• SWOT分析(SWOTAnalysis)也称swot分析法、道斯矩阵，即态势分析 法。来自于麦肯锡咨询公司的SWOT分析法就是确认企业所面临的优 势（Strength）与劣势（Weakness）——机会（Opportunity）与威胁 （Threats），并据此确定企业的战略定位，最大程度地利用内部优 势和机会，使企业劣势与威胁降低到最低限度。而此方法是由Albert Humphrey所提出来的。
SWOT Analysis Chart
WEAKNESSES
Starbucks has a reputation for new product development and Starbucks has a reputation for new the possibility creativity.However, they remain vulnerable to product development may falter over time. that their innovationand creativity.However, they remain vulnerable to the possibility that their innovation may falter has time. he organizationover a strong presence in the United States of
SWOT Analysis Chart
OPPORTUNITIES
Starbucks are very good at taking advantage of opportunties. Starbucks are very good at taking advantage of
opportunties.
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SWOT Analysis Chart
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
SWOT因素解析指企业自身相对于竞争对手
而言所具备的人力资源、资 金、技术研发能力、管理水 平、价值链等核心竞争力 内部环境 因素 指外部竞争环境中对企业未 指对企业发展不利的因素，但 来发展有着机会和利益的因 是通过一定的方式，可以使之 素，通常包括企业业务扩展， 发生转换，成为对企业有利的 出现新的细分市场等。 因素 外部环境 因素 是指对企业的发展带来负 面与不利的因素，构成了企 业经营发展的约束和障碍
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Albert S. Humphrey (2 June 1926 – 31 October 2005) was an American business and management consultant who specialized in organizational management and cultural change.He led a convention at the Stanford Research Institute (now SRI International) in the 1960s and 1970s using data from Fortune 500 companies.
America with more than has a quarterspresence in the The organization three strong of their cafes located in the United States of America with more than three home market. quarters of their cafes located main home market. The organization is dependant on a in thecompetitive advantage, the retail of is dependant on a main competitive The organization coffee. advantage, the retail of coffee.This could make them slow to diversify into other sectors should the need arise.
Starbucks History
• The story began in 1971 when the first Starbucks opened at Pike Place Market, which is Seattle's and the Nation's oldest Farmer's Market (opened August 17, 1907).
New New products and services be retailed inretailed in products and services that can that can be their cafes, such their cafes, such as Fair Trade products. as Fair Trade products. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services The company has the opportunity to expand its both have potential. global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge.
SWOT Analysis Chart
THREATS
Who knows if the market for coffee will grow and stay in favour Who knows if the market for coffee will grow and stay with customers, or whether another type of beverage or leisure in favour with customers, or whether another type of activity will replace coffee in the future? beverage or leisure activity will replace coffee in the future? Starbucks are exposed to rises in the cost of coffee and dairy Starbucks are exposed to rises in the cost of coffee and products. dairy products. Since its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead toin Pike Place Market, Seattle in 1971, Since its conception the market entry of many competitors and copy cat brandslead pose potential threats. many Starbucks' success has that to the market entry of competitors and copy cat brands that pose potential threats.
机会劣势分析WO Analysis
威胁劣势分析WT Analysis
SWOT分析矩阵
优势-S
SO strategy 发挥优势，利用机会 ST strategy 发挥优势，规避威胁 劣势-W
机会-O
WO strategy 利用机会，改变劣势 WT strategy 克服劣势，规避威胁
威胁-T
SO战略 WO战略 ST战略 这是一种最为理想的竞争态势，能 利用外部机会来弥补内部劣势，使 利用企业自身的优势回避或减轻外 够最大限度地发挥企业内部优势和 WT战略 企业的劣势地位有所改变，当由于 部威胁或风险，通过内部资源的合 充分利用外部环境机会。 这是一种应付危机的战略，当企业 内部劣势造成的困难制约外部机会 理配置，利用自身优势将外部威胁 内忧外患、时时面临危险时，需要 的利用时，采用此战略为好。 对企业发展造成的不利影响降到最 克服内在劣势同时回避外在威胁。
LOGO
SWOT analysis for---- StarBucks
企业简介 Company introduction
公司名称：星巴克 Company Name: Starbucks 总部地点：西雅图 Headquarters Location: Seattle 成立时间：1971年 Established Time : 1971
What is SWOT Analysis?
• SWOT analysis (alternately SWOT Matrix) is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture.
ethical mission statement as follows, 'Starbucks is and an ethical mission statement as follows, committed to acommitted to a role of 'Starbucks is role of environmental leadership in all facets of our business.' in all facets of our environmental leadership business.' finefine productsservices.It has almostalmost 9000in for products and and services.It has 9000 cafes almostin almost 40 countries. cafes 40 countries.