about starbucks

1. CASE STUDY - STARBUCKS

2. INTRODUCTION
 An American Global coffee company.
 Founders are Jerry Baldwin, Zev Siegl, and Gordon Bowker.
 President and CEO – Howard Schultz.
 Founded – March 30, 1971.
 Started in Seattle Washington.
 Headquarters – Washington.
 2011- Celebrated 40th Anniversary.
 Quality of beans – Robusta and Arabica.
 Website- www.starbucks.com
 It offers espresso menu items, refreshments, whole bean, pastries, merchandise, brewing
accessories, gifts.
 Largest coffee company house company in the world all across with 30,000 location in 70
countries.

3. FOUNDER FATHERS FIRST PREPARATION

5. CASE STUDY
1. Why was Starbucks so successful?
2. How does Starbucks differ from other coffee houses?
3. How could the company attract non-coffee drinkers?
4. What other challenges may Starbucks encounter in the future?

6. 1. WHY WAS STARBUCKS SO SUCCESSFUL?
 Concept - customer-centric culture.
 Locations- locations are convenient for people to meet
(main spot).
 Ambience, price and astonishing services delivered.
 Unique Methodology of coffee preparation.
 Their value chain strategies.
 They see the business from the perspective of the guest.
 Starbucks is smart and innovative.
 They have trademarked the name Frappuccino.
 Customer satisfaction.
 Their turnover.
 They keep up with trends while serving their original beverages.
All these factors made STARBUCKS SUCCESSFUL

8. 2, HOW DOES STARBUCKS DIFFER FROM OTHER
COFFEE HOUSE ?
 The preparation is entirely different from normal or other coffee house which makes them
outstanding.
 At Starbucks a cappuccino is a shot of espresso plus half steamed milk and half foam. A latte is a
shot of espresso plus steamed milk with a thin layer of foam.
 When making a cappuccino, baristas (a person who serves in a coffee bar) steam milk for 6-8
seconds. Latte milk is steamed for only 3-5 seconds.
 This is evaluated either with an electronic scale or using a measuring cup.
 Baristas also monitor temperature when steaming milk, serving drinks at an average of 165 degrees
Fahrenheit and never above a scalding 180 degree.
 They also follow a timed regime for iced coffee, iced tea, in order to ensure that everything tastes
fresh.

9. PROCESS OF COFFEE PREPARATION

10. 3, HOW COULD THE COMPANY ATTRACT NON-COFFEE
DRINKERS?
 Most caffeinated drinks from Starbucks have an alternative.
 They also offer merchandise that is not focused only on coffee.
 You can order other drinks that do not have coffee in it. The most popular coffee-free drink is the
Frappuccino, a blended beverage-sorta like a smoothie or a milkshake!
 They have several different types of Frappuccino‘s.
 You can get all kinds of tea there, many other drinks, and a variety of foods as well.
 Starbucks sells tea, water, snacks, hot chocolate, etc…
EXAMPLE:
1. For instance, in Frappuccino's, what makes it caffeinated is the frap roast and coffee base syrup.
So we can ask baristas (a person who serves in a coffee bar) to make a crème base, in which
they substitute the coffee base to crème base that doesn’t include the frap roast.

11. 1. Changing Perception
2. Increasing Competition
4.WHAT OTHER CHALLENGES MAY STARBUCKS
ENCOUNTER IN THE FUTURE ?

12. INCREASING COMPETITION
 Dunkin Donuts: Complementary pairing of Coffee & Donuts.
 Peet’s Coffee & Tea: Focus on quality Coffee & Strategic positioning of stores nearby to
Starbucks locations.
 Caribou Coffee: Differentiate themselves on the basis of store environment.

13. SWOT ANALYSIS

14. STARBUCKS
VIEW