Case Study : Starbucks ' Mission Essay

Case Study : Starbucks ' Mission Essay

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Complete Name: Unit 1

Student Name: Dover, Jason

1. Unit 1: An Overview of Business Ethics
Case Study: Starbucks ' Mission: Social Responsibility and Brand Strength (located at the end of Unit 1 READ) 

2. Case Summary:

3. In a narrative format, discuss the key facts and critical issues presented in the case. Using valid peer-reviewed sources on the Internet, update any dated facts in this case with more current information.

Student Answer: 1. When I thought of this question it reminded me of an earlier class I took at Bethel University in this program and learned about SWOT analysis. The class was Marketing Management and we did SWOT analysis on a weekly basis.

In a SWOT analysis you identify the company’s Strengths, Weaknesses, Opportunities and Threats. I will discuss a minimum of one of each briefly.  


Strong Market Position and Global Brand Recognition.

Starbucks has a strong geographical presence worldwide and maintains a 36.7% market share in the United States. Starbucks currently operates in over sixty countries. Starbucks is one of the most recognized brands in regards to coffee houses. Starbucks strong market position and brand recognition allows the company to gain significant competitive advantages: expanding further into international markets and obtains a higher growth domestically and internationally. Starbucks has also achieved significant economies of scale with superior d...

... middle of paper ...

...cant investments in advertising and marketing initiatives in the face of increased competition in their market. I do not recall ever seeing a commercial or hearing a radio ad for Starbucks or their products. I have heard of Tim Hortons, a coffee chain and a Starbucks competitor, in the Northern areas of the United States. Another factor would be costs of products. With competitors like McDonalds and other coffee shops offering similar products cheaper customers may switch to the lower priced products due to the current economy. (Geereddy, N. (n.d.).


Geereddy, N. (n.d.). Strategic Analysis Of Starbucks Corporation. Retrieved February 15, 2015, from

Correct Answer: n/a

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