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Starbucks coffee

  1. Starbucks Coffee. Girish Jadhwani MBA II
  2. Index Sr.No Topic Slide No. 1 Introduction and even in India 3 2 Corporate governance 5 3 Organizational structure 6 4 Vision 7 5 Mission 8 6 Objectives 9 8 Strategies 10 9 Aida model of Starbucks 20 10 Bcg matrix of Starbucks 21 11 Product market growth matrix of Starbucks 22 12 PLC 23 13 SWOC 24 14 Five force analysis 25
  3. Introduction Type Public Starbucks headquarters 2401 Utah Avenue South, Seattle, Washington, U.S. Industry Coffee shop Founded March 30, 1971; 45 years ago Founder •Jerry Baldwin •Zev Siegl •Gordon Bowker Number of locations 23,768 Products Coffee beverages,smoothies Tea,baked goods,sandwiches Number of employees 191,000
  4. Revenue US$ 16.447 billion Operating income US$ 3.081 billion Total assets US$ 10.752 billion Total equity US$ 5.272 billion Subsidiaries Starbucks Coffee Company Ethos water Evolution Fresh Hear Music
  5. •The first Starbucks location opened in 1971. •Starbucks original location in Seattle Washington. •Starbucks has 20,400+ stores in 61 countries. •Starbucks has 50-50 joint venture with TATA alliances.
  6. Corporate governance • January 2015, the chief operating officer of Starbucks was Troy Alstead. • Subsequently, Kevin Johnson was appointed to succeed Alstead as president and COO. • In October 2015, Starbucks hired its first Chief Technology Officer, Gerri Martin-Flickinger , to lead their technology team. • Starbucks maintains control of production processes by communicating with farmers to secure beans, roasting its own beans, and managing distribution to all retail locations. Additionally, Starbucks’ Coffee and Farmer Equity Practices require suppliers to inform Starbucks what portion of wholesale prices paid reaches farmers
  7. Vision • Starbucks Coffee does not readily present its vision statement. However, a careful reading of the company’s website reveals that its vision statement. • “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
  8. Mission “ To inspire and nurture the human spirit - One person, One cup, and One Neighborhood at a time”. • Inspire and nurture the human spirit • One person, one cup and one neighbor at a time
  9. Objectives • To maintain it’s standing as one of the most recognized and respected brands in the world. • To continue to offer costumers new coffee products in a variety of forms, across new categories, and through diverse channels. • Tactical objectives are to increase their market share in disciplined manner, by selectively opening additional stores in new and existing markets as well as increasing sales in existing stores, to support their long- term strategic objectives and aims
  10. Strategies • Rapid store expansion strategy • Domestic store expansion • International store expansion • Employee Training and Recognition • Real Estate, Store Design, Planning, and Construction • Store ambience • Marketing strategies.
  11. Rapid store expansion strategy • Domestic store expansion − A three-year expansion strategy. − “Starbucks everywhere” approach. • International store expansion − Company-owned and company-operated stores or licensing. − Created a new subsidiary, Starbucks Coffee International. − Expanded its consumer products channel in South Pacific region.
  12. Rapid store expansion strategy (conti) • Employee Training and Recognition − Systems to recruit, hire and train baristas and store managers.  screening.  training programs.  awards for partners. • Real Estate, Store Design, Planning, and Construction − A broad range of store formats (the right image and character) − A “stores of the future” project team − High-traffic, high-visibility store locations −Control of average store opening costs −Wi-Fi availability at stores
  13. Marketing strategies SWOTMarket segmentation Market Targeting Competitive strategy of Starbucks Market Positioning Marketing Mix
  14. MARKET SEGMENTING  Demographic segmentation(markets by age, gender, income, ethnic background, and family life cycle) .  Geographic segmentation (markets by region of a country or the world, market size, market density, or climate)  Psychographic segmentation, targeting customers based on their lifestyle and attitudes about ‘fairtrade' food.  Behavioural segmentation , Occassion , loyalty program and rewards , benefit sought with offers [ by using starbucks card ]
  15. Targeting Starbucks target market • Age group:18 – 40 • Lifecycle: Young and adults • Gender: Male and female • Occupation: College students, persons in managerial, executive, and professional positions • Income: Middle and higher income earners • Location: Main cities (Colombo, Kandy, Galle) commercial areas
  16. Marketing Mix PRODUCT • Customized coffee (However you want) PRICE • Higher than others (Rs.390 -740) PLACE • Accessibility, availability PROMOTION • Social media, Free samples, Credit card discounts
  17. Marketing Mix (conti) PHYSICAL • Modern furniture, uniform, sign boards, none smoking, kids play area, music PROCESS • Quick service, customized cups with name, collect suggestions and feedback from customers PEOPLE • Social, positive attitude, active, skilled staff, training, customer service
  18. Positioning
  19. Aida model of Starbucks Cognitive stage Affective stage Behavior stage attention interest desire action Stages Aida model Hierarchy of effects model awareness knowledge liking preference conviction purchase
  20. Bcg matrix of Starbucks •International brand • Joint venture with Tata alliance •Customer loyalty •Brand loyalty •Less stores are currently present •Huge number of competitor RELATIVE MARKET SHARE MARKETGROWTHRATE •Newly enter in the India STAR COW DOG ?
  21. Market Penetration strategy Market Development strategy diversification strategy Product development strategy Existing markets New market Existing product New product In India In Settled Market Product market growth matrix of Starbucks
  22. Settled Country Product Life CycleSales Time
  23. SWOT analysis Global recognition Quality products Profitable organization Strong financial foundation Visionary leader High price Importing roasted coffee Known only for coffee Launching new products Skilled Labour market More tourist attraction Use of social media network Cultural & Political issues Real State cost and laws in India Economic down turns Health cautious customers
  24. Competitor Quality Price Service Awareness Starbucks Excellent High Very good Poor Barista Good High Very good Very good Coco Veranda Good High Average Average Coffee bean & Tea Leaf Good High Average Very good McDonald's Average Low Average Average Choco luv Average Average Poor Average The Commons Coffee House Average High Average Poor Bread Talk Good High Very good Average Competitor analysis
  25. Thank You….

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