Starbucks SWOT Analysis

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Inspired by the book and the movie about Moby Dick, Starbucks first opened as a storefront in Pike Place Market in 1971. It wasn’t until 1984 when Howard Schultz joined the operation as a chairman, president, and chief executive officer, and introduced to Starbucks the new Italian breed of coffee bean and Italian style of coffee drinking; a style that refreshed the idea of socializing and interacting among people of all walks in times that corporate life style was winning over the family and friendly style of living. Such goal was established by officially making it company’s mission statement; “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Starbucks, n.d). After 43
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al, 2011). Starbucks has done a good job for packaging their instant coffee. Due to the negative mind set in regards to the already existing instant coffee brands, Starbucks has tried to dissociate their new product by packaging it in a new style not recognized as a normal instant coffee. Additionally, instead of attaching the words “instant coffee” on the packaging, they simply call it the Via (to go). Consumer outreach is another factor that Starbucks must focus and invest highly in. This has not been an issue for Starbucks as its products were usually advertised by the word-of-mouth, or by advertising through the Starbucks branded cups. Since the usual customers tend not to like the idea of the instant coffee, it will be hard to have them buy and carry the new product long enough for the advertising affect take place. Also, since not that many people will buy the product initially, the word-of-mouth style of advertisement will be at its minimum. Additionally, even if the product is purchased, it will most likely be mixed in a non-Starbucks branded cup, which will make it impossible for the product to advertise for itself. Therefore, the company must increase its advertisement budget and increase the use of the media to counter the said problems. This problem is further highlighted by the price the product is being offered at. Even though, Starbucks has announced the move to help customers

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