All of this information provides potential investors with information about Starbucks’ performance. My individual report will conclude with the recommendations that might have an impact on improving and increasing Starbucks’ productivity and revenue. 2. History And Nature of the Company The Starbucks Company opened its first store doors in Seattle’s Pike Place Market in 1971. For more than forty years this company grew to have about 18,000 stores in 60
Starbucks was a coffee shop that allowed friends to come together over a cup of coffee and now it has expanded with Wi-Fi in stores, and online stores. Financially, if they continue to expand without having enough customer growth Starbucks could go into bankruptcy or
MGT 3140 International Business Strategy Group Report (Starbucks) Contents Page 1. Introduction………………..…..…………………………………3 2. Company Profile…………….……………………………………3 3. The internal and external analysis of Starbucks company environment…………………………….……………………..4-11 SWOT Analysis……………………….………..……………………….….…….4 PESTLE Analysis………………………………..….…….…………….….……..7 4. Identify and Analyze the motives behind Starbucks international expansion……………………………….…….11-15 Industry based view......................................................................................…...11 Resource based view……………………………………………..…………….13 Institution based view………………………………………….……..…………15 5.
Starbucks long term goal is 15,000 US stores and 30,000 stores globally and to earn a good amount of revenue of 20 to 25% from them. Starbucks has an even “glitzier” goal which takes it beyond its coffee roots and in helping define society’s popular culture menu. Starbucks is considered as the most dynamic retail brand. It has been able to become a “Global Brand Leader” by reinventing the coffee experience. Starbucks gave US the “Café life” which didn’t existed before.
ACTION PLAN | ASSESSMENT CRITERION | BODY/CONTENTS – COURSE OF ACTIONS | Analyze and discuss the primary and secondary stakeholders of Starbucks | * Introduction of the Starbuck Coffeehouse Brief history – Group founder, presence in different countries , company profile – Including mission and vision(Source: http://en.wikipedia.org/wiki/Starbucks) * Analyze and extract relative primary and secondary stake holders of Starbucks (From case study and also from following sources:http://www.starbucks.com/responsibility/sourcing/store-productsWho are the primary stakeholders and secondary stakeholders for Starbucks?What are their influences on Starbuck? E.g. : Suppliers – secondary stakeholder: - How can suppliers being a secondary stakeholder help in creating and reinforcing a positive image about Starbucks? E.g. : Competitors : Competitors (Alterra Coffee, Caribou Coffee, etc.)
MG410 CONSUMER BEHAVIOUR SEMESTER 2, 2012 ASSIGNMENT ONE CASE STUDY STARBUCKS 2006 – MARKETING STRATEGY IN ACTION Table of Content Page # Introduction 3 SWOT Analysis 4 Answers 5 Conclusion 8 Bibliography 9 Starbucks Corporation is one of the most growing and influential companies in the world. It is renowned for its high quality roasted coffee beans and providing a new culture of coffee to the coffee lovers out there. It began in the year 1971 in Seattle, United States of America, with a mission stating as “To inspire and nurture the human spirit- one person, one cup and one neighborhood at a time”. The analysis is spread over the main areas concerning the history of Starbucks illustrated in the chart line below, secondly a discussion of the SWOT analysis of Starbucks Corporation, thirdly discussion of the answers to the questions in the case with the analysis from the SWOT discussion followed by a conclusion. To begin with, find below the history chart line of Starbucks which represents the important incidents that had happened in the past and pointing to the future.
• Compare to international market, North American consume coffee out of home averagely higher than most of the countries. The values Starbucks provides to its customers are: • Starbucks gives customers a central point to relax, read books and meet friends • It became a gathering place for neighbors • Starbucks being as a third place away from home and work for friends circles and co-workers teams • An experience of uplifted, pleasant and diverse for customers to spent time 2. Starbucks market entry strategy were generally joint ventures and licensing agreements. • From Austria to Taiwan, Starbucks connected locally with best possible partners as joint ventures and they set forward basic strategies expectation from its possible partners. Such as financial solvency, knowledge of local market conditions, prior retail experience, and creative ability.
The logo and its color were changed. What was their source of equity? Answer: Starbucks deals with brand equity by always taking the future into account. By this I mean that they switched from selling coffee beans and equipment to being a coffeehouse which got everything started. Starbucks deals with customer equity by having highly trained as well as skilled employees.
TABLE OF CONTENTS: Executive Summary............................................................................................................. 3 Introduction.......................................................................................................................... 4 Body..................................................................................................................................... 5 Strategic Goals.........................................................................................................5 Business Strategies...................................................................................................6 Functional Strategies…………................................................................................8 Risk Management and Responses......................................................... .................10 Role of Board of Directors……………………………………….………………..12 Conclusion.........................................................................................................................13 Appendices........................................................................................................................14 Bibliography................................................................................................................. .....15 EXECUTIVE SUMMARY This report provides a broad discussion on Starbucks’ strategic goals, business strategies, and functional strategies. Using Michael Porter’s strategic analysis framework, several analyses and examples were done to understand how Starbucks gain its customer loyalty and brand. Risk management and its respective responses are also discussed how Starbucks’ “unconventional” approach has been successful. INTRODUCTION According to Statistics Canada, coffee consumption is ranked second
872212751 Yi-Chi Lin MKTG 4380 Case Analysis of Starbucks Corporation Question 1: Why did Starbucks partner with Conservation International to develop C.A.F.E (Coffee And Farmers Equity Practices)? Since 2005, Starbucks has been the world’s largest specialty coffee retailer and it expanded consistently and saw strong growth in the sales and net profits. In the 1990s, the specialty coffee industry experienced enormous growth, fueled largely by the coffee-drinking habits of college graduates and other educated professionals. However, due to oversupply of lower-grade coffee beans, the prices of coffee beans had depressed and which made it difficult for coffee farmers to earn enough revenue to cover the cost of production. By the end of 2005, Starbucks owned more than 10,000 stores and roasted 2.3 percent of the world’s coffee.