- There are significant opportunities present in South Asia such as India and Pakistan which is the market of 1.5 billion consumers.
- Starbucks has the opportunity to diversify into the energy and non food items.
- Culture is changing towards the health- and cost-conscious consumers. It is a good opportunity for the Starbucks to come up with hygienic products.
- The company can adopt sources of economic marketing such as internet and different loyalty programs.
- Starbucks has the opportunity to introduce more fair trade brands to minimize its expenses.
- It can create joint-ventures to enter unsaturated markets.
Threats
- Starbucks has been criticized on issues such as labor relations, fair-trade policies, environmental impact, anti-competitive practices, and political views.
- Higher raw materials prices and superior rivalry from lower-price fast food chains, with Dunkin’ Donuts and McDonald’s.
- Starbucks serves beer and wine. This practice has been condemned as "local-washing".
- Starbucks is tagged as anti-competitive for retaining its dominant market position.
- The company is facing regulation from different countries and it is also facing different controversies.
- It is facing strong pressure of the underperforming outlets all over the world.
- Increasing number of health conscious consumers is also a threat.
- Recession in 2008-9 affected consumer expenses. Smaller amount of disposable income compelled the consumers to shift towards lower price competitors.
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