Starbucks Analysis

7510 Words Feb 1st, 2006 31 Pages
Table of Contents

1.0 Executive Summary 03
2.0 Company Overview 04
2.1 Company Structure 04
2.2 Mission Statement 05
2.3 Financial Analysis 06
3.0 Competitive Analysis 06
3.1 Second Cup 06
3.2 Timothy's 08
3.3 The Symposium Cafe 09
3.4 Tim Hortons 10
4.0 Competition in Canada 10
4.1 Direct Competition 10
4.2 Indirect Competition 11
5.0 Starbuck's Current Positioning 13
5.1 Retail Positioning Matrix 13
6.0 Strengths and Weaknesses 14
6.1 Strengths 14
6.2 Weaknesses 15
7.0 External Factors 16
7.1 Political / Legal 16
7.2 Socio - Cultural 16
7.3 Economic 16
7.4 Demographic 17
8.0 Internal Factors 17
9.0 Future Outlook 18
9.1 Financial Summary 18
9.2 Market Expansion 19
9.3 Product Diversification 19
10.0 Strategic Issues 19
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There are five major strategic issues that Starbucks has faced in the last year. These five issues include: consistency and quality in products and services, protection of suppliers and future supply, social responsibility in the public eye, remaining innovative, and identifying new and untapped markets.

2.0 Company Overview

Starbucks Coffee Company was founded in 1971, opening its first location in Seattle's Pike Place Market. Starbucks, named after the first mate in Herman Melville's Moby Dick, is the world's leading retailer, roaster and brand of specialty coffee with coffeehouses in North America, Europe, Middle East, Latin America and the Pacific Rim. Worldwide, approximately 33 million customers visit a Starbucks coffeehouse each week.

Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment. In addition to sales through our company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino® coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company. The Company's objective is to establish

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