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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...

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Publié le 29 avril 2021
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mt481 final unit 9docx mt 481 swot analysis purdue university global mt481 financial markets executive summary i completed my strengths
opportunities and threats swot analysis

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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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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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