Strategic Marketing Planning of
A Case Study
Angelito Estrada Christian Angeles
Strategic Marketing Planning of
A Case Study
The name was inspired by Herman Melville’s classic novel Moby Dick’s first mate.
This name and the mermaid logo were inspired by the love of the sea, from Starbucks original location in Seattle Washington in the heart of Pike Place Market.
Three friends, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who all had a passion for fresh coffee.
1971 Starbucks opens first store in Seattle’s Pike Place Market.
1982 Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins providing coffee to fine restaurants and espresso bars. 1983 Howard travels to Italy, where he’s impressed with the popularity of espresso bars in Milan. He sees the potential to develop a similar coffeehouse culture in Seattle. 1984 Howard convinces the founders of Starbucks to test the coffeehouse concept in downtown Seattle, where the first Starbucks® Caffè Latte is served. This successful experiment is the genesis for a company that Schultz founds in 1985. 1985 Howard founds Il Giornale, offering brewed coffee and espresso beverages made from Starbucks® coffee beans. 1987 Il Giornale acquires Starbucks assets with the backing of local investors and changes its name to Starbucks Corporation. Opens in Chicago and Vancouver, Canada. Total stores*: 17
1991 Becomes the first privately owned U.S. company to offer a stock option program
that includes part-time employees.
Opens first licensed airport store at Seattle’s Sea-Tac International Airport.
Total stores: 116
1992 Completes initial public offering (IPO), with common stock being traded on the NASDAQ National Market under the trading symbol SBUX.
Total stores: 165
1993 Opens roasting plant in Kent, Wash.
Announces first two-for-one stock split.
Total stores: 272
1996 Begins selling bottled Frappuccino® coffee drink through North American Coffee Partnership (Starbucks and Pepsi-Cola North America).
Opens stores in: Japan (first store outside of North America) and Singapore.
Total stores: 1,015
1997 Establishes The Starbucks Foundation, benefiting local literacy programs.
Opens stores in: the Philippines.
Total stores: 1,412
1998 Acquires Tazo, a tea company based in Portland, Ore.
Extends the Starbucks brand into grocery channels across the U.S.
Opens stores in: Malaysia, New Zealand, Taiwan, Thailand and U.K.
Total stores: 1,886
1999 Partners with Conservation International to promote sustainable coffee-growing practices.
Acquires Hear Music, a San Francisco–based music company.
Announces third two-for-one stock split.
Opens stores in: China, Kuwait, Lebanon and South Korea. Total stores: 2,498
"To inspire and nurture the human spirit - One person, One cup, and One Neighborhood at a time."
“Establish Starbucks as the most recognized and respected brand in the world."
Starbucks’ Six Principles
•Provide a great work environment and treat each others with respect and dignity.
•Embrace diversity as an essential component in the way they do business.
•Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of their coffee.
•Develop enthusiastically satisfied customers all of the time.
•Contribute positively to their communities and their environment.
•Recognize that profitability is essential to their future success.
Starbucks’ Unconventional Marketing Strategy
Perfect Cup of Coffee- Emphasis on product quality. Their coffee, even though priced slightly more expensive than expected, is notorious for satisfying customers with its rich, delicious taste and aroma.
Third Place- Creating this unique and relaxing “experience” and “atmosphere” for people to go to between home and work has been very important for the company as they realized that this is one of the strongest concepts attached to the company, to which customers have been strongly attracted.
Starbucks chose an unconventional marketing strategy that may be unique and seldom-tried, that will most perfectly match the concept that the company wants to portray.
Starbucks’ Unconventional Marketing Strategy
Customer Satisfaction –From the entrance to the store to the very last drop of their coffees, it is a must that customers feel the uniqueness of enjoying their Starbucks coffee experience.
Creating a Starbucks Community- The Starbucks marketing strategy has even expanded to create a community around their brand. On their website, individuals are encouraged to express their experiences with Starbucks history, and the company strives to “personally” join in the discussions.
Smart Partnerships-Starbucks Coffee Company has been known to create strategic partnerships that demonstrate the fact that another way to grow your business is to partner smart.
Starbucks’ Unconventional Marketing Strategy
Innovation- Through the years, they’ve added different flavors to their coffee, more food on their menu, and even became one of the first to offer internet capability in their stores.
