Strengths Weakness S1. Strong brand presence W1. Needs to obtain revenues from $2. High quality services outside the US market $3. Strong brand loyalty W2. Heavy reliance on innovation in $4. Covers functional and emotional benefit to its beverages customers W3. Starbucks faces difficulties $5. Wi-fi facilities in all stores internationally like its failure in Japan $6. Relatively few direct competitors in the market $7. Treats employees as partners $8. Providing innovative products Opportunities Maxi Maxi (S-O) Strategies Mini Maxi (W-O) Strategies 01. Strong market share 02. Market extension in beverage ($1,01) ($3,01) (W1,01) category 03. Increase in revenue due to ($8,03) (W3,02) international presence 04. Technological advancement ($2,04) Threats Maxi Mini (S-T) Strategies Mini Mini (W-T) Strategies T1. The political, economic and weather conditions in some (S8, T3) (W1, T1) (W2, T1). countries outside the domestic market (S3, T1) (W2, T2) T2 Rise in price of dairy products T3. Emerging competition