External Environmental Analysis of Starbucks and the Coffee Industry
External Environmental Analysis of Starbucks and the Coffee Industry Harold Brown Strategic Management March 3, 2011
External Analysis of Starbucks 2
Contents
1.0.0. Executive Summary ...................................................................................................................... 5 2.0.0. Company History ................................................................................................................................ 8 2.1.0. Background ....................................................................................................................................... 12 Table 1: Starbucks Revenue Trends 2005-2010 ..................................................................................... 12 2.2.0. Purpose of This Study ....................................................................................................................... 14 3.0.0. External Analysis .............................................................................................................................. 15 Diagram 1: The Components of a Coffee Firm’s Macroenvironment .................................................... 16 3.1.0. General Environmental Analysis ...................................................................................................... 16 3.1.1. Demographic Segment ...................................................................................................................... 16 Table 2: Tracking Measures of Coffee Demographics ........................................................................... 17 3.1.2. Economic Segment ........................................................................................................................... 18 3.1.3. Political/Legal Segment .................................................................................................................... 19 3.1.4. Socio-Cultural Segment
External Analysis of Starbucks 2
Contents
1.0.0. Executive Summary ...................................................................................................................... 5 2.0.0. Company History ................................................................................................................................ 8 2.1.0. Background ....................................................................................................................................... 12 Table 1: Starbucks Revenue Trends 2005-2010 ..................................................................................... 12 2.2.0. Purpose of This Study ....................................................................................................................... 14 3.0.0. External Analysis .............................................................................................................................. 15 Diagram 1: The Components of a Coffee Firm’s Macroenvironment .................................................... 16 3.1.0. General Environmental Analysis ...................................................................................................... 16 3.1.1. Demographic Segment ...................................................................................................................... 16 Table 2: Tracking Measures of Coffee Demographics ........................................................................... 17 3.1.2. Economic Segment ........................................................................................................................... 18 3.1.3. Political/Legal Segment .................................................................................................................... 19 3.1.4. Socio-Cultural Segment