Strengths: Starbucks has three strengths, 1.) strong brand image, 2.) extensive global supply chain, 3.) moderate diversification through subsidiaries. They have one of the world’s strongest and most popular brands. There are many loyal customers, and the number just keeps growing.

Weaknesses: 1.) high price points, 2.) generalized standards for most products, 3.) imitability of products. Although Starbucks has high price points, I believe they have to in order to compete with their biggest competitors. These weaknesses show that Starbucks must develop strengths to reduce the adverse effects of imitation and the influence of high price points on the company’s market share in the global industry.

Opportunities: 1.) expansion in developing markets, 2.) business diversification, 3.) partnerships or alliances with other firms. Starbucks has a lot of opportunity to increase revenue by expanding into developing markets.

Threats: 1.) competition involving low-cost coffee sellers, 2.) imitation, 3.) independent coffeehouse movements. Starbucks competes against a wide variety of firms in the international market. For example, Starbucks competes with major restaurant chains that offer low-cost coffee products. This external strategic factor threatens Starbucks because these types of competitors can reduce the company’s market share by competing based on low prices.