SWOT Analysis

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Introduction
Starbucks is an American coffee company established in 1971 (“Company Information”). At the moment, the company operates several branches across the world and is the biggest coffee chain in the world. Many agree that the management of this organization has been at the forefront in setting strategies that enable them to strive in the market, by overcoming weaknesses and exploiting the available opportunities. This essay aims to provide various aspects concerning the strengths, weaknesses, opportunities, and threats, concerning Starbucks Corporation. Below are the explanations.
Strengths
The organization has one of the most prominent and robust brand images not only in America but also in other parts of the world. This has made it stand out as one of the organizations that have the highest number of customers, loyal to the organization’s products. Availability of such loyal clients promotes business stability (Bergstrom).
Weaknesses
In a broader perspective, gaps refer to internal struggles, which hinder access to business capabilities. In other words, they are areas that are capable of or need immediate improvement (Yusuf 8). For instance, local newspapers have recently reported that the price of Starbucks, although being quite high, has continued growing over the years (“The Price of a Starbucks Coffee Is Going Up”). This makes the company’s client base limited to a given social class.
Opportunities
The company stands in a better position of having its profits and revenues increased by joining developing markets.

As Yusuf (2010), notes, Starbucks could gain more benefits if it expands its operations to developing nations, and introduce diversification of its services (p.6).
Threats
Past researchers indicate that risks can either be internal or external factors that have a negative impact on business (Schoja 7). There are various competitors in the Market, and in the larger world, offering services similar to those offered by Starbucks. For instance, the existence of restaurants, hotels and other players in the hospitality industry pose a significant threat to the operational aspects of Starbucks (Panagiotou 9). Some of these entrants provide similar services at low costs.
Conclusion
There exist various challenges in the hospitality industry, where Starbucks Company happens to operate. Issues such as competition, the emergence of new entrants and imitation have over the recent past increased. Therefore, the company should closely monitor the market, and make themselves competitive.
Works Cited
“Company Information.” Starbucks Coffee Company, 2018, https://www.starbucks.com/about-us/company-information. Accessed 14 Oct 2018.
“The Price Of A Starbucks Coffee Is Going Up”. Fast Company, 2018, https://www.fastcompany.com/40582907/the-price-of-a-starbucks-coffee-is-going-up. Accessed 14 Oct 2018.
Bergstrom, Breonna,. “Starbucks Marketing Strategy: How To Create A Remarkable Brand”. Coschedule Blog, 2018, https://coschedule.com/blog/starbucks-marketing-strategy/. Accessed 14 Oct 2018.
Panagiotou, George. “Bringing SWOT into focus.” Business strategy review 14.2 (2003): 8-10.
Schoja, Viktoria. Determining Consumer Behaviour in the Catering Industry: A Case Study Of Starbucks UK. Anchor Academic Publishing, 2016.
Yusuf Pribadi Adi, Putra. THE SIGNIFICANCE EFFECT OF BRAND IDENTITY ON CONSUMER SATISFACTION AND BRAND LOYALTY (Study on Starbucks’s consumer in Surabaya). Diss. UPN” Veteran” Jatim, 2010.