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1、StarbucksSWOTIntroductionStarbucksCoffeeCompanywasfoundedin1971,openingitsfirstlocationinSeattle'sPikePlaceMarket.Starbucksistheworld'sleadingretailer,roasterandbrandofspecialtycoffeewithcoffeehousesinNorthAmerica,Europe,MiddleEast,LatinAmericaandthePacificRim.Wor
2、ldwide,approximately33millioncustomersvisitaStarbuckscoffeehouseeachweek.Italsosellsarangeofteas,Italian-styleespressobeverages,coldblendedbeverages,bakedgoods,confectionery,coffeebrewingequipmentandarangeofStarbucksbrandedgiftsStrengthStarbucksCorporationisaveryp
3、rofitableorganization,earninginexcessof$600millionin2004.Thecompanygeneratedrevenueofmorethan$5000millioninthesameyear.Itisaglobalcoffeebrandbuiltuponareputationforfineproductsandservices.Ithasalmost9000cafesinalmost40countries.StarbuckswasoneoftheFortuneTop100Com
4、paniestoWorkForin2005.Thecompanyisarespectedemployerthatvaluesitsworkforce.Theorganizationhasstrongethicalvaluesandanethicalmissionstatementasfollows,'StarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsofourbusinessWeaknessStarbuckshasareputationfornew
5、productdevelopmentandcreativity.However,theyremainvulnerabletothepossibilitythattheirinnovationmayfalterovertime.TheorganizationhasastrongpresenceintheUnitedStatesofAmericawithmorethanthreequartersoftheircafeslocatedinthehomemarket.Itisoftenarguedthattheyneedtoloo
6、kforaportfolioofcountries,inordertospreadbusinessrisk.Theorganizationisdependantonamaincompetitiveadvantage,theretailofcoffee.Thiscouldmakethemslowtodiversifyintoothersectorsshouldtheneedarise.OpportunityStarbucksareverygoodattakingadvantageofopportunities.In2004t
7、hecompanycreatedaCD-burningserviceintheirSantaMonica(CaliforniaUSA)cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.Newproductsandservicesthatcanberetailedintheircafes,suchasFairTradeproducts.Thecompanyhastheopportunitytoexpanditsglobaloperations.Newmark
8、etsforcoffeesuchasIndiaandthePacificRimnationsarebeginningtoemerge.Co-brandingwithothermanufacturersoffoodanddrink,andbrandfranchisingtomanufacturersofo
