Strength’s
1. Starbucks is recognized for its high quality products and controls the vast majority of
the coffee market worldwide
2. Nearly 21,000 coffee houses around the world.
3. Starbucks was built with the intention to provide a higher quality higher priced product.
Weaknesses
1. With the amount of market share Starbucks maintains an negative corporate image has
ensued.
2. For a higher quality product a higher price needs to be charged hence a comparison of
starbucks coffee compared to others may seem overpriced.
3. With the cost of coffee beans and supplies rising prices will also need to rise and there is
only so much you can do to limit these rises in price.
Opportunities
1. By expanding to new untapped markets starbucks can provide a new coffee experience
to these markets.
2. By developing and rolling out new products starbucks can increase appeal to varying
demands of the consumers
Threats
1. Competition can be a threat due to our brand recognition consumers may opt for a
smaller coffeehouse
2. There is little control over crop and supply prices which effect profits and pricing.
3. By over expanding markets can become over saturated and attract revenue from other
stores.
Size: Starbucks has a total of 149,000 employees globally and have revenues exceeding 13
billion dollars a year, with a profit of nearly 2 billion a year.
Market Positioning: From the humble beginnings of Starbucks they positioned themselves