Table of Contents
1.0 Executive Summary 03
2.0 Company Overview 04
2.1 Company Structure 04
2.2 Mission Statement 05
2.3 Financial Analysis 06
3.0 Competitive Analysis 06
3.1 Second Cup 06
3.2 Timothy's 08
3.3 The Symposium Cafe 09
3.4 Tim Hortons 10
4.0 Competition in Canada 10
4.1 Direct Competition 10
4.2 Indirect Competition 11
5.0 Starbuck's Current Positioning 13
5.1 Retail Positioning Matrix 13
6.0 Strengths and Weaknesses 14
6.1 Strengths 14
6.2 Weaknesses 15
7.0 External Factors 16
7.1 Political / Legal 16
7.2 Socio - Cultural 16
7.3 Economic 16
7.4 Demographic 17
8.0 Internal Factors 17
9.0 Future Outlook 18
9.1 Financial Summary 18
9.2 Market Expansion 19
9.3 Product Diversification 19
10.0 Strategic Issues 19
10.1 Consistency and Quality in Products and Services 19
10.2 Protection of Suppliers and Future Supply 20
10.3 Product Diversification 20
10.4 Remaining Innovative 21
10.5 Identifying New and Untapped Markets 21
1.0 Executive Summary
Starbucks Coffee Company was founded in 1971, when i ...