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Starbucks
 

Starbucks

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    Starbucks Starbucks Presentation Transcript

    • Starbucks Presented by: Karim Ragab AstraZeneca Gulf Region Dubai – 30 th September 2010
    • Company Background
      • Started in 1971 in Seattle, Washington
      • Howard Schultz
      • Grew from 55 stores in 1989 to over 17,133 stores today
    • How did Starbucks sell coffee for more than a 1$ in a paper cup when local coffee shops sold it for 50 cents?!
    • 3 Pillars of Success
      • The 3 component brand strategy
      • Targeting and Segmenting
      • Expansion and Innovation.
    • 3 Component Brand Strategy
      • The “live coffee” mantra.
      • “ Offering what is believed to be the highest coffee quality in the world”
      • Customer Intimacy.
      • “ create an uplifting experience every time you walk through the door”
      • The Atmosphere.
      • “ People come for the coffee, but the ambience is what makes them want to stay.”
      But…is that Enough?
      • Targeting customers: Affluent, well educated, white-collar patrons (skewed female) between the ages of 25 and 44
      • Clear vision of their highest market potential of growth which is the specialty coffee drinkers..
      Targeting
    • Segmentation
    • Expansion and Innovation Caffeinating the WORLD
      • Retail Expansion
      • Open stores in new markets while geographically clustering stores in existing markets.
      • Product Innovation
      • Introducing a new hot beverage every holiday season.
      • The $400 million franchise FRAPPUCINO
      • Service Innovation
      • Starbucks’ stored-value card (SVC), about 6 million cards had been issued and initial activations and reloads had already reached $160 million in sales in 2006.
    • One of the most respected and recognized brands in the world Thank You
      • www.starbucks.com
      • Harvard Business School; Starbucks: Delivering Customer Service. (10 th of July 2006)
      • www.moneytalksnews.com
      • “ Secrets Starbucks Doesn’t Want YOU To Know” by Michael Koretzky (23 rd of September 2010)
      References