2. SWOT Analysis Short for strengths, weaknesses, opportunities, and threats, SWOT analysis is a tool "commonly used in marketing and general business as a method of identifying opposition to a new venture or strategy" (Goodrich, 2013) . Using this tool, professionals are able to “identify all positive and negative elements that may influence any proposed new action”. The SWOT analysis of Starbucks Coffee Company is conducted below in Table 1. Table 1: SWOT Analysis on Starbucks Coffee Company Strengths - Major competitor in the coffee industry - Steady growth of international market - Environment friendly - Strong recognition of brand - Product and service usage Weaknesses - High product prices - Very dependent on sales of coffee products - I don't have much control over stores outside the US - Operating costs are high - Lacks internal focus due to expanding too rapidlyOpportunity- Start selling whole beans in supermarkets- Expand product variety- Broaden distribution channel- Expand into growing economies- Capture more countries to source coffee beans from Threats- Competition- Recession- Bad publicity- New changes in consumer trends-Different countries have different political/cultural differences]The first point from Table 1 that I would like to address and elaborate on is their high prices, a weakness of theirs. Compared to McDonald's and many other places, coffee is the main focus of the stores, and since the focus is not on the food, there is almost no focus on preparing the food to meet those prices. Another point I chose to highlight is the threat of competition. Competition is very high in the coffee sector today and many companies are finding themselves taking...half the paper...as aware as some consumers are. However, Starbucks uses its own preferences and adapts to them in order to satisfy its consumers. Finally, developments in machinery have a huge impact on the company. The machines are intended to reduce manual workload. So, Starbucks must ask itself whether these developments will affect the quality standard of the products and whether production will, therefore, be cheaper? Porter's Five Forces AnalysisPorter's Five Forces model is "an analytical tool that uses five forces to determine an industry's profitability and shape a company's competitive strategy" (Strategic management insight, n.d.). It helps to classify and analyze the most crucial forces affecting the rivalry between existing competitors in the same industry and how it can profit from it. The following table illustrates how Porter's five forces are conducted for Starbucks in Singapore.