A Fortune 500 company, Starbucks share prices reached its peak in 2006 and declined unexpectedly in 2008. Although its business has picked up in 2011 with an increase in operating profits, Starbucks has lost its market leader position to Costa, a chain coffee shop business owned by Whitbread plc. Starbucks’ strategic issues are its decrease in market share, negative brand perception that was invoked by its competitors and its devalued Starbucks’ Experience that was its competitive advantage. A situational analysis of Starbucks was conducted to indicate possible opportunities and threats. Internal analysis and competitor analysis was conducted simultaneously to identify Starbucks distinctive capabilities and weaknesses against competitors. Strategic options such as Market Penetration, Product Development and Market development were assessed for their suitability, acceptability and feasibility. Strategic choices that unravel three issues that Starbucks is challenged with are presented in the report.
This is a project presentation for Managerial Accounting course. In the form of a corporate financial conference, we aim to convey the company background and financial predictions to investors to persuade them into continue investing in Starbucks.
A Fortune 500 company, Starbucks share prices reached its peak in 2006 and declined unexpectedly in 2008. Although its business has picked up in 2011 with an increase in operating profits, Starbucks has lost its market leader position to Costa, a chain coffee shop business owned by Whitbread plc. Starbucks’ strategic issues are its decrease in market share, negative brand perception that was invoked by its competitors and its devalued Starbucks’ Experience that was its competitive advantage. A situational analysis of Starbucks was conducted to indicate possible opportunities and threats. Internal analysis and competitor analysis was conducted simultaneously to identify Starbucks distinctive capabilities and weaknesses against competitors. Strategic options such as Market Penetration, Product Development and Market development were assessed for their suitability, acceptability and feasibility. Strategic choices that unravel three issues that Starbucks is challenged with are presented in the report.
This is a project presentation for Managerial Accounting course. In the form of a corporate financial conference, we aim to convey the company background and financial predictions to investors to persuade them into continue investing in Starbucks.
This is a consulting project for The Hershey Company. Increase outsourcing and export to Asia enhances Hershey’s reputation in this large market where demand is still growing.
This work intends to create a strategic management report of Starbucks Corporation, passing through the competitive analysis to identify the major problem and give recommendations.
This Starbucks SWOT analysis reveals how the largest coffee chain in the world uses its competitive advantages to continue growing so successfully all over the world.
It identifies all the key strengths, weaknesses, opportunities and threats that affect the company the most.
Starbucks has experienced a significant growth over the last few years and this trend should continue in the near future.
The company still has lots of growth potential in new and current markets. The combination of all Starbucks’ strengths will allow the company to successfully compete with rivals and grow fast.
Starbucks should further strengthen its digital capabilities, operating efficiency and maintain the current quality of ‘Starbucks experience’. All of these strengths will help the company in the future.
As for the weaknesses, few of them can significantly damage company or its sales. Starbucks should diversify geographically and expand in Europe. Product diversification would also help to increase the revenue and eliminate strong dependence on coffee sales.
Opportunities are well-known for Starbucks and the company already pursues some of them. Starbucks should really put efforts in becoming more of a dining place than just a coffee shop. That would open new opportunities and growth for the company.
Threats do not pose immediate danger for Starbucks. The company uses various contracts and other agreements to shield against the volatile prices of coffee beans. Other threats can be easily eliminated in the future.
All aspect of strategic management of Stabucks.
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
Product & Brand Management V2
We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: 9971223030
Management 315: International Management, Professor In Hyeock Lee
Loyola University Chicago Spring 2013
This case study analyzes Starbuck's overall performance as a multinational enterprise using the company's revenue data, 4 distances, firm specific advantages, country specific advantages, foreign direct investment, and much more.
This is a consulting project for The Hershey Company. Increase outsourcing and export to Asia enhances Hershey’s reputation in this large market where demand is still growing.
This work intends to create a strategic management report of Starbucks Corporation, passing through the competitive analysis to identify the major problem and give recommendations.
This Starbucks SWOT analysis reveals how the largest coffee chain in the world uses its competitive advantages to continue growing so successfully all over the world.
It identifies all the key strengths, weaknesses, opportunities and threats that affect the company the most.
Starbucks has experienced a significant growth over the last few years and this trend should continue in the near future.
The company still has lots of growth potential in new and current markets. The combination of all Starbucks’ strengths will allow the company to successfully compete with rivals and grow fast.
