Starbucks Coffee Company was founded in 1971 and has since grown to become one of the most recognized brands worldwide. The document analyzes Starbucks using a SWOT framework, identifying its strengths such as its strong brand name and valued employees, as well as weaknesses like relying on coffee as its main product. Opportunities for growth include expanding into new markets in Asia, while threats include rising costs and increased competition. Overall, Starbucks is well-positioned for international expansion after successfully navigating past economic challenges.

1. STUDENTS NAME: JESSY A/P WILSON
THARSHINI A/P RATHUMANI
LECTURER : MR. GENGATHARAN
MATRIX NO. :
SUBJECT : INTRODUCTION TO BUSINESS
TOPIC : STARBUCKS COFFEE COMPANY

2. SWOT ANALYSIS
 Internal factors (can control)
 Strength (potential, advantage)
 Weakness (limitation, disadvantages)
 External factors (cannot control)
 Opportunities (Chances)
 Threats (Barriers, Obstacles)

3.  COMPANY HISTORY
 First opened in 30th March 1971;
 The name comes from Herman Melville’s
Moby Dick, a classic American Novel about
the 19th century whaling inustry.
 In 1982, Howard Schultz joins Starbucks.
 Starbucks purchases and roast high-quality
whole bean cofees.

4.  Objective : establish Starbucks as the
most recognized and respected brand in
the world.
 Mission :

5.  Coffee (Blonde Roast, Medium Roast, Dark Roast, Flavoured,
Seasonal);
 Bottled Drinks (Doubleshot Energy, Doubleshot Espresso,
Frappuccino);
 Chocolate Beverages (Hot Chocolate, White Hot Chocolate,
Peppermint Hot Chocolate);
 Iced Coffee (With or without milk);
 Espresso Beverages (Lattes, Macchiatos, Mochas, Cappuccino);
 Frappuccino (Vanilla, Strawberry, Mocha, Caramel,
Peppermint, Java, Tazo);
 Kid’s Drinks (Caramel Apple Spice, Apple Juice, Flavoured
Steamed Milk);
 Tazo Drinks (Awake, Black Shaken, Chai Tea, Calm, Earl Grey,
Full Leaf, Green ea, Iced, Passion, Refresh, Vanilla, Zen);
 Smoothies (Chocolate, Orange Mango, Strawberry);

6. Strengths
 Brand Name
 Valued and motivated employees
 Product
Weakness
 Depends on one product only
 Same main product

7.  Opportunities
 Make their own lounge
 Can expend their stores in many countries
 Entry into Asia and Far East
 Threats
 Competition (Dunkin’ Donuts , Mc Donald)
 Recession (cost increasing)
 Recipe being copied

8. Make partnership with other big
name
Focus on growth opportunities that
maximize on the potential brand
awareness

9.  Having assesed the evidence concerning
Starbucks decision to internationalise, the
internal and external environment and its
impact on the company.
 The company is in a strong position to
expand especially after successfully scaling
through the effects of the financial crisis.