Research Paper on:
Starbucks SWOTT Analysis

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in the economy as well as suffering from past strategies. In order to assess the potential future strategies and the position of the com-nay a SWOTT analysis can be used,  looking at the strengths, weaknesses, opportunities, threats and trends. The firm has a large number of strengths. The firm is large and has developed a very strong brand image,  Starbucks is associated with gourmet coffee, it is also associated with the Starbucks experience, choosing from a wide range of coffees and the experience of the coffee house itself as  well as providing for take out. The large chain has an international presence with 11,168 stores across the globe; 7,087 are company owned and 4,081 licensed stores (Starbucks, 2009). With  operations this size the firm has a great deal of leverage in terms of the way supplier contracts are managed, and the firm is able to gain as a result  of economies of scope and scale (Nellis and Parker, 2006). The strategies that the firm has followed, such as becoming the largest single buyer of Rainforest Alliance coffee beans,  this has been a strength in marketing terms, although only a minority of coffee that is sold comes from this source. There is a strength in the way that  the goods sold are renewed, with new flavours and blend developed, such as for holidays or special events, additional products have also been developed, such as with the chilled range  that us now being bottled and distributed by PepsiCo. The most recent addition to this range is the energy drink Cinnamon Dulce Double Shot (Turcsik, 2009) The leadership may also  be seen as strength, Howard Schulz was the originator of the Starbucks business model, he has returned to the helm, Schultz had stepped down as CEO following poor performance in