About Starbucks.

2. HISTORY
 The first Starbucks store opened in Seattle’s Pike
Place Market in 1971.
 The name and logo were inspired by the love of
the sea , from Starbucks original location in
Washington.
 The company grew to be the largest roaster in
Washington with multiple location until the
1980’s.

3. Starbucks Headquarters at Starbucks
Center in Seattle, Washington

4.  In 1981, CEO Howard Schultz, recognized a great
opportunity and began working with the founder
Jerry Baldwin.
 Later, Schultz left Baldwin to open his own Italian
coffee house Giornale.
 The company experienced rapid growth going public
in 1992, and growing tenfold by 1997.

5. Starbucks starts expanding its product line:
• Starbucks coffee on United Airlines Flights.
• Selling premium teas via Tazo Tea Company.
• Offering people to purchase Starbucks coffee
online using internet.
• Producing premium coffee ice cream with Dreyer’s.

6. INDUSTRY : COFFEE SHOP
FOUNDED : MARCH 31, 1971
FOUNDER : Jerry Baldwin
Zev Siegl
Gordon Bowker
HEADQUATERS: 2401 Utah Avenue South, Seattle,
Washington, U.S.
NUMBER OF LOCATION : 26,696 (2017)
AREA SEARVED : WORLDWIDE
KEY PEOPLE : Howard Schultz
(Executive Chairman)
Kevin Johnson
(President and CEO)
PRODUCTS : Coffee beverages, Tea, Baked goods,
Sandwiches.

7. Today, Starbucks is in a mature stage of its lifecycle. Over
20years ago a rapid growth was founded in last 2 decades.
Within last 5years its growth has slowed and has even had to
close locations. Now they are focusing on international
expansion.

8. SWOT Analysis
STRENGHTS WEAKNESS
1. QUALITY 1. TOO MANY PRODUCTS
2. LOCATIONS 2. RISKY INVESTMENTS IN MORE LOCATION
3. VARIETY 3. HIGHER PRICES
4. BRAND INNOVATION 4. HIGH EMPLOYEE TURNOVER
5. CONVENIENCE 5. OVEREXPOSURE
OPPPORTUNITIES THREATS
1. CUSTOMIZATION 1.DIRECT COMPETITION
2. INTERNATIONAL MARKET 2.CHEAPER ALTERNATIVES
3. PARTNERSHIP 3.RECESSION
4. LOCALIZATION 4. UNCERTAIN SUPPLIERS
5. ON-THE-GO LIFESTYLE

9. Analysis of Key Issue facing the
firm
The key issue facing this firm was its attempts at
massive and creating new value innovation. The need
to expand could cause the company to become over
exposed and risk its ability to change. New players in
the field such as McDonalds pose a new potential
threat of competition, through it is unclear if they
share the same market.
The threat of new entrance is medium in that the
coffee market is changing.

10. This is the current value curve for Starbucks and its
most relevant competitors Peets and the McDonald
The one item that truly separates the two is the
reputation Starbucks has in the coffee industry unlike
McDonald.

11. Now Starbucks facing competition that’s why the can
create more customization by allowing users to create
new flavors and drinks above and beyond the option
they have now. This would incorporate with the other
creation of online user experience. Users can create
their own drink, order online, find the nearest
Starbucks and get directions with the help of the
starbucks website i.e., www.starbucks.com.
Also involved in user experience could be mobile
apps, putting in the drinks orders, finder etc. to
enhance the Starbucks brand in new digital
marketing.

12. Conclusion
Overall Starbucks has maintained a competitive
advantage since creating its original blue ocean of
bringing quality, bistro-style coffee choices ti the
masses. In order to stay current it will need to focus
on its core competition and avoid themselves to thin.
They will need to create new value innovation rather
than creating new products.

13. STARBUCKS COFFEE
(Case Study)
PRESENTED BY:
AKHIL SONI
VISHAL SOLANKI
ANURAG JOSHI