Starbucks Essay

895 WordsJan 1, 20134 Pages
CHAPTER 1 EXEUTIVE SUMMARY This report aims to evaluate Starbucks• past and present performance in order to mostimportantly stipulate the future position of this largely successful company. Being that thecompany•s objective centers around expansion, this report tries to identify a likelyattractive target country (India) for such plans. The analysis uses SWOT, PESTEL, IndustryBased View, Market Entry Mode and other similar evaluative tools to reach anunderstandable and valid conclusion that India provides varied opportunities for expansionthat can be exploited by Starbucks. CHAPTER 2 COMPANY PROFILE The current mission statement of Starbucks is ‘’to inspire and nurture the human spirit by one person, one cup and one neighbourhood at a time’’( The first Starbucks store was opened in Seattle on March 30th 1971 by three partners and the name of the store originated from the novel Moby Dick. The firm believes in supplying and serving the best coffee possible by using the highest standards of quality whilst adhering to ethical trading and responsible growing practices at the same time. In 1987 the first stores were opened outside of Seattle, in Vancouver and Chicago and in the subsequent years stores followed the expansion were much more extensive across North America. Starbucks sells a variety of products which include high-quality whole bean coffees along with fresh rich-brewed coffees, Italian-style espresso beverages and cold blended beverages, a collection of complementary food items and also a selection of premium teas and beverage-related accessories and equipment ( There are conflicting reports on the overall market segment that Starbucks possesses, although according to Mintel a global consumer research firm Starbucks had a 73% marketshare of U.S. coffeehouse sales in 2005, ( and this is significant because the

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