Starbucks SWOT analysis 2018

| May 13, 2018

Company Background

Key Facts
Name Starbucks Corporation
Founded March 31, 1971
Logo
Industries served Restaurants (Coffeehouses)
Geographic areas served Worldwide (27,339 coffeehouses in 75 countries)
Headquarters Seattle, Washington, United States
Current CEO Kevin R. Johnson
Revenue (US$) 22.387 billion (2017) 5% increase over 21.316 billion (2016)
Profit (US$) 2.885 billion (2017) 2.4% increase over 2.818 billion (2016)
Employees 277,000 (2017)
Main Competitors Caribou Coffee Company, Costa Coffee, Dunkin' Brands Group, Inc., Green Mountain Coffee Roasters, McDonald's Corporation, Nestlé S.A. and many other restaurant chains and coffeehouses.

Starbucks Corporation’s business overview from the company’s financial report:

“Starbucks is the premier roaster, marketer and retailer of specialty coffee in the world, operating in 75 countries. We purchase and roast high-quality coffees that we sell, along with handcrafted coffee, tea and other beverages and a variety of high-quality food items, including snack offerings, through company-operated stores.

We also sell a variety of coffee and tea products and license our trademarks through other channels such as licensed stores, grocery and foodservice accounts. In addition to our flagship Starbucks Coffee brand, we sell goods and services under the following brands: Teavana, Tazo, Seattle’s Best Coffee, Evolution Fresh and Ethos.

Our objective is to maintain Starbucks standing as one of the most recognized and respected brands in the world. To achieve this, we are continuing the disciplined expansion of our global store base, adding stores in both existing, developed markets such as the U.S., and in newer, higher growth markets such as China, as well as optimizing the mix of company-operated and licensed stores in each market.

In addition, by leveraging the experience gained through our traditional store model, we continue to offer consumers new coffee and other products in a variety of forms, across new categories, diverse channels and alternative store formats. We also believe our Starbucks Global Responsibility strategy, commitments related to ethically sourcing high-quality coffee, contributing positively to the communities we do business in and being an employer of choice are contributors to our objective.

Starbucks® company-operated stores are typically located in high-traffic, high-visibility locations. Our ability to vary the size and format of our stores allows us to locate them in or near a variety of settings, including downtown and suburban retail centers, office buildings, university campuses, and in select rural and off-highway locations. We are continuing the expansion of our various store formats, including Drive Thru and express stores, to provide a greater degree of access and convenience for our customers.

Starbucks employed approximately 277,000 people worldwide as of October 1, 2017.”[1]

Starbucks SWOT Factors

Strengths

1. Operating efficiency and strong growth leading to superior financial performance.

2017 marked continuing Starbucks growth both financially and physically. The company had yet another great financial year. The company’s revenue grew by 5% and 2,254 new stores were opened. Starbucks’ operating profit margin remained above 18% and its cash flow generated US$4.174 billion, despite the company’s enormous expansion.

Figure 1. Starbucks’ consolidated revenue 2011-2017

Starbucks' revenue grew from US$11.7 billion in 2011 to US$222.4 billion in 2017.

Source: Starbucks financial report[1]

Figure 2. Starbucks’ operating profit margin 2012-2017

Starbucks' operating profit grew from 15% in 2012 to 18.5% in 2015.

Source: Starbucks financial report[1]

Figure 3. Starbucks store count 2011-2017

The number of Starbucks stores grew from 17,003 in 2011 to 27,339 in 2017.

Source: Starbucks financial report[1]

Starbucks’ balance sheet has remained strong. In 2017, debt-to-asset ratio remained the same, cash reserves increased by US$333.5 million, while the company’s net profits increased from US$2.818 billion to US$2.885 billion. Overall, Starbucks’ financial position has never been stronger.

What does this mean for the company? Despite its huge growth, growing the operating profit margin while also increasing its net profits means that Starbucks is managing its operations very efficiently. In addition, the company’s healthy financial numbers provide confidence for investors and allow the company to engage in speculative investments that wouldn’t otherwise be feasible.

2. Fast growing store network in China.

Currently, Starbucks has 2,936 restaurants in China, which is more than the company’s key rivals have combined, including Dunkin’ Donuts’ 37 restaurant [2], Costa Coffee’s 409 restaurants[3] and McDonald’s 2,600 restaurant.[4] The number of Starbucks locations has grown significantly over the past few years. In 2011, the company had only 570 coffeehouses in China. Since then it grew its presence by 2,366 locations or 515% in just 6 years.

Figure 5. Number of Starbucks locations in China 2011-2017
2011 2012 2013 2014 2015 2016 2017
Number of locations 570 700 1,017 1,367 1,811 2,382 2,936
Growth over previous year - 22.8% 45.2% 34.4% 32.5% 31.5% 23.3%

Source: Starbucks’ financial report[1]

China will become the major Starbucks market in the future and is the second fastest growing Starbucks market behind the U.S. already. Most importantly, Starbucks is well positioned to compete in China. For years Starbucks has been strengthening its tea offerings, which is the favorite Chinese drink. The company currently owns 2 tea brands, Tazo and Teavana, and serves brewed tea, single-serve tea, packed tea and other related tea products. Therefore, unlike its rivals, Starbucks is better prepared to satisfy Chinese tastes and to attract Chinese customers to its coffeehouses.

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Published: May 13, 2018
Format: PDF + PowerPoint
Pages: 27
Words: 5,100
Charts/tables: 16
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Table of contents

  • Company Overview
  • SWOT Analysis
  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
  • Sources

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