Starbucks The reasons why we are love in it Carey 任思瑩 資管四甲 Carey 任思瑩 Nickall 尹新瀚 Nickall 尹新瀚 Dennis 范成瑞 Dennis 范成瑞 Becca 林宥廷 Becca 林宥廷 StariX 高尚白 StariX 高尚白

Introduction They sell lots of things like beverages, coffee beans, breakfast, cake, and many other interesting products. The image they want to create is Soft, Fresh and Friendly. The environment is soft, the beverages and food is fresh and the salespersons is friendly.

Strength All-pervasive coffee shops Excellent brand image High standard of product quality The variety of products Good service

Weakness Lots of part-time worker Coffee market is not very popular yet in Taiwan Store cost is very expensive They have lower admissibility to entry

Opportunity Customer relationship management –Warm service –Powerful web site Promotion –New product development –Cooperate with other companies

Threat If the market keep growing, there will be many different demands in this coffee market. Starbucks' success has lead to the market entry of many competitors and copycat brands that pose potential threats, the price war and yearly inflation will greatly reduce their profit. Competitors have superior access to channels of distribution will also be a great threat, because coffee is volatile which require careful shipping and preserving.

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