1. Describe the Internal Environment, specifically the history and development of your organization (STARBUCKS)-- its origins, path of development, competitive environment, inner structure. Also consider:

• Composition of inputs

• Products and productivity

• Prices and Price elasticity of demand

• Cost structure (Wages and benefits; Fixed and variable costs)

• How it develops new services or products and

• How it diversifies operations

2. Describe the External Environment and Company’s Position, specifically the market in which it operates the role of government regulations on your organization/industry, and any issues or opportunities that the organization/industry faces.

• Competitors

• Supply and demand Analysis

• Weak and strong sides of the company in terms of its industry competitiveness and a constantly changing market.

• Other external factors-- threats and opportunities from the outside. There are the threats of sudden competitor’s appearance, change in the exchange rate, economic instability and global changes.

• Analysis of market structure.