SWOT-analysis
Name
Starbucks Corporation
Industries served
Geographic areas served
Current CEO
Profit
Employees
Restaurants, Coffeehouses
Worldwide
Howard Schultz
$ 1.38 billion (2012)
149,000 (2012)
Main Competitors
McDonald's Corp., Dunkin' Brands
Group, Inc., Nestlé S.A., Green Mountain
Coffee Roasters, Costa Coffee, Caribou
Coffee Company
Strengths
• Sound financial records
• №1 brand in coffeehouse segment valued at $4
billion
• Starbucks experience
• Largest coffeehouse chain in the world
• Employee management
Weaknesses
• Coffee beans price is the major influence
over firm’s profits
• Product pricing
• Negative publicity
Opportunities
•
•
•
•
Extend supplier range
Expansion to emerging economies
Increase product offerings
Expansion of retail operations
Threats
• Rising prices of coffee beans and dairy
products
• Trademark infringements
• Increased competition from local cafes and
specialization of other coffeehouse chains
• Saturated markets in the developed economies
• Supply disruptions