Starbucks case study presentation

1. MINI CASE
STUDY

2. FOUNDERS
Jerry Baldwin Gordon BowkerZev Siegl

4. PEOPLEAROUNDTHE
WORLDSPENT
ONSTARBUCKS
LAST
YEAR

5. MISSION
“To inspire and nurture the human spirit –
one person, one cup and one
neighborhood at a time.”
VISION
“To establish Starbucks asthe premier
purveyor of the finest coffee in the world
while maintaining our uncompromising
principles while we grow.”

7. TRENDSINMARKETINGPRACTICES

8. ACQUIRING
Most of the acquisitions made
by Starbucks are either to
expand their business,or to
improve the customer
experience.

9. CUSTOMERPARTNERING
Starbucks hasalways tried to partner with its customers and
adapted with the times to try and provide a better experience.This
includes giving better facilities at the storesand side products.

10. GLOBALIZING
Starbucks isthe world leader in the coffee business.Today, it has24,464 storesin
6 continents and in 72countries andterritories.

11. Baristas, supervisorsand managers (aswell as those
higher up, suchasregional directors) are referred
to as“Starbucks partners” (in other words, they’re
more than “just” employees). Benefits extended to
partners include stock options, health insurance
and educational programs. In addition, on top of
the periodic staff meetings held by the store
manager, a special meeting (brainstorming and
'pep talk') isheld, perhaps oncea year, to help
staff at the store level deal with issuessuchasstress.
A very positive approach to dealing with partners.

12. MARKETSEGMENTATION
Target Audience
DEMOGRAPHI
C
GEOGRAPHIC
:18-45year olds
:Not specific
PSYCHOGRAPHIC:People who think
it is“cool”
BEHAVIORAL :Office workers,
Students (sleep-
deprived)

13. 1.COMMUNITY
• Starbucks develops community stores that partner with local nonprofits.
Starbucks in turn donates $0.05 to $0.15 per transaction to the nonprofit
partner.
• Starbucks haspledged to hire at least 10,000 veterans and military by
2018,and focuseson diversity and inclusion in the workplace.
• Thecompany alsoprovides training opportunities for youth in their
communities, and haseven developed the Starbucks Foundation, a 501c3
whosegoal isto strengthen thosecommunitiesfurther.

14. 2.ETHICALSOURRCING
• Thecompany iscommitted to ensuring that their coffee, tea, cocoa,and
manufactured goodsare responsiblyand ethically produced and
purchased.
• Of 396 million pounds of coffee Starbucks purchased in 2013,95%was
ethically sourced.
• They only purchase thoseproducts from farms and manufacturers that
adhere to a certain social,economic and environmental standards.

15. 3.ENVIRONMENT
• Starbucks refers to the planet astheir “most important businesspartner,”
and takes a comprehensive approach to reducing their environmental
impact.
• Todo this, they build LEEDcertified stores,are committed to recycling
and conserving water and energy, and pursue strategies that address
climate change on a global level.
• Generally, Starbucks tries to be asenvironmentally friendly aspossiblein
every aspect of their operations.

16. THESTARBUCKSFOUNDATION
• TheStarbucks Foundation was created aspart of its commitment to strengthen
communities.
• It started in 1997by funding literacy programs in the United States andCanada.
• Today it issupporting communities around theglobe.
• TheStarbucks Foundation gave $6.9million in 2015,making 128grants to nonprofit
organizations.
It spendson :
• Opportunity for Youth
• Community Service
• Supporting Tea,Coffee and Cocoa communities
• Accessto CleanWater

17. CONCLUSIONS
Starbucks hasa well established product line, customer
experience and supply chain.
But the biggest reason for its successhasprobably been its
activities outside
Starbucks decided to invest in its people and the communities
they work with. When a company puts people first, and focuses
on making positive changesfor the communities they work
with and serve,consumers notice.
Becauseof the positive image of the company, they seeless
turnover and customersbecome advocates of the company.
Thoughtful CSRprograms aren’t just PRstunts or a showfor
investors, and companies like Starbucks, that are really
succeeding, are proof that these programs can be hugely
impactful if implemented well.

20. SUMMARY

21. DISCLAIMER
Thispresentation isprepared by
Soumya Jaiswal
( NITRAIPUR)
aspart of a WINTER internship
under Prof. Sameer Mathur
(IIM Lucknow)
Soumya Jaiswal
Prof. Sameer Mathur