Case Seminar

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2. Is Starbucks another Mcdonald´s? How similar and different are the two companies?

Starbucks and Mcdonalds are similar in, focus on one product, the overseas opportunities, the rapid emergence as the dominant player in a new niche. On the health front McDonald´s and Starbucks are also similar. (Both offer unhealthy products..) They offer similar food, but Mcdonald´s offers it less expensive. US consumer report magazine rated McDonald´s premium coffee better than Starbucks in term of both taste and value. The growth strategy of starbucks includes new retail channels. Starbucks is pushing into supermarkets aisles and it has forged new ways of putting their brand on the market. They sell gourmet coffee, gifts and related goods through catelogues and internet. McDonald´s on the other hand doesn´t work this way. Bpth sell coffee.

3. Evaluate the strength, weaknesses, opportunities and threats of Starbucks. How are the trends of health concerns, the ageing population and anti globalisation likely to affect the continued growth of the company?

Swot analysis draws the critical strength, weaknesses, opportunities and threats from the strategic audit. SWOT analysis extract this data to show the critical items from the internal and external audits. It show where a business should focus its attention on. Strength and weaknesses only list the features of a company that relate to critical succes factors.

Internal factors
Strength:
-As the brand Starbucks has perked, its sales and profits have risen. Round 44 million customers visit the company´s 13000 coffee shops in 39 countries each week. -Almost 85 per cent of Starbucks sales comes from its stores. So more store growth. -Starbucks is a global coffee brand. It aims to have from 30000 to 40000 stores worldwide. -Starbucks wants to build awareness about the issue of climate change. Starbucks promotes Arctic Tale a film about Nunu, a polar bear club and Seela, a baby walrus. The tracks in the movie are...
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