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Executive Summary Starbucks is a retail chain whom is operating in 70 countries, with more than 24,000 stores. The company is not simply passionate about coffee, but also offer a variety of premium teas, pastries, and other treats, for a complete coffeehouse experience. The first Starbucks opened in 1971, in hopes to share great coffee with our friends and help make the world a little better, to this day. It wasn’t until 1981, Howard Schultz, Chairman at the time, currently the CEO, walked into Starbucks for the very first time. After being drawn to the store, Schultz joined the company a year later. Starbucks has become one of the biggest competitors in the market, due to their global partnerships, who help deliver their coffee to the world. Based on the evaluation of the internal and external factors, there are opportunities for Starbucks to gain a higher market share and gain a higher competitive edge amongst their competitors. The financial analysis helped to analyze, sales trends as well as provided reasoning for the jump in revenue for the year of 2015. Several opportunities include; product differentiation, global brand recognition, retail expansion, technology, etc. Starbucks can utilize their partnerships/alliances to develop recognition in other countries, since they operate in over 70 countries. Starbucks is a continuously growing brand, whom need to differentiate their product based on the different markets. This will allow their brand recognition to grow in the global markets, much similar to like their domestic market. Also due to the advancement in the technology Starbucks needs to place their focus on creating more loyal members. They recently launched a mobile app, where a consumer can order products online. A customer gets to skip the line, but the problem lies in, only member is able to use this benefit, and many consumers are not taking

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