Essay about Starbucks and the Segments of the External Enviroment

1949 Words Nov 26th, 2011 8 Pages
Starbucks and The Seven Segments of the General Environment
RHanna

October 23, 2011

Starbucks and The Seven Segments of the General Environment

Starbucks is one of the most recognizable coffee retail chains in the world. Their brand focuses on high quality coffee using specialized roasting of beans from many countries around the world. The company began in 1971 in Seattle, Washington with one retail store and it grew to over 2,600 stores in 13 countries by the early 2000’s (Schultz, 2011). They now have operations and retails stores in more than 50 countries around the world (Harrer, 2011). The CEO, Howard Schultz, has developed a mission and guiding principles of how the corporation should handle their day
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He is asking “Americans to pledge to withhold campaign contributions to members of Congress and the President ‘until a fair bipartisan deal is reached that sets our nation on a stronger long term fiscal footing’ and thousands have taken the pledge so far” (Dolan, 2011). Shultz is hoping this will influence the government to take action. This could potentially have a major impact on the election and could force the government to find better ways of creating jobs in the U.S. As a CEO of a large global company, this could be seen as a risk for the company as well as opportunities. The company could also be at risk for retaliation from the government. The sociocultural segment can include trends in a change of the work or school environment. Many companies are now allowing their employers to work from home or in remote locations. In addition, many students are taking more online courses as a result of improved technology. For Starbucks, this could be a threat if people are working or studying from home. They could be less likely to go to a retail store chain if a location is not close. However, this could present an opportunity for expansion to more suburban areas.

As CEO, it would be necessary to analyze the number of people in the workforce that are now working from home, as well as, the number of students studying

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