Starbucks Final Presentation

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Starbucks Final Presentation

  1. 1. STARBUCKS South Park Shilla Mirzaei, Marta Matusiak, Guillermo Ruiz, Pedro Antonio Torregrosa Fuente, Filip Kolasiński IPYGO, UPV May 2009
  2. 2. History
  3. 3. O rganizational structure <ul><li>A company individual organizational structure is a formal composition of task and reporting relationships that allows the company to control, coordinate, and motivate employees so a common goal can be achieved . </li></ul><ul><li>O perate under four U.S. divisions </li></ul><ul><ul><li>Major advantages - maximized communication channels </li></ul></ul><ul><li>C ontinuation of support functions operating as their own department and supporting the shared goals and visions of each of the U.S. divisions as well as the international circuit </li></ul>
  4. 4. Size & Location <ul><li>UNITED STATES STORES: </li></ul><ul><ul><li>50 states, plus the District of Columbia </li></ul></ul><ul><ul><li>7,087 Company-operated stores </li></ul></ul><ul><ul><li>4,081 Licensed stores </li></ul></ul><ul><li>INTERNATIONAL STORES: </li></ul><ul><ul><li>43 countries outside the United States. </li></ul></ul><ul><ul><li>1,796 Company-operated stores </li></ul></ul><ul><ul><li>2,792 Licensed stores </li></ul></ul><ul><ul><li>More than 15,700 stores! </li></ul></ul>
  5. 6. Location in Valencia 1 4 2 3
  6. 7. Business sector <ul><li>Services </li></ul><ul><li>Restaurants </li></ul><ul><li>Coffee shops </li></ul>
  7. 8. Competitors <ul><li>Other coffee chains : </li></ul><ul><ul><li>Peet’s Coffee </li></ul></ul><ul><ul><li>Coffee Bean & Tea Leaf </li></ul></ul><ul><ul><li>Gloria Jeans Coffee </li></ul></ul><ul><ul><li>San Francisco Coffee House </li></ul></ul><ul><li>Secondary coffee providers : </li></ul><ul><ul><li>McDonald’s </li></ul></ul><ul><ul><li>Burger King </li></ul></ul><ul><ul><li>Dunkin Donuts </li></ul></ul>
  8. 9. Starbucks Products & Services <ul><li>Products: </li></ul><ul><li>Coffees/ Decaf coffees </li></ul><ul><li>Tea/decaf tea </li></ul><ul><li>Juice/Drinks </li></ul><ul><li>Milkshakes </li></ul><ul><li>Ice creams </li></ul><ul><li>Ice drinks </li></ul><ul><li>Hot/Cold Sandwiches </li></ul><ul><li>Pastries </li></ul><ul><li>Cackes/Muffines </li></ul><ul><li>Salds </li></ul><ul><li>Y oghurts </li></ul>
  9. 10. Services: <ul><li>Starbucks Online Stores / StarbuckStore .com/ Tea Coffee, Brewing Equipment </li></ul><ul><li>Starbucks Drive Thrue </li></ul><ul><li>Starbucks Entertainment/ Book, Movie, Music </li></ul><ul><li>Starbucks Gift/ Gift Card, Gift Box, Gift Set </li></ul>
  10. 11. Design a New product: <ul><li>Frappuccion/Milkshakes </li></ul>
  11. 12. Basic Details: <ul><li>Frappuccion/Milkshakes </li></ul><ul><li>C offee/fruit base blended with ice, resulting in kind of a milkshake looking concoction. Normally served without whipped cream unless it's requested. All coffee/fruit based Frappuccinos are available in decaffeinated form. </li></ul>
  12. 13. Usage of Production: <ul><li>The new innovation in the market/business will help to: </li></ul><ul><li>Improve the business </li></ul><ul><li>Bring customers in </li></ul><ul><li>Extend the business </li></ul><ul><li>Define the market </li></ul><ul><li>Cost control against competitors </li></ul><ul><li>Market niche by better quality </li></ul>
  13. 14. Design Documents: <ul><li>House of Quality illustrates the relationship between customer needs and design requirements. </li></ul>
  14. 15. House of Quality: <ul><li>Customer requirements: </li></ul><ul><li>Variation of products (All in once) </li></ul><ul><li>Good quality </li></ul><ul><li>Low cost </li></ul><ul><li>Fast and easy ordering </li></ul><ul><li>R eproducible </li></ul><ul><li>Calm and relax environment </li></ul><ul><li>Access from internet </li></ul><ul><li>Loyalty </li></ul><ul><li>Customer services </li></ul>
  15. 16. House of Quality: <ul><li>Product requirements: </li></ul><ul><li>New products </li></ul><ul><li>Reproducible </li></ul><ul><li>Good Reputation </li></ul><ul><li>Profitable </li></ul><ul><li>Global </li></ul><ul><li>Environmental leadership </li></ul>
