MANAGEMENT - MARKETING

Starbucks Coffee Company

Executive Summary

Starbucks Coffee Company is a worldwide coffee and coffee bar chain that deals in more than 17,000 sites in around 50 states internationally. With the mission account of 'to motivate and look after the human courage - one individual, one cup and one area at a time' the company brand collection consists of Starbucks Coffee, Seattle's Best Coffee, Tazo Tea, and Torrefazione Italia Coffee and varieties of items presented by Starbucks contain coffee and tea, ready-to-drink coffee items, handcrafted drinks, products, fresh food and ice-cream.

This document intends to tactically assess Starbucks past and present state of affairs and future place of this largely flourishing company. The study employs Michael five forces analysis, SWOT analysis, PEST analysis and suggestion for future that Starbucks can planned award plan, turn out to be more environment responsive, raise association with clientele and frequently provide the improved coffee.

Starbucks Coffee Company

Introduction

Starbucks functions in an extremely aggressive industry with the top rivals together with Costa, McDonalds, Dunkin Brands Group and others. Furthermore, the corporation experiences stiff rivalry from local coffee bars additionally. Starbucks has authorizing contracts with a wide variety of firms and “the company's considerable authorizing contracts take account of the North American Coffee Affiliation, a joint venture with the Pepsi-Cola Corporation in which Starbucks is a 50% equity shareholder, produces and markets ready-to drink beverages, together with bottles Frappuccino drinks and Starbucks Double Shot espresso beverages in the United States and Canada” (Company Description, online, 2011). Starbucks administration has direct influence and power over the hard rudiments of the frame, while the soft rudiments are more often than not subjective by company background, and hence they are more complicated to be in command of. This report will highlight the company overview, together with employing PEST analysis; SWOT analysis and Five Forces analysis.

Company Overview

Starbucks is the leading coffee house corporation in the world. Starbucks Company was established by English instructor Jerry Baldwin, history educator Zev Siegl, and author Gordon Bowker in March 1971. Starbucks Company is the most flourishing coffee shop chain in the last few decades. The current states in which Starbucks are positioned all over the world are more than 17018 (as of July 3, 2011) and have retail outlets in 50 nations [2]. The first coffee bar opened in Washington, America in 1971 and the first Starbucks outlets outside of North America started in Tokyo, Japan in 1996. Starbucks stepped in to the U.K. marketplace in 1998 with the$83 million (more than 60 shops). [3] Starbucks clientele take pleasure in quality service, an attractive ambience and an outstanding cup of coffee. Starbucks selling items like coffee (drip prepared coffee), coffee beans, other hot and cold beverages, snacks, confectionaries and things like Mug. Starbucks tactically place every store with anticipations of fitting with the particular site, aiding to generate an exceptional environment. Starbucks Coffee Company has to be focussed on the excellence of its items at the same time giving outstanding level of client ...