This report presents a comprehensive SWOT and PEST analysis of Starbucks, examining the company's internal strengths and weaknesses, as well as external opportunities and threats. The SWOT analysis explores the brand's image, global network, and diversification, while also addressing weaknesses such as high prices and product generalization. The PEST analysis delves into the political, economic, social, and technological factors impacting Starbucks' business environment, including government regulations, economic conditions, consumer preferences, and technological advancements. The report highlights how these factors influence Starbucks' marketing mix, competitive advantage, and overall market strategies, including the use of STP processes and promotional strategies. The analysis concludes by emphasizing the importance of these strategic tools in helping Starbucks achieve its objectives and maintain a strong market position, particularly in the Australian market. The report is structured with an introduction, main body, and conclusion, with references provided for all sources.