The aim of this report is to perform an internal and external audit for the company. Within the internal audit, we will have the analysis of the value chain, plus the identification of the core competencies of the company. The external audit will be based on the Microenvironment and Macroenvironment of the company. A SWOT analysis as a TOWS Matrix will be used.
1.2. Scope of the Report
The report will be covering the Starbucks Coffee Company which includes Starbucks Coffee Europe and Starbucks Coffee International.
2. Executive Summary
Starbucks is the leader in the coffee retailing market, with purchasing and roasting top quality coffee beans. It has created a well respected brand with a dynamic image. The top quality coffee it offers, contributes to the “Starbucks Experience” that makes the company differentiating from its competitors. In order to understand the reasons behind Starbucks’ success we have to perform both internal and external analysis of the corporation.
Within the slow growing market of coffee, where competition is tremendous, new firms trying to enter the low barrier market constantly. The corporation is affected by Political, Economic, Social and technological factors within its marcoenvironment and the competition that already exists, the powers of buyers and suppliers play a major role in the business’ market growth.
In order for the company to stay at the top, it has to maintain its innovative skills and continue offering new differentiated products, invest in its partners and in its ethical values towards the environment.
3. Company Overview
Starbucks Coffee Company was founded in 1971, opening its first store in Seattle’s Pike Place Market. Today Starbucks is seen as a specialty coffee retailer with more than 14,000 stores in 41 countries worldwide. It has around 8,179 company owned stores and further 6,217 licensed ones (www.starbucks.com). In 1992, Starbucks completed its initial... [continues]
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(2008, 04). Starbucks Corporation. StudyMode.com. Retrieved 04, 2008, from http://www.studymode.com/essays/Starbucks-Corporation-140859.html
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