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Week 2 - Strategic Analysis Project

Week 2 - Strategic Analysis Project

Q Now that you've selected a company, it's time to focus on that company's industry perspective and business description. For your particular company, identify the following: Industry Perspective Market overview (size of industry, usually in dollars) Market trends (five year time line of industry sales/revenue) Competitive environment (relative size of each participant in the industry Business Description The competitive advantage the company is currently pursuing (cost leader, differentiation, speed, focus, or combination) Products/services offered Level of technology organization is employing (state-of-the-art, fast follower) Market organization is serving (demographics, income, age) Distribution of products/services If manufacturer, the procedure(s) and location(s) of manufacturing products If service provider, location of conducting business ? Industry Perspective Market overview

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The chosen company for competing this project is Starbucks, a famous coffee shop chain retailer. The coffee shop industry is constantly growing for the hype and craze of coffee drinking. Several flavored coffee are available in the market and Starbucks enjoys a good position in the coffee shop industry. The coffee shop industry in the United States involves more than 20,000 stores and the sales revenue from this industry is about $11 billion (Jang et al. 2015).