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Starbucks

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Transcript

  • 1. Starbucks Presented by: Karim Ragab AstraZeneca Gulf Region Dubai – 30 th September 2010
  • 2. Company Background
    • Started in 1971 in Seattle, Washington
    • Howard Schultz
    • Grew from 55 stores in 1989 to over 17,133 stores today
  • 3. How did Starbucks sell coffee for more than a 1$ in a paper cup when local coffee shops sold it for 50 cents?!
  • 4. 3 Pillars of Success
    • The 3 component brand strategy
    • Targeting and Segmenting
    • Expansion and Innovation.
  • 5. 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?
  • 6.
    • 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
  • 7. Segmentation
  • 8. 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.
  • 9. One of the most respected and recognized brands in the world Thank You
  • 10.
    • 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

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