Starbucks should further strengthen its digital capabilities, operating efficiency and maintain the current quality of ‘Starbucks experience’. All of these strengths will help the company in the future.
As for the weaknesses, few of them can significantly damage company or its sales. Starbucks should diversify geographically and expand in Europe. Product diversification would also help to increase the revenue and eliminate strong dependence on coffee sales.
Opportunities are well-known for Starbucks and the company already pursues some of them. Starbucks should really put efforts in becoming more of a dining place than just a coffee shop. That would open new opportunities and growth for the company.
Threats do not pose immediate danger for Starbucks. The company uses various contracts and other agreements to shield against the volatile prices of coffee beans. Other threats can be easily eliminated in the future.
All aspect of strategic management of Stabucks.
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
Product & Brand Management V2
We Also Provide SYNOPSIS AND PROJECT. Contact www.kimsharma.co.in for best and lowest cost solution or Email: amitymbaassignment@gmail.com Call: 9971223030
Management 315: International Management, Professor In Hyeock Lee
Loyola University Chicago Spring 2013
This case study analyzes Starbuck's overall performance as a multinational enterprise using the company's revenue data, 4 distances, firm specific advantages, country specific advantages, foreign direct investment, and much more.
Tema do 3º Domingo da Quaresma
A Palavra de Deus que hoje nos é proposta afirma, essencialmente, que o nosso Deus está sempre presente ao longo da nossa caminhada pela história e que só Ele nos oferece um horizonte de vida eterna, de realização plena, de felicidade perfeita.
A primeira leitura mostra como Jahwéh acompanhou a caminhada dos hebreus pelo deserto do Sinai e como, nos momentos de crise, respondeu às necessidades do seu Povo. O quadro revela a pedagogia de Deus e dá-nos a chave para entender a lógica de Deus, manifestada em cada passo da história da salvação.
A segunda leitura repete, noutros termos, o ensinamento da primeira: Deus acompanha o seu Povo em marcha pela história; e, apesar do pecado e da infidelidade, insiste em oferecer ao seu Povo – de forma gratuita e incondicional – a salvação.
O Evangelho também não se afasta desta temática… Garante-nos que, através de Jesus, Deus oferece ao homem a felicidade (não a felicidade ilusória, parcial e falível, mas a vida eterna). Quem acolhe o dom de Deus e aceita Jesus como “o salvador do mundo” torna-se um Homem Novo, que vive do Espírito e que caminha ao encontro da vida plena e definitiva.
Parvovirus B-19 in Pregnancy Parvovirus is a member of the family Parvoviridae. The virus contains a single-stranded DNA. It can only infect humans. 50% of all adults have been infected sometime during childhood or adolescence.
Parvovirus B-19 in Pregnancy Epidemiology Congenital infection rates vary depending on the prevalence in the community. Approximately 50 to 75% of adult women are immune. 20% to 30% of susceptible adults in school settings will become infected. Day-care workers have a 20% to 50% risk of seroconversion. The risk of infection among susceptible adults following household exposure to an infected person is approximately 50%.
Leptospirosis an emerging public health problem. I have give an overview and skipped Pathogenesis & Surviellance. Tried to keep it short & informative.
Clinical examination of an orthodontic case /certified fixed orthodontic cour...Indian dental academy
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This presentation is designed to cover some of the principles of Basic Life Support & First Aid This includes things such as;
- DRABCD
- Care for Bleeding
- Care for Shock
- First Aid for Sprains & Strains
- Care for dislocations and fractures
- Poisoning
- Burns
It is not comprehensive, but is particularly designed to refresh those who have had any previous experience in Basic Life Support. In saying that being able to apply some of these skills is useful for anyone.
How does your religion play a role in your everydayness Do .docxpooleavelina
How does your religion play a role in your
everydayness? Do you think it defines you
on a partial level or wholistic level?
Do you think religion, in general, creates any conflicts with your day-to-day life? Does it
pose negative performances or actions that are unregulated in your religion?
How has religion impacted your daily life? What do you love most about your
religion/faith?
What are the risks associated with
conducting interviews related to religion?
