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Presentation By: Yogesh kumar

Pinkki Singh

HQ: Seattle, Washington, U.S.

CEO: Howard Schultz

Founders: Jerry Baldwin,

Gordon Bowker

Zev Siegl

Founded In: March 30,1971 in Seattle

Stores: 20,891 stores in 62 countries

(march 2013)

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Global Presence of Starbuck3

*Revenue Chart

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Quality 1st Priority

Premium European Coffee

experience in USA

Being Green

Investing in Innovation

Employees as “PARTNERS”

& the most important assets

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Rapid Expansion

Product line

Coffee Purchasing Strategy

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20,891 stores in 62

countries

Aggressive Expansion

Is Starbuck there?

Ans: No

Result: Open a Starbuck there

Predatory strategy

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*Coffee

*Tea

*Juice/ Drinks

*Milkshakes

* Ice creams

*Hot/Cold Sandwiches

*Pastries

*Cakes/Muffins

*Salads

*Yoghurts

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*Building Relationship With

Growers & exporters

*Checking on agricultural

conditions and yields

*Searching varieties & sources

*Secure adequate supply of quality

green coffee beans & to limit it

exposure to fluctuating coffee

prices in upcoming periods.

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Starbuck

Wide Presence

Product Mix

Partners

Ambiance- Comfortable stores

Environmental reputation

Value Added Services; Wi-Fi, TV, cards

Starbuck Express.

Automatic Espresso machine

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*Customization of drinks

caused tension between Product Quality and customer focus

Increased Menu Size

*Lacking of a strategic Marketing Group

*Little product differentiation

*Higher Price then main competitors

*Rapid Expansion

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*Increased customer satisfaction

*Increased the no. of stores:

Domestically & internationally

*Create the new product and services

*Advertisement through internet

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Competitors

Dunkin Donut & McDonalds

Small scale specialty coffee chains

Economy Slowdown

Copy cat Brands

Health Conscious Trend

Unsatisfied customer

Cultural challenges

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Key problem; Maintaining a customer

focused brand image while continuing

Expansion.

Customer Satisfaction

Lost Sight of the consumer

Lost connection between customer &

growing Business

Employees Burnout

Service gap due to unhappy employees

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Controllable elements

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Price

Product

Promotion

Channel of Distribution

Uncontrollable elements

Political/ Legal Forces

Competitive Structure

Cultural Forces

*Best Coffee

*Best Environment

*Customer Satisfaction

*Selling of experience not just coffee

*Projection as 3rd Place ; other than

Home & workplace.

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*Need to sustain its exclusivity.

*Too many Starbucks around, Question Arises Quality vsVolume

*Choose Location After checking Feasibility.

*Need to refocus on product differentiation strategyrather than expansion.

*Market penetration will not be a problem if starbuck creates proper infrastructure.

*Look after Employee Satisfaction.

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