STRENGTHS

• Very profitable organization
• Premium brand, strong brand recognition
• Worldwide presence (in all continents)
• Great supply chain
• Atmosphere in Starbucks locations (comfy and urban)

OPPORTUNITIES

• Growing coffee culture
• Possible expansion in international markets
• Possible differentiation

WEAKNESSES

• Products not customized to local tastes (coffees are the same in every country)
• Too expensive for many customers (on average a coffee costs 3 euro)

THREATS

• Exposition to rises in the cost of coffee and dairy products
• Trends towards healthier life-style (reducing fat drinks and sweets)
• The US market is saturated