An Analysis of Starbucks as a Company and an International Business

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1、AnAnalysisofStarbucksasaCompanyandanInternationalBusinessIntroductionMillionsofpeopleallovertheworldwalkintoStarbuckseverydayfortheircupofcoffee,butitismorethantheoverpricedcoffeethatbringspeopleindayafterdaytotheStarbucksstoresacrosstheworld.Starbucksoffersanupbeatenvironmentandf

2、riendlyandhelpfulstafftoassistcustomersinanyquestionorproblemtheymighthavewiththecoffeeorservice.PeoplebuyStarbucksforwhatitrepresentsandthestatussymbolthatcomesalongwithit.Althoughvariousbusinessmodelsexist,theprinciplesandstructureofStarbucksisagoodmodeltofollow,duetoitsnational

3、andglobalsuccess.ThisreportexamineshowStarbucksisfinanciallysucceedingasacorporationeventhroughhardeconomictimes.Bylookingattheindustryandcompanysituationalanalysis,thisreportwilldeterminewhereStarbucksstandsintheworldcoffeeindustry.ThisreportwillthendiscusswhyStarbucksisasuccessf

4、ulinternationalbusinessandtheimplicationsofbeinganinternationalbusiness.ThelastthingthatwillbediscussedisthestrategyrecommendationsforStarbucks,andhowtogoaboutimplementingthosestrategies.IndustrySituationalAnalysisMillionsofpeoplearoundtheworldthriveontheirmorning,afternoon,andsom

5、etimeseveningcoffee.Duetothemassiveamountofconsumersforthecoffeeindustry,thereisalsoalotofcompetitionforthoseconsumers.Coffeehasbeenaroundforalongtime,butthecompetitionofcoffeeretailershasjustrecentlysproutedwithcoffeesalesrisingmorethan50%in2007(Burritt,2007).Themaincompetitorsth

6、atwillbeexaminedinthisthesisareStarbucks,McDonald’sMcCafe,andDunkinDonutsCoffee.Thedominanteconomiccharacteristicsoftheindustryenvironmenthavetobeexaminedinordertodeterminewheretheindustryisheaded,andwhyStarbucksisagoodmodeltofollow.Thecoffeeindustryiscontinuingtogrowdespitetheinc

7、reasingcostsforcoffeefromJanuaryof2009’s108.39U.S.centsperlb.toDecemberof2010’s184.26U.S.centsperlb.("InternationalCoffeeOrganization13Prices,"2010).Thealmost200%increaseinthepriceofthecoffeebeanoverthelasttwoyearshashurttheoverallprofitsofeveryoneinthecoffeeindustry.Thepricehasbe

8、enrising,notsimplyduetothepriceof