Amity University Dubai: Starbucks PLC, SWOT & Competitive Analysis

This term paper, submitted by Susan George from Amity University Dubai, analyzes Starbucks' product life cycle, SWOT analysis, and competitive strategies. The report begins with an overview of Starbucks' history and introduces the concept of the product life cycle, exploring its stages from introduction to maturity. It includes a SWOT analysis, examines Starbucks' marketing mix in the UAE, and compares its competition with Costa Coffee. The paper references the work of Theodore Levitt and other researchers in the field of product life cycle theory. The analysis covers the coffee brewing industry's evolution, Starbucks' strengths, weaknesses, opportunities, and threats, as well as its international expansion and adherence to its core principles. The conclusion summarizes the key findings and implications of the analysis.