Starbucks

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Starbucks

  1. 1. Starbucks Presented by: Karim Ragab AstraZeneca Gulf Region Dubai – 30 th September 2010
  2. 2. Company Background <ul><li>Started in 1971 in Seattle, Washington </li></ul><ul><li>Howard Schultz </li></ul><ul><li>Grew from 55 stores in 1989 to over 17,133 stores today </li></ul>
  3. 3. How did Starbucks sell coffee for more than a 1$ in a paper cup when local coffee shops sold it for 50 cents?!
  4. 4. 3 Pillars of Success <ul><li>The 3 component brand strategy </li></ul><ul><li>Targeting and Segmenting </li></ul><ul><li>Expansion and Innovation. </li></ul>
  5. 5. 3 Component Brand Strategy <ul><li>The “live coffee” mantra. </li></ul><ul><li>“ Offering what is believed to be the highest coffee quality in the world” </li></ul><ul><li>Customer Intimacy. </li></ul><ul><li>“ create an uplifting experience every time you walk through the door” </li></ul><ul><li>The Atmosphere. </li></ul><ul><li>“ People come for the coffee, but the ambience is what makes them want to stay.” </li></ul>But…is that Enough?
  6. 6. <ul><li>Targeting customers: Affluent, well educated, white-collar patrons (skewed female) between the ages of 25 and 44 </li></ul><ul><li>Clear vision of their highest market potential of growth which is the specialty coffee drinkers.. </li></ul>Targeting
  7. 7. Segmentation
  8. 8. Expansion and Innovation Caffeinating the WORLD <ul><li>Retail Expansion </li></ul><ul><li>Open stores in new markets while geographically clustering stores in existing markets. </li></ul><ul><li>Product Innovation </li></ul><ul><li>Introducing a new hot beverage every holiday season. </li></ul><ul><li>The $400 million franchise FRAPPUCINO </li></ul><ul><li>Service Innovation </li></ul><ul><li>Starbucks’ stored-value card (SVC), about 6 million cards had been issued and initial activations and reloads had already reached $160 million in sales in 2006. </li></ul>
  9. 9. One of the most respected and recognized brands in the world Thank You
  10. 10. <ul><li>www.starbucks.com </li></ul><ul><li>Harvard Business School; Starbucks: Delivering Customer Service. (10 th of July 2006) </li></ul><ul><li>www.moneytalksnews.com </li></ul><ul><li>“ Secrets Starbucks Doesn’t Want YOU To Know” by Michael Koretzky (23 rd of September 2010) </li></ul>References

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