[A+] 스타벅스 기업 내부/외부 환경 분석 투자 가능성 평가

소개

이 레포트는 스타벅스의 글로벌 경영 전략과 투자 가능성을 심층 분석한 자료입니다. PEST 분석, 경쟁사 분석, SWOT 분석 등을 통해 스타벅스의 현재 위치와 미래 전망을 평가하며, 한국, 싱가포르, 이탈리아 등 다양한 시장에서의 성공과 실패 사례를 통해 글로벌 확장 전략을 살펴봅니다. 투자자들이 스타벅스 주식을 고려할 때 중요한 인사이트를 제공하는 이 레포트는 스타벅스의 지속 가능성, 시장 동향, 기술 혁신 등을 종합적으로 다루고 있습니다.

목차

Ⅰ. Introduction : Why Starbucks is interesting?

Ⅱ. Macro environment analysis
1. PEST analysis
2. Market Trends

Ⅲ. Competitors analysis1
1. Dunkin’
2. McDonald’s
3. Costa Coffee
4. Ediya Coffee
5. Coffee Bean

Ⅳ. Company Analysis
1. USP (Core competency)
2. Value chain analysis
3. SWOT
4. STP
5. Positioning Map

Ⅴ. Global Penetration Strategy
1. South Korea : Success
2. Singapore : Success
3. Italy : Success
4. Finland : Failure

Ⅵ. Conclusion : Worth to Buy?

Ⅶ. References

본문내용

As a result, the stock price rapidly fell. Today, Starbucks trades at a trailing price-to-earnings ratio (PER) of 20. This is lower than the S&P 500 average of 27, and it marks one of the lowest levels in recent years. If the future ends up looking a lot like the past (steady revenue growth, strong margins, growing store count), Starbucks stock would likely be a buy here.
But prospective investors should be concerned that the company’s future may not be like its past. It may have finally hit a ceiling on price increases, and the Chinese market is getting saturated with coffee shops quickly. Even though the stock looks cheap, Starbucks is in a rough spot that may persist for many years. Don’t be surprised if this stock continues to trail the broad market going forward, just as it has for the last decade.
Should we buy Starbucks stocks, or not? Every company goes through bad quarters. Investors need to figure out whether these Starbucks numbers are simply a short-term blip or a long-term concern for the global coffee brand. Let’s dive into each market again to see whether these problems are fixable.

참고자료

· [Papers]
· Byrnes, William & Khodakarami, Nima & Perez, Carlos. (2016). The value chain: A study of the coffee industry. 1-8. 10.13140/RG.2.2.16763.98088/1.
· Jia, Bingbing. (2023). Competitive Analysis of Starbucks. Advances in Economics, Management and Political Sciences. 47. 201-207. 10.54254/2754-1169/47/20230382.
· Lee, J.-H., & Park, S.-H. (2022). Starbucks Growth Background Analysis: Based on STEEP analysis. Industry Promotion Research, 7(1), 9–15. https://doi.org/10.21186/IPR.2022.7.1.009
· [Websites]
· Is Starbucks Stock a Buy After Its Massive Drop?(2024, May 13), The Motley Fool, https://www.fool.com/investing/2024/05/13/is-starbucks-stock-a-buy-after-massive-drop/
· Starbucks Vietnam: Why the US chain cannot crack a coffee-loving nation(2023, August 5), BBC, https://www.bbc.com/news/world-asia-66167222
· How Starbucks Lost the Top Spot in China’s Coffee Race(2023, November 19), The Wall Street Journal, https://www.wsj.com/business/hospitality/how-starbucks-lost-the-top-spot-in-chinas-coffee-race-b6b36353
· Stubbornly high US inflation grew stronger than expected in March(2024, April 10), CNN, https://edition.cnn.com/2024/04/10/economy/cpi-consumer-price-index-inflation-march/index.html
· Current US Inflation Rates: 2000-2024(2024, May 15), https://www.usinflationcalculator.com/inflation/current-inflation-rates/
· Sales slump and shares dive at Starbucks as inflation cuts thirst for treats(2024, May 2), https://www.japantimes.co.jp/business/2024/05/02/companies/starbucks-ceo-slump-shares/
· Coffee Value Chain Analysis Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029) Source: https://www.mordorintelligence.com/industry-reports/coffee-value-chain-analysis(2024, May 1), https://www.mordorintelligence.com/industry-reports/coffee-value-chain-analysis
· Starbucks Competitors Analysis (2023, September 10), https://businesschronicler.com/competitors/starbucks-competitors-analysis/
· Starbucks Marketing Mix (4Ps) Analysis (2024, January 2th), https://www.edrawmind.com/article/starbucks-marketing-mix-analysis.html
· Market Segmentation, Targeting, Positioning for Starbucks(2024, January 4th), https://www.edrawmind.com/article/starbucks-market-segmentation-targeting-and-positioning.html
· Starbucks SWOT Analysis (2023, January 6), https://businessmodelanalyst.com/starbucks-swot-analysis/
· Coffee chains are crowding Singapore in hopes of jump-starting their global expansions (2023, December 25), https://www.cnbc.com/2023/12/26/coffee-chains-are-crowding-singapore-to-jumpstart-their-global-expansions.html
· Why has Starbucks not penetrated the Finnish market yet? (2012, February 20), https://thecoffeeteam.blogspot.com/2012/02/why-has-starbucks-not-penetrated.html
· Starbucks Winning in Italy?(2023, September 3), https://medium.com/@jaysgeronca/starbucks-winning-in-italy-explained-dc1da0c00be6
· 스타벅스 왜 성공했을까? 그 세 가지 비결(2021, May 2), https://brunch.co.kr/@wellem/144