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11.

The SWOT analysis


11.1 Internal Analysis of Canam Group
Strenghts:
1. existing distribution and sales networks
2. high profitability and revenue
3. barriers of market entry
4. use of technology and mobile outlet
5. diverse product mix
Weaknesses:
1. small business units
2. productivity
3. competitive market
4. tax structure
5. future profitability

Internal Analysis of Starbucks Corporation


1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

existing distribution and sales networks


high profitability and revenue
barriers of market entry
use of technology and mobile outlet
diverse product mix
small business units
productivity
competitive market
tax structure
future profitability

Total

Relevan
ce

Valu
e

Scor
e

0.2
0.1
0.05
0.1
0.1
0.1
0.1
0.05
0.15
0.05

+1
+2
+1
+1
+2
-2
-1
-1
-2
0

+0.2
+0.2
+0.05
+0.1
+0.2
-0.2
-0.1
-0.05
-0.3
-0.00

11.2 External Analysis of Starbucks Corporation


Opportunities:
1. growing demand
2. income level is at a constant increase
3. growing economy
4. growth rates and profitability
5. global markets
Threats:
1. cash flow
2. Imitation
3. financial capacity
4. increasing costs
5. growing competition and lower profitability

+0.2

External Analysis of Starbucks Corporation


1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

growing demand
income level is at a constant increase
growing economy
growth rates and profitability
global markets
cash flow
Imitation
financial capacity
increasing costs
growing competition and lower profitability

Total

Relevan
ce

Valu
e

Scor
e

0.2
0.1
0.1
0.05
0.1
0.2
0.1
0.05
0.05
0.05

+2
+1
+1
+0
+1
-2
-1
-1
-1
-2

+0.4
+0.1
+0.1
+0.05
0.1
-0.4
-0.1
-0.05
-0.05
-0.1

11.3 Results and strategies

The results are positive for the company. They are responding well to their strength,
weaknesses, opportunities and threats. After some recent re purposing it is clear that the company is
focusing on its core competencies but has room to improve.
A strong market position and a global brand recognition is extremely important to the
company and is a long term factor for the company.
Direct competition is increasing. Lack of marketing it's a big problem. They have to invest and
make a brand extension.

+0.0
5