Company Background

Name Industries served Geographic areas served Headquarters Current CEO Revenue Profit Employees Main Competitors Starbucks Corporation Restaurants, Coffeehouses Worldwide U.S. Howard Schultz $ 13.29 billion (2012) $ 1.38 billion (2012) 149,000 (2012) McDonald's Corp., Dunkin' Brands Group, Inc., Nestl S.A., Green Mountain Coffee Roasters, Costa Coffee, Caribou Coffee Company

Starbucks is the premier roaster, marketer and retailer of specialty coffee in the world, operating 20,000 coffeehouses in more than 60 countries. It is the no.1 brand coffeehouse chain in the world.

SWOT Analysis & Strategy Selection

Strengths: S1 S2 S3 S4 Sound financial records Brand Name Starbucks experience Largest coffeehouse chain in the world S5 Employee management Opportunities: O1 Extend supplier range O2 Expansion to emerging economies O3 Increase product offerings O4 Expansion of retail operations Threats: S1O1: Backward Integration S2O3: Product Development S2O4: Market Development

Weaknesses: W1 Coffee beans price is the major influence over firms profits W2 Product pricing W3 Negative publicity W1O1: Backward Integration W2O4: Market Development

S1T1: Backward Integration

W1T1: Backward Integration W2T2: Market Development

T1 Rising prices of coffee S1T4: Related Diversification beans and dairy products. S2T4: Market Development T2 Trademark infringements T3 Increased competition from local cafes and specialization of other coffeehouse chains T4 Saturated markets in the developed economies T5 Supply disruptions

Explanations of the SWOT Analysis: Strengths: 1. Sound financial records. Starbucks profitability has been rising for the past few years and is now 14%. The company also outmatches its nearest competitors with 24.54% return on investment and 29.16% return on equity. 2. No. 1 brand in coffeehouse segment, valued at $4 billion. Starbucks has a strong brand reputation associated with quality coffee and excellent customer service. Its brand is the most valuable brand in coffeehouse segment and is valued at $4 billion. 3. Starbucks experience. One of the strongest advantages Starbucks has is the experience it delivers to its customers with perfectly blended coffee, premium music, friendly staff and warm atmosphere, which results in incomparable customer service. 4. Largest coffeehouse chain in the world. The company operates around 20,000 coffeehouses in 60 countries, making it the largest coffeehouse chain in the world. 5. Employee management. The company offers its employees extensive range of benefits and a pay rate higher than offered by competitors. Weaknesses 1. Coffee beans price is the major influence over firms profits. Starbucks profitability and its coffee price are largely dependent on prices of coffee beans, which is a commodity and cannot be controlled by Starbucks. Due to hedge funds, weather conditions and many other factors, Starbucks cannot estimate the price of tis coffee and companys profitability. 2. Product pricing. Starbucks offers great coffee and customer experience but that results in high price of its products. In comparison, McCafe premium coffee was price lower than Starbucks coffee and was better evaluated. 3. Negative publicity. The corporate continuously receives negative publicity over its poor efforts of becoming greener company, tax evasions and poor treatment of some suppliers.

Opportunities 1. To extend supplier network. Starbucks doesnt grow its own coffee beans but has to buy them from various suppliers, which are mainly clustered in South America, Arabia or Africa. For Starbucks to ensure critical supplies for its operations in Asia, reduce the dependence of good or bad harvests in Africa and South America and to save on shipping costs, Starbucks has to extend its supplier network. 2. Expansion to emerging economies. There are great opportunities for coffeehouses in China and India, in which Starbucks has comparably only modest number of restaurants. 3. Increase product offerings. The business could expand the number of coffeehouses that offer wine and beer, plus adding some new products and reaching broader customer group. 4. Expansion of retail operations. Starbucks does not only manage coffeehouses and franchises but sells some of its products through other retailers. The firm should form more of such partnerships and offer to sell its coffee, for example, in supermarkets. Threats 1. Rising prices of coffee beans and dairy products. The chain strongly depends on the coffee beans and dairy products prices, which Starbucks cannot control or can hardly estimate. 2. Trademark infringements. The company is often involved in cases over illegal use of its trademark, which is costly and detrimental for Starbucks. 3. Increased competition from local cafes and specialization of other coffeehouse chains. Local cafes can offer much lower price and more suited menu for its customer. Big coffeehouse chains specialize so they wouldnt need to compete head-to-head with Starbucks. In both situations, Starbucks experiences intense competition and loses market share. 4. Saturated markets in the developed economies. Coffee markets in the developed economies are already saturated and with intensifying competition, Starbucks will find it hard to grow in these markets.

5. Supply disruptions. Due to political, economic and weather conditions Starbucks may experience supply disruptions, adding significant cost to the firm. Strategies in action Following are the strategies which would be applicable in above mentioned situations. S1O1: Backward Integration Due to companys strong financial position and having an opportunity for large number of suppliers it is recommended that company should go for backward integration and grow its own beans forms. S2O3: Product Development Starbucks has a strong brand name and after analysis it has been found that company can increase its offerings so it is recommended that company should go for product development. S2O4: Market Development With its strong brand name Starbucks should go for market development in order to take advantage of new market and should open new stores in others market. W1O1: Backward Integration

W2O4: Market Development S1T1: Backward Integration S1T4: Related Diversification

S2T4: Market Development W1T1: Backward Integration W2T2: Market Development