MBA-FPX5008_Assessment2_Attempt1-1docx.docx - 1 DATA ANALYTICS OF STARBUCKS Data Analysis of Starbucks Corporation Stocks Christy Crosthwaite Capella

MBA-FPX5008_Assessment2_Attempt1-1docx.docx - 1 DATA...

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1 DATA ANALYTICS OF STARBUCKS Data Analysis of Starbucks Corporation Stocks Christy Crosthwaite Capella University
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2 DATA ANALYTICS OF STARBUCKS Introduction Founded in Seattle Washington in 1971 and incorporated in 1985, Starbucks now operates 30,000 stores across 80 markets (Starbucks 2019). It is a publicly traded company under the symbol “SBUX” on the NASDAQ Global Select Market. Starbucks partners with farmers to grow, then purchases and roast the high-quality coffee that it sells along with handcrafted tea and a variety of food items. The retail value of the US coffee market is estimated to be at 48 billion with the specialty market comprising 55% of the value share. With a forecasted growth of 5.5% annually over the next 5 years t he industry has a potential to reach $75 billion in revenue in the US. (Menke, A 2018). Starbucks has had solid financial earnings and returns. Reaching a record net revenue of 24.7 billion in 2018 (Starbucks 2019). With a variety of products and license trademarks through other channels such as grocery and foodservice accounts under the brands of Teavana, Seattle’s Best, Evolution Fresh, La Boulange, Ethos, and Princi, Starbucks continues to successfully grow its brand. Starbucks has also joined forces with Nestle to increase market presence in foreign countries and to accelerate the growth and global reach of Starbucks in the packaged goods area. With the strategic goals of bringing Starbucks into the homes of millions around the world, banking on the reach and reputation of Nestle, and making Starbucks one of the most recognized and respected brands in the world. Starbucks Corporation has made it their mission to offer the finest products, locations, beverages, reputation, and customer service. They emphasize their continued expansion into key developed and emerging markets in order to diversify. Their international strategies have
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3 DATA ANALYTICS OF STARBUCKS been crucial for continued growth and has proven highly successful with operation now spanning 78 countries.
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