The purpose of this situation analysis was multifaceted. The multiple objectives were as follows:
To describe and assess the position of Starbucks Corporation in the specialty coffee segment of the coffee industry
To assess the strength and strategies of the competitors of Starbucks in the specialty coffee segment of the coffee industry
To describe the status of and trends in the several external environments (economic, political, technological, social, and legal) that affect the operations of Starbucks Corporation
To identify and assess demographic trends and customer behaviors confronting competitors in the specialty coffee segment of the coffee industry
To perform a SWOT analysis on Starbucks Corporation
A synthesis of the several analyses found that Starbucks Corporation is the dominant player in the specialty coffee segment of the coffee industry. The analyses also indicated that the Starbucks likely will maintain its competitive dominance for the coming 10 years or longer.
The troubling indication of the analyses for some people will be the difficulties that the Starbucks Corporation confronts in an effort to maintain its growth patterns. The Company must focus more strongly on international markets to maintain recent growth patterns. At some point, however, growth rates will fall as the Company reaches the practical limits of growth (a difficult concept for unabashed capitalists to grasp).
3. Copies of Completed Survey Instruments
Survey # ___ Date ________________
1. Starbucks coffee shops reflect my lifestyle.
___ Strongly agree ___ Agree
___ Disagree ___ Strongly disagree
2. I go to Starbucks coffee houses primarily for:
___ The Coffee ___ The coffee h
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