This presentation was part of my retail management project and contains some of the important dimensions of the business of starbucks

1. RETAIL STRATEGY OF STARBUCKS
BY AAMIR HUSSAIN CHANDIO
AKSHAY KUMAR ROHRA
FAWAD AHMED JAMALI

2.  STARBUCKS?
 RETAIL STRATEGY
 RETAIL FORMAT
 SUSTAINABLE COMPETITIVE ADVANTAGE
 COMPETITOR ANALYSIS

3. STARBUCKS?
 Primarily A Coffee House
 Biggest Customer Share
 Around 21000 Stores Worldwide
 Established In 1971
 Mission Statement
“To inspire and nurture the human spirit – one person, one
cup and one neighborhood at a time”

4. RETAIL STRATEGY
 Retail Strategy Elements
> Target Market
> Competitive Advantage
> Retail Mix Elements

5. TARGET MARKET
 Demographic Segmentation
(Adult, Youth, Child)
 Geographic Segmentation
 Psychographic Segmentation

6. RETAIL MIX
 LOCATION
 Planned Locations
(Shopping Malls, Resorts, Airports etc)
 Unplanned Locations
(Free Standing, City Hubs, Main Market etc)
 Other Locations
 Brick & Click Stores

7. RETAIL MIX
 Merchandise
 87000 Combinations of Drinks
 Deep Merchandise Assortment
 Locally Valuable Drinks
 Food Items
 Equipments
 Brands

8. RETAIL MIX
 PRICING
 Value Based Pricing Strategy
 Price Hike For Profit Maximization
 Selective Price Alteration

9. RETAIL MIX
 STORE DESIGN AND DISPLAY
 In-house Design Studios
 Design Concepts
 Layout
 Lightings
 Product Display

10. RETAIL MIX
 COMMUNICATION MIX
 Less Than 1% Revenue On Advertising
 Holidays
 Happy Hour
 Coupons
 My Starbucks Card

11. RETAIL MIX
 CUSTOMER SERVICES
 Trained Baristas
 Payment Options
 Free Wi-Fi

12. SUSTAINABLE COMETITIVE ADVANTAGE
 More And Less Sustainable Competitive
Advantages
MORE
SUSTAINABLE
LESS SUSTAINABLE
o Customer Loyalty o Technology
o Bargaining Power o Merchandise Assortment
o Saturated Stores o Cleaner Environment

13. COMPETITORS
 Dunkin Donuts
 McDonalds
 Costa Coffee
 Coca-Cola