Environmental Scan Paper

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Date Submitted: 08/08/2011 11:12 AM

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Environmental Scan Paper

Environmental scanning is a component of the strategic management process. It is the gathering of internal and external information of a company. This process is called a SWOTT analysis. This analysis involves the strengths, weaknesses, threats, opportunities, and trends of a company (Wheelen & Hunger, 2010). The purpose of this paper is to identify the various business strategies Starbucks and Dunkin Donuts are using to sustain their value and competitive advantage. The measurement guidelines Starbucks and Dunkin Donuts uses will be determined as well as its effectiveness.

Starbucks and Dunkin Donuts have been and continue to be the fast growing leading coffee brands in the market. Even though these businesses have different marketing strategies, target market, and history, they sell the same product and do it successfully. Starbucks is a company whose goal is to create and ambiance of connectedness and relaxation with the customers and the communities they live in (Starbucks, 2010).

Starbucks conducted a SWOTT analysis of their company and their findings identified Starbucks as one of the finest and largest high-end coffee business. This strength gives Starbucks advantage over their competitors. Another strength is the vast amount of locations, domestic as well as international. This strength allows the implementation of new products and ensuring entrance barriers for other products. Furthermore, expansion allows for different demographics

to be exposed for potential marketing. Starbucks is known for their efforts to conserve the environment. Because Starbucks has dealt with the environment ethically, it gives the company a favorable public image (Marketing Teacher, 2011).

Every business has its weakness, Starbucks is no different. Starbucks is considered expensive and inflexible concerning its locations. Starbucks is rigid with their business plans, and it is not part of their business strategy to adapt their business according...