Brand Marketing- The Starbucks marketing strategy has always focused on “word-of-mouth” advertising and letting the high quality of their products and services speak for themselves.
Starbucks Expansion Strategy
•Establish hubs in large major cities
•Ensure city is able to support 20 or more locations in the hub within the first two years
•Once hub is blanketed, open more stores in smaller city areas around the region
•Implement zone managers to oversee the development process of each hub
Strong financial foundation
Its goal is to become a ‘third place’ within its consumers lives.
Offers free ‘wifi’ connection
Focuses on consistency in delivering positive consumer experience stresses the point about consumer visits to its cafes being an experience
Four store designs—one for each of the four stages of coffee making: growing, roasting, brewing, and aroma—each with its own color combinations, lighting scheme, and component materials
They create a consistent, inviting, stimulating environment that evokes the passion for coffee
Every barista hired for a retail job in a Starbucks store received at least 24 hours training in the first two to four weeks. The training included classes on coffee history, drink preparation, coffee knowledge (four hours), customer service (four hours), and retail skills, plus a four-hour workshop called "Brewing the Perfect Cup.“
Quality and keeping all aspects consist is of main concern
EX: Customers who order one pound of beans must be given exactly that—not .995 pounds or 1.1 pounds; never let coffee sit in the pot more than 20 minutes; always compensate dissatisfied customers with a Starbucks coupon that entitles them to a free drink.
Importing roasted coffee
Known only for coffee
Employees report to two division heads
Increasing shareholders dilutes their interest
They have expanded too quickly, and have already saturated the US market
They do not allow smoking in their stores, alienating some of their customers
New Market Opportunities Internationally, especially in European and Latin American markets
Kid focused drinks
More bottled drinks sold in stores- Expand on distribution
Form partnerships with other coffee companies- widen market
U.S. job creation-
Accept donations at CreateJobsforUSA.org and Starbucks cafes in the United States
The coffee market is saturated
Cost of coffee beans is expected to rise in the near future
Supermarkets threaten whole bean sales
Farmers might switch from coffee to vegetable crops
High competition from Japanese competitors
Consumers trend toward more healthful fare
The Threat of New Entry :
McDonald's came into direct competition with Starbucks when it upgraded its coffee in 2006
As a result, the average number of customers visiting a Starbucks store declined from an estimated 460 in 2005 to just above 400 in 2007
With the launch of McCafe in 2008, the competition between the two chains intensified further.
Smaller privately owned coffee houses
Other coffee shops like Dunkin Donut, Figarro and Coffee Bean
Bargaining Power of Buyers:
Force of the buyer’s bargaining power is proportional to the ability of buyers to force down prices
differentiation involved in the specialty coffee industry and the lack of differentiation in the basic coffee industry
National Gun Victims Action Council (NGAC)
Petition for Good Jobs at Starbucks
To capture key locations and open stores in close proximity to each other is unique strategy for Starbucks
ensures that licensed store that don’t meet set achievements are closed down
Clustering its stores in one area helped Starbucks quickly achieve market dominance. With over 20 million regular customers per week
Spends less than 1% of its annual revenues on advertising- Starbucks strategy relies on word of mouth advertising.
Engaging in smart joint ventures with the right companies: -Pepsi-Cola Co. - New products: Hot sandwiches, new drinks, coffee liqueurs, instant coffee
Industry PEST Analysis
024 Political Influences State & Local government controls Economic Influences Changes in disposable income could influence purchase levels Social Influences Consumer preferences could shift from coffee to other beverages Technological Influences Use of technology can improve operational efficiencies
Above is the Boston Matrix. It shows the cash cows as the regular Starbucks line of Coffee’s, Latte’s and Frappuccino’s found at nearly every location. These are stable products that account for the bulk of sales. A potential star is the International locations, which hold less financial risk and open doors for innovation and stability. Question marks are the recently added VIA instant coffee to be expanding to grocery stores and convenient stores. Current products like this such as the dog, pre-bottle Frappuccino’s account for a tiny fraction of sales. Another question mark is the oft forgotten sub-brand Seattle’s Best. The company will be revamping this brand and its future is unknown. The following is Porter’s Generic Competitive strategy. Shown is Starbucks as a whole in the differentiation strategy as they provide a high quality coffee and unique experience in the convenience of a large volume of locations, which separates them from their competition. VIA, the new instant coffee line is straddling differentiation and low cost- leadership. While it will be a low cost and convenient alternative to Starbucks regular coffee, it is still unique from other products in the market. The in-store gifts and brewing utensils are in the focused differentiation category as they cater to the coffee lover, and are unique items found only in the Starbucks stores.
