Swot Analysis : Starbucks Company

1372 WordsJul 27, 20156 Pages
Background (Situational Analysis) Starbucks’ Corporation is the world largest coffee company and renowned specialty coffee maker. It roast, market and retails specialty coffee under the flagship Starbucks brand. Starbucks’ founded originally in 1971,headquartered in Seattle, Washington has 16,635 stores in 50 countries out of which 8,832 are company – operated and 7,803 are licensed stores. Starbucks’ hold 75% market share in domestic market and is expanding aggressively in the international market under the influence of Howard Schultz, Chairman, President and CEO of the company. The company’s vision is “Starbucks is committed to ethically sourcing and roasting the highest quality Arabica coffee in the world. With stores around the globe, we are the premier roaster and retailer of specialty coffee in the world.” The company mission is “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” Starbucks employees are called partners and they are committed to product expertise, customer service and responsibility towards the community. As of early 2011, Starbucks domestic sale was $9.1 billion, an increase of 8.7% compared to prior year, surpassing its competitors making it third largest chain restaurant. The company entered into strategic partnership with Keurig brewers and Green Mountain Coffee Roasters to deliver coffee to the fast growing market. It ended its distribution contract with Kraft and expanding internationally in China,
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