Environmental Scanning Paper

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Environmental scanning is the first portion to an organization’s strategic management and is very important to the corporation. Environmental scanning is gathering information for the external and the internal of the company. A SWOTT is the best way to gather the information. A SWOTT is determining the strengths, the weaknesses, the opportunities, the threats, and the trends of the organization. Starbucks is a coffee shop that sets out to be different from the competitors. The company does not just focus on coffee but “bring a feeling of connection” to the people. Starbucks mission is “to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time” (Starbucks, 2010, Para. 1 & 3). Starbucks is a
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Some of Starbucks opportunities include new markets, new products, and partnering with other manufacturers. Starbucks should expand the cafes globally to be able to saturate the products nationwide. Starbucks has always done limited time only for the holiday’s coffee, such as “Peppermint Swirl during Christmas or Citrus Green Tea Splash during spring”. However, Peru and El Salvador are some of the main suppliers of coffee to Starbucks, serving Fair Trade products are a way for Starbucks to stand out from many competitors. Partnering up with Keurig is an outstanding opportunity; Keurig is a company that specializes in brewers that brew singe serving cups of coffee (Starbucks Menu, 2010, Para. 7).

Some of Starbucks threats would include health concerns, inflation with products, and competitors within the caffeine market. The government is beginning to place tougher rules on the caffeine content on coffee products and the consumers are starting to look for alternative methods to consume caffeine in healthier way. The inflation on product is all over the world, the cost of dairy products and coffee has almost doubled in the past two years. If the price for dairy products and coffee continues to increase, Starbucks will have to increase the prices on the drinks. Starbucks has hundreds of competitor in the coffee market, such as McDonalds, Dunkin Donuts, 7-11, and Einstein
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