Starbucks_SWOT星巴克swot分析.doc

Starbucks SWOTIntroductionStarbucks Coffee Company was founded in 1971, opening its first location in Seattles Pike Place Market. Starbucks is the worlds leading retailer, roaster and brand of specialty coffee with coffeehouses in North America, Europe, Middle East, Latin America and the Pacific Rim. Worldwide, approximately 33 million customers visit a Starbucks coffeehouse each week. It also sells a range of teas, Italian-style espresso beverages, cold blended beverages, baked goods, confectionery, coffee brewing equipment and a range of Starbucks branded giftsStrengthStarbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year. It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries. Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. The organization has strong ethical values and an ethical mission statement as follows, Starbucks is committed to a role of environmental leadership in all facets of our businessWeaknessStarbucks has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. The organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.OpportunityStarbucks are very good at taking advantage of opportunities. In 2004 the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD. New products and services that can be retailed in their cafes, such as Fair Trade products. The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.ThreatWho knows if the market for coffee will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future? Starbucks are exposed to rises in the cost of coffee and dairy products. Since its conception in Pike Place Market, Seattle in 1971, Starbucks success has lead to the market entry of many competitors and copy cat brands that pose potential threats强度星巴克公司是一项很赚钱的组织,所挣的钱超过6亿美元,在2004年公司产生收入超过5000万同年。它是全球的咖啡品牌建立在的声誉,优良的产品和服务。它有大约9000咖啡馆几乎40个国家。星巴克是财富杂志的100强公司2005年的工作。本公司是一个受人尊敬的雇主看重解除劳动合同。该组织已强烈的民族价值观和伦理使命陈述如下:“星巴克致力于环境领导角色在所有的方面我们的贸易关系弱点星巴克的声誉,新产品开发和创造力。然而,他们仍然脆弱的这种可能性,创新还可能延迟一段时间。该组织已中联在美利坚合众国与超过四分之三的他们的咖啡馆位于国内市场。经常有争论认为,他们需要找一个公事包的国家,为了推广业务风险。这个组织是一个主要依赖于竞争优势,零售的咖啡。这可能使他们慢慢地分散投资于其他行业如果你需要。机会星巴克很善于利用机会。2004年,建立了CD-burning服务在他们的圣莫尼卡(美国加利福尼亚州的餐馆,惠普,在用户创造他们自己的CD。新产品和新服务,可以在他们的咖啡馆,典型的公平贸易产品等。公司有机会拓展全球业务。新的市场,喝杯咖啡,如印度和