Strengths
• “Starbucks is the leading specialist coffee shop brand globally, with excellent brand equity and a reputation for premium coffee.” This can influence the company in both ways; positive and negative. It is positive for the company to have a big brand name to introduce into a new country. On the other side if some bad news lacks out about the company they will have to take responsiblity over the whole line. The also have to make true the constantly high expectations that the consumers have.
• “Starbucks continues to be a pioneer, introducing innovations such as in-store Internet access and the Duetto Visa card along with new beverages such as Iced Shaken Refreshments.” Innovation is an important part of a successful business, whereas it is not easy and a pain in the ass to keep up the innovation in this fast changing environment.
• “Starbucks is expanding rapidly and rapidly gaining international strength.”
• “The company has a strong ethical position, both with regards to communities and the environment, which makes it attractive to many consumers.” In the current society companies pay alot of attention on the ethical position of their brand.
• “The company focuses closely on employee satisfaction and thus built a base of happy and hard working employees, ultimately benefiting the customers’ experience.”
Weaknesses
• Starbuck’s appeal remains highly dependent on the appeal of the coffee.
• While all outlets offer a limited range of food, only 17% off salads and sandwiches, with this limitation possibly deterring some consumers, although Starbucks is focusing on growing its lunch menu and focus.