G. Internal Analysis

What are the strengths and weaknesses of your firm? What are the strengths of Starbucks? Strengths. Starbucks is the number one specialty coffee retailer in the world with the most market share and strong brand recognition for quality coffee and an exceptional service experience, which provides it with brand equity unmatched by any competitor. Has always been consistent in providing great taste and services. Starbucks corporation is a high earning organization. Starbucks Weaknesses The company is mainly dependent upon coffee related products, and need to diversify. Starbucks marketing is very weak, because company only relies upon the word of mouth and never concentrated on advertisements and other promotional activities. High prices - For many middle tiers and working consumers, Starbucks' offerings are more costly than McDonald's and other coffee outlets. Imitability of products - Starbucks doesn't own the most unique products in the market. Recall of products. Many criticize the company claiming that they procure coffee beans from impoverished third world farmers.

What are the relative strengths of each enterprise or business unit within the firm?

The main strength of Starbucks is its strong financial performance which has resulted in customers in a superior way leading to all round benefits for the company by having the number one spot among coffee and beverage retailers in the world leading to more business opportunities for Starbucks to take advantage of as part of its push towards greater market share and more customer satisfaction.

What are the core competencies (things you are doing better than others) of your firm? Starbucks core competencies focus on quality, outstanding customer service, continuous product advancement, care for its employees, clean and well-maintained

Stores, educating its workforce and providing training for each new employee covering such areas as the history of coffee, customer service, and retail skills. There other core competencies involve human resource management's that builds very strong internal and external relationships with suppliers which allows

successful deployment of its business strategy of organic expansion into international markets.

What things can you build on? Think only about the things that you can control.

Suggested areas to consider:

knowledge and work

financial position

productivity

family

lifestyle

location

resources

What enterprise or business unit should be exited?

What enterprise or business unit shows promise?