Macro

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Þ Political Aspect: The first factor which shall be kept in mind while studying the macro environment of Starbucks is the political aspect. It has been seen that, Starbucks has significant levels of presence in the coffee market. Starbucks consists of various types of products for government offices, corporate offices, etc. In the year 2011, Seattle Coffee has been reported a growth double digit. It shall be taken into consideration that, the volume of growth in the overall coffee market has declined by 2.5% whereas the volume at which Starbucks has increased is by more than 12% (Schrage, 2004).
Þ Economic Aspect: The second factor to be kept in mind while studying the macro environment of Starbucks is the economic aspect. For the financial year 2010 & 2011, the leading coffee retailer closed approximately 70 company operated stores all across the globe. United States (US) has been referred to as one of the largest contributor of coffee; closure of the stores in the recent past has led to a decrease in the overall profits earned by the same (Schrage, 2004).
Þ Social Factor: The third factor which shall be kept in mind while evaluating the macro environment for Starbucks refers to the social factor. Lately, Starbucks have been reported with increased instances of product recalls. In the year 2011, the department of Agriculture Food Safety inspected Listeria bacteria in the chicken to be used at Starbucks. In order to be on the safer side, the Department of Food & Safety recalled all the Chicken Chipotle Wraps and Chicken Hummus boxed meals(Schrage, 2004).
Þ Technological Factor: The fourth factor which shall be kept in mind while evaluating the macro environment for Starbucks refers to the technological aspect. Starbucks being one of the reputed coffee houses had a robust distribution strategy which helped them to stay ahead of the competition. In the recent years, Starbucks had opted for various types of distribution strategies in order to reach

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