Starbucks aims to inspire and nurture the human spirit through high quality coffee and human connection. The company was founded in 1971 in Seattle and has since expanded globally. Starbucks focuses on social responsibility through initiatives like ethical sourcing and supporting coffee farmers. The company also emphasizes environmental sustainability and community involvement.

1. Starbucks
Natalie Waskel
Patrick Hogan
Demi DiCristofano
Kristyn Looper

2. Brand Mission
 To inspire and nurture the human spirit – one cup
and one neighborhood at at time.
 Coffee has always been about quality.
 It’s all about the human connection.
 Starbucks is about the enjoyment at the speed of
life – sometimes slow and savored, sometimes
faster.
 Every store is part of a community, they take
responsibility to be good neighbors seriously.

3. Brief Company History
1970s
• Starbucks opens first store in 1971 in Seattle Washington.
• Named after Herman Melville’s classic novel Moby Dick.
1980s
• Howard Schultz joins Starbucks.
• While on trip to Milan, Italy Schultz becomes so infatuated with the ideas of Milan’s
espresso bars and coffee houses that he decides to bring them back to Seattle.
1990s
• Starbucks begins to expand to the rest of the United States and then globally.
• Becomes first company to offer stock option to their part time employees.
• First Starbucks opens in the Middle East in 1999.
2000s
• Has more than 16,000 stores in 48 countries.
• Begins to offer more drinks besides coffee, such as: Tazo Tea and Frappuccinos.

4. Howard Schultz joins Starbucks
and travels to Italy, where he
comes up with the coffee house Opens 1st roasting Opens stores in
idea for Starbucks. Total of 55 plant in Kent, Japan and
stores. Washington. Singapore.
1971 1982-1984 1985- 1989 1991 1993 1995 1996
1987
II Giornale acquires Starbucks 1st privately owned U.S. company Begins serving
and opens stores in Chicago to offer stock option. Opens 1st frappuccinos, introduces
Starbucks opens 1st
and Vancouver, Canada. airport store at Seattle Starbucks ice cream. Total
store.
International Airport. stores: 677.
Acquires Launches Starbucks VIA
Acquires Tazo Tea Introduces Ethical Seattle Coffee Eliminates all ready Brew Coffee.
Co. Extends brand Coffee Sourcing Company. trans fats and Becomes the world’s largest
into Grocery Stores. guidelines and Opens stores in makes 2% buyer of Fair Trade Coffee.
Launches introduces StarbucksTurkey , Chile milk the new Partners with Red and
Starbucks.com Card. and Peru. standard. launches iPhone apps. Total
Stores: 16,635.
1997 1998 1999-2000 2001 2002 2003 2006 2007 2008 2009
Establishes the Has over 3,500 Establishes Launches 1st Announces
Starbucks Foundation. stores including Starbucks paper cup Starbucks
Open stores in the stores in: Qatar, Coffee saving 750,000 Shared Planet.
Philippines. Hong Kong, Trading trees each year. Opens stores in
Kuwait, and Saudi company. Argentina,
Arabia. Total Stores: Bulgaria. Czech
5,886. Republic, and
Portugal.
Starbucks Brief Company History Time Line

5. Corporate
Social
Responsibility

6. CSR
 Starbucks Youth Action Grants
 Supports young people and helps them to identify problems in their
neighborhoods.
 Starbucks Foundation
 Starbucks China Education Project – supports education in China
 C.O.A.S.T. – aids in recovery and revitalization of the Gulf Coast
 Develop projects for the communities who produce Starbucks coffee,
tea, and cocoa. Such as: education and agricultural training,
improving biodiversity conservation and nutrition and water
sanitation.
 Ethos Water – Which provides people in developing countries
access to fresh water.
 (STARBUCKS) RED
 Every time a customer uses a Starbucks RED gift card a portion of
the cost goes to people living with AIDS/HIV in Africa.

7. CSR continued…
 Create Jobs for the USA
 Starbucks plans to create over 2,000 jobs in the next fiscal year.
 Starbucks Community Stores
 Located in Los Angeles and New York along with 2 other nonprofit
organizations. Starbucks helps to improve community education,
employment, health, housing and safety.
 Starbucks Shared Planet
 Purchase ethically sourced and responsibly grown coffee to reduce
environmental footprint and fight climate change.
 Partners with:
 Conservation International, Fair Trade, African Wildlife Foundation, Business
for Social Responsibility, Earthwatch Institute, Ceres, United States Green
Building Council, Save the Children, Sustainable Food Lab, Mercy Corps,
International Youth Foundation, and Ashoka Youth Ventures.

