BUS 499 Paper 2 on Starbucks

Abstract

Starbucks is a unique company that has created value leveraging on their strengths and working on their weaknesses. They work the market to their advantage without losing out to opportunities that are created for them within their industry. In this paper I will review the two segments of the general environment that would rank highest in their influence on Starbucks, assess how these segments affect them and the industry in which it operates, the two forces of competition that I have estimated are the most significant for Starbucks, evaluate how well the company has addressed these two forces in the recent past, predict what the company might do to improve its ability to address these forces in the near future, and assess the external...