A Wren Says

Okay, now we are in the second grid of your SWOT analysis. You’ve taken the time to think about your strengths. Now you need to figure out your weaknesses. (The opportunities and threats will come next.) When it comes to the SWOT analysis, your weaknesses are those things that have come up as issues over the years. You know, those processes that continued to be a problem, maybe those oversights, or ways that you have been lagging behind in comparison to your competitors or your own goals. In short, it is those things that are within your control that have been holding you back.

If we continue to use Starbucks as an example, we can see that their weaknesses have played out in the public eye. The biggest and most public weakness has been their ongoing worker’s rights disputes. Starbucks Workers United began organizing in 2021 due to issues with pay and treatment.  Those internal struggles are continuing. On May 1, the Los Angeles Times reported that union and the brand have still not agreed on a contract. That leaves them open for another strike or walkout.

The large push to unionization and the response from corporate is a weakness in my mind because it signals issues in the treatment of the workforce. At the very least, even if you don’t want to consider worker well-being, health, and safety, this issue costs you money. It signals that employees will be less engaged, which then impacts customer service, sales, retention, and hiring costs.  

This is a major issue that Starbucks has to consider as it works towards its turnaround. While it may not seem like marketing, the best strategy will be to overhaul employee culture and actively work to increase worker satisfaction. Improving the barista experience will cost money, but it is necessary to come back and turn this area of weakness into a strength. Making Starbucks stores a great place to work is good for the bottom line.

What are other weaknesses you’ve noticed? How would you solve them?