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Essay / Research Paper Abstract
This 7 page paper provides an environmental scan of Starbucks, the well-known coffee shop chain. The paper starts by looking at the external issues that are impacting on the company, including economic conditions, social influences and technology. The internal strengths and weaknesses of the organization are then discussed, before the competitive position of the company is examined. The bibliography cites 6 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEesstar.doc
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Unformatted sample text from the term paper:
had initially been hired as a sales representative for the company, and was the originator of the current concept of Starbucks, eventually acquired the company in 1987, and grew the
concept to its current position (Clark, 2007), with a total of 17,009 stores worldwide1 (Starbucks, 2011). Schultz can be seen as understanding the market and the different factors that influence
the company, utilizing his knowledge in order to create a concept that effectively utilize the internal resources and adapted to the external factors. When examining the company today, and the
way in which it competes, the utilization of an environmental scan, looking at the external factors, internal influences in the best position remains an effective method of assessing a company
as well as providing a basis for the assessment of future strategies. 2. External Factors Starbucks is a business that relies on repeated large-scale sales of a relatively low value
product. As the product is one that is not essential, and is purchased out of discretionary spending, it is one that has a high potential to be influenced by economic
conditions (Nellis and Parker, 2006). The current global economic condition and had a significant impact on the business. 2008/9 the company faces significant decline in sales as a result of
the global credit crunch (Starbucks, 2009). A lower level of disposable income resulted in a decrease in demand for the companys products. The current economic conditions to show some improvement
and the organization has a ready adapted some of its product ranges, prices and increased emphasis on its loyalty program. However, the projection for constrained growth is likely to result
in any constrained increases in demand for luxury and nonessential products. The US economy, which is the core market, has demonstrated some improvement over the last couple of years, however,
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