This 10 page paper is a compensative look at Starbucks. The writer carries out a SWOT and a PEST analysis before considering how the company may expand their market share in the UK, using Ansoff's Matrix as a guide. The bibliography cites 1 source.
Name of Research Paper File: TS14_TEstarb2.rtf
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US and expanded it outwards can be seen as one of the key factors in the success of this company. If we wish to look at the company we can
consider the current position of the organisation, especially in the UK, including the different strengths and weaknesses, opportunities and threats. When we consider this the external environment we also
need to look at issues such as political, economic social and technological. The company is well known, has a strong brand, and an even stronger leader. If we look
at how the company has developed, using both emergent strategies and taking first over advantages we can see how the leadership may be seen as a strength. It was
1985 when Schultz managed to convince the founders of the coffee company that it is worth trying out the new format of a coffee bar. He gains a site in
the down town area and the first modern format Starbucks opens. The experiment as a complete success and the companys current history begins with Schultz founding the new company in
1985 (Starbucks, 2001). This was not a new idea, as we see it adopted and adapted form ideas he saw in Italy, but it is the first of the type
to be seen in the US in this type of format. The innovation was unique, and the concept was formed. After this
we start to see more innovation and development. In 1985, the same year, there is the introduction of a new product; Christmas Blend coffee as well as diversifying into
Il Giornale, a coffee bar that uses Starbucks coffees beans for its coffee (Starbucks, 2001). By 1987 the Il Giornale company, that was the company founded by Schultz is so