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Essay / Research Paper Abstract
This 12 page paper conducts a LEPEST-C analysis of Starbucks in Europe. This looks at the macro environmental factors of the political, economic, socio-cultural, technological, legal, environmental and competitive forces as they impact on Starbucks in Europe. The bibliography cites 13 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEstarpe.rtf
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Unformatted sample text from the term paper:
to deal with a broad range of conditions. The basic PEST analysis that looks at political, economic, social cultural forces, and technological forces has been a good model, but there
were thought to be some omissions. There have been several revision, adding in different elements, the LE-PEST C adds in the consideration of environmental, legal and competitive forces to the
analysis. This adds to the analysis. In looking at a multinational such as Starbucks, an example analysis will show the value of this type of analysis. The analysis will focus
on the companys position in Europe. The Company Starbucks started in 1971, with the opening of a location in Pike Place, Seattle (Starbucks, 2002). However, the company has changed
a great deal since that time, mostly due to the influence of who joined the company in 1982 as director of retail operations and marketing (Starbucks, 2002).
It was after this that the company started to provide coffee to restaurants as well as expresso bars (Starbucks, 2002). Then Schultz takes a trip to
Italy in 1983, where he sees many more and new style expresso bars in the cosmopolitan capital of Milan, and makes the link between the potential he sees in this
market and the gap in the market back at home (Starbucks, 2002). By 1985 he has managed to convince the founders of the coffee company that it is worth
trying out the new format of a coffee bar. He gains a site in the down town area and the first modern format Starbucks opens. The experiment as a complete
success and the companys current history begins with Schultz founding the new company in 1985 (Starbucks, 2001). The company then expands in the way that the outlets are opened as
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