STARBUCKS RESEARCH AND ANALYSIS Name of the University Author

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STARBUCKS RESEARCH AND ANALYSIS
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Name of the University
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STARBUCKS RESEARCH AND ANALYSIS1
Table of Contents
Summary of the organisation.....................................................................................................2
Customer base............................................................................................................................2
High income and high spenders.............................................................................................3
Technology adopters..............................................................................................................3
Socially aware and conscious people.....................................................................................3
Mission and core values.............................................................................................................3
Vision.........................................................................................................................................4
Corporate Level Strategies.........................................................................................................4
Business Level Strategy.............................................................................................................5
SWOT Analysis.........................................................................................................................6
Strengths.................................................................................................................................6
Weakness................................................................................................................................6
Opportunities..........................................................................................................................7
Threat.....................................................................................................................................7

STARBUCKS RESEARCH AND ANALYSIS2
Summary of the organisation
Starbucks Corporation is an American coffeehouse chain and a coffee company. The
company was founded in the year, 1971 in Seattle Washington by Jerry Baldwin, Zev Siegl
and Gordon Bowker. The founders of the company had two things common among
themselves which was they all belonged from academic and all of them loved tea and coffee
which made them consider opening a company like Starbucks. They first opened their store
in Seattle and named the company after the first friend in the classic novel, Moby Dick by
Herman Melville (Starbucks Coffee Company., 2020). Since their inception, the company has
expanded their business massively and currently operates in more than 30,000 locations all
over the world. Starbucks has become a name in the retail coffee and snack store industry.
The company has changed the coffee industry as it does not only provide amazing and
different flavored coffee but also provides a sense of luxury to their customers. The
popularity and the high demand of the company has led the company generate revenue of
26.51 billion dollars (Statista., 2019). The company has not only garnered appreciation
among people because of their excellent products and services but also because of their
organizational culture which is high inclusive and diverse. This paper is going to shed a light
on the company, Starbuck Corporation and analyze their values, mission and goals, strategies
and also internal analysis of the company.
Customer base
Starbucks Corporation has successfully managed to revolutionize the concept of
coffee in order to influence the people to spend a significant amount of money so that they
can experience the luxurious setting and products. Though, Starbucks has expanded to

STARBUCKS RESEARCH AND ANALYSIS3
various countries however, they have focused on a specific target of people and they are the
following:
High income and high spenders
They manly focus on affluent people who have a high income group and do not think
twice before making expenditure and thus majority of their coffee shops are established near
posh areas where the neighborhood is surrounded by people with middle to high income.
Technology adopters
The main target audience of the company is aged between 20 and 60. According to
scholars, majority of the people who like visiting Starbucks are teenagers and young adults
(Nan & Li, 2017). These people are technologically friendly and do most of their work online
and the company offers free Wi-Fi to their customers which attracts them to come and work
there while having a sip of coffee.
Socially aware and conscious people
The company commits to protect the earth and make a significant difference and thus
they highly comply with the green standards since the year, 1995. Farida & Ardyan, (2015)
states Starbucks believes in sustainable growing of coffee, they have opened support centers
for farmers, reduced the footprint of the company, used recycled cups and have also provided
opportunities to the employees in terms of their education which has helped the company in
making a positive change. Thus, the company is seen to have targeted people who are
concerned about the environment along with making a positive difference.