Threats.
•Who knows if the market for coffee will of grow and stay in favour with customers, or whether another type of beverage or leisure activity will from replace coffee in the future?
•Starbucks are exposed to rises in the cost of coffee and dairy products.
•Since its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead to the market entry of many competitors and copy cat brands That poses potential threats.
Opportunities.
•Starbucks are very good at taking advantage of opportunties. In 2004 the company created a CD-burning service in Their Santa Monica (California USA) cafe with Hewlett Packard, Nowhere customers create Their own music CDs.
•New products and-services That cans be retailed in Their cafes, Such as Fair Trade products.
•The company has the opportunity to expand its operations globally. New markets for coffee Such as India and the Pacific Rim nations are beginning to emerge.
•Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.