8. CSR continued…
 Environment
 Develop comprehensive recycling solutions for paper and plastic by 2012
 Recycling bins in front of every store by 2015
 Serve 25% of beverages in reusable cups by 2015
 Reduce water consumption by 25% in company-owned stores by 2015
 Community
 Have employees, partners and costumers contribute 1 million hours of
community service by 2015
 Coffee purchasing and farmer support
 By 2015 100% of coffee should be ethically sourced
 Invest in farmers and their communities by increasing farmer loans to $20
million by 2015
 Improve farmers’ access to carbon markets, helping them generate additional
income while protecting the environment.

9. Observational Research
Starbucks product in Kroger Starbucks product in Schnucks

10. Observational Research
Starbucks Product in Marshalls

11. Observational Research
Starbucks in Barnes & Noble

12. Observational Research
Display Case in Barnes & Noble
Customers at the Starbucks in
Barnes & Noble

13. Consumer
Research

14. Survey
 102 people surveyed
 71 female
 31 male
 44% said they were between the ages of 21-23
 59% said their highest level of education is
Bachelors degree

15. Consumer Research
What brands come to mind when you think of When you think of Starbucks, what
coffee? comes to mind?
 Coffee
 Pure Vida
 Logo
 Folgers
 Chain Stores
 Maxwell House
 Certain smell
 Common Grounds
 The color green
 Dunkin Donuts
 Expensive
 Seattle’s Best
 High quality
 Starbucks
 Seattle

16. Consumer Research
Rank Starbucks in terms of their
environment involvement and social
awareness?
Excellent 17 17%
Terrible
Poor Good 69 68%
Average
Average 13 13%
Good
Excellent Poor 2 2%
0 10 20 30 40 50 60 70
Terrible 1 1%

17. Consumer Research
Does the way Starbucks treat their
employees or their green initiatives Yes 42 41%
influence your buying decisions?
13
No 24 24%
42 Yes
24 No Not
Not Sure 35 34%
Sure

18. Consumer Research
Do you feel that Starbucks is a socially
responsible company? Yes 37 36%
No 12 12%
12
37 Maybe 40 39%
Yes
No I don't
40
Maybe know
12 I don't know what that means
what 12 12%
that
means

19. Consumer Research
Do you feel that Starbucks gives back
to the community on local and global
levels?
30
Yes
56
No
15 Not Sure
Yes 30 29%
No 15 15%
Not Sure 56 55%

20. Competitive
Research

21. Competitive Research
 The main competitors of Starbucks
include; Pura Vida, Seattle’s
Best, Folgers, Maxwell House, Dunkin
Donuts, Common Grounds, Panera.
 Research has indicated that Starbuck’s
has unreasonable prices. This information
was gathered from a survey that was
handed out to 102 people through social
media. Although most people believe that
the prices were unreasonable, there were
some respondents who felt that Starbuck’s
has somewhat reasonable prices.
Regarding the competitors, respondents
believe that they possess reasonable
prices.

22. Competitive Research
 Starbuck’s is perceived as a high quality company. Although the
prices seem to be unreasonable, the physical location of the
stores seems to be a strong advantage of the company. Due to
the prices and the experience, Starbucks is perceived to be a
high quality company that focuses on a relaxing environment.
 When ranking Starbucks in terms of their environmental
involvement and social awareness, majority of participants felt
that the company is very involved.
 When ranking the competitors position regarding their
environmental involvement and social awareness, most
participants felt as though they weren’t as involved with social
responsibility as much as Starbucks.

23. Competitive Research
 With response to advertising, Starbuck’s and its
main competitors share the same types of media.
These include; television, radio and print
advertisements. Being that all of these company’s
advertise through the same medium, there aren’t
unique techniques in which Starbuck’s utilizes to
promote its’ company.
 In addition to the main competitors of
Starbucks, other competitors would include other
socially oriented establishments where you can
share a beverage and one’s company.

