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Planet Starbucks

In: Business and Management

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PLANET STARBUCKS
CASE REVIEW:
The Starbucks company born from the idea of Alfred Peet, after that, Jerry Baldwin, Zev Siegel and the writer Gordon Bowker ran out this project, and they founded the company. Based in Seattle, Washington, since 1971 (year of foundation) today Starbucks is the world's biggest coffee company retail and has a presence in over 55 countries with approximately 18,000 establishments.
Part of the merit of the company was thanks to Schultz, a businessman who had a number of cafes, he decided to purchase Starbucks and maintain in all cafes the trade name Starbucks. He also created the philosophy that to go out for coffee would be more than that, he wanted to create a harmonic place, that would make the customer will feel at home.
The basis of success, in addition to those mentioned may be the following ones: having a quality coffee, have competent, and involved workers have a design in the establishments comfortable and modern and have a presence in urban centres and try to unseat the competition.
Dates that had marked the history of Starbucks also are 1992 when he entered in the stock market, and 2006 after a disproportionate growth since 2000 was the first time that the company had a small recession and so was forced to make strategic changes.

SOWT ANALYSIS:
Strength:
• Leading retailer and roaster for brand specialty coffee in the world.
• Known for providing superior products and services.
• No. 7 on Fortune Magazines’s 100 best.
• There was a limited number of strong competitors.
• High market share and market growth.
• Location and convenience.
• Starbucks only purchases Premium Arabica Coffee Beans.
• Store Internal Atmosphere.
• The store has opened in major cities within accessible locations in the market.

Weakness:
• High pricing because of the quality ingredients used.
• Starbucks refuse to

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