星巴克SWOT分析_英文.doc

SWOT Analysis of Starbucks Background: Starbucks (Starbucks) is the name of a chain of coffee company, was founded in 1971, which is the worlds largest coffee chain, its headquarters located in Seattle, Washington, the state of USA. In addition to the coffee, Starbucks also have tea, filling cake and commodities such as cake. Starbucks in the global scope is nearly 13000 branches throughout North America, South America, Europe, the Middle East and the Pacific area. Starbucks global history and data: In 1971, Starbucks in Seattle pike place market launched its first store, start business coffee business. In 1982, Mr. Howard Schultz join Starbucks, and as a market and retail director. In 1987, Mr. Schultz bought Starbucks, and open the first a sales drip coffee and espresso drinks store. In 1992, Starbucks successfully listed on NASDAQ in New York, and into a new stage of development. In 2009, Starbucks introduced instant coffee ,Via, with only ten months will achieve $100 million in global sales, and set up more than 40000 sales outlets. Now, Starbucks in 39 countries around the world, has more than 13000 stores and 145000 partners SWOT Analysis: Strengths: ? Starbucks Corporation is a very profitable organization, earning in excess of $10707 million in 2010. ? It is a global coffee brand built upon a reputation for well products and services. It has almost 13000 cafes in almost 50 countries. ? Starbucks has a very low rate for the loss of its top managers. They give various ideas for their products. The company is a respected employer that values its workforce. ? Starbucks’ product is not just coffee, but the experience for coffee: atmosphere management, soft music, warm light and so on. ? Starbucks uses the mode of flexible investments and co-operations according to the different market situations around the world. It always uses the direct way to sale its products. ? The organization has strong ethical values and an ethical mission statement