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

2. 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

3. The First shop: Pike Place Market in Seattle.
Origin of Starbucks
The First shop: Pike Place Market in Seattle.
Time: 1971

4. Howard Schultz Starts to sale beverages, food and in 1987.
Over 8000 stores in the world in 2011.

5. Slogan
More than Just Coffee.
The Third Place.

6. Products
Drinks
Food
Starbucks Cards
Drinklware

7. Espresso Coffee
a. Café Latte b. Vanilla/hazelnut latte c. Café Mocha d. Caramel Macchiato e. Cappuccino f. Café Americano

8. Starbucks on Ice Iced Caffé Latte Iced vanilla/hazelnut latte
Iced Caramel Macchiatto
Iced Caffé Mocha

9. Brewed coffee Coffee of the Day Vanilla Caffé Misto
Iced Coffee (for seasons)
Iced Vanilla Caffé Misto (for seasons)

10. Starbucks Tea
Oriental Beauty Tea
Bi Luo Chun
Jinxuan Oolong Tea

11. Coffee Alternatives Rose Fancy Tea Latte Signature Hot Chocolate
Signature Iced chocolate
Tazo Tea
Iced Tazo Tea
Green Tea Latte

12. 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

13. Food
Bakery
Sandwich
Salad

14. Starbucks Card
To pay easily
A nice present
Deserving to be collected

15. Coffee machine and others
Espresso machine
Solo Filter
Electrical Mocha Maker
Coffee Mill
Grinder

16. Place
Establishing on the corner

17. Promotion

18. 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

19. Strength Oversea markets The variety of products Good brand image
High standard of product quality

20. Weakness
Expensive
Consumer group is restricted

21. Opportunity Entry into Asian market Product diversification
Market penetration
Co-branding with other food manufactures.

22. Threats Numbers of competitors are increasing
Variation in coffee prices
People started to become more health conscious
Competitors are trying to imitating

23. 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.

24. 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

25. How to solve Starbuck’s weakness?
Adjust Starbuck’s products price
Offer special discount on certain festival
Invite more inventors to join them

26. REFERENCES http://www.starbucks.com.tw/home/index.jspx