SWOT analysis (Startbucks)

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EMGT	
  322
NAME:	
  RICARDO	
  GUIA
STRENGTHS 
 
•  "Starbucks Experience" (place to socialize): 
confortable furniture, relaxing music, wireless 
internet, handicapped access, books. 
•  Locations: neighborhood with perceived high traffic. 
•  History / Image: ethical values, environmental 
stewardship, community involvement. 
•  Product: good reputation of products and services. 
WEAKNESSES 
 
•  Price: the price of starbucks is higher comparing to 
competitors. 
•  Menus: starbucks menus are less extensive 
•  Limited presence: almost all the stores are in US, 
while competitors like McDonald`s has a world 
wide presence. 
OPPORTUNITIES 
 
•  Diversify business: more oprions in the menus. 
•  Expansion: enter in new markets (countries). 
•  Cheaper coffee: Starbucks could sell cheaper coffee 
to achieve another customers. One way to to sell 
cheaper is by reducing costs. 
THREATS 
 
•  Copies: the competitors are constantly copying 
products and services. Starbucks needs to continue 
innovating 
•  Big players: some competitors such as Dunkin 
Donuts and McDonald`s have big leverage power. 
STARBUCKS	
  SWOT	
  ANALYSIS