Starbucks (full)


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  • Welcome Statement. Starbucks is a coffeehouse franchise chain that makes and sells coffee, handcrafted drinks, and food. They have more than 15,000 stores in over 50 countries.
  • Starbuck’s mission statement. They try to make a connection with their customers. They want an emotional connection. They want to serve you a coffehouse experience.
  • Starbucks is the largest coffeehouse chain in the world. Being the leading coffeehouse franchise, they are not #1 in a small category, but #1 in the largest category. The may not be cheaper than small chains, but they are the most common and set the standard in coffee shops.
  • Branding. The Starbucks brand tries to reach out to everyone. They aren’t digging out a niche. The restaurant mostly appeals to coffee drinkers (business people, adults, young adults) and health conscious people (with their food options). Starbucks is so widely franchised it is often the only place to have a coffeehouse experience. There isn’t really a target demographic besides coffee drinkers.
  • BrandingCon’t – The name. Starbucks comes from Captain Ahab’s first mate’s name in Moby Dick. The logo is of a two fish tailed siren. What do these have in common? Unsure. The name is easily enough said and the brand is easily spotted. The trademark green against off-white eggshell or clear colors are easily recognized and differentiated from other coffee cups.
  • Branding Con’t – Starbucks wants you to feel welcomed. Their emphasis is not on price, because in all honesty their drinks are probably higher priced than other coffeehouses and certainly more expensive than fast food chains. The product works because they have baristas serve you a drink, not some nameless worker. The drinks speak of eloquent fancy names from foreign places which excite and delight the drinkers. The coffeehouse feels peaceful and warm when you enter.
  • Innovation – They recently (as of 2009) introduced VIA “ready brew” instant coffee. While consumer tests showed that many people could not tell the difference between fresh roast and the insta-brew, many people fear that they could devalue their own brand. Consumer testing is important. Making coffee faster and cheaper has proved helpful for the business and the consumers seem to be buying it.
  • Innovation Con’t – They offer wi-fi in their stores. They have to so they keep up with other stores like McDonald’s who are offering wi-fi. While it is not completely innovative, they are attempting to stay at the head of the pack on technology. A few years back they changed their focus into customer service.
  • Brand Slander: The brand has suffered from damages in the past. A large brand is quite vulnerable. They have been accused of wasting water and having questionable labor practices to procure their coffee and payment to their workers. They have also been accused of “supporting Israel” (which angered certain countries) and not supporting the war in Iraq. These were just rumors. You don’t get to the top without making a few enemies.
  • Their website is clean looking. Their colors reflect their company. The layout is simple, and you can access menus, store locators, and news about the company from here, as well as download their APP. Then pass it over to Darion during this slide.
  • Starbucks (full)

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