Starbucks Coffee Company Analysis

Starbucks Coffee Company Analysis Essay example
Masters
Essay
Marketing
Pages 12 (3012 words)
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STARBUCKS COFFEE COMPANY ANALYSIS Table of Contents Table of Contents 2 Introduction 3 TASK A – Market Environment Analysis 3 PESTEL Analysis 3 Porter’s Five Forces Analysis 4 Critical Success Factors 5 TASK B – Starbucks Strategic Analysis 7 Strategic Capability 7 Resources and Competencies of Starbucks 7 Value Chain Analysis 8 Value Network Analysis 9 Task C – Strategic Fit Analysis 9 References 11 Appendices 13 Appendix – 1 (PESTEL Analysis) 13 Appendix – 2 (Porter’s Five Forces Analysis) 13 Introduction This report entails about the strategic fit analysis of Starbucks Corporation…

Introduction

Starbucks Corporation is a US based company and is engaged in the business of purchasing and roasting whole coffee beans. It is regarded to be one of the premier brands of speciality coffee retailing in the world and operates its business in more than 50 countries of the world. Starbucks is headquartered at Seattle, Washington and was founded in the year 1971 (Yahoo Finance, 2012a). Its stocks are traded on NASDAQ Global Select Market with the ticker symbol “SBUX”. Starbucks is one of the fortune 500 companies of the world and has been ranked 229th in the fortune 500 list for the year 2012 (CNN Money, 2012). For the fiscal year ended October 2011, the US segment accounted for around 69% of the total revenues generated by the company (Starbucks Corporation, 2012). The revenues are generated in United States mainly through the licensed stores and company operated stores run by the company all over the country. Starbucks mainly operates its business in the speciality eateries industrial segment of US economy and has a market capitalisation of around $34.9 billion (Yahoo Finance, 2012b). ...
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