Mid Term report on Starbucks’ SWOT analysis

Group number :

Jason, Sherry, Carol, Ashley, Jessie

Outline

1. Introduction

• Slogan

• Brand resource

2. 4P

• Product

• Place

• Promotion

• Price

3. Starbucks’ service

4. Analyze S.W.O.T.

• Strength

• Weakness

• Opportunity

• Threaten

5. Conclusion

Origin of Starbucks

The First shop: Pike Place Market in Seattle.

Time: 1971

http://tw.image.search.yahoo.com/images/view?back=http%3A%2F%2Ftw.image.search

Howard Schultz

• Starts to sale beverages, food and in 1987.• Over 8000 stores in the world in 2011.

http://tw.image.search.yahoo.com/search/images

Slogan

• More than Just Coffee.

• The Third Place.

Products

Drinks

Food

Starbucks Cards

Drinklware

Espresso Coffee

a. Café Latte

b. Vanilla/hazelnut latte

c. Café Mocha

d. Caramel Macchiato

e. Cappuccino

f. Café Americano

Starbucks on Ice

• Iced Caffé Latte

• Iced vanilla/hazelnut latte

• Iced Caramel Macchiatto

• Iced Caffé Mocha

Brewed coffee

• Coffee of the Day

• Vanilla Caffé Misto

• Iced Coffee (for seasons)

• Iced Vanilla Caffé Misto (for seasons)

Starbucks Tea

• Oriental Beauty Tea

• Bi Luo Chun

• Jinxuan Oolong Tea

Coffee Alternatives

• Rose Fancy Tea Latte

• Rose Fancy Tea Latte

• Signature Hot Chocolate

• Signature Iced chocolate

• Tazo Tea

• Iced Tazo Tea

• Green Tea Latte

Frappuccino

• Coffee Frappuccino® Blended Coffee

• Mocha Frappuccino® Blended Coffee

• Espresso Frappuccino® Blended Coffee

• Caramel Frappuccino® Blended Coffee

• Java Chip Frappuccino® Blended Coffee

• Caramel Java Chip Frappuccino® Blended Coffee

Food

• Bakery

• Sandwich

• Salad

Starbucks Card

• To pay easily

• A nice present

• Deserving to be collected

Coffee machine and others• Espresso machine

• Solo Filter

• Electrical Mocha Maker

• Coffee Mill

• Grinder

Place

• Establishing on the corner

Promotion

• http://link.brightcove.com/services/player/bcpid605122090001?bclid=69777476001&bctid=676289471001

Sartbucks - Service

• “Partners”-Stay as long as you want-As friends

• “Shared Planet”-Serving ethically sourced coffee-Caring for the environment-Giving back to the communities

Strength• Oversea markets

• The variety of products

• Good brand image

• High standard of product quality

Weakness

• Expensive

• Consumer group is restricted

Opportunity

• Entry into Asian market

• Product diversification

• Market penetration • Co-branding with other food

manufactures.

Threats

• Numbers of competitors are increasing

• Variation in coffee prices

• People started to become more health conscious

• Competitors are trying to imitating

Conclusion

Even though Starbucks is a very successful company, it still have potential on reinforce it’s strength and make some improvement on it’s weakness.

How to reinforce Starbucks’s Strength?

• Continue to make more expansion

• Establish positive image

Especially, good repetition is necessary

• Build up loyal customers

• Keep its good quality

How to solve Starbuck’s

weakness?

• Adjust Starbuck’s products price

• Offer special discount on certain festival

• Invite more inventors to join them

REFERENCES

• http://www.starbucks.com.tw/home/index.jspx

• http://www.starbucks.com/