A Presentation on Starbucks Coffee.

1. STARBUCKS
COFFEE COMPANY
SUCCESS OF
COMPANY OWNED
SERVICE CHANNELS
PRESENTED BY
TWINKLE K ANTONY
ULLAS UDAYAKUMAR
VIPIN DAS K C

2. STARBUCKS‟S LOGO

3. CEO – Mr. Howard Schultz

4. ABOUT STARBUCKS
• FOUNDED IN SEATTLE, WASHINGTON ON 30TH
MARCH 1971.
• FOUNDERS – JERRY BALDWIN, ZEV SIEGL &
GORDON BOWKER.
• Mr. HOWARD JOINED THE COMPANY IN 1982
AS DIRECTOR OF RETAIL OPERATION &
MARKETING.
• Mr. HOWARD BOUGHT THE STARBUCKS
CHAIN IN 1987 AND THE EXPANSION BEGAN.
• AMERICA‟S „ THIRD-PLACE ‟.

5. INTERNATIONAL PRESENCE
OF STARBUCKS STORES –
IN 55+ COUNTRIES

6. THE STARBUCKS
VALUE PROPOSITION
THREE COMPONENTS
• THE COFFEE
• THE SERVICE OR „CUSTOMER
INTIMACY‟
•THE ATMOSPHERE OR AMBIENCE

7. THE COFFEE
• HIGHEST QUALITY COFFEE IN THE WORLD.
• SOURCED FROM AFRICA, CENTRAL / SOUTH
AMERICA & ASIA-PACIFIC REGIONS.
• DIRECT RELATION WITH COFFEE GROWERS.
• OVERSEE THE CUSTOM-ROASTING PROCESS.
• CONTROLLED RETAIL STORE DISTRIBUTION.
• PRE-SPECIFIED PROCESS FOR EACH DRINK.
• HANDCRAFTED BEVERAGES.

8. CUSTOMER INTIMACY
• REGULAR AND FREQUENT CUSTOMERS –
18 TIMES A MONTH.
• CUSTOMIZED PRODUCTS.
• “ JUST SAY YES ” POLICY.
•“ NEVER WIN AN ARGUMENT AND LOSE
A CUSTOMER ” .
• HARD AND SOFT SKILLS TRAINING WHEN
JOINING THE COMPANY.
• „ PARTNERS ‟ AND „ BARISTAS ‟.
• „ COFFEE KNOWLEDGE ‟ TO BARISTAS.
• STAR SKILLS –MAINTAIN AND ENHANCE SELF
ESTEEM, LISTEN AND ACKNOWLEDGE, ASK FOR
HELP.

9. Cont. . .
• MEASURING SERVICE PERFORMANCE
•MYSTERY SHOPPER PROGRAM –
„ CUSTOMER SNAPSHOT ‟
o BASIC SERVICE CRITERIA
SERVICE -
CLEANLINESS
PRODUCT QUALITY
SPEED OF SERVICE
o LEGENDARY SERVICE CRITERIA

10. THE ATMOSPHERE
• “ PEOPLE COME FOR COFFEE,THE AMBIANCE IS
WHAT MAKES THEM WANT TO STAY ” .
• INVITING ENVIRONMENT .
• WIRELESS HotSpot STORES PARTNERED WITH
T-MOBILE.
• FOUR DESIGN CONCEPTS FOR THE STORES
oHERITAGE COFFEE HOUSES
oARTISAN STORES
oREGIONAL MODERN STORES
oCONCEPT STORES

11. HERITAGE COFFEE HOUSES

12. ARTISAN STORES

13. REGIONAL MODERN STORES

14. CONCEPT STORES

15. COMPANY OWNED
SERVICE CHANNELS
ADVANTAGES
AND
DISADVANTAGES

16. ADVANTAGES
 COMPANY OWNS THE CUSTOMER
RELATIONSHIPS .
 COMPANY OWNS BOTH EMPLOYEE AND STORE.
 IMPLEMENTATION AND MONITORING.
 PRODUCT AND SERVICE QUALITY MAINTAINED.
 COMPANY CAN STUDY THE LOCAL MARKET.
 NO RESTRICTION FOR ANY OPERATIONS.
 RETURNS FULLY ENJOYED BY THE COMPANY.

17. DISADVANTAGES
 CUSTOMER LOYALTY TO INDIVIDUAL SERVICE
EMPLOYEES .
 FULL BEARING OF THE FINANCIAL RISK
(SET-UP COST) .
 LARGE COMPANIES KNOW BUSINESS, NOT
THE LOCAL / INTERIOR MARKET.
 PROBLEMS WHEN ENTERING FOREIGN MARKET.
 BENEFITS FROM FORMATION OF SERVICE-
PARTNERSHIPS ARE LOST.

18. THANK YOU
BY
TWINKLE K ANTONY
ULLAS UDAYAKUMAR
VIPIN DAS K C