  16. 17. Quality tools <ul><li>Scatter Plots </li></ul><ul><li>Flow Charts </li></ul><ul><li>Cause and Effect </li></ul><ul><li>Ishikawa Diagram </li></ul><ul><li>Check Lists </li></ul><ul><li>Histogram </li></ul>
  17. 18. Bar Graph Evolution of number of stores
  18. 19. Map
  19. 20. Scatter Plot Obama vs Clinton : In the last Democratic elections, it was shown who is more elitist Obama’s supporters, or Clinton’s. It was used this Scatter Plot to represent the number of Starbacks in each State with the number of supporters of each one. And the elisitist is …
  20. 21. Check Sheet
  21. 22. Time Line Time Line : Where we can find out all the information
  22. 23. Process Strategy <ul><li>Repetitive Focused Strategy for </li></ul><ul><li>Frappuccion/Milkshakes </li></ul><ul><li>Modules combined for many output options (many cup types & same cap type) </li></ul><ul><li>Repetitive operations </li></ul><ul><li>Just-in-Time inventory </li></ul><ul><li>Fixed, well-known costs, due to experience </li></ul><ul><li>Specialized equipment (coffee machines, customized blenders, etc.) </li></ul><ul><li>Well-trained staff (Starbucks’ policy to train coffee specialists) </li></ul>
  23. 24. Process Analysis <ul><li>Is the process designed to achieve competitive advantage in terms of differentiation, response, or low cost? </li></ul><ul><li>- Yes, it is. Repetitive Focused Strategy is an „intersection” between Process Focused Strategy and Product Focused Strategy, hence it incorporates advantages of the two. </li></ul><ul><li>Does the process eliminate steps that do not add value? </li></ul><ul><li>- Yes, it does, thanks to the specialized equipment and well-trained personel. </li></ul><ul><li>Does the process maximize customer value as perceived by the customer? </li></ul><ul><li>- Yes, thanks to incorporating „House of Quality” tool in the design process. </li></ul><ul><li>Will the process win orders? </li></ul><ul><li>- It is possible, as Starbucks strives to take over the „coffee shakes” market niche with its product. </li></ul>
  24. 25. Tech Side <ul><li>Starbucks.com + Regional sites </li></ul><ul><li>Starbuckscoffeeathome.com </li></ul><ul><li>Hi-Speed Wi-Fi conection </li></ul>
  25. 26. Starbucks
  26. 27. Starbucksathome.com
  27. 28. Wi-Fi internet access Complimentary Wi-Fi for Starbucks customers Two consecutive hours a day for free if you use your card at least once a month. Complimentary Wi-Fi for AT&T DSL customers Competitive pricing for paid Wi-Fi  All other customers can receive two consecutive hours of Wi-Fi access for $3.99.
  28. 29. What is Twitter? <ul><li>“ Twitter is instant messaging made available to the public,” stated talk show host </li></ul><ul><li>and author Hugh Hewitt . </li></ul><ul><li>It’s a social networking site. </li></ul><ul><li>It’s a constant stream of communication. </li></ul><ul><li>Each day 5 to 10 thousand new people join Twitter. Current estimates of total users top out around 5 million. That’s a lot of opportunity. </li></ul>
  29. 30. How it can help our business? <ul><li>It’s a good way to connect and network with others in our industry or others who share our views. </li></ul><ul><li>I nstant access to what’s being said about our organization, people, products, or brand. </li></ul><ul><li>A steady stream of ideas, content, links, resources, and tips focused on our area of expertise or interest. </li></ul><ul><li>P romote our products and services directly to a target audience. </li></ul><ul><li>It can help us to create new ideas for free. </li></ul>
  30. 31. Also... <ul><li>We can use it to help build our brand, not drive direct sales. </li></ul><ul><li>Twitter can be used by businesses as an evaluation tool and to monitor customer/employee reaction to a new product. </li></ul><ul><li>Twitter isn't about just tweeting news about our company or promotional deals. It's about developing relationships. </li></ul><ul><li>Twitter is a huge community and to be successful we just have to interact to people and build trust! </li></ul>

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