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leading coffee retailers in the world with more than 13000 coffee outlets across 35 countries. The core business of starbucks is selling high quality and various types of coffee drinks, and it also has two brands of bottle selling coffee drinks, Frappoccino and Starbucks Doubleshot. The research shows that the revenue of Starbucks is growing by 20% per year and it is opening 3 stores per day over the world approximately. Starbucks has achieved a net increase in revenue of 2.4 billion US dollars and it has expanded the business with opening 668 stores located in different countries. Starbucks is successfully managing its operations through franchising in order to achieve steady market growth in retail industry. Additionally, starbucks has achieve a competitive advantages by reducing delivery and management costs, shortening customer lines at individual outlets and increasing foot traffic for all the stores in an area.

- Macro environment 

In Singapore, per capita coffee consumption is increasing, but the income is on the decline in recent years. On the global scale, international coffee crisis due to overproduction, rising stocks, declining prices, elimination to coffee farms may result in a threat to starbucks. Starbuck recently decide to increase the price of coffee by an average of 9 cents per cup as a result of increasing price of milk and coffee bean within the economy.

- Target customer 

Starbucks are able to address a wide demographic of customers in different backgrounds and ages. The high quality coffee drinks, harmonious environment with good music, comfortable sofa and chairs, and warm services all attract consumers to pay for a cup of coffee. Starbucks mainly targeted at customers who are not price-sensitive and desire for an experience. Furthermore, starbucks has developed a strong brand to retain a large group of loyal customers and it creates a specific “starbucks experience” to build brand loyalty. In addition, starbucks take into account the cultural differences within different countries thereby modifying its products and services to attract new customers as well as maintain customer loyalty.

- Competitors analysis 
McDonald cafe introduced its espresso beverage products in 2001, and the price is relatively low than starbucks. It affected starbuck’s market share through providing various fast food at a low price. Although starbucks still can maintain its dominant position in retailing industry, there was a 20% decrease in its value. The cost of Dukin donuts coffee drinks is about 20% lower than starbucks. By selling donuts as its main product to draw customers, Dukin donuts provide coffee products as a complementary product for value-adding.

The coffee bean is another close competitor of starbucks. It is national chain to serve fresh coffee, cappuccino, latte and other coffee drinks that similar to starbucks provided. Other competitors are local small coffeehouse, and other new product lines.

- Current market objectives and performance 
As the data presented, starbucks has experienced huge grow both geographically and financially during last 5 years. Starbucks has increased its net revenue by about 4% at the end of 2009. M本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。