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1、StarbucksSWOTIntroductionStarbucksCoffeeCompanywasfoundedin1971,openingitsfirstlocationinSeattle'sPikePlaceMarket.Starbucksistheworld'sleadingretailer,roasterandbrandofspecialtycoffeewithcoffeehousesinNorthAmerica,Europe,MiddleEast,LatinAmericaandthePacificRim

2、.Worldwide,approximately33millioncustomersvisitaStarbuckscoffeehouseeachweek.Italsosellsarangeofteas,Italian-styleespressobeverages,coldblendedbeverages,bakedgoods,confectionery,coffeebrewingequipmentandarangeofStarbucksbrandedgiftsStrengthStarbucksCorporation

3、isaveryprofitableorganization,earninginexcessof$600millionin2004.Thecompanygeneratedrevenueofmorethan$5000millioninthesameyear.Itisaglobalcoffeebrandbuiltuponareputationforfineproductsandservices.Ithasalmost9000cafesinalmost40countries.StarbuckswasoneoftheFort

4、uneTop100CompaniestoWorkForin2005.Thecompanyisarespectedemployerthatvaluesitsworkforce.Theorganizationhasstrongethicalvaluesandanethicalmissionstatementasfollows,'StarbucksiscommittedtoaroleofenvironmentalleadershipinallfacetsofourbusinessWeaknessStarbuckshasa

5、reputationfornewproductdevelopmentandcreativity.However,theyremainvulnerabletothepossibilitythattheirinnovationmayfalterovertime.TheorganizationhasastrongpresenceintheUnitedStatesofAmericawithmorethanthreequartersoftheircafeslocatedinthehomemarket.Itisoftenarg

6、uedthattheyneedtolookforaportfolioofcountries,inordertospreadbusinessrisk.Theorganizationisdependantonamaincompetitiveadvantage,theretailofcoffee.Thiscouldmakethemslowtodiversifyintoothersectorsshouldtheneedarise.OpportunityStarbucksareverygoodattakingadvantag

7、eofopportunities.In2004thecompanycreatedaCD-burningserviceintheirSantaMonica(CaliforniaUSA)cafewithHewlettPackard,wherecustomerscreatetheirownmusicCD.Newproductsandservicesthatcanberetailedintheircafes,suchasFairTradeproducts.Thecompanyhastheopportunitytoexpan

8、ditsglobaloperations.NewmarketsforcoffeesuchasIndiaandthePacificRimnationsarebeginningtoemerge.Co-brandingwithothermanufacturersoffoodanddrink,andbrandfranchisingtomanufacturersofo