The Significant Opportunities and Problems Faced by Starbucks

Introduction Beginning in Seattle, Washington State in 1971, three participants, Jerry Baldwin, Gordon Bowker and Zev Siegel participated. The names they chose for the store were Starbucks coffee, tea and spices in the pike market. Initially, they did not sell freshly brewed coffee through a cup, but sold only for tasting samples, but after that they burned at their own list and started making their own mix. They originally sold professional coffee and tea. Howard Schulz acquired the company in 1987 and brewed an espresso drink in a new direction under the name of Starbucks.

The main problem faced by Starbucks: One of the main problems Starbucks faces is whether it can maintain domestic competitive advantage (Monash South Africa, 2014). Due to local demand conditions, Starbucks attempted to satisfy all customers by trying to "encourage and grow one person, one cup, one community - human spirit" (Starbucks, 2014). - The history of Starbucks dates back to the store opened in Pike Place Market in Seattle, Washington in 1971. In 1982, Howard Schulz joined the Starbucks team. He traveled to Italy in 1983 to experience the environment of the coffee bar. His love and appreciation for the Italian cafe urged him to reproduce it in America. In 1987, Schulz gathered a group of investors and bought a company.

Starbucks is known for its high quality coffee. In order to achieve a high standard of coffee, Starbucks faces the problem of poor resources. In 2013, Central America's coffee plantation was destroyed due to mycoses. After the occurrence, Starbucks purchased a 600 acre farm in Costa Rica and developed a new coffee variety and method to eliminate fungal diseases that are a major threat to our company. In the environmental uncertainty matrix, Starbucks has a medium level of uncertainty. Starbucks resources are scarce and there are many external factors, but the company's environment is stable. A low environmental change rate means that the environment of Starbucks has not changed from months to years. In a stable environment, it is easier to anticipate external changes and implement adaptive planning.