TOWS STRATEGIC ALTERNATIVES MATRIX

Student ID:F20BMGMT3E03081
Submitted to: Dr. Aliya Ahmed Sheikh
 Starbucks info:
•  Company: Starbucks 
 CEO : Kevin Johnson
 Year founded : 1971
 Headquarter : Seattle, USA
 Number  of Employees (Sept 2019): 346,000
 Type: Public
 Ticker Symbol:  SBUX
 Market Cap (Oct 2020): $ 105.22 Billion
 Annual Revenue (Sept 2019) : $26.51 Billion 
 Profit (Net income) (Sept 2019): $3.60 Billion
 Products & Services:
•   Coffee | Handcrafted Beverages | Fresh food
| Non-food items | Packaged goods | Mugs
and accessories | Gifts | 
 Competitors:
•  Costa Coffee | McDonalds McCafe | 
Dunkin Donuts | Café Coffee Day | Tim
Hortons | Costa | Panera Bread
 TOWS MATRIX for STARBUCKS:

• A TOWS Matrix can also be understood as an

extension of the SWOT matrix. A SWOT matrix helps
us identify the strengths, weaknesses, opportunities
and threats for a business. However, a TOWS matrix
helps with strategy formulation on the basis of the
identified factors. It is an analytical tool that helps
build over your strengths and make the best use of
available opportunities while also minimizing the
threats. For a better and deeper understanding go
through this   example TOWS matrix of Starbucks.
 A brief SWOT analysis of Starbucks.

• Starbucks is the largest coffeehouse chain in

the world which had more than 22,550 stores
open in 2015. There are three things well
known about Starbucks – Premium quality,
excellent customer service and ethical
business. Apart from these things Starbucks is
also known for its excellent supply chain
management.
 – Strengths:

• Brand image
• Premium quality
• Excellent customer service
• Known for ethical business
• well managed supply chain
 – Weaknesses:

• High priced products

• Imitation by others
 – Opportunities:

• Expansion in the emerging markets

• Diversification of the product mix
• Cobranding or partnership with other brands