Research Paper on:
Starbuck’s; A Case Study

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that the compnay has recognised and dealt with the external environment and adapted to make changes that were needed when necessary. The way that this can be considered is  by examination of different factors faced by Starbucks. Porters Five Forces Existing Competition Starbucks operate in a very competitive industry. There are a range of competitors, both in the  form of direct competitors such as other coffee shop chains, local and nation as well as outlets that sell coffee, including restaurants such as McDonalds and Burger king, which although  in a different sector, may seen by many as offering suitable substitutes. There are few companies as string as Starbucks. The compnay had only one store in 1971 has  grown to the current position of more than 4,800 branches internationally today (The Seattle Times, 2001). Starbucks now has a presence in many  countries, including the Philippines, Taiwan, Thailand, New Zealand, Malaysia, China, Kuwait, Korea, and Lebanon, Dubai, Hong Kong, Shanghai and England (Starbucks, 2003). This places them in a strong position when  it comes to the competition. The mission statement states; "Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."  (Starbucks, 2003). Competition such as AFC , Diedrich Coffee, Inc. and New World Restaurant Group, Inc all pose threats and show the  level of competition in the coffee house sector. There is a high level of strength. AFC Enterprises, Inc has a similar strategy, seeking to develop internationally with an aggressive growth  plan. The turnover of this compnay was $725.2 in 2001 (AFC, 2001). This is a compnay that is using a very similar strategy, with growth though the use of