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SWOT Analysis: A Swot Analysis Of Starbucks

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Starbucks is a leading company and a niche in the coffee business, especially popular in the United States, Canada and Japan. Since inception in 1985, its growth has been attributed to its national and global expansion strategies, innovative product development and increasing sales in current markets (Starbucks Corporation, 2009, p.1). According to the 2009 annual report (Starbucks Corporation, 2009, p.2), the company’s 16,635 stores in over 50 countries generated $9.8 billion in revenue, a figure indicating a negative growth in sales. As a result, current restructuring efforts by CEO Howard Shultz aimed at increasing revenue to $23 billion by 2012 (Helm, 2007, para.4) have necessitated an evaluation of the business model and growth strategy.
In this report, we will perform a SWOT analysis on Starbucks, followed by recommendations that can be implemented to improve the sales and strategies of the firm.

1.1 S.W.O.T Analysis

Strengths
Starbucks has developed to outshine other coffee retailers in the market through its outstanding financial performance, and the ability to maintain its high end …show more content…

While it is a good strategy, it is insufficient when it comes to keeping the brand fresh. Companies like Coca Cola are very well known, by almost every part of the world. Even so, they spend millions producing television commercials for huge events such as world cup, featuring popular sports celebrities, or on magazine and newspaper advertisements. This is simply because they aim to constantly remind consumers of their products and encourage them to show their support for the brand or the event. Starbucks should invest in such marketing technics every now and then as well, to remind consumers about their premium products and way of life concept. This would also give recognition to their valuable employees, whom would develop a greater sense of pride in working for

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