A research on a MNC organization / a company and contribute solution for resolving issues related to the topic given to your group from subject of study. Your required task to perform : Choose a MNC Company to do a research on information about background, operation and find a case involved (the issues must be a passive situation).

1. ENTREPRENUERSHIP
“ STARBUCKS “

2. OVERVIEW

3. STARBUCKS’ VISION, MISSION,
& VALUE PROPOSITION

4. PRODUCTS
DRINKS

5. PRODUCTS
FOOD

6. PRODUCTS
MERCHANDISE

7. STARBUCKS SWOT
ANALYSIS
Global recognition
Quality products
Profitable organization
Strong financial foundation
Visionary leader
High price
Importing roasted coffee
Known only for coffee
Launching new products
Skilled Labour market
More tourist attraction
Use of social media network
Cultural & Political issues
Real State cost and laws in Sri
Lanka
Economic down turns
Health cautious customers

8. MARKETING

9. SEGMENT
Every age group.
Tech savvy individuals.
Men and women.
High disposable income.
Brand focused.
Savvy and avid coffee lovers who enjoy
the “Starbucks Experience”.

10. TARGET CUSTOMER
Starbucks targets commuters and captive
consumers.
Commuters consist of people heading to or
from work or people on their lunch break.
Captive consumers consist of those who are
stuck in a campus environment.
Eg: high school & college students, corporate
campuses.

11. POSITIONING
Starbucks has positioned itself as an
upscale brand which provide rich
experience.
It is obvious from the mission statement
that they are trying to make it the best
for socializing.
Starbucks is trying to reposition itself as
a “third place” for its customers.

12. PRODUCT
Coffee: More than 30 blends and premium coffees.
Handcrafted Beverages: Fresh-brewed coffee,
hot and iced espresso beverages, Frappuccino®
coffee and non-coffee blended beverages,
smoothes and Tazo® teas.
Fresh Food: Baked pastries, sandwiches, salads,
oatmeal, yogurt parfaits and fruit cups.
Merchandise: Coffee- and tea-brewing equipment,
mugs and accessories, packaged goods, music,
books and gifts.

13. PRICE
Starbucks offers all of its products
at a premium price.
Prices range from $1.00-$4.20 for
drinks which is higher than any other
retailers.
In case of foods, Starbucks is more
expensive when compared to quick-
service restaurants

14. PLACE
Distributed directly to customers through
own retail stores and retail partners.
Located in high-traffic, high-visibility
locations,focusing on pedestrian
consumers.
Company also focus on drive-thru retail
stores for the convenience of non-
pedestrian consumers

15. PROMOTION

16. Poster and leaflet
ADVERTISING 16
Promotional email newsletter
Hoarding

17. CASE STUDY
The greatest problem arises when a recession occurs.The greatest problem arises when a recession occurs.
Industrial production slows down & numerous lose
their jobs
Industrial production slows down & numerous lose
their jobs
Not having enough money coming in from their income due
to job losses and less working hours, people try to save
money.
Not having enough money coming in from their income due
to job losses and less working hours, people try to save
money.
Cheaper fast-food coffees rather than the more expensive
gourmet coffees at cafés in an attempt to save money.
Cheaper fast-food coffees rather than the more expensive
gourmet coffees at cafés in an attempt to save money.

18. ENCOUTER FEEDBACK
The Link Between Quality and Price
Respect for Workers’ Human Rights
Continued Emphasis on Relationships,
Communication and Training As their demands

19. SOLUTIONS BY :
Vanishiya
Yoganayagi
Dhalan
Yaso
Andy
Daniel

20. THANK YOU