MKT 100 Lecture Notes - Lecture 6: Swot Analysis, Ryerson University, Liquor Control Board Of Ontario

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Published on 30 Dec 2015
School
Ryerson University
Department
Marketing
Course
MKT 100
Professor
Written Assignment
Situational Analysis Report for
Starbucks Corporation
Name(s):-----------------
Section: 071
Submitted to
Professor: Marla Spergel
Ted Rogers School of Management
In partial fulfillment for the requirements for
MKT100- Principles of Marketing
Submitted on:
Tuesday, October 27th, 2015
Ryerson University
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Contents
Situational Analysis – Strengths........................................................................................ 1
Product Quality............................................................................................................ 1
Customer Satisfaction.................................................................................................... 1
Financial and Corporate Growth.......................................................................................2
Situational Analysis- Weaknesses....................................................................................... 3
Knowing the Business and Staying Competitive....................................................................3
Employee resources....................................................................................................... 3
Financial Resources and Capabilities.................................................................................4
Situational Analysis- Opportunities....................................................................................4
Customers are attracted to “new” product and enjoy having choices...........................................4
Brand name will have a higher quality associated with it.........................................................5
Impact the competition within the market............................................................................ 5
Situational Analysis- Threats............................................................................................ 6
Loss of Employees........................................................................................................ 6
The Total Cost............................................................................................................. 7
Different Alternatives.................................................................................................... 7
Recommendation............................................................................................................ 8
Appendix A: SWOT Table................................................................................................ 9
References.................................................................................................................. 10
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Situational Analysis – Strengths
Having been founded in 1971 by three university students who primarily just sold coffee
beans, Starbucks currently has over 22,000 locations in over 70 countries. It is currently the
largest coffee house chains in the world selling multiple types of hot and cold beverages as well
as variety appetizers (Sun, 2015) . Owing is success to customer experience and particularly the
quality of its products sold to consumers.
Product Quality
One of the strongest strengths of Starbucks is its higher quality products compared to its
competitors. That primarily being its coffee beans and the specific techniques in which it’s
blended and roasted. Claiming that they have the highest quality of Arabica beans compared to
its main competitors, thus attracting more customers even in respects to being evidently more
expensive. Starbucks product quality does not just end here, employees at Starbucks or Baristas
are extensively trained with company policies which include grinding fresh coffee beans when
needed instead of during the beginning of the day, as well as never making more than two drinks
at once. The corporation also offers over 80,000 drink combinations of hot and cold beverages.
Including specialty drinks during specific times of the year and during holidays (McArdle,
2010). An example of this includes the Pumpkin Spice Latte which is sold during fall or the
Christmas Cookie Latte during the month of December.
Customer Satisfaction
Another major strength of this corporation is customer satisfaction specifically pertaining
to customer needs and wants. 60% of their market segment is comprised of women and thus
much of their future menu expansion will be targeted specifically towards them. Having already
been introduced in several location within the United States, Starbucks is offering a special after
4PM menu which includes variety of alcoholic beverages and appetizers including wine and
1
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