Internal and External analysis of Starbuck

An internal analysis’ purpose is very similar to that of an external analysis. Both are essentially developed to assist an organization build a successful strategy. Where they differ is that the external analysis focuses on the influential external elements; an internal analysis focuses on the internal forces. An internal analysis can unquestionably assist an organization drive up the profits aligning with internal matters. First, it is important to recognize what an internal analysis entails. In the course of this paper we will be looking into the key components that comprise this analysis. These components are StilSim’s value-chain, resources, core competencies, stakeholders, and finally their mission and vision.

the internal analysis of the firm and the external analysis of the industry and competitive environment

In this technique, internal strengths and weaknesses of a company and external opportunities and threats faced by it are closely examined to chart a marketing strategy for the future (Forsyth, 2010, pp. 102-106). Major strengths, weaknesses, opportunities and threats of Starbucks are analyzed below.

Analyze the external and internal environment for opportunities, threats, strengths, and weaknesses that impact the firm’s competitiveness.

Identify elements of the external environment and internal resources of the firm to analyze before formulating a strategy.

Starbucks has created a competitive advantage with their product quality by setting themselves apart from their competitors. “The Company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which is the case with its closest competitors, McDonald’s and Dunkin Donuts” (Mourdoukoutas, Panos). Consumers believe they are receiving a better product and experience when they purchase from a Starbucks as opposed to another large food service company that may sell coffee.

In order for the strategy to be successful it should realistically assess the company’s internal resources. An internal analysis is used to identify the strengths of the company and identifies the weakness to overcome in the strategy. The internal analysis will help with understanding the internal issues that exist at StilSim by evaluating a value chain analysis, a resource analysis, core competencies and a stakeholder analysis.

Coffee, Tim Hortons most significant source of income, is produced in more than fifty developing countries, including Latin America, Africa, and Asia. Understanding the importance of keeping costs low, Tim Hortons has strategically chosen to develop their coffee in these regions. Keeping costs low means an increase in profitability, appealing stakeholders. However, The roasting and branding of coffee is more capital intensive, subsequently relocating that aspect of their business to northern industrialized countries ( COFFEE VALUE CHAIN & P3G ANALYSIS, n.d).

The internal factors are inclusive of the marketing mix of the organization and the organizational goals. The product itself is a huge

There are five main components of an Internal Analysis, including resources, capabilities, core competencies, competitive advantage, and strategic competitiveness. Each component is the basis of next one in turn.

outstanding customer service. Its brand is the most valuable brand the in coffee market and is

Starbucks is the premier roaster, marketer and retailer of specialty coffee in the world. It is the No. 1 branded coffee house chain in the world, with 19,797 company operated and non-company operated stores in 62 countries (Starbucks Corporation, 2013). The CEO Howard Shultz leads them, and Starbuck’s employs 182,000 persons. Starbuck competes globally with other coffee shops, and fast food chains that offer coffee on the menu (Shah, Hawk, & A, 2011).

There will be 2 parts to external analysis; it will be done based on general environment and competitive environment. External analysis is basically analyzing the factors that are not within the control of an organization for the general environment part. As for the competitive environment part, the strength of an organization’s current competitive position, and the strength of a position it is considering moving into will be identified to help prepare itself for every possible happenings in the near future.

The internal environment consists of the inherent competencies of the firm and the structure of its internal systems and processes. It is imperative for the organization to conduct an internal analysis

This analysis consists of analyzing the external environment of the company (competitors, social, technological, regulations, etc.). The purpose is to identify the key opportunities and threats in the environment.