This week we had to determine one of our methods for our research. I am conducting
interviews with multiple folks and will need to compile some general statistical
information, including financial information (which should be readily accessible, but
could make my process more interesting if there is reluctance). All research contains
some level of risk, and interviews are no exception to that. My main concern is
participant bias, and the risk of folks not being entirely honest about some things,
particularly subjective questions ("how do you feel about...", "why did you/the church..."),
and maybe pandering to the research project in some capacity. What steps will you take
to safeguard your data and ensure it is as pure as possible? How will you "test" the
data? Are there other risks associated with data collection that I'm not considering?
I think this Barna study presents some interesting results that are worth considering as
we prepare to conduct our own research. There are some numbers here that are useful
on a global scale, although they may not speak to our congregations with any
specificity.
Create your own Question regarding Religion
Running head: STARBACKS’ MARKET ANALYSI 1
STARBUCKS’ MARKET ANALYSIS 4
Starbucks’ Market Analysis
Tabatha Hall-Politte
March 1, 2020
Introduction
The success of any organization is based on how well it will be able to align its internal and external operations. Various factors impact the process of the organizations, and thus, it's the role of the organization management to align these factors with organization key objectives (Shaburishvili, 2017). In this case, the study will analyze the market and industrial factors that affect the operation of the Starbucks operation. In this study, the main focus will be laid in the analysis of the emerging that that affects its operation; market and industrial factors and also its strength and weaknesses.
Critical environments factors that affect Starbucks operation
Numerous factors affect the business operation, and these factors play a significant role in determining the performance of the organization. In this case, the study will analyze two factors – technology and globalization. The research will focus on investigating how these two factors impacts Starbuck's operation and performance.
Globalization
The increase in globalization and International corporations affects how the business operates. Globalization affects Starbucks in two main ways ...
Structure outline for Toyota Airbags Defect Case Study1. .docxjohniemcm5zt
Structure outline for Toyota Airbags Defect Case Study
1. Introduction
Explanation of stakeholders’ theory and its relevance to the case under study
2. The case
2.1 Context
Facts of the case:
What? Toyota Motor Sales is recalling approximately 247,000 cars
Which cars are included in the recall?
When are they recalling?
In which areas are they recalling the cars from?
Why are they recalling?
History: has there been any other case of cars recall by Toyota?
2.2 Data
From Toyota’s website, under section of Press Room (Press Releases)
Takata’s official statements
2.3 Methodology
Manner of urgency of call, if any
How is Toyota dealing with customer complaints?
Customer reviews
What techniques did they adopt in recalling?
3. Findings
What part of the airbag defect situation did Toyota own up and what part did they put blame on
Takata?
Meetings of Toyota and Takata with other officials involved
How have other stakeholders helped Toyota in this situation of crisis or made it worse?
Which ethical codes did Toyota abide by in recalling?
Have there been instances when Toyota recalled cars late and suffered losses? Did it learn lessons
this time?
4. Conclusion
What features and elements of the stakeholders’ theory got implemented in this case?
History
1971 - Starbucks begins as roaster and retailer of whole bean and ground coffee, tea and spices in Seattle, Washington
Founded by Gordon Bowker, Jerry Baldwin, and Zev Siegl. They named it Starbucks after the first mate from the book Moby Dick
1982 - Howard Schultz joins company in as director of marketing
1983 - Schultz visited Milan brings back idea of traditional Italian coffee houses to America, but the idea was not developed by the owners
1985 - Schultz started his own coffee house II Giornale Coffee
1987 - Schultz purchases Starbucks (6 stores) to combined with his coffee house and begins to expand stores in America.
1996 - expands in the international market
2014 – 20,000 stores in 65 countries
Background
Stakeholders
Shareholders
Employees (Partners)
Customers
Communities
Suppliers
Social Responsibility
Every store is part of a community, and they take responsibility to be good neighbors seriously.
Community
Ethical Sourcing
They are committed to offering high-quality, ethically purchased and responsibly produced products.
Environment
Minimizing environmental footprint and inspiring others to do the same.
6
Business Ethics and Compliance
Starbucks believes that conducting business ethically and striving to do the right thing are vital to the success of the company
Business Ethics and Compliance is a program that supports Starbucks Mission and helps protect their.
SOCI 4395 Health & Illness in the US
Reaction Paper Guidelines (25 points each)
Write two reaction papers based on TWO of the documentaries listed below:
"The New Asylums" (based on Ch. 4) Due Sunday, February 16 before 11:59 p.m.
