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Starbucks Corporation

1. Aim of the report

The aim of this report is to perform an internal and external audit for the company. Within the internal audit, we will have the analysis of the value chain, plus the identification of the core competencies of the company. The external audit will be based on the Microenvironment and Macroenvironment of the company. A SWOT analysis as a TOWS Matrix will be used.

1.2. Scope of the Report

The report will be covering the Starbucks Coffee Company which includes Starbucks Coffee Europe and Starbucks Coffee International.

2. Executive Summary

Starbucks is the leader in the coffee retailing market, with purchasing and roasting top quality coffee beans. It has created a well respected brand with a dynamic image. The top quality coffee it offers, contributes to the “Starbucks Experience” that makes the company differentiating from its competitors. In order to understand the reasons behind Starbucks’ success we have to perform both internal and......


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Approximate Word Count: 2789
Approximate Pages: 12 (250 words per double-spaced page)

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