Starbucks, what are you waiting for!

Here is a more comprehensive matrix of the SWOT-analysis from my previous post. There seems to be many possibilities to make Starbucks and Finland a match made in heaven and turn the Finnish market into Starbucks advantage. Just take a look!

SWOT –analysis for bringing Starbucks to Finland	Strengths S1 Positive working environment due to the company’s emphasis on the importance of employees S2 Worldwide recognition, high quality and positive reputation (strong word-of mouth among the customers) S3 Strong financial situation S4 Strong ethical values S5 Effective mission and strategy S6 Unique Starbucks products (coffee containers, mugs etc.) enhance customer loyalty: no other coffee chain sell their own brand products currently in Finland	Weaknesses W1 Relatively high prices W2 Blurring of company’s core concept by expansion of the assortment of products W3 Inflexible pricing W4 Not as well-established as competitors W5 Centralized business plan
Opportunities O1 Many high educated and internationally-minded people in Finland O2 High economic level in Finland O3 Tremendous coffee market in Finland O4 Convenient and efficient distribution possibilities in Finland O5 Portfolio of products in grocery stores O6 Strong filter coffee culture in Finland is different from Starbucks’ concept	SO1 Company’s image matches the potential consumer market in Finland SO2 Finns are experienced coffee drinkers and welcome innovative quality products SO3 Financial status and coffee consumption reduces the risk of entering the Finnish market SO4 Easy to find the largest markets in the south with minimal environmental impacts SO5 Possibility to have a better focus on their relationship with Arla and grocery stores SO6 Starbucks can bring its own, strong culture to Finland and shape coffee culture in a profitable direction	WO1 Finns are likely to be willing to pay extra for quality WO2 Starbucks international character is the key to success not necessarily product range WO3 Starbucks current pricing is presumably suitable for Finnish customers WO4 Location, location, location (not only the airport!) WO5 Not necessary to make tremendous changes for the Finnish market
Threats T1 Starbucks’ lack of knowledge of the Finnish market T2 Already existing competition T3 Minimal visibility if the only location is the airport T4 Criticism against the “evil” corporate character of Starbucks T5 The fragmented competition: the number of substitute products is increasing which toughens the rivalry	ST1 Improve the positive image around Starbucks’ products ST2 Starbucks’ worldwide acknowledged brand has the certain advantage over existing competitors ST3 Expansion to the big cities in Finland is desirable ST4 Starbucks needs to maintain its efforts to be socially responsible. ST5 Starbucks needs to use its strong marketing techniques and experience to introduce Finns to its innovative products	WT1 High prices should be an instrument to emphasize on the company exclusiveness WT2 With the expansion of the company’s products, Starbucks should promote  its advantage over competitors WT3 Pricing can be consistent throughout Finland WT4 Starbucks should further develop its social responsibility and its reputation WT5 Starbucks needs to be open to learn about the biggest coffee consumer in the world, Finland