (Caramel Apple Spice, Apple Juice, Flavoured Steamed Milk); Tazo Drinks (Awake, Black Shaken, Chai Tea, Calm, Earl Grey, Full Leaf, Green ea , Iced, Passion, Refresh, Vanilla, Zen); Smoothies (Chocolate, Orange Mango, Strawberry );

6. Starbucks swat analysis Strengths Brand Name Valued and motivated employees Product Weakness Depends on one product only Same main product

7. Opportunities Make their own lounge Can expend their stores in many countries Entry into Asia and Far East Threats Competition (Dunkin’ Donuts , Mc Donald) Recession (cost increasing) Recipe being copied Starbucks swat analysis

8. Recommendation Make partnership with other big name Focus on growth opportunities that maximize on the potential brand awareness

9. conclusion Having assesed the evidence concerning Starbucks decision to internationalise, the internal and external environment and its impact on the company. T he company is in a strong position to expand especially after successfully scaling through the effects of the financial crisis.

10. Thank you