3. Company Overview
American Coffee company based in Seattle
Washington
Founders: Jerry Baldwin,Zev Siegl,Gordon Bowker
Number of Shops: 21,536
Chairman and CEO: Howard Schultz
Products: Coffee,Tea,Pastries,Frappuccino
beverages.
Number of Employees: 1,91,000
Net Income: US$ 2.068b (2014)
Area Served: Worldwide
5. Innovations
Partnerships with Coca-Cola have allowed Starbucks
to sell
prepackaged beverages-flavored ice coffee, the
double shot (a canned espresso beverage), Starbucks
Refreshers,
Ethos bottled water, and a variety of other household
items.
Growth in single-serve products has yielded 10%
growth in this segment
6. Strengths
Strong brand name
Large retail distribution system
Quality product
Extensive product list
Good supplier relationships
Massive capital funding
Valued and motivated employees
7. Weakness
Dependence on single source of business/income
Prices relatively higher than competitors
Strong dependence on suppliers
Merchandise sales in stores
Over reliance on home market
Aggressive expansion leading to failure
8. Opportunities
Overseas business expansion
Business expansion into untapped U.S.
markets
Extension of brand name to new products and
business lines
Product range diversification to more food
items
9. Threats
Strong competitors with massive capital funding
capabilities like McDonald's and Dunkin Donuts
Economic conditions may make consumers
unwilling to pay higher prices
Political conditions overseas may limit business
expansion
U.S. specialty coffee industry approaching
saturation
10. Problems
Economic slowdown affects Starbucks’ business
Enormous competition
Dunkin Donuts, McDonald's, and Nestle in the US
Costa Coffee and Caffè Nero in the UK
Inadequate marketing strategy on advertising
Coffee prices
Global expansion barriers. Ex: India
11. Recommendations
Distribution at supermarkets
Must pursue focus strategy to increase its strength
Enter into long term contracts