Starbucks is very well positioned to take advantage of sustained income due to a variety of strategic macro-environmental variables affecting its performance. Starbucks stage is the entire world, therefore must take into consideration the local countries current technological, economic, cultural, and political/legal environment, but also the interplay between countries as well. Starbucks cannot simply adapt completely policies and marketing to suit a single country, because it has a consistent brand it must focus on maintaining throughout the world. With that being said, I will go into a brief analysis of the macro-environmental factors affecting Starbucks in its largest market, North America.
The technological environment is changing quickly in America, and is affecting coffee-houses mainly increasing demand for Wi-Fi internet access. Starbucks has done a good job of supplying internet access throughout most of its stores, although as an increasing amount of competitors begin offering free internet access, Starbucks may have to consider lowering, or ditching the high prices of its own internet access.
The political/legal environment affects Starbucks very little within America, although can be much more disruptive when concerning the coffee beans that Starbucks imports from countries imports from around the world. Starbucks must worry about increases taxes and tariffs from many of the world's most volatile countries throughout South America and Africa. Because of the nature of politics, it may be very hard to predict how reliable their sources of beans are, so Starbucks must continually have alternatives for importing coffee to supply its demand in North America.