SWOT Analysis of StarbucksExecutive AnalysisStarbucks Corporation, founded in 1971, is a specialty coffee retailer. Starbucks retails a variety of drip-brewed coffee, hot espresso drinks, other hot and cold beverages, complementary food products, coffee-related accessories and equipment, tea, ice cream, and items such as mugs, coffee beans, music, and other non-food products through retail stores in approximately 39 countries worldwide. The company operates primarily in the United States. It is headquartered in Seattle, Washington and employs approximately 150,000 people. Starbucks' mission is "To inspire and cultivate the human spirit: one person, one cup and one neighborhood at a time" (www.Starbucks.com). The top management believes in involvement in the company's activities and the employees enjoy advantages unsurpassed in the industry. Schultz firmly believes that employee satisfaction is directly related to customer satisfaction. The company reported revenues of $7,787 million during the fiscal year ending in October 2006, an increase of 22.3 percent over 2005. The company's operating profit was $894 million during the year fiscal 2006, an increase of 14.5% over 2005. Net income was $564.3 million in fiscal 2006, an increase of 14.1% over 2005. Its financial position very forte allows it to aggressively expand domestically and internationally. Situational Analysis As for the coffee bean market, although it has endured much criticism for its alleged monopoly on the global coffee bean market, Starbucks only accounts for about 2% of global coffee production. According to Starbucks, they purchased 4.8 million pounds of certified fair trade coffee in fiscal 2004 and 11.5 million pounds in 2…half the paper…in doing so. Eliminate fireplaces, music downloads, art for sale, Internet connection, etc. it will reduce costs and give a more comfortable atmosphere to the store. Rearranging the machines on the counter so they don't block customers' views will also add intimacy and romance to the "Starbucks experience." ReferencesPearce II, John A. & Robinson Jr., Richard B. (2007 ). Formulation, implementation and control in (Ed.), Strategic management (11th ed., pp. 156-244). : McGraw-Hill. “Saving the Soul of Starbucks.” (2007) Business Week. July 9, 2007. McGraw-Hill Starbucks Corporation. Hoovers.com. Taken from the Hoovers.com website on November 18, 2008. http://www.hoovers.com/starbucks/--ID__15745--/free-co-factsheet.xhtml.Starbucks official website. Taken from the website on November 18, 2008 http://www.starbucks.com/