The above is Porter’s Generic Competitive strategy. Shown is Starbucks as a whole in the differentiation strategy as they provide a high quality coffee and unique experience in the convenience of a large volume of locations, which separates them from their competition. VIA, the new instant coffee line is straddling differentiation and low cost- leadership. While it will be a low cost and convenient alternative to Starbucks regular coffee, it is still unique from other products in the market. The in-store gifts and brewing utensils are in the focused differentiation category as they cater to the coffee lover, and are unique items found only in the Starbucks stores.
Porter’s 5 Forces
Above are Porters 5 Forces and their level of threat to Starbucks. The bargaining power of suppliers is high because of the natural resources needed to create their ingredients and Starbucks believes in finding fair-trade and high quality beans, often from other countries These specifications limit the number of suppliers. The threat of new entrants is medium in that the coffee market is changing. The need for ambiance and a place to share is losing edge to the on-the-go alternatives, and should a new entrant comes along with a different business model there is room for threat. However, Starbucks is the household name. Industry competitors is on the rise because of McDonalds creating the McCafe line. Peets have increased presence as well. Threat of substitutes is low, because coffee is always going to be a desired drink and pastime of choice.
There are alternative actions Starbucks can take to secure its competitive advantage it has upheld for so long. Below is the current value curve for Starbucks and its most relevant competitors Peets, and the McCafe Line.
MC Donalds shows a similar curve, but lower in all levels. The one item that truly separates the two is the reputation Starbucks has in the coffee industry unlike McDonalds. The rest is similar, which shows a threat to Starbucks becoming part of a red ocean. Peets have an opposing curve, which could be a threat but their lack of volume, and brand recognition limits them from competition. My suggestions for the Four Action framework would be to create more customization by al- lowing users create new flavors and drinks above and beyond the options they have now. This would incorporate with the other creation of online user experience. Users could go on to the online Starbucks interface and have complete control to create their own drink, order online, find the nearest Starbucks and receive directions. Users could post their favorite drink combination and others could vote on it. Also involved in user experience could be mobile apps, putting in drink orders, finder etc. to enhance the Starbucks brand in the new digital era and to create a blue ocean for the coffee experience.
Perceptual Mapping for McCafé, Starbucks and Dunkin’ Donuts
• $15 billion chain coffee business
•Total net revenues increased 10% to 2.8 billion
•EPS increased 21% to $0.34 in Q2 FY11 compared to $0.28 in Q210‘ s 16,706 Starbucks stores in the world located in more than 50 countries
Number of Starbucks’ stores world wide
Starbucks around the Globe
Corporate Social Responsibility(CSR)
Green Stores: Building greener stores
Purchased renewable energy
Greener Cups: The quest for the 100% recyclable cup
Starbucks in the Philippines
December 4, 1997, the Philippines had its first taste of the Starbucks Experience with its very first branch at the 6750 Ayala Building in Makati City. Starbucks has since won the hearts of the Filipinos. The opening of the 6750 Ayala store marked an important milestone in our history – the Philippines became the third market to open outside North America. The tradition of warm hospitality, constant need for connection, and love for coffee – these are the qualities that make Starbucks Coffee and the Filipino people a great culture fit.
Starbucks success is achieved through a few factors.
Outstanding Quality of the coffee brewed
Excellent service provided at the stores
Fast growth of new stores all around the world These factors not only have increased the sales but also the reputation among the coffee lovers. Starbucks encounters aggressive competition in all areas of its business activity. The market for each of their business segments are characterized by vigorous competition among major corporations with long established positions and a large number of new and rapidly growing firms. Anyway, as Starbucks have a good financial capacity with good strategies; it can overcome all the competitors to shine high as the first class coffee purveyor