Construct a SWOT matrix for Starbucks by using the data given below:

Strengths:

1. Starbucks is the third largest chain restaurant in the US based on 2010 sales.
2. Worlds largest coffee company with 16,635 stores in 50 countries.
3. Starbucks has locations in 35 cities in China.
4. Plans to open 1500 stores in China by 2015.
5. Able to purchase Starbucks coffee from your phone at 6,500 locations.
6. Signed a deal with Courtesy Products to provide coffee in 500,000 luxury hotel rooms national wide.
7. Recently changed logo design dropping Starbucks Coffee to Starbucks Logo.
8. Stores are viewed as places to study, meet friends, and relax.

Weaknesses:

1. Policy of keeping the tap water running nonstop.
2. Mostly limited to coffee related products.
3. Inventory turnover of 11 vs 20 for the industry average.
4. Forced to close over 600 stores during the economic recession.
5. Do not offer cheaper coffee products for more price sensitive customers.
6. Mission and vision statements are not clear and lack direction.
7. Failure to develop a product to compete with Green Mountains Keurig single brew coffee machine.
8. Only 4% of revenues come from ground coffee sold in stores.

Opportunities:

1. Potential $377 million market annually for flavor coffee in the US.
2. Peets Coffee & Tea Inc. struggling with higher coffee commodity prices.
3. Customers enjoy single brew coffee machines.
4. Average Starbucks customer ears over $75,000 per year.
5. 25% of Americans eat fast food everyday.
6. Weaker US Dollar.
7. Growing economies in Eastern Europe and China.
8. Brazil is the 2^nd largest coffee consumer in the world.

Threats:

1. Dunkin Donuts and McDonalds offer lower priced coffee.
2. Green Mountains Keurig single brew coffee machine.
3. Weaker economic times can drastically hurt sales on expensive coffee.
4. Coffee can be made easily at home for a fraction the cost of Starbucks.
5. Dunkin Donut recent IPO in summer 2011.
6. The price of coffee is subject to wild swings on the commodity market.
7. Health minded customers consider many of their favorite coffee and lattes to be high in sugar and fat.