24. Competitive Matrix
Brand Starbucks Folgers Maxwell Dunkin Common Panera Pura Vida Seattle’s
House Donuts Grounds Best
Focus on quality, Focus on Flavorful, quality Focus on quality, Focus on service, Focus on Non-profit Emphasize the
Philosophy employees, heritage, driven coffee with availability and products and tradition, quality, company that source of coffee
customers and richness, and multiple types. reliability. environment. service and advocates as the most
the environment. quality. environment. corporate social important part of
responsibility the company.
Inviting Multiple types of Multiple blends of Multiple types of Warm social Warm rich colors Beautifully Multiple blended
Design environment, coffee with bright coffee sold in products, environment, fostered in a designed products, light
warm colors, packaging large packages, packaged in quality products warm packaging with colored bagged
quality products, light colors. white cups with with good service environment light colors packaging
and excellent bright coloring along with great
service. service.
Men and women Men and women Men and women Men and women Men and women Men and women Men and women Men and women
Target ages 18 and older. ages 24 and older ages 24 and older. ages 18-35. ages 18-23. ages 18 and older. ages 18 and older ages 21-35
Audience
Prices of cups of Package of Package of Prices of cups of Prices of cups of Prices range from Packages of coffee Prices of cups of
Price coffee to bags of roasted coffee ground coffee coffee to bags of coffee range from $2.49-$8.99. range from $12- coffee to bags of
roasted beans (34.5 oz) $9. (34.5 oz.) $9.99. coffee range from $2.95-$4.25. $14 coffee range from
range from $1.50- $2-$9. $1.50-$8.
$16.
Founded in Founded in San Introduced in Founded in Founded in 2005. Founded in 1999, Founded in 1997 First introduced
History Seattle, WA in Francisco, CA in 1892. Quincy, MA in previously known in 1982 by the
1971. 1850. 1950. as Saint Louis Stewart Brothers.
Bread Company.
Individual cups of Multiple types of Ground coffee, Individual cups of Individual cups of Individual cups of Natural and Individual cups of
Products coffee, packages coffee ranging flavored coffee, coffee, packages coffee with coffee, organic coffee in coffee and
of coffee, and from classic roast instant coffee. of coffee, pastry’s multiple blends sandwiches, packages. packages of coffee
other café foods. to dark roast. and bagels. along with other soups, salads, and with multiple
café products. other bakery blends.
items.

25. Marketing Mix

26. Products
 Drinks
 Bottle drinks, brewed coffee, chocolate
beverages, espresso beverages, frappuccino
blended beverages, kids drinks, Tazo
tea, smoothies, ice coffee.
 Food
 Bakery, Starbucks petites, bistro boxes, hot
breakfast, salads, sandwiches, Panini and wraps, ice
cream, yogurt parfaits.
 Merchandise
 Apparel, drink ware, gift packs, CDs, brewing
equipment.

27. Place
 Starbucks has more than 15,000 stores in more
than 50 countries, including over 11,000 in the
US, over 1,000 in Canada, over 700 in the United
Kingdom, and over 150 in Turkey. Starbucks is also
located in convenient stores such as;
Krogers, Walmart and Schnucks Starbucks strives
to bring both heritage and an outstanding
experience to life when a customer enters any
location.

28. Promotion
 Facebook  Seasonal and holiday
limited drinks
 Twitter
 Commercials
 Website
 Ads
 Hour of the day
discount specials  Starbucks card
 Starbucks reward stars  Gift cards

29. Price
 Starbucks prices vary depending on the size.
Starbucks sizes range from tall (small), grande
(medium) and venti (large) and trenta ( X-large) . A
regular coffee starts at $1.50 plus tax. Any special
coffee such as;
frappuccinos, espressos, cappuccinos, lattes and
mochas start at $3.00 plus tax. Food prices such as;
chicken sandwiches, egg salad sandwiches, and
chipotle foods start at $ 3.99. Fresh fruit cups start
at $2.99.

30. Brand Analysis

31. Branding
 Starbucks brand focuses on
three components:
coffee, people and stores.
Starbucks has direct control over
the quality and processing of the
beans used to assure the
highest possible quality of the
coffee. The store
design, atmosphere and aroma
all influence to the “ Starbucks
experience”. A large reason for
Starbucks’ success is the fact
the company is dedicated to
keeping customers satisfied.
There is not one strategy in
which the corporation main focus
is not directed at satisfying
consumers.

