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Submitted By zarly
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SWOT MATRIXSTARBUCKS CORPORATIONPresented by: ZARLY R. SANTIAGOMSHRM | STRENGTHS1. Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year. 2. It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries.3. Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce.4. The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.' 5. Starbucks is No. 1 specialty coffee retailer of - in terms of market share and market capitalization. 6.Strong brand image associated with high quality coffee and excellent customer service - “The Starbucks Experience”7. Due to its specialism in all things coffee - it achieves high buying volumes - scale economies and utilizes international sourcing, some from fair trade suppliers. | WEAKNESSES1. Starbucks has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time.2. The organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. 3. The organization is dependent on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.4. Starbucks is a premium brand commanding premium prices. As competitive pressures increase, the company could be undercut by lower price rivals such as McDonalds or

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