Starbucks :: essays research papers

Starbucks is a corporation that offers specialty deep browns, coffee beans, cold blended beverages, pastries, coffee related products and machines, and tea. Starbucks opened its foremost location in 1971 in Seattle. By the year 2000, Starbucks had over 3300 locations, and it is still growing.SWOTSTRENGTHS2000 marked 5th consecutive year of sales increase.Low long-run debt to equity ratio of 0.01, company has good financial standing.1993, Opens second roasting plant in Kent, Washington in order to maintain on-time production and delivery, thence in 1995 opened state of the art roasting facility in York, Pennsylvania. Howard Schultz joins corporation in 1982, is a visionary leader who made Starbucks the famous coffee bar that it is today. In 2000, Schultz assumed role of chairman and chief global strategist.WEAKNESSESLow presence in third largest coffee market, Japan and Asia.Limited (currently increasing) take of distribution. OPPORTUNITIESSchultz sees opportunity to make coffee/ espresso bar available to everyone (i.e. new channels of distribution)o1990 Horizon Air Accounto1991 First licensed drome locationo1992 Nordstrom Accounto1993 Barnes & Noble relationshipo1994 - Starwood Hotel Accounto1995 United Airlines Accounto1997 Canadian Airlines Accounto1998 Grocery store coffee bars due to agreement with Kraft Foods. o2000 Host Marriott International AgreementGlobal OpportunitiesoOpens locations in several(prenominal) countries.Other types of drinks, including cold coffee beverages, blended drinks, fruit drink, and tea. THREATSSmall coffee shops in New York are trying to compete with Starbucks on the basis of guest loyalty.Protesting against Starbucks for using milk with artificial bovine growth hormone.GOSTGOALSOpen 1,200 new locations in 2001, 900 in the United States.Open new store in capital of Austria by end of 2001.Open 10-15 new stores in Zurich within the next 12-18 months.Distribution of new Bottled Frappuccino Coffee Drinks, from affiliati on with PepsiCo, to entire USA by kinsfolk 2001.