STARBUCKS
COFFEE
MBA 55
1
STARBUCKS
COFFEE

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STARBUCKS COFFEE







Starbucks History
1971 Starbucks opens first store in Seattle’s Pike Place Market.
Partners J...
STARBUCKS COFFEE



Starbucks Shops Around the world
Total stores: 18,000 stores in 62 countries

4
STARBUCKS COFFEE


Starbucks Drinks :

5
STARBUCKS COFFEE


Starbucks Foods :

6
STARBUCKS COFFEE


Starbucks Marketing Strategies

7
Taking the
Starbucks experience into
Germany

8
THE ALLIANCE

 Signed in october 2001, between starbucks coffee international
and KarstadtQuelle Group.
- starbucks: worl...
•
•
•
•

•
•

•
•
•
•
•

•
•

–

•
•

10
-

11
COFFEE QUALITY AND CULTURE

HIGH

Switzerland
Austria

ITAL
Y
German
y

Franc
e

Latin
America
Scandinavia

India

NZ/Aust...
-

•
•
•
•

13
COMPLIMENTARIES

HAS:
HAS:
• Strong global brand
• Coffee retailing
• Strong supplier network

• Prime retail space in Ger...
joint venture SWOT analysis
•
•
•
•
•
•

Offer local specialties
Cross-selling potential
Brand known by target group
Large...
RECOMMENDATIONS
Recruitment
• Hire mangers who have cross-cultural, international experience

Headquarters
• Establish sta...
SUCCESS DETERMINATION

HARD
•IPO of starbucks Germany
•Increase of karstadt stock price
•Profit of starbucks Germany
•Mark...
STARBUCKS COFFEE


Starbucks Furniture

18


Starbucks Entertainments

19
STARBUCKS COFFEE


Starbucks Foods and Drinks

20
STARBUCKS COFFEE


Starbucks and Environments

21
STARBUCKS COFFEE


Starbucks in Stock Exchange

22
STARBUCKS COFFEE


Starbucks Green Apron Books



5 Principle for Turning Ordinary into Extraordinary

23
STARBUCKS COFFEE


Starbucks with IT & Technology

24
STARBUCKS COFFEE


Starbucks with IT & Technology

25
STARBUCKS COFFEE
Starbucks More Information's :
 www.starbucks.com


26
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- Starbucks coffee چگونه یک مغازه فروش قهوه یک برند جهانی شد؟!

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چگونه یک مغازه فروش قهوه یک برند جهانی شد؟

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- Starbucks coffee چگونه یک مغازه فروش قهوه یک برند جهانی شد؟!

  1. 1. STARBUCKS COFFEE MBA 55 1
  2. 2. STARBUCKS COFFEE 2
  3. 3. STARBUCKS COFFEE      Starbucks History 1971 Starbucks opens first store in Seattle’s Pike Place Market. Partners Jerry Balwin ,Gorden Bowker & Zev Sigel Founded Starbucks. 1982 Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins …….  3
  4. 4. STARBUCKS COFFEE   Starbucks Shops Around the world Total stores: 18,000 stores in 62 countries 4
  5. 5. STARBUCKS COFFEE  Starbucks Drinks : 5
  6. 6. STARBUCKS COFFEE  Starbucks Foods : 6
  7. 7. STARBUCKS COFFEE  Starbucks Marketing Strategies 7
  8. 8. Taking the Starbucks experience into Germany 8
  9. 9. THE ALLIANCE  Signed in october 2001, between starbucks coffee international and KarstadtQuelle Group. - starbucks: world`s leading retailer and roaster of specialty brand coffee product. - KarstadtQuelle: One of Europe1s largest retailes.  Opening of individual starbucks retail locations - First scheduled for Berlin in spring 2002 - Goal: up to 1,450 locations  Offer starbucks products and services within selected karstadt department stores  82% owned by karstadtquelle; 18% owned by starbucks  All German outlets will be branded as starbucks 9
  10. 10. • • • • • • • • • • • • • – • • 10
  11. 11. - 11
  12. 12. COFFEE QUALITY AND CULTURE HIGH Switzerland Austria ITAL Y German y Franc e Latin America Scandinavia India NZ/Aust. Japa n UK South East Asia US LOW LOW MARKET POTENTIAL (ESTIMATED) HIGH 12
  13. 13. - • • • • 13
  14. 14. COMPLIMENTARIES HAS: HAS: • Strong global brand • Coffee retailing • Strong supplier network • Prime retail space in German • Knowledge of local German market • Catering/gastronomy business experience NEEDS: NEEDS: • Quick entrance into German market • High-traffic location • Localizes knowledge • Portfolio diversification into potential grows areas • Drowing younger, brand-oriented consumers to its locales • Development of specialized outlet for the growing German coffeehouse segment 14
  15. 15. joint venture SWOT analysis • • • • • • Offer local specialties Cross-selling potential Brand known by target group Large retail infrastructure High margins Starbucks raises karstadt image S • Growing coffee culture • Coffee specialties gaining popularity • Fragmented coffee shop market • Increasing disposable income • Trend toward higher individuality • Euro has a positive psychological effect in prices O • Karstadt has no experience with intl alliance • Different standard operating procedure • Compatibility • German perception of American product and services of starbucks • Unequal alliance control (82% 18%) W • Established competitors • Opening hours restriction (especially for stores inside karstadt) • Low traffic on Sunday • Price issue/sensitivity to cup of coffee • European coffee tastes • In-home coffee machine sales T 15
  16. 16. RECOMMENDATIONS Recruitment • Hire mangers who have cross-cultural, international experience Headquarters • Establish starbucks Germany HQ outside of Essen Cross-managerial/ employee training • Management of starbucks Germany spends considerable time in American starbucks store • Management from starbucks international in Seattle should experience working in a German starbucks store • Rotate an international project team in Seattle • Implement an exchange program for front-line baristas. Branding • Adapt product offerings & store design to European tastes and standards • Market starbucks as an international brand versus American brand • Differentiate brand from competitors Operational adoptions to the German market • Low traffic Sunday: create starbucks as a distinct destination for patrons • Competitors, substitutes: work to demonstrate that experience can not be attained at home or another setting • Price point sensitivity; highlight value and uniqueness of high-end products, store atmosphere • European coffee testes: add a traditional European coffee to product line 16
  17. 17. SUCCESS DETERMINATION HARD •IPO of starbucks Germany •Increase of karstadt stock price •Profit of starbucks Germany •Market share of starbucks Germany SOFT •Entry of starbucks into other EU countries •Spillover of starbucks Germany HR policies into karstadt •Product development •Brand expansion •Expansion of starbucks Germany strategies to other starbucks location 17
  18. 18. STARBUCKS COFFEE  Starbucks Furniture 18
  19. 19.  Starbucks Entertainments 19
  20. 20. STARBUCKS COFFEE  Starbucks Foods and Drinks 20
  21. 21. STARBUCKS COFFEE  Starbucks and Environments 21
  22. 22. STARBUCKS COFFEE  Starbucks in Stock Exchange 22
  23. 23. STARBUCKS COFFEE  Starbucks Green Apron Books  5 Principle for Turning Ordinary into Extraordinary 23
  24. 24. STARBUCKS COFFEE  Starbucks with IT & Technology 24
  25. 25. STARBUCKS COFFEE  Starbucks with IT & Technology 25
  26. 26. STARBUCKS COFFEE Starbucks More Information's :  www.starbucks.com  26

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