Swot: Coffee and Starbucks Global Quest

According to the market report released by Euromonitor International, Malaysian coffee industry was likely to see positive growth. This growing trend is boasted by the young consumers ‘demand for convenient and fashionable products. This shows that the industry and market are large and our company can grow rapidly in this and this benefits to our

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Opportunities: Large growing segment of gourmet coffee drinkers. Canada is a large market segment that buys despite current economic downturn.

They also use personal selling to communicate with customers and encourage them to buy more, such as deserts or different sides. Sales promotions are usually short-termed but all business go through it, offering special offers and discounts on certain items. Responding to the community they are based in sponsoring community events and helping out the community as a whole to promote public relations. In global aspects exiting of the industry creates mergers. By merging companies or becoming partners the industries are trying to capture interests that stand out. For example, McDonald’s attained Boston Market restaurant chain and Wendy’s came together with Tim Horton so they could attract a breakfast market and take away those from McDonald’s and Burger King. Allowing these companies to grow into other national markets helps them operate in numerous of countries.

“Coffee is not just a drink. It 's a global commodity. As one of the world 's most traded products-second in value only to oil-the coffee industry employs millions of people around the world through its growing,

The fact that they are smallholders already differentiates 49th Parallel Coffee Roasters from coffee giants such as Folgers. By the fact that the packaging gives details about the region within a particular country, I believe that the consumers feel more ethical purchasing the commodity, and adds on to the imagined geography of Latin America. Especially since the retailers have beans from different country, region of various sizes, the commodity is perceived as ‘“authentic” to that particular origin. Furthermore, the retailers provide extra details about the producer on their website, which produces an effect that the commodity is unique to that region and from this retailers, as they roast it

Opportunities • Based in Central London which covers a large demographic of customers Olympics 2012 will bring in more sales Introduction of new products including healthy options. Retailing mugs and coffee equipment

| “Our mission is to inspire and nurture the human spirit – one person, one cup,

Starbucks Corporation originated as a single store in the Pacific Northwest – downtown Seattle, WA in Pike’s Place Market over 40 years ago. The company started in 1971; the corporation was formed 1985. The Starbucks Mission Statement follows:

This business venture will position itself as a upscale coffee shop where provided high quality

Coffee, a cup of Joe, Java or brew, it goes by many names. It can be your morning jump-start or even used as an afternoon pick me up, to be enjoyed alone or with the company of others. It is a drinkable source of energy that is enjoyed in the United States and in many other places around the globe as well. It’s no wonder that coffee is such a popular commodity. Companies such as Starbucks and Peet’s Coffee have revolutionized the coffee shop industry in the United States by making it easy and convenient for consumers to purchase single-serving cups of coffee on a regular basis. Not only is the service quick and convenient, but it also allows consumers the ability to personalize their drinks to make it to their desired preference, making it a more enjoyable experience rather than just having a cup of instant coffee at home. In this paper, I will be exploring the coffee shop industry, which will be defined as firms who sell single-serving cups of coffee to their consumers.

VR coffee café will provide a new and exciting concept to traditional coffee cafés. The coffee businesses have seen steady growth over the past decade, with an increased demand for non-chain based coffee establishments (Holmes, 2012). Chain based coffee shops such as Starbucks and Dunkin Donuts have long been popular, but recently, people have been demanding non-chain coffee shops (Reed, 2015). Starbucks uncovered this trend in 2009 and they opened what was called stealth Starbucks in Seattle, Washington called “15th Ave Coffee & Tea” (Reed, 2015). This stealth Starbucks did not look or feel like a normal Starbucks, but rather an indie startup. However, the thing that gave this stealth Starbucks away was the “inspired by Starbucks” door signs (Reed, 2015). This store was successful enough for Starbucks to open two other stealth Starbucks within the Seattle, Washington area (Reed, 2015). When a major market leader, such as Starbucks, tries to entice customers by offering non-chain based coffee shops, it is a telling sign that consumers want smaller independent (indie) coffee shops.

The drink was no longer just a utilitarian morning stimulant and has a satellite pastime very European style: the windows from floor to ceiling, special atmosphere, soft music, dozens of varieties of coffee. However, besides all this, coffee is a business not only successful, but also has today a huge potential for development.

A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and for those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT Analysis.

A. The company has the opportunity to expand its global operations. Some new markets for coffee such as India and the Pacific Rim nations are beginning to emerge.