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Starbucks Internal And External Analysis

953 words - 4 pages

Submitted to: Mr. Mohsin Rauf
Submitted by:
Serina Tashfeen 12046005089
Hafiz Bilal 12046005124
Syed Faizan 12046005034
Navishta Sultan 12046005008
Submitted to: Mr. Mohsin Rauf
Submitted by:
Serina Tashfeen 12046005089
Hafiz Bilal 12046005124
Syed Faizan 12046005034
Navishta Sultan 12046005008
Starbucks
Business Strategy
Starbucks
Business Strategy

Vision and Mission Statements and Strategies
Our vision
To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.
Our mission
To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.
Strategies
...view middle of the document...

External Environment
The following are the external opportunities:
1. Entry into Asian markets.
2. Competition with McDonald became an opportunity for them as it created awareness for the coffee category overall.
3. Co-branding with other food manufacturers.
4. Whole bean sale in supermarkets
The following are the threats that Starbucks faces:
1. There is an economic recession.
2. They were not proactive to McDonald’s low prices of coffee.
3. High competition both locally and in foreign markets.
4. Variation in coffee prices in developing markets.
5. Health consciousness increasing.
6. Cultural and political issues in local and foreign countries.

External Factor Evaluation
Opportunities/ Threats | Weights | Rating | Score |
Opportunities | | | |
Entry into Asian markets. | 0.15 | 4 | 0.6 |
Awareness for the coffee category overall | 0.2 | 4 | 0.8 |
Co-branding with other food manufacturers | 0.1 | 3 | 0.3 |
Whole bean sale in supermarkets | 0.05 | 3 | 0.15 |
Threats | | | |
There is an economic recession | 0.15 | 2 | 0.3 |
McDonald’s low prices of coffee | 0.1 | 2 | 0.2 |
High competition | 0.05 | 3 | 0.15 |
Variation in coffee prices in developing markets. | 0.05 | 1 | 0.05 |
Health consciousness increasing. | 0.05 | 1 | 0.05 |
Cultural and political issues in local and foreign countries. | 0.1 | 3 | 0.3 |
Total | | | 2.9 |

Competitive Profile Matrix
| | Starbucks | | McDonalds | | Dunkin Doughnuts | |
Critical Success Factors | Weight | Rating | Score | Rating | Score | Rating | Score |
Advertising | 0.1 | 2 | 0.2 | 3 | 0.3 | 2 | 0.2 |
Coffee quality | 0.2 | 4 | 0.8 | 2 | 0.4 | 3 | 0.6 |
Price Leadership | 0.1 | 2 | 0.2 | 4 | 0.4 | 3 | 0.3 |
Financial Positions | 0.05 | 2 | 0.1 | 2 | 0.1 | 2 | 0.1 |
Global Expansion | 0.15 | 3 | 0.45 | 4 | 0.6 | 3 | 0.45 |
Market Leadership | 0.2 | 4 | 0.8 | 1 | 0.2 | 3 | 0.6 |
Customer Loyalty | 0.2 | 3 | 0.6 | 1 | 0.2 | 2 |...

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