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Political Factors Of Starbucks

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Part A. The primary externals influences to Starbucks

PESTEL describes a framework of macro-environmental factors used in the environmental factors component of strategic management. PESTEL analysis includes some several factors: political, economic, social, technological, legal and environmental factors. This report analyzes the factors which have main impact on Starbucks.

1. Political factor
Political factor is affected by the policies of local, national and international government. It looks at how government regulations and legal issues impact ability of company to be profitable and successful. It is also influenced by company policies and those of stakeholders, shareholders, managers, employees and trade unions. The checklist of issues of political factors include: tax policies, trade regulations, political stability, social and environmental policy, government and local government policies (Harrison, 2010).

2. Economic factor

Economic factor examines the outside economic issues that can play a role in a company’s success. Economic factor has a significant influence on how company does business and how profitable they are. Items to consider include interest rate, exchange rate, economic growth, inflation, monetary policy, unemployment, income distribution, infrastructure costs and availability, consumer expenditure, foreign direct investment (Jeff, 2008).
Economic factor impacts directly Starbucks performance through the income distribution in Vietnam market. The
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The Starbucks “Race Together” campaign has caused quite a kerfuffle. It was initially an effort to catalyze national dialogue about race in response to the killings of Michael Brown and Eric Garner, two unarmed black men, and subsequent civil unrest. This was done by writing “Race Together” on a cup which would encourage the customer and Barista to talk about the topic over the creation of the coffee, ultimately giving the impression that Starbucks cares and wants to promote the idea that everybody is racially equal. Despite the absolutely brilliant idea of a majorly white corporation, the campaign ended up in a downward spiraling rocket that concluded in more of a failure than the Challenger. Every time the company tried to set off and explore

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Ethical issue in Starbucks Starbucks, an American coffeehouse chain based in Seattle, Washington, is the world largest coffee retailer chain in the world having more than 21,000 stores in 65 countries (Starbucks website, n.d.). In United States, Starbucks owned 12,973 stores (Starbucks Company Statistics, 2014), which is more than 73% of the market shares of the United States coffeehouse industry. Hence, Starbucks possesses monopoly power in the specialty coffee market. Enjoying monopoly position, Starbucks plan to completely dominate the market by eliminating competition. Starbucks engages in a range of anti-competitive activities.

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Starbucks was founded in 1971. They have 18.850 stores in more than 40 countries which makes them the first coffee specialty retailer in the world. They operate most of their stores having only 50 franchises (as of 2017) as to keep strict control over quality. The success of Starbucks is based on their unique value proposition. They offer customer the finest coffee produced by themselves, with strong commitment on creating a global social impact, served in stores that promote a welcoming and warmth sphere where everyone can feel “like home”.

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Francis Aguilar (1967) is the first known reference to the origin of the PESTEL analysis. In his study known as Scanning the Business Environment, he studied the environmental factors that affect business environment and come up with the first acronym ‘ETPS’ which meant the Economic, Technical, Political and social factors (Aguilar, 1967). Later Arnold Brown (1967) focused on the study and came up with a new perspective towards the study of social-technical, economic, political, and ecological (STEPE) factors. In 1980, Porter among other authors scanned the business environment and came up with the current acronym PESTEL meaning political, economic, social, technological, legal, and environmental factors (FME, 2013). According to Collins (1997),

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2.0 PESTEL ANALYSIS
A PESTEL Analysis is a marketing framework to analyse how an organisation is being impacted by a wide range of external imperatives. 2.1 Political Local political factor has a less significant impact on Starbucks Singapore due to strong political stability in Singapore. Singapore is consistently ranked as the lowest political risk country in Asia since 2002 (Corrupt Practices Investigation Bureau, 2015). However, the political stability in the global market is highly important as Starbucks coffee is certified as an ethically traded coffee.

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