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1、StarbucksSWOTIntroductionStarbucksCoffeeCompanywasfoundedin1971,openingitsfirstlocationinSeattle'sPikePlaceMarket.Starbucksistheworld'sleadingretailer,roasterandbrandofspecialtycoffeewithcoffeehousesinNorthAmerica,Europe,MiddleEast,LatinAmericaandthePacificRim
2、.Worldwide,approximately33millioncustomersvisitaStarbuckscoffeehouseeachweek.Italsosellsarangeofteas,Italian-styleespressobeverages,coldblendedbeverages,bakedgoods,confectionery,coffeebrewingequipmentandarangeofStarbucksbrandedgiftsStrengthStarbucksCorporation
3、isaveryprofitableorganization,earninginexcessof$600millionin2004.Thecompanygeneratedrevenueofmorethan$5000millioninthesameyear.Itisaglobalcoffeebrandbuiltuponareputationforfineproductsandservices.Ithasalmost9000cafesinalmost40countries.StarbuckswasoneoftheFort
4、uneTop100CompaniestoWorkForin2005.Thecompanyisarespectedemployerthatvaluesitsworkforce.Theorganizationhasstrongethicalvaluesandanethicalmissionstatementasfollows,'StarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsofourbusinessWeaknessStarbuckshasa
5、reputationfornewproductdevelopmentandcreativity.However,theyremainvulnerabletothepossibilitythattheirinnovationmayfalterovertime.TheorganizationhasastrongpresenceintheUnitedStatesofAmericawithmorethanthreequartersoftheircafeslocatedinthehomemarket.Itisoftenarg
6、uedthattheyneedtolookforaportfolioofcountries,inordertospreadbusinessrisk.Theorganizationisdependantonamaincompetitiveadvantage,theretailofcoffee.Thiscouldmakethemslowtodiversifyintoothersectorsshouldtheneedarise.OpportunityStarbucksareverygoodattakingadvantag
7、eofopportunities.In2004thecompanycreatedaCD-burningserviceintheirSantaMonica(CaliforniaUSA)cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.Newproductsandservicesthatcanberetailedintheircafes,suchasFairTradeproducts.Thecompanyhastheopportunitytoexpan
8、ditsglobaloperations.NewmarketsforcoffeesuchasIndiaandthePacificRimnationsarebeginningtoemerge.Co-brandingwithothermanufacturersoffoodanddrink,andbrandfranchisingtomanufacturersofo
