The Company's main objective is to establish Starbucks as the most recognized and respected brand in the world.

PRODUCTS / SERVICES

Starbucks not only have a lot to offer in coffee blends at its café's but it is into other stuff even. Like it purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment primarily through its company-operated retail stores. In addition to sales through own company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino(r) coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company.

VALUE AND PRIORITIES

The company has set few guiding principles to help attain its goals. These guidelines are as follows:

* Providing a great work environment and treating each other with respect and dignity.

* Embracing diversity as an essential component in the way business is done.

* Applying the highest standards of excellence to the purchasing, roasting and fresh delivery of the coffee.

* Developing enthusiastically satisfied customers all of the time.

* Recognizing that profitability is essential to company's future success.

SOCIAL AND ENVIRONMENTAL RESPONSIBILITES

The company has well stated environmental and social missions statements being committed to a role of leadership in all facets of business to be followed. The organization has collaborated in a project with Oxfam America and CEPCO to help small scale Mexican coffee producers expand their access to the global market and increase the availability of high quality fair trade certified coffee by providing technical assistance, market information, product quality feedback. Company opened an agronomy office in Costa Rica and one purpose of that office is to work with the farmers to help them grow better coffee.

The organization provides equal opportunities and benefits to every one of its partners (employees) and working with minority or women owned businesses are among the ways to meet and set new goals for an inclusive business. Just as critical to our success as a global company is the idea of inclusion, defined as a combination of differences and similarities in the pursuit of new ideas and individual relationships made everyday.

GEOGRAPHIC EXPANSION

In United States there are about 4,700 company operated coffee houses and about 2,300 licensed locations covering the 50 states along with the districts of Columbia and Puerto Rico. The company has spread into 34 other countries to capture the international market. This includes more than 800 company-operated stores and, about 1,800 joint venture and licensed locations. As of January 27, 2005, the company had 8,700 outlets worldwide.

SWOT ANALYSIS

* Strength

* The corporation is very profitable organization with strong network.

* It is a global coffee brand built upon a reputation for fine products and services.

* The organization has strong ethical values which are depicted in its ethical mission statement - "Starbucks is committed to a role if environmental leadership in all facets of our business".

* The organization have strong economic base along with effective advertising campaign.

* The company generated revenue of more than $5000 million in 2004.

* Weakness

* Starbucks has a reputation of new products development and creativity. However they may remain vulnerable to the possibility that their innovation may falter over time.

* Since they have strong presence in USA with there huge number of cafes locate in home market. They need to look for portfolio of countries, in order to spread business risk.

* The organization is dependent on a main competitive advantage, the retail of coffee. This can make them slow to diversify into other sectors if any need arise.

* Opportunity

* Move plants to Mexico and other foreign nations to keep the production cost low.

* Adapt its policies and products to the changing needs.

* Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.

* Expand its global operations, by exploring the new markets like India and other Asian, and maintain its position.

* Starbucks has been good at taking the advantages of the opportunities like, offering the reload able store value cards and the CD-burning service.

* Threat

* Starbucks are exposed to rises in the cost of coffee and diary products.

* Its success has lead to the market entry of many competitors and copycat brands that pose potential threat.

* Pricing can also effect, with the arising competition.

* The organization is kind of maturing, so needs to change.

COFFEE INDUSTRY

Coffee is the second most valuable legal item of international trade in world after oil. It is the largest food import to the United States. More than 20million people around the world are employed by coffee industry.

CONCLUSION

The art of being a great retailer and then keeping its position is to preserve the core while enhancing the experience. It is very hard to do, and many companies have lost their way. But Starbucks is moving in right direction. They need to push for reinvention and renewal and to extend things without diluting themselves.