Contents
1 Introduction 2
2 Starbucks Vision, Mission and Objectives 3
2.1 Vision statement 3
2.2 Mission Statement 3
2.3 Environmental Mission Statement 3
2.4 Objectives of Starbucks 3
3 Financial Analysis 3
3.1 Profitability and Revenue 3
3.2 Efficiency and Debt ratio 4
3.3 Product Mix Revenue 4
3.4 Global stores growth 4
3.5 Starbucks SWOT Analysis 5
3.5.1 Strengths 5
3.5.2 Weaknesses 5
3.5.3 Opportunities 5
3.5.4 Threats 6
3.6 Ansoff’s matrix analysis for Starbucks 6
4 Specialty Coffee Market Competition 7
4.1 Overview of Starbucks competitors 7
4.2 Financial analysis between Starbucks and Dunkin Donuts 7
4.3 Starbucks versus Dunkin Donuts strategies 8
5 Analysis of specialty coffee market 9
5.1 Industry overview 9
6 Future Market Challenges 10
6.1 Factors in favor of the industry 10
6.2 Challenges derived using Porter’s Five Forces 10
6.2.1. The Threat of Substitution 10
6.2.2. The Threat of New Entry 10
6.2.3. Competitive Rivalry 10
6.2.4. The Bargaining Power of Suppliers 10
6.2.5. The Bargaining Power of Buyers 11
6.3 Recommendation 11
6.4 Conclusion 11
Bibliographic 11
Appendix 11

Company Name : Starbucks Corporation (NASDAQ: SBUX)
Headquarters : Seattle, Washington, U.S.
Number of Employees : More than 200,000 employees
Revenue (FY2013) : USD14.9 billion
Total number of store : 19,767 stores in 62 countries worldwide
Market Capital (FY2013) : USD41.44 billion
Chief Executive Officer : Howard Schultz
1 Introduction
Starbucks is the world’s largest specialty coffee retailer, Starbucks has more than 19,000 retail outlets in more than 62 countries. The outlets offer coffee drinks and food items such as pastries and confections, as well as roasted beans, coffee accessories, teas and a line of compact discs. Starbucks is a company with innovative and unique characteristics (annual report, 2013).