Abstract
We analyzed the advantages and disadvantages of Starbucks environmental scanning. Its advantage is the high quality of the product, and the third aspect is the strong sense of experience, the advantage of social media, and localized marketing. The disadvantages are high product positioning, fast store opening, and the pressure of financial chain management and supply chain management. However, in our survey, we also identified opportunities to expand online sales and mobile payments to maximize benefits in today's globalized world. However, despite Starbucks' growth prospects, its position is now precarious due to low coffee acceptance and threats from coffee brands such as Lucky Coffee. According to the analysis, Starbucks can improve its current weakness by strengthening its market power, expanding its strategy, differentiating its strategy, and adopting a reasonable and flexible pricing system.
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