Retail Planning and Design: Starbucks

II. Company Profile of Starbucks Corporation 4
III. History of Starbucks 5
a. Starbucks: 1971-1987 5
b. Starbucks: 1987-1992 5
c. Starbucks: 1992- 6
d. Starbucks logo 7
IV. Starbucks Corporation and franchises 7
V. Competitive analysis 8
a. Competitors 8
b. Caffee Nero 8
c. Diedrich Coffee 8
d. Allied Domecq 9
e. Competitive advantages of Starbucks Corporation 9
f. Revenue analysis 9
g. Promotion 10
h. SWOT analysis of Starbucks Corporation 11
VI. Conclusion 12
VII. Bibliography 13
VIII. Appendix 14
IX. Reference 15
I. Introduction
Starbucks Corporation is one of the most leading and successful company from coffee retailer from around the world. The company continues activity from early 1971s. More than 34 years of activity is not very short time period while Starbucks became well-known brand name between people. Today Starbucks has an image, which a lot of people like and admire it. This assignment is dedicated to deepen knowledge about Starbucks history, the way to successes and analyse company’s situation this day.
The main aims of assignment are to look at Starbucks from these points of view:
• Company profile;
• History;
• Franchises;
• Competitive analysis;
There are for main headings in the assignment. In the first heading will be looked at the company’s situation today – number of outlets, operated countries, products for sale, key executives and key statistics.
In the second heading will be looked at the Starbucks history. The whole history of Starbucks will be divided to the three parts for easier understanding. Moreover would be provided explanation of Starbucks symbol which surely has symbolic meaning.
The third part would be about Starbucks and franchises. In this part will be answered the question if Starbucks uses franchises or does not.
The forth part will include advantages against competitors, try to provide explanation why Starbucks products are unique, and look at SWAT of Starbucks.
The author’s objective of the assignment is to become more familiar with Starbucks and company’s brand name.
II. Company Profile...

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