Comapny Analysis Starbucks

STARBUCKS

VS

DUNKIN’ DONUTS

AN IN DEPTH ANALYSIS INTO TWO OF THE WORLDS BIGGEST COFFEE COMPANIES.

Table of Contents

I. Strategic profile and justification of Selection of Companies (3)

A. Brief Description of Companies and Industry (3)

B. Why These Two Companies were Chosen (11)

C. Companies Relative Position (11)

D. Level of Diversification (15)

E. Cycle Markets (17)

F. Company Structure (20)

II. Situation Analysis (25)

A. General Environmental Analysis (25)

B. Industry Analysis (38)

C. Internal Analysis (55)

D. SWOT Analysis (90)

III. Strategy Formulation (112)

IV. Future (118)

Appendix (121)

Glossary (126)

Citations (131)

I. Strategic profile and justification of selection of companies

A. Brief Description of companies and industry

a. Industry description

The specialty coffee industry is one that many people are aware of. They think about the stereotypical college barista, cappuccino’s, frappuccino’s, mochaccino’s, but many people do not realize that the coffee industry is quite large, and very much a global industry that impacts billions of people around the world.

In this paper we will be exploring two companies within this industry and compare how they do business on a global level. The first company chosen is Starbucks Coffee Company, the industry leader, and we will discuss the way they tailor their company to suit each market they enter into, and the reasons as to why they are the industry leader. The other company we will be diving in to is Dunkin’ Donuts, a company that is doing well, but not quite as well as Starbucks. We will discuss the reasons as to why Dunkin’ Donuts is not doing as well as its counterparts and what they could be doing to give them more of a competitive advantage.

The coffee industry, and more specifically, the specialty coffee industry, in the US alone is a $30-billion...