Starbucks Core Competencies

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For my final exam piece, I did some research on Starbucks and found these four concepts most related to the areas that we have studied this semester in marketing. I chose the SWOT analysis, core competencies, product position and public relations. Each of these concepts has helped Starbuck continue their ongoing success as an organization.
Let’ start with the SWOT analysis which refers to an organizations strengths, weaknesses, opportunities and threats. SWOT analysis is a process where the management team identifies the internal and external factors that will affect the company’s future performance. Our objective is to maintain Starbucks standing as one of the most recognized and respected brands in the world. To achieve this, we are continuing the disciplined expansion of our global store base, adding stores in both existing, developed markets such as the U.S., and in newer, higher growth markets
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It states in our textbook that core competencies is things a company does extremely well, which sometimes give it an advantage over its competition. The core competencies of the company lie in its department such as human resource management, marketing and retailing activities. For the human resource management, Starbucks major role in employee motivation and satisfaction. That why they have good employee benefits, stock exchange and ownership plans to keep their employees involved and happy working there. Starbucks employees are their biggest asset. The hardworking of Starbucks employees and its departments resulted the success of Starbucks. Marketing for Starbucks is the use of advertising on billboards, online and instore. Starbucks spends 1.5 to 2% of its revenue on advertising. Retailing activities improve its service by hiring the best people in the industry. The article stated that 85% of Starbuck’s sales come from in-store sales, so setting up the best store atmospheric is important to the profits

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