Starbucks Coffee and Snack Industry Analysis

According to the IBIS World Report, the major companies in the US coffee and snacks retail market are Starbucks and Dunkin brands, which account for 36.7% and 24.6%, respectively, while other competitors account for 38.7% of the remaining markets I am occupying. The industry is in the maturity stage of the life cycle, low participation barriers, intensified competition, and intense competition among participants continue. Regulatory and technical changes within the industry are moderate (IBIS World Report) The coffee bean supplier market consists mainly of a few major suppliers and shows that suppliers have great bargaining power It is.

Founded in 1971, Starbucks is a multinational coffee and coffee chain company headquartered in Seattle, Washington. Starbucks is the world's largest coffee shop with 15,011 stores in 42 countries. Starbucks sells drip coffee, espresso hot drinks, snacks, cups and, of course, famous coffee beans. This analysis will outline Starbucks and its industry, check the current market and future market situation, and maximize recommendations.

The purpose of this research was to conduct an internal analysis of the Starbucks as an organization and an external analysis of the coffee industry to study how Starbucks functions as an organization. This allows the author to make strategic recommendations to Starbucks in the coffee industry. The first Starbucks opened in Seattle in 1971. In the first 10 years, the company sold freshly baked gourmet coffee beans and accessories for brewing. In 1982, the founder joined the entrepreneur of Howard Schulz. Howard Schulz is responsible for retail and marketing companies (Garza, 2010). During Italy travel, Howard Schulz encountered Italian coffee culture. The cafe seems to be a meeting place for Italians. So they can be sociable and have leisure time. Schulz believes that this coffee culture can be reproduced in the United States. However, the idea of ​​Schulz was rejected by the founders.