32. Packaging Analysis
 The packaging of Starbucks
comes in many different
colors, styles and shapes.
Most colors used for
Starbucks packaging are dark,
soothing earth tone colors
such as; dark green, dark and
light brown, dark orange, dark
red and white. Green and
brown symbolizes the natural
products used , red and
orange are used to catch the
attention of the consumer and
white is a classic color
symbolizing the high quality of
the brand.

33. Store Ambience
Starbucks store design was inspired by
viewing each store as a billboard for the
company. Each component was created to
emphasize the mood and atmosphere of the
store, to make sure everything indicated "best
of class" and that it reflected the voice of the
community and the neighborhood. Starbucks
worked hard to make sure the store
appliances, the merchandise displays, the
colors, the paintings, banners, the music, and
the aromas all came together to create an
alluring, positive environment that displayed
the love of coffee. Starbucks banned smoking
and asked employees/ baristas to abstain
from wearing perfumes or colognes.
Prepared foods were to be covered at all
times so customers would smell the aroma of
coffee only. Colorful banners and creative
posters were used to living up the look of
Starbucks stores and maintain a fresh
environment. Promoting seasons and
holidays is a way to show the customers we
care.

34. Logo Analysis
 The company logo, modeled after a 15th
century Norse woodcut, is a
mixoparthenos, or "twin-tailed mermaid, or
siren known in Greek mythology.
However, there were some controversy with
the logo that resulted in the logo change.
The original logo, the Starbucks siren was
topless and had a fully-visible double fish
tail. This logo raised controversy because of
the bare chest, but the logo continues to
appear on some of the products like the
Starbucks Anniversary Blend 1 lb. coffee
bags. In the second version, her chest was
covered by her flowing hair, but her navel
was still visible, and the fish tail was cropped
slightly. In the current version, her navel and
chest are not visible at all, and only vestiges
remain of the fish tails. They also removed
the name of the company "Starbucks
Coffee". The company’s intentions behind
this, is to expand the brand beyond just
coffee. They also removed the circle around
the Siren and the logo now features just the
Siren.

35. SWOT Analysis

36. SWOT Analysis
 Strengths
 Successful and well known company.
 High brand recognition
 Multiple social responsible groups and programs.
 Focus on community, environmental, ethical sourcing and wellness.
 Community – Community Service, Youth, (Starbucks)RED, Starbucks
Foundation, Ethos Water Fund
 Environment – Recycling, Energy, Water, Green Building, Climate
Change
 Ethical Sourcing – Coffee, Farmer Support, Tea, Cocoa, Store
Products
 Wellness – Improving the health in communities by providing
balanced food and beverage options to consumers.

37. SWOT Analysis
 Weaknesses
 Starbuck’s products appear to be relatively expensive.
 Low awareness of social responsibility and environmental awareness.
 Large amount of socially responsibility competitors
Opportunities
- Low awareness of social responsibility encourages more awareness among consumers.
- Popularity continues to grow.
- Low frequency and exposure among advertising channels.
Threats
- Multiple competitors.
- Lower exposure in stores.
- Economic downfall.

38. Objectives

39. Objectives
 Sales Objectives
 We hope to increase the sales of Starbucks by at
least 20% in the next fiscal year. As well as raising
the awareness of Starbucks’ social responsibility by
at least 20%. We will compare our increase in sales
and social responsibility to our competitors such as
Panera Bread and Folgers.

40. Advertising Analysis
 Starbucks has come a long
way with advertising their
brand name. Starbucks started
off from having no ads,
commercials, billboards and
posters to having very creative
commercials, billboards and
ads. Starbucks also has a
facebook page, twitter account
and website. These social
networks allow the consumers
to stay updated on the
company as well as
promotions.

41. Advertising Objectives
 The target audience is 18-25
year olds both male and female.
The target audience is college
educated. When purchasing
coffee they are mostly
concerned with price and quality
of their coffee.
 The overall message will be to
raise awareness of Starbuck’s
involvement with social
responsibility with raising the
companies revenue as well.

42. Media Objectives
 We aim to target our bulk advertisements to primary
and secondary audiences.
 Primary: Females 18-25
 Secondary: Males 18-25
 We aim to increase social responsibility awareness
by 20% in the Chicagoland area. By involving
multiple media outlets we hope to gain more
attention and increase sales through events around
Chicago using guerilla marketing, social
networking, the auto show, taste of Chicago, various
sports events and lollapalooza.