Transcription of STARBUCKS MARKETING ANALYSIS - Sciendo
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STARBUCKS MARKETING ANALYSIS - Sciendo
STARBUCKS MARKETING ANALYSIS . STARBUCKS MARKETING . ANALYSIS . KATERINA HASKOVA. STARBUCKS first opened in Seattle in 1971 ( STARBUCKS , 2014) and has grown from one store to 19,767 stores today. With over 160 thousand employees worldwide (Forbes, 2013) this company has become world famous and brings high quality coffee and beverages to its clients over the world daily. Their well-known mission statements is: to inspire and nurture the human spirit one person, one cup and one neighborhood at a time. In the Unites States of America 54% of the population over 18 years of age drinks coffee daily and the total American drinking population spends 40 billion dollars on this beverage yearly (Harvard School of Public Health, 2014).
A table of Starbucks SWOT analysis can be found in Appendix 1, as explained by The Economist (2009), this analysis is very subjective and can only provide a certain background to Starbucks. In this case, the environment analysis must focus on the external factors since internal factors are rather analysed in the
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