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
• Tazo Tea
• Rose Fancy Tea Latte
• Iced Tazo Tea
• Signature Hot Chocolate • Green Tea Latte
• Signature Iced chocolate
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/b
cpid605122090001?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.j
spx
• http://www.starbucks.com/