STARBUCKS SWOT Analysis.docx

Starbucks SWOT Analysis1) STRENGTHBusiness model: according to the different market situations all over the world take flexible investment and cooperation pattern, with more than one operating mainly.Make full use of the "experience": Starbucks think their product is not only coffee, and is the experience of coffee shop. In addition, more adept at Starbucks coffee outside of the "experience": such as atmosphere management, personalized interior design, warm light, soft music, etc. Liking McDonald's has been advocating selling joy, Starbucks American culture gradually the decomposed into can experience things. Products: Starbucks mainly sells coffee and his coffee beans, in addition, actually Starbucks sells is also a kind of taste and feeling, also is the so-called intangible atmosphere, Starbucks and general coffee shop different places, and is give a person a kind of extremely negative humanistic fashionable feeling, this is the place of different with other coffee shop. Location: with the crowds more business circle is given priority to, in addition to the more traffic location more frequent, because in addition to sell to want to drink of people outside, also can provide a brief the location of the have a rest.2) WEAKNESSLocalization: have the first "" large number aside, for now, more important is the Starbucks the localization of the. Any one of the enterprise in China from abroad, have to consider the problem of localization, Starbucks in China on the one hand to consider the policy and market not mature, laws and regulations, not perfect, and besides, the social credit system in has not established.It must be carefully looking for partners, carefully adjusted development strategy, to choose a localization model, including management pattern, the cooperation pattern and product model, this is the problem of Starbucks need to care about.Money problems: If anyone know a little bit Starbucks will pay attention to a phenomenon, Starbucks store location always follow such a law-the rent expensive crowded area of the city. As is known to all, Starbucks to the general public is a luxury, in order to guarantee the Starbucks' tourists, so the location is also for rights. According to information, to open a new store in Shanghai Starbucks to 2 million, and was withdrawn after the retail stores in China Starbucks plans to increase the number to 500 above, Starbucks, it need a lot of money to develop new store for its. Starbucks could "alone" to expand the market, at the same time, money, human and solve the reserve resources, huge demand, will become the future test a problem for Starbucks.3) OPPORTUNITY China market: Starbucks in China business model was initially based on license authorization of regional cooperation partners way. Starbucks headquarters a franchisor patent gold charge of after Starbucks trademark granting a franchisor use, headquarters in a franchisor only the business income of a small proportion of the fixed extraction commission. Shanghai unified Starbucks coffee Co., LTD exercise its in Shanghai, Hangzhou and Suzhou area such as the agency; Beautiful heart Starbucks (China) Co., LTD, food in Macau, China, now have the right of Guangdong and Hainan Starbucks; Beijing and Tianjin in northern China mainly the agency awarded Beijing the large coffee Co., LTD.Initiative, harvest the Chinese market fruit: recently, Starbucks chairman Howard Schultz global visited China announced to media: Starbucks will change the past in China's business model-called franchise, recycling equity, Starbucks will change as wholly owned one in China. And plans to China to fight a Starbucks largest overseas market, the number of stores by now 100 increased to more than 500 House, more than Canada and Japan.Now, Starbucks have traveled to Shanghai unified Starbucks equity and Guangdong beautiful heart of Starbucks corp. Just half of China occupies Starbucks control of the 100% stake in the beauty of Starbucks large underlying, and rely on it in the Chinese greater impact, and Starbucks challenge headquarters. But, in fact, Starbucks headquarters back of Beijing American franchise is inevitable, take back the concession is just a time and process problems.4) THREATAfter the radical expansion of the potential risks: open new stores investment of pressure. At the same time, because of Starbucks not allowed to join in, so operators not only cannot like other coffee shop that it count on to join the takings of a gold.The reality and potential competitors many.1. Coffee trade competition: chain stores such as Seattle or Coffee, Iraq is the coffee and enter the market coffee shop and independent open a shop cafe. 2. The convenience store competition: convenience stores handy tin coffee, aluminum cans of packaging coffee, convenient type with bag brew coffee. 3. Fast food restaurants sell coffee: McDonald's fast food hamburger, KFC fast-food restaurants, Texas and convenient to give priority to the coffee machine brew coffee. 4. Fixed-point coffee machine: in the airport, in the rest stop for convenience is given priority to, with a cup of coffee machine brew coffee, or tin coffee, aluminum with packaging coffee.-WANGWEIQIN