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1、ExternalAnalysisofStarbucks1RUNNINGHEAD:STARBUCKSExternalEnvironmentalAnalysisofStarbucksandtheCoffeeIndustryHaroldBrownStrategicManagementMGMT4340Dr.NwabuezeMarch3,2011ExternalAnalysisofStarbucks2Contents1.0.0.ExecutiveSummary.....................................................................
2、.................................................52.0.0.CompanyHistory................................................................................................................................82.1.0.Background.................................................................................
3、......................................................12Table1:StarbucksRevenueTrends2005-2010.....................................................................................122.2.0.PurposeofThisStudy...........................................................................................
4、............................143.0.0.ExternalAnalysis..............................................................................................................................15Diagram1:TheComponentsofaCoffeeFirm’sMacroenvironment....................................................163.1.0.Gen
5、eralEnvironmentalAnalysis......................................................................................................163.1.1.DemographicSegment......................................................................................................................16Table2:TrackingMeasures
6、ofCoffeeDemographics...........................................................................173.1.2.EconomicSegment...........................................................................................................................183.1.3.Political/LegalSegment.........................
7、...........................................................................................193.1.4.Socio-CulturalSegment........................................................................................................
