“Argentina, Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil,Bulgaria, Canada, Chile, China, “Costa Rica, Curacao, Cyprus, CzechRepublic, Denmark, Egypt, El Salvador, England, Finland, France, Germany,Greece, Guatemala, Hungary, India, Indonesia, Ireland, Japan, Jordan, Kuwait,Lebanon, Malaysia, Mexico, Monaco, Morocco, New Zealand, Netherlands,Northern Ireland, Oman, Peru, Philippines, Poland, Portugal, Qatar,Romania, Russia, Saudi Arabia, Scotland, Singapore, South Korea, Spain,Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates,United States, Vietnam and Wales.”

Mission: “Establish Starbucks as the premierpurveyor of the finest coffee in the world while maintaining

our uncompromising principles while we grow.”

Vision: “To establish Starbucks as the most recognized andrespected brand in the world and become a national

company with values and guiding principles that employeecould be proud of”

• Threats of new entrants

• Bargaining power of suppliers

• Bargaining power of buyers

• Threats of substiute products

• Political

• Economic

• Social-Cultural

• Technological

STRENGHTS

Brand Image, UniqueStrategy, Valued and

motivated employees

OPPORTUNITY

Entry into new markets, Growth in Speaciality

Coffee Market

THREATS

Competition, PriceSensivity in Coffee

Market

WEAKNESSES

Over-reliance on homemarket, Aggressive

Expansion

Market Segmentation

Target Market