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starbucks Free essay! Download now

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starbucks

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Downloads to date: N/A | Words: 2602 | Submitted: 16-May-2013
Spelling accuracy: 97.5% | Number of pages: 13 | Filetype: Word .doc


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Starbucks - Economic Analysis

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Introduction ……………………………………………………………………………2
Starbuck’s External environment analysis ……………………………………3
Starbucks’s capability analysis…………………………………………………….8
Value chain analysis………………………………………………………………..10
Recommendations to Starbucks…………………………………………………..11
Conclusion ……………………………………………………………………………….13
References………………………………………………………………………………14










Introduction
Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world, with over 16,000 stores in more than 50 countries (Starbucks Annual Report, 2009, p. 1). Headquartered in Seattle, Washington, Starbucks is an international Corporation(www.Starbucks.com) It is well known that Starbucks is famous for its high-quality and wide range of coffees along with a variety of complimentary foods, coffee related accessories. In May 1998, the first Starbucks was successfully set up in the UK(London) and it quickly entered the European market afterwards(Starbucks, 2009). The past decades have witnessed rapid growth of Starbucks in the UK, the number of stores increased to over 800 by the end of 2010. (Starbucks Annual Report,2010,p.3).
With the development of globalization and the number of coffee drinkers increase throughout the world, more and more competitors pop up to compete with Starbucks. Despite the huge success of Starbucks, the company is faced with many challenges as well as threats in terms of continuing the growth of its business. This report aims to evaluate major external factors that affecting Starbucks based in UK by using different environmental analysis methods such as PESTLE Analysis, Porters Five Forces. By analyzing these factors, we can get a better understanding of the opportunities and challenges that facing Starbucks in UK. In the meantime, Starbucks’ strategic capability and strategy fit analysis will be discussed.
Starbuck’s External environment analysis
PESTLE ANALYSIS
PESTLE framework is an analysis tool that is used to identify the key drivers of change in the strategic environment (Johnson et al., 2008). PESTLE stands for political, economic, socio-cultural, technological, legal and environmental factors that can affect a company.
Political/Legal Factors
It is not hard to know that the political system in the UK is relatively stable, which is favorable to Starbucks that trade in the country. In the meantime, the US and UK maintain a strong economic and political relationship with each other, which also provides a pleasant environment for Starbucks to do business in UK.
Economic Factors
Economic factors have a significant role to play in the process of business operation because it can influence consumers’ purchasing power and behaviors to a large extent. (Senter and Edmonds, 2003 pp. 39-42). Even though UK is still suffering economic recession, being a highly developed country for centuries, UK has a very high purchasing power and the majority of customers are willing to spend a bit more money in order to get high quality product such as Starbucks coffee. But we can not deny the fact that some people decide to buy less Starbucks coffee because their purchasing power is reduced due to the gloomy economy.
Socio-cultural Factors
Socio-cultural factors are ...

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