2. Table of Contents
• Introduction: Then and Now
• Mission Statement (1990-2008)
• Ethics
• SWOT Analysis
– Strengths, Weaknesses, Opportunities, Threat
• Strategies, Competition, Charts
• Mission Statement (2008-Present)
• Action Plan & Recommendations
• Conclusion
Starbucks

3. Then…
• First Starbucks opened in Seattle Washington
• March 30, 1971
• Jerry Baldwin-English Teacher
• Gordon Bowker-Writer
• Zev Siegh – History Teacher

4. Then…
• Entrepreneur Howard Schultz joined the company
in 1982
• Director of Retail Operations and Marketing
• Idea of selling beverages
Starbucks

5. Then…
• April, 1984 first store to sell beverages was opened
• Served 400 customers – over the 250 customer
average at their best store
• II Giornale Acquires Starbucks
• Howard Schultz – Starbuck’s President and CEO
Starbucks

6. Now…
• World's premier roaster and retailer of specialty
coffee
• 8,812 company-owned stores
• 7,852 licensed stores in more than 50 countries
Starbucks

7. Now…
• Annual sales of about $10 billion as of April 2010
• Sell : beverages, pastries, whole bean coffee,
ground coffee, and coffee-related products
Starbucks

8. Mission Statement
1990 – October 2008
• Establish Starbucks as the premier purveyor of the
finest coffee in the world while maintaining our
uncompromising principles as we grow.
Starbucks

9. Ethics
Starbucks™ Shared Planet™ is committed to doing business
responsibly. A better way to help each other and the planet.
Starbucks

10. SWOT Analysis
Strengths
Weaknesses
Strategies
Threats Opportunities
Starbucks

11. Strengths
• Leading retailer and roaster for brand specialty
coffee in the world
• Known for providing superior products and services
• Number 7 on Fortune Magazine's "100 Best
Companies to Work For" for 2008
• Consistent high quality of service
• Limited number of strong competitors
• High market share and market growth
Starbucks

12. Weaknesses
• High pricing because of the quality ingredients used
• Starbucks refuses to guarantee that milk, beverages,
chocolate, ice cream, and baked goods sold in the
company’s stores are free of genetically-modified
ingredients
• Strong presence in the U.S. - more than three quarters
of its cafes located in the domestic market
• In order to reduce business risk, expansion is needed
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13. Opportunities
• High growth of economy and market in Indonesia,
especially in urban areas
• Could diverse their product not only in coffee
• The potential employees are educated people which
make it easier to train them
• Strong financial support
Starbucks

14. Threats
• Competitors and copycat brands could pose potential
threats
• Sentimental issue to the bad effect of coffee from society
• Global financial crisis - makes people tend not to spend
• Threats of substitute products and services such as colas,
teas or juices that are sold in retails
• Exposed to rises in the cost of coffee and dairy products
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15. Strategies
• Maximize market penetration
• Provide a relaxing social atmosphere
• Offer high-quality products
• Encourages a great working environment
• Achieve profitability
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16. Competition
McDonalds Dunkin Donuts
Second Cup New World
Coffee
Caribou Coffee
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17. Starbucks

18. Starbucks

19. Product Diversification
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20. Starbucks

21. Starbucks

22. Mission Statement
October 2008 - Present
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23. Action Plan &
Recommendations
• Enhance atmosphere
– Entertainment to attract more customers
• Increase marketing
• Advertise
• Sales promotions
• Promote healthy products
Starbucks