SWOT ANALYSIS OF STARBUCKS COFFEE COMANY

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SWOT ANALYSIS

Strength:
1.       The  Starbucks brand
2.       Chain coffee company
3.       Excellent product quality
4.       Social responsibility
5.       Varieties of menus and Beverages
6.       Internet services
7.       Diversification
8.       Excellent hospitality atmosphere
9.       Employment/Employees:
·         Expertise
·         Well employee treatment
·         People of color (anti racist)
·         Training and motivation
10.   Efficiency (answerable)
11.   Reinvestment strategy(shown from expansion)
12.   Well planned growth strategy
13.   Excellent government policy
14.   High customer involvement

Opportunities:
1.       New marketing opportunities in other parts of the world e.g.  Some parts of Asia and central Europe
2.       New generation will be accustomed to coffee drinking
3.       Co-branding (joint venture)
4.       The rising affluent class
5.       Favorable government policies

Weakness:
1.       High expense on rental/ leasing
2.       High competition
3.        Coffee only market
4.       Lack of unique product
5.        High price
6.       Low affluent classes
7.       Specific market (numerous competitors in the same market)

Threats:
1.       Fear of market saturation
2.       Competitors- provide  same quality of coffee @ low price
3.       The rising diary and coffee prices
4.       McDonald's and Dunkins’ Donuts
5.       Large population of low income earners
6.       Economic recession

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