Running Head: Environmental Scan
Pamela Y. Campbell
February 4th, 2013
Instructor Peter Baverso
The two companies that were researched were Starbucks and Apple using an environmental scan. Starbucks is a company located in Seattle Washington that originated in 1971. The purchase high quality bean coffees and sell them along with fresh, rich-brewed, Italian style espresso beverages, pastries, and confections and coffee related accessories and equipment (starbucks.com). Starbucks is an organization that is known throughout the world with over 17,000 stores the relationship that is built with customers and employees are outstanding. Starbucks specialize in cold and hot coffee and smoothies for the health conscious customer.
Some of the factors that can influence Starbucks internally and externally are competitors, customers. Suppliers, technological, environment, and legislation. According to (e-imports.com) coffee statistics show that Specialty coffee sales are increasing by 20% per year and account for nearly 8% of the 18 billion dollar U.S. coffee market with coffee shops set to exceed approximately 50,000 by the end of 2012. The tool that is used for the environment scan is the SWOT analysis.
Apple Inc. is an American corporation that designs and sells consumer software, and personal computers. Apple has been the world’s second largest information company and third largest mobile company. Apple has 394 retail stores in fourteen countries as well as the online store and iTunes store making it the second largest publicly traded corporation with an estimated value of 14 billion as of January 2013(www.apple.com).Some of the factors that influenced Apple internally and externally are the engagement an design of the development and marketing of personal computers and the employment of over 32,000 employees that make their business successful. Two
Strengths of Starbucks & Apple
Starbucks main focus is to provide quality products to their customers this business has grown from 55 stores to now over 17,000 stores worldwide. Their contribution to aiding the environment, healthy living drinks and recyclable’s has given awareness to communities worldwide. Starbucks is known for superior services and products with leadership as the world’s largest coffee bean seller. Starbucks has the growth potential that will take them well into the future with their line of products. The number of locations allows Starbucks to reach a vast of the domestic market as well as the international with quick exposure to be new service.
Apple main focus is on research and development of new products for the consumer. The strength of the name of its brand can stand alone in the competitive world giving a robust financial performance with each quarter. Apple is a globalized recognized brand that focuses on high tech quality products like the iPod, iPhone, pad, and the mac with a large segment of their consumers being from diversified walks of life. With their retail store the provision of products and experiences that catches the eyes of both young and old has given parents and children the resources they need right at their fingertips. With a capitalization in marketing its revenue in 2010 was well over $220 billion with a cutting edge of high definition of their products.
Weaknesses of Starbucks & Apple
One of the key weaknesses for Starbucks in the high pricing for their products because of the ingredient pricing of the coffee bean with more than three quarters of their stores located in the United States it is argued that a portfolio is need in other countries to spread business risk. With the reputation of creating and developing new products the vulnerability remains that their innovation may falter over time. With other companies offering coffee and other related services excessive amount of money they spend for the quality of food and products that they sale.
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