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MT481 Final Unit 9.docx MT-481 SWOT Analysis Purdue University Global MT481 - Financial Markets Executive Summary I completed my Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis on Starbucks. Starbucks is the largest coffee chain t$7.49
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MT481 Final Unit 9.docx MT-481 SWOT Analysis Purdue University Global MT481 - Financial Markets Executive Summary I completed my Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis on Starbucks. Starbucks is the largest coffee chain t
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MT481 Final Unit MT-481 SWOT Analysis Purdue University Global MT481 - Financial Markets Executive Summary I completed my Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis on Starbucks. Starbucks is the largest coffee chain that has over 31,000 stores in over 70 countries ar...
mt481 final unit 9docx mt 481 swot analysis purdue university global mt481 financial markets executive summary i completed my strengths
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MT-481
SWOT Analysis
Purdue University Global
MT481 - Financial Markets
Executive Summary
I completed my Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis on
Starbucks. Starbucks is the largest coffee chain that has over 31,000 stores in over 70 countries
around the world. Starbucks mission statement is “To inspire and nurture the human spirit – one
person, one cup, and one neighborhood at a time” (Starbucks.com) With this mission, they have
led their competitors in the coffee world. Not only with coffee, they have hit the ground running
selling other beverages, food and branded products.
They have thought of many ways to set themselves apart by focusing on ways to make
the environment better. One way of making the environment better is ethically sourcing coffee
and tea. They are also mover closer to a greener retail that includes recycling and being
powered by renewable energy. Not only do they focus on the environment, they pride
themselves on caring about communities. They created strategic goals to ensure youth,
veterans and military spouses and refugees are hired to be an all- inclusive company.
With everything Starbucks is giving, there are always obstacles that threaten this
flourishing company. Starbucks has big competition within the coffee community as well as
internal issues that threaten the well-being of the company. They have had some legal troubles
and because of how big the company is, they are under a bigger microscope to handle situations
in the best way. Even with the small hurdles, Starbucks is a big success and has a big future to
look forward to.
, Table of Contents
Executive Summary Page 2
Table of Contents Page 3
Introduction Page 4
SWOT Analysis Page 5
Recommendation/Conclusion Page 9
References Page 11
Introduction
The company I chose was Starbucks Corporation. Starbucks is a huge coffee chain that
roasts, markets and sells specialty coffee. The first Starbucks store was opened in 1971 in
Seattle, WA by Jerry Baldwin, Gordon Bowker and Zev Siegl. The name “Starbucks”
originated from a character in the novel Moby Dick. They pride themselves on selling high-
quality coffee beans and equipment. Their first supplier was Alfred Peet of Peet’s coffee and
they experimented with his roasting techniques to make their own blends and flavors in which
they are well known today. In 1982 Howard Schultz was hired as the head of marketing. He
took a trip to Milan and got the idea of trying to turn Starbucks into a café that sold expressos
and cappuccinos. Schultz could not get Baldwin and Bowker to agree, so he left in 1985 and
started his own coffee chain.
In 1987 Baldwin and Bowker decided to sell Starbucks and low and behold, Howard Schultz was
there to purchase the company.
In 1992, Starbucks went public. In 1994, they opened their first drive -thru location.
Starbucks expanded outside North America in 1996 by opening a location in Japan. By 1996,
there were a total of 1,015 stores. In 2003, Starbucks began selling food in their stores. In 2006,
Starbucks launched their industry’s first paper beverage cup containing post-consumer recycled
fiber. In 2011, Starbucks launched their Starbucks ® K-Cup ® packs. By 2011, there were
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