S.W.O.T. ANALYSIS With these points in mind, the S.W.O.T. analysis of Starbucks Corporation core competencies identified the following strengths, weaknesses, opportunities and threats. A major strength is its extremely strong global presence. A person could visit almost any country, and be able to walk into a Starbucks and immediately “feel at home.” Starbucks “effectively leverages its rich brand equity by merchandizing products, licensing its brand logo out.” The combination of a strong market presence coupled with product placement, provides Starbucks with a strong competitive advantage both locally and internationally. Other strong points for the company include products of the highest quality, strategic locations throughout the U.S. and overseas. There are multiple stores located in malls, university campuses, office buildings, shopping plazas, downtown locations,
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The price of coffee beans in the global market could cause prices to increase and as a result, consumers from developing countries will seek to purchase less expensive coffee from companies like Dunkin Donuts and/or McDonald’s. Consumer trends food and beverage trends also need to be continuously monitored as these are constantly impacted by lifestyle choices.
RECOMMENDATIONS The recommendations for Starbucks Corporation include continued international growth, expansion of its product mix, especially through fresh juices and tea beverages like Teavana and Tazo, track consumer trends and monitor the health food market for expansion opportunities in that arena. Consumers are focusing more and more on healthy lifestyles, so a health food market would be a great opportunity for them to expand upon. Negotiating the future price of coffee beans would also help in alleviating future prices increases.
CONCLUSION
Starbucks Corporation has capitalized on the human resources, technological
The price of coffee beans in the global market could cause prices to increase and as a result, consumers from developing countries will seek to purchase less expensive coffee from companies like Dunkin Donuts and/or McDonald’s. Consumer trends food and beverage trends also need to be continuously monitored as these are constantly impacted by lifestyle choices.
RECOMMENDATIONS The recommendations for Starbucks Corporation include continued international growth, expansion of its product mix, especially through fresh juices and tea beverages like Teavana and Tazo, track consumer trends and monitor the health food market for expansion opportunities in that arena. Consumers are focusing more and more on healthy lifestyles, so a health food market would be a great opportunity for them to expand upon. Negotiating the future price of coffee beans would also help in alleviating future prices increases.
CONCLUSION
Starbucks Corporation has capitalized on the human resources, technological