Advantages: The profitability of Starbucks Group is very strong. In 2004, its revenue exceeded $600 million.

Disadvantages: Starbucks is famous for its continuous improvement and innovation.

Opportunity: introduction of new products and services, such as selling coffee at exhibitions.

Threat: Rising prices of coffee and dairy products.

1, Introduction

SWOT analysis, that is, situation analysis, lists the main internal strengths, weaknesses, external opportunities and threats closely related to the research object through investigation, and arranges them in matrix form, and then analyzes various factors by using the idea of system analysis, and draws a series of corresponding conclusions, usually decisions. ?

2. Build a SWOT matrix.

The SWOT matrix is constructed by sorting the factors obtained in the survey according to their priority or influence degree. In this process, those factors that have a direct, important, massive, urgent and lasting impact on the company's development are given priority, while those indirect, secondary, rare, urgent and short-lived factors are ranked behind.

Step 3 develop an action plan

After analyzing the environmental factors and constructing the SWOT matrix, the corresponding action plan can be made. The basic idea of making a plan is: give full play to advantages, overcome disadvantages, take advantage of opportunities and defuse threats; Consider the past, base on the present and focus on the future. Using the comprehensive analysis method of system analysis, the various environmental factors considered in the arrangement are matched and combined, and a series of optional countermeasures for the company's future development are obtained.