Swot Analysis of Starbucks
Section I – Organizational History / Mission Statement
In 1971, Starbuck’s opened its first location in the touristy Pikes Place Market in Seattle. The Starbucks name is derived from the coffee-loving first mate in the novel, Moby Dick. The logo, a two-tailed mermaid encircled by the stores name, continues with the theme and background of the name. From the beginning, Starbucks prides themselves on not only providing their customers with high-quality whole bean coffees, but also with providing them with an inviting atmosphere.
The mission statement, “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time”, is seen today in the more than 15,000 locations in more than 150 countries.
Section II – Strengths and Weaknesses
In my opinion, the top two strengths of Starbucks is their strong brand image associated with their high-quality coffee and their committed and strong workforce. Their top two weaknesses in my opinion are their high premium prices and lack of internal focus.
Strength 1 – Strong Brand Image
According to G Serrano, “The strongest attribute that consumers associate with the Starbucks brand is its being known for specialty/gourmet coffee. Starbucks is a widely-recognized brand. Its top-of-mind recall is high. It is both a household name and a buzzword.” By becoming a household name people go to Starbucks to get the “Starbucks Experience”. This means that Starbucks has made their stores so inviting that people actually get up early in the morning, grab the paper or a good book and drive down to the local Starbucks and basically just chill out. They provide an optional light snack, a good cup of coffee, free Wi-Fi and the comfort of your own home.
Being highly recognized for all of the above qualities has contributed in the growth and expansion of their many locations throughout the US and abroad. This is a huge strength in that that being on