Download - Starbucks
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MORE THAN COFFEE 1
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Presented By
GROUP# 6
Mahmoud Reza Karimkhaninejad
Hesam Kashani Amin
Hanieh Heidari
Ahmad Reza Tavasoli
Fall 92
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About Starbucks
Established in 1971 at Seattle, Washington
Famous for its quality fresh-roasted coffee
Beans and stylish atmosphere.
Over 20,000 stores worldwide
Product lines include :
• − beverages (coffee, Tazo tea, soda, juices)
• − pastries
• − whole coffee beans
• − coffee-related hardware and equipment
• − merchandise (mug, CDs)
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Starbucks Logo
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Starbucks Today
Number of Starbucks’ stores world wide
Starbucks around the Globe
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Starbucks Sales & Revenue
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“ Establish Starbucks as the
premier purveyor of the finest coffee in the world while
maintaining our
uncompromising principles while we grow.”
“ Starbucks is committed to a
role of environmental leadership in all facets of
our business.”
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Building a Company with Soul.
Opposing Franchising because of
Quality Control and
Culture.
Only selling coffee beans
without artificial flavors.
Satisfy customers
by all means.
Employees’ contribution
and involvement
in making Starbucks a
better acompany.
Starbucks GoalsSTARBUCKS MORE THAN COFFEE
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Pricing Strategy
Customer Experience
Strategy
Societal Marketing Concept
Loyalty Programs
Promotion Strategy
Place StrategyProduct Strategy
Marketing Strategies
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Product Strategies
• Introduction of various new products
• Product with flexible drink options such as extra cream,
caramel
• Co-Branding with Tea Tazo , Teavana and La Boulange …
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Pricing Strategies• Starbucks has offered a wide range of products that vary in
price
• Starbuck – Higher price
• Seattle's’ Best Coffee – Lower price
Promotions Strategies• Active participation on Website, televisions advertisements,
and email marketing• Daily Deal” sites such as Groupon and LivingSocial
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Location Strategies
• Reach its target customers and eliminating its competitors
• High visibility, high traffic and convenient location
• Stores located on the corners, shopping malls, bar districts
and populated business towers
• Based on target culture
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Societal Marketing Concept
• Ethical sourcing
• Using paper cup
• Other green campaign
• Main Concept of Starbucks
• Create Value to the company
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Customer Experience Strategy• The customer satisfaction is the key success of Starbucks
• From the starting point of ingredient to serving to customers
hand
• Service minds and friendly environment
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Loyalty Programs
• Starbucks Loyalty Card
• The Starbucks Card or
the Duetto Visa Card
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Key Success
Product QualityThird Place
To Go
Customer Satisfaction
Starbucks Community
Social Responsibility
Innovation
Advertising
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SWOT Analysis
Strength• market leader in the coffee Market.
• Customers satisfaction
• High brand equity
• Operating in 70 countries
• Huge number of employees
Opportunity• Entry into Asian market like Pakistan, India
and Bangladesh.
• Market penetration in International
• Co-branding with other manufactures.
• Whole bean sales in supermarkets like.
Weakness
• Higher prices
• High operating cost
• The business profits are highly
dependent on coffee product
Threats:• competitors increasing
• Variation in coffee prices
• People become more health conscious·
• Labor Unions issues
• resistance in international countries over
cultural and political issues.
• Rapid grow
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Revenue Dropping in 2009
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Strategy Adjustment
Stores Reduction
Places Improvement
Product diversification
Promotion Increasing
Co-branding Re-branding
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Recommendation
More penetration in Asian market
Increasing costumer equity by develop Of Rebranding
Reducing product’s cost
Co-branding with potential related Business
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1.How Starbucks initially segmented and targeted the coffee market.
2.What changed first—the Starbucks customer or the Starbucks Experience?
3.How is Starbucks now segmenting and targeting the coffee market?
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Will Starbucks ever
return to the
revenue and profit
growth that it once
enjoyed?! Why or
why not ?!
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IT IS NOT JUST COFFEE, IT IS STARBUCKS COFFEE