2.  History
 Joining of Howard Schultz
 Opening of IL Giornale coffee bar
 Buying star bucks

3.  The Coffee house
 Varieties
 Frappuccino
 Expansion

4.  Under 3 Objective
 to prevent competitors from getting a
head start
 to build upon the growing desire for
western brands
 to take advantage of higher coffee
consumption rates in different countries

5.  First international outlet in Japan
 Its initial sales volume in Japan is twice as
that as in USA
 Opened more then 360 store in Japan
 Suffer huge loss in Japan
 Other countries include Hawaii
,Singapore Taiwan ,new zeland etc

6.  Open outlet in china with traditional
celebrations
 Expanded 50 outlets by 2002
 Entering in India and Russia
 Threat and opportunities in Indian market

8.  The company is in a growing Industry so it
can differentiate its products from other
competitors to bond customers with the
company
 has broad product line in coffee menu
and they include many new products in
their menu according to the need of
market opportunities

9.  A hyper competitive because demand
for product is growing slowly.
 Customers switch to competitors easily
because of available number of coffee
stores
 Availability of substitutes like tea
,water, juices etc

10. External Factor: Weight Rating Weighted
Score
Comments
Opportunities
Serving
additional
customer groups
0.2 3 0.6 Well positioned
expanded into
new geographic
markets
0.10 4 0.4
Licensing
agreement in
areas
0.15 5 0.75 Well positioned
sales group 0.05 2 0.1
Threats
High competition 0.25 4 1 Well positioned
Inflation in the
country
0.10 3 0.3
Rapid changing
in technology
0.10 5 0.5
Govt. policies 0.05 2 0.1