Strengths:
Strong Market Position and Global Brand Recognition: Starbucks has a significant geographical presence
across the globe and maintain a 36.7% market share in the United States (Appendix 1) and has operations in over 60 countries. Starbucks is also the most recognized brand in the coffeehouse segment and is ranked 91st in the best global brands of 2013.8 Starbucks effectively leverages its rich brand equity by merchandizing products, licensing its brand logo out. Such strong market position and brand recognition allows the company to gain significant competitive advantage in further expanding into international markets and also help register higher growth in both domestic and international markets. Over the years, they have achieved significant economies of scale with superior distribution channels and supplier relationships.
Products of the Highest Quality: They give the highest importance to the quality of their products and avoid standardization of their quality even for higher production output.9