Date of Award

Spring 5-5-2023

Document Type


Degree Name

Bachelor of Science (BS)


Finance and Economics


College of Business

First Advisor

Thomas W Secrest, Ph.D.


The purpose of this research is a business analysis of Starbucks Corporation. The company is commonly known for its distinctive coffee shops and operates over 31,000 stores worldwide. Starbucks is also known for extreme brand loyalty, strong market position, high quality products, and premium service. The Company's weaknesses include expensive raw material and product costs, overcrowding in the US, and overdependence in the US market. If Starbucks positions themselves correctly, they have an opportunity to expand into new markets and establish brand loyalty across the globe, with expansion comes diversifying products which would expand their product mix and make them more attractive to new markets.

The analysis concludes that for Starbucks to maintain their market share and continue to grow and dominate their industry they need to aggressively innovate and move into new markets. Further, pricing their products based on the economy to better fit their consumer base could improve the bottom line. Capitalizing off their mobile app, using influencer marketing to reach younger generations, and focusing on convenience will also be helpful to Starbucks.