Mid Term report on Starbucks’ SWOT analysis Group number : 9 Jason, Sherry, Carol, Ashley, Jessie, Eva

Outline Introduction Slogan 3. Starbucks’ service Brand resource 2. 4P Product Place Promotion Price 3. Starbucks’ service 4. Analyze S.W.O.T. Strength Weakness Opportunity Threaten 5. Conclusion

The First shop: Pike Place Market in Seattle. 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 Signature Hot Chocolate Signature Iced chocolate Tazo Tea Iced Tazo Tea Green Tea Latte

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/bcpid605122090001?bclid=69777476001&bctid=676289471001

Starbucks - 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.jspx http://www.starbucks.com/