Professional Documents
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ASMANEE
YAMAREEMONG G1116942
MUANPRAE NARARAK
WANHASUN
NATEE
SUDEN
WAIYASIL
NURFITTREE
KORN
G1118270
G1118923
G1120449
MAHA
G1128372
KLABKASEM
G1214771
Contents
History of Starbucks
Mission and Vision
SPEELTD Analysis
Starbucks Stores
Porters 5 Forces
Starbucks life cycle
SWOT analysis
Marketing Mix
Channel expansion
In cases:
Starbucks policy
sources of competitive advantage
keeping its market share
the attractive and unattractive features
History of Starbucks
Starbuckss Mission
and Vision Statement
Mission Statement:
Vision:
To inspire and nurture the human spirit
one person, one cup and one
neighborhood at a time
SPEELTD Analysis
Analyzing in macro-environment can use
SPEELT analysis method to analyze the overall
business environment.
Social
Normally, European
and American were
preferred to drink
coffee. An observation
reveal that American
drink coffee
approximately 1.8 cups
per day.
Political
Economic
Environment
Environment
problems around
the world such as
Global warming
make coffee beans
producing
decreased because
the weather are not
properly to plant.
Legal
Technology
Demographic
Aged: based on
observations, it
found that trend to
consume coffee of
old people have
increased
continuously.
Region: America
and Europe have
consumed coffee
more than Asian.
Starbucks Stores
Porters 5 Forces
Suppliers
Buyers
Substitutes
Industry
competitors
New
entrances
Starbucks Lifecycle
SWOT analysis
Strength
SWOT analysis
Weakness
SWOT analysis
Opportunity
Threat
Marketing Mix
Product
The finest coffee beans
selected from around the
world.
Starbuck add local
beverage product.
A symbol of cup of
Starbuck itself.
Bottled coffee or canned
coffee for sale in
Price
supermarket.
Marketing Mix
Place
Marketing Mix
Promotion
Channel Expansion
The service
Brand Starbucks
Location, Design and Atmosphere
Added Value
Quality of Products and Services
Unattractive features
Conclusion &
Recommendation
Starbucks has maintained a competitive advantage
Q&A
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YOU