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Essay Details:
Essay text:
A SWOT analysis as a TOWS Matrix will be used.
1.2. Scope of the Report
The report will be covering the Starbucks Coffee Company which includes Starbucks Coffee Europe and Starbucks Coffee International.
2. Executive Summary
Starbucks is the leader in the coffee retailing market, with purchasing and roasting top quality coffee beans. It has created a well respected brand with a dynamic image. The top quality coffee it offers, contributes to the “Starbucks Experience” that makes the company differentiating from its competitors. In order to understand the reasons behind Starbucks’ success we have to perform both internal and external analysis of the corporation...
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