Starbucks is a corporation that offers specialty coffees, coffee beans, cold blended beverages, pastries, coffee related products and machines, and tea. Starbucks opened its first location in 1971 in Seattle. By the year 2000, Starbucks had over 3300 locations, and it is still growing.
SWOT.
STRENGTHS:.
2000 marked 5th consecutive year of sales increase.
Low long-term debt to equity ratio of 0.01, company has good financial standing.
1993, Opens second roasting plant in Kent, Washington in order to maintain on-time production and delivery, then in 1995 opened state of the art roasting facility in York, Pennsylvania. .
Howard Schultz joins corporation in 1982, is a visionary leader who made Starbucks the famous coffee bar that it is today. In 2000, Schultz assumed role of chairman and chief global strategist.
WEAKNESSES:.
Low presence in third largest coffee market, Japan and Asia.
Limited (currently increasing) channels of distribution. .
OPPORTUNITIES:.
Schultz sees opportunity to make coffee/espresso bar available to everyone: (i.e.: new channels of distribution).
o 1990 - Horizon Air Account.
o 1991 - First licensed airport location.
o 1992 - Nordstrom Account.
o 1993 - Barnes & Noble relationship.
o 1994 - Starwood Hotel Account.
o 1995 - United Airlines Account.
o 1997 - Canadian Airlines Account.
o 1998 - Grocery store coffee bars due to agreement with Kraft Foods. .
o 2000 - Host Marriott International Agreement.
Global Opportunities:.
o Opens locations in several countries.
Other types of drinks, including cold coffee beverages, blended drinks, fruit drink, and tea. .
THREATS.
Small coffee shops in New York are trying to compete with Starbucks on the basis of customer loyalty.
Protesting against Starbucks for using milk with artificial bovine growth hormone.
GOST.
GOALS.
Open 1,200 new locations in 2001, 900 in the United States.
Open new store in Vienna by end of 2001.
Open 10-15 new stores in Zurich within the next 12-18 months.
