1. STARBUCKS: RECREATING THE
EXPERIENCE

2. “We aren’t in the coffee business, serving people.
We are in the people business, serving coffee.”
Howard Schultz, Starbucks chairman

3. INTRODUCTION
• Starbucks Corporation is an American coffee
company and coffeehouse chain.
• Jerry Baldwin, Zev Siegel and Gordon Bowker
formed in the year 1971.
• Starbucks was founded in Seattle, Washington
in 1971.
• CEO of the company is Kevin Johnson

4. MISSION
Establish Starbucks as the premier purveyor of the finest
coffee in the world while maintaining our uncompromising
principles while we grow.

5. • It is one of the fastest growing retail chains
in the world.
• The company’s evolution is its increasingly
diverse customer base like young, old, rich,
poor, educated or uneducated.

6. GUIDING PRINCIPLES OF THE COMPANY
• Provide a great work environment and treat each other
with respect and dignity
• Embrace diversity as an essential component in the way
we do business.
• Apply the highest standards of excellence to the
purchasing , roasting and fresh delivery of our coffee
• Develop enthusiastically satisfied customers all of the
time.
• Contribute positively to our communities and our
environment.
• Recognise that profitability is essential to our future
success

7. • Company believes that it can reinvent almost
every aspect of its business except one
– Starbucks will always sell the highest quality
fresh roasted whole bean coffee

8. CREATING THE STARBUCKS EXPERIENCE
• The Starbucks experience is a combination
of the product, place, the people and the
brand.
• In mid 1970’s it had started serving
customers by mail.
• In 1990 it invested in a toll free number to
encourage customer interaction.

9. THE PRODUCT
• Purchasing the best green beans in the
world which differentiates Starbucks coffee
from the rest of the coffee industry.
• Evaluation
• Contacts

10. THE PLACE/LOCATION

11. THE PEOPLE
• Howard Schultz aimed at creating a company
culture that cared about his employees.
• Business Shift.

12. SWOT ANALYSIS

13. Strengths
• Renowned and credible brand.
• The strong brand recall amongst clients
• Extensive supply chain that transcends geopolitical borders
• Extremely diversified business model
• Ability to easily adapt to the demands of different countries
• Adapting the unique coffee drinking sensibilities of people
globally

14. Weakness
• Higher chances of imitation
• Standard generalized range across markets

15. Opportunity
• Growth opportunities in new markets like Asia, Middle-
east and Africa
• Diversifying the overall product offering like in India,
they offer the traditional Starbucks brews as well as the
top quality local coffee brews too
• Exploring scopes of partnerships like in India they have
partnered with Tata

16. Threat
• Low-cost coffee sellers.
• Social trend.

17. Conclusion
• Customer satisfaction, cultural knowledge,
Quality assurance is playing an Important
role in magnifying the success of Starbucks.

18. THANK YOU