Case #1- Starbuck's Strategy: It's a Small World After All- Case 2.1
A1. Create a SWAT analysis of Starbucks focusing on its plans for international growth.
1. Strengths
a. Starbucks has obtained a strong brand name over the years.
b. They have obtained a system that works.
? Consistency
? Astounding customer service
? A long range of customer loyalty
? Superior quality
? Good training and management system
? They understand their target audiences.
? They have the resources and money for valuable research.
? Their marketing strategy is magnificent. An example is how they name their coffee Tall, Venti, and Grande. This gives the customer a sense that the product is foreign and exotic. With this in mind, customers are willing to pay the extra money. They want those unique products. (paladn)
c. Now with their products sweeping nationwide, Starbucks is able to tie-in products, such as coffee cups and briefcases, to expand their market.
d. Starbucks has an incredible distribution system. They now serve coffee at 6,500 stores nation wide.
e. The product itself is quality guaranteed. Superior to other competing coffee shops, such as Dunkin Donuts and local coffee houses, following in its footsteps.
f. Starbucks has a very atmospheric feeling about it. From the sofas to the classical music, sipping a coffee and reading a book is all part of the Starbucks experience.
g. Starbucks has a very ...