Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Starbucks

242 views

Published on

A brief study on the Popularity of Starbucks amongst the youth.

Published in: Food
  • Login to see the comments

  • Be the first to like this

Starbucks

  1. 1. BUSINESS RESEARCH
  2. 2. PRESENTERS RAJSHAH SHIVANJANIPUJARI HARSHALPAREKH MAHEKBHEDA DIMPYSHAH DIPENJOSHI BHAGYASHREEBAGUL
  3. 3. TABLE OF CONtENTS 1.HistoryofSTARBUCKS 2.DefiningtheResearchProblem 3.ObjectiveoftheResearch 4.Products 5.QuestionnaireAnalysis 6.BCGmatrix 7.CompetitorAnalysis
  4. 4. •On19October2012firststoreinElphinstoneBuilding,HornimanCircle,Mumbai. •IndianstyleproductofferingssuchasTandooriPaneerRoll,ElaichiMawaCroissantand MurgTikkaPaninitosuitIndiancustomers. OURMISSION Toinspireandnurturethehumanspirit–oneperson,onecupandoneneighborhoodata time. HISTORY
  5. 5. State/Region City No. of Outlets First Outlet Delhi NewDelhi 13 24January2014. DelhiNCR Gurgaon 6 10July2013. Maharashtra Mumbai 26 19October2012. Pune 7 8September2013. Karnataka Bangaluru 10 22November2013. TamilNadu Chennai 5 8July2014. Telangana Hyderabad 5 1October2014.
  6. 6. FIVE PILLARS • “Make it your own” – Customize the experience. • “Everything matters” – Focus on every aspect of the job. Never ever lose your focus on your customer’s experience and point of view. • “Surprise and delight” – Do the unexpected to make buying a cup of coffee enjoyable. • “Embrace resistance” – Learn from your mistakes. • “Leave your mark” – Do your job so that your customers remember you.
  7. 7. The Partner Ethos Two aspects of Starbucks’ corporate culture are central to its success: •Employees are partners •Leaders transmit the culture.
  8. 8. •Unitofanalysis:YOUTH •Characteristicsofinterests:PopularityoftheStarbucks amongstyouth. • Timeandspaceboundary: Onemonth •Environmentalconditions:AsValentine'sweekwasgoingon Starbucksoffered3specialeditionchocolatedrinks
  9. 9. OBJECTIVE OF OUR RESEARCH Toexplaintheaimsthattheresearcherintends toachievethroughtheresearch.  TounderstandthepopularityofStarbucks coffeeamongstyouth.  Astudytodeterminetheconsumer perceptionsofStarbucks.
  10. 10. PRODUCTS OF STARBUCKS
  11. 11. DRINKS Cappuccino ESPRESSO NONCOFFEE FRAPUCCINO
  12. 12. Food SANDWICH Pastry/Cakes Muffins Cookies
  13. 13. Merchandise Tumblers Blends Mugs Coffee Makers
  14. 14. 26.8 34.1 1.2 Once a week Once a month Once a Fortnight Occasionally Q2.HOWOFTENDOYOUVISITSTARBUCKS?
  15. 15. Q3.WHYDOYOUVISITSTARBUCKS?
  16. 16. 30.2 4.7 11.6 7 16.3 20.9 9.3 0 10 20 30 40 The High Classic Coffee Modern Facilities Wide range of Customised Coffee Suitable place to relax Global Recognition Global Standard Service High Expenditure Q5.WHATKINDOFASSOCIATIONSYOUCANLINKWITH THEBRANDOFSTARBUCKS?
  17. 17. 0 5 10 15 20 25 30 35 Quality of products Variety of Products Ambience Customer Service 32.6 16.3 34.9 16.3 Q6.WHATMAKESSTARBUCKSBETTERTHANITS COMPETITORS?
  18. 18. 47.6 40.5 1.4 Coupons Customer Loyalty Cards Gift Cards Q7.WHICHPROMOTIONALACTIVITIESATTRACTYOU THEMOST?
  19. 19. 0 10 20 30 40 50 60 1 2 3 4 5 2.3 0 11.6 55.8 30.2 Q8.HOWWOULDYOURATETHECUSTOMER SERVICE?
  20. 20. 0 5 10 15 20 25 30 35 40 45 50 1 2 3 4 5 2.3 0 7 46.5 44.2 Q9.RatetheBrandImageofSTARBUCKS
  21. 21. Q10.Towhatextentdoyouagreewiththestatementthat “STARBUCKSISMORETHANACUPOFCOFFFEBUTMORE THANANEXPERIENCE”
  22. 22. Q11.HOWWOULDYOURATETHEVALUEFOR MONEY?
  23. 23. Q12.HOWWOULDYOURATETHEACCESSTOSTARBUCKS STORE?
  24. 24. STAR II • INTERNATIONAL BRAND • JOINT VENTURE WITH TATA ALLIENCE DOGS IV • LESS STORES ARE CURRENTLY PRESENT • HUGE NUMBER OF COMPITITORS CASH COWS III • CUSTOMER LOYALTY • BRAND LOYALTY HIGH MARKET GROWTH LOW LOW MARKET SHARE HIGH
  25. 25. Launchedin1996 1423cafe,42Lounge,7Thesquareand590Xpressoutlets Turnover–1150crores 210+cities PresentinIndia,CzechRepublic, Austria,Dubai,Malaysia,Egypt RegularCappuccino–INR75 Regular Cappuccino – INR 75 COMPETITOR’S LANdSCAPE AT A GLANCE
  26. 26. Launchedin2000 200BaristaCoffeeEspressoBarsandBaristaCoffeeCrèmes Turnover–75crores 30+cities PresentinIndiaSriLanka,UAE,Oman, Nepal,Bangladesh,Myanmar RegularCappuccino–INR89
  27. 27. Launchedin2008 Around30+outletsinmajorIndianCities 30+cities PresentinIndia,UnitedStates,Singapore,Malaysia,Korea,Brunei, Indonesia,UAE,Israel,Australia,China,Egypt, RegularCappuccino–INR100
  28. 28. SERVICE DIFFERENTIATION
  29. 29. THANK YOU FOR LISTENING

×