Starbucks Strategic Analysis

• Quality

A good cup of coffee depends on a number of things such as the quality of the coffee bean, the quality of the water being used, the type of brewing being done, and the grind of the coffee. A right combination of the factors above influences the consumer’s behavior when purchasing coffee.

• Employees and Knowledgebase

Employee development is essential to the prosperity and growth of any business as employee knowledge base and overall attitude is the determining factor for the success of a company. As customers become more educated and learn more about coffee and the coffee industry, having qualified and capable employees, to address queries and handle situations, make the company’s performance better. The employee’s overall attitude that of positive energy, coupled with providing quality customer care adds to the overall enjoyable coffee experience. As the company invests in developing the employee’s interpersonal and managerial skills, the employees themselves like learning new skills and meet challenges and they are motivated knowing that there is a great potential for their personal growth.

• Availability

The availability of the desired flavor when required also influences ones attitude for preferring specific hot coffee. Availability can be segmented across criteria relating to inventory, hours of operation, raw material availability (seasonal in nature) etc. If flavors are not available when you crave them the most, or are seasonal in nature, ones attitude to preferring a certain brand of coffee may shift to competing brands that offer products readily available

• Aroma, Flavor and Aftertaste

The perfect balance of acidity, bitterness and other coffee attributes making up the final profile for that brew. Adding in is the body of the coffee, which results from the fibers and types of proteins in the brew and refers to the feel on the tongue when rubbed against the top of the mouth. The body of the brew results from the drink's fat...