"The Weight of the Nation: Part 1" (based on
Ch. 6)
Due Sunday, March 15 before 11:59 p.m.
"Project VoiceScape: Musical Warrior" (2011)
(based on Ch. 7)
Due Sunday, March 22 before 11:59 p.m.
You must upload an electronic copy of your paper on the Blackboard on the day it is due.
Required Format:
Paper has to be 2-3 double-spaced pages. DO NOT exceed 3 pages.
11 or 12-point font size must be used, preferably Arial or Times New Roman.
Use 1” margins on the top and bottom and at least 1” margins on the left and right.
Style and Structure:
The purpose of this assignment is to demonstrate that you understand the documentary
you have watched—and the material/chapter you have read— and that you have thought
about are enough to be able to make an original response to it.
Please note that response papers are not exercises in simply summarizing the assigned
readings. Instead, you must critically respond to the ideas being presented by answering
the questions stated below.
Support your argument by drawing on the lecture PowerPoints and readings.
You do not need a bibliography, but acknowledge other sources directly in the
text (e.g., “As Dr. Amin described in the PowerPoint…”, “In the textbook…”,
“According to Durkheim…”)
I strongly recommend writing in the first person.
The layout of your paper should be like that of your average English essay with an
introduction, a thesis statement, body paragraphs, and a conclusion.
Remember that this is a formal paper. Keep your language formal and avoid contractions.
Below are some guidelines to help you in preparing a clear and thoughtful reaction paper:
First, give details of the documentary (Introduction)
What is the Title of the documentary?
Who are the Intended audience?
SOCI 4395 Health & Illness in the US
Second, summarize the documentary (1-2 paragraphs)
What is the subject of the documentary? / What is the documentary about?
Third, critically evaluate and extend the main theoretical arguments (1-2 paragraphs)
What is/are the purpose/ main ideas of the documentary?
What is the main message the director wants to get across to the audience?
Do you agree or disagree with these ideas?
What are the strengths and weaknesses of the documentary?
Fourth, state your prior knowledge of the subject (1-2 paragraphs)
In this step, you need to synthesize the assigned chapter with the documentary.
Was the documentary related to the assigned chapter?, How?
Try to synthesize the main purpose/s of the documentary with the main idea/s discussed
in the assigned chapter?
Finall.
Presentation on a case study (Starbucks In 2012: Evolving Into A Dynamic Global Organization)
#presentation #starbucks #powerpoint #casestudy #slide #strategicmanagement #businessstrategy
Project Proposal
Project Proposal
Project Proposal
Part 1
Rodney A. Lee Sr.
Grantham University
Project Proposal: Expansion Opportunity to overseas of Starbucks Company
Introduction
Starbucks Company is a coffee company and the coffeehouse chain that is based in America. The company was started in 1971 in Seattle, Washington. The company was started by three friends namely Gordon, Jerry and Zev, who had a great interest in the sale of fresh coffee beans. The company operates a lot of locations around the globe including in the United States, China, Canada, Japan and in the United Kingdom. The locations of the Starbucks usually serve cold and hot drinks, micro-ground instant coffee, the whole-bean coffee, full-and loose-leaf teas, and espresso. Most of the Starbucks stores are involved in selling of pre-packaged food items, drink-ware and the cold and hot sandwiches (Bussing-Burks, 2009).
The company started being profitable for the first time in the 1980s, which led to the revitalized prosperity with its entry in California because of its expansion despite of the initial economic down. The company expanded their locations to Japan in 1996, and expansion to overseas now contributes to nearly one-third of the Starbuck’s stores.
Growth opportunity of Starbucks
Starbucks has been reporting increased customer traffic of late and also experience a growth of 3% in the customer count. The expansion plans of the company involve opening more stores in different locations which will be major drivers of growth for the Starbucks. Considering the size of the company it may appear that the fast growth of the company will not be experienced any further. However, the company great opportunities for growth at a pace that is healthy in the decades to come (Hill, 2010). The following are growth opportunities for the Starbucks Corporation:
a. Growing beyond coffee
One of the major growth initiatives in the company has been involving enhancement of the non-coffee sales. The selling of food has been growing at a pace that is increased compared to the rest of the company sales. The company added lunch sandwich offering that are new in order to promote additional growth. The company is also beginning to test selling of the beer, wine, and the small-plate appetizers. These new investments for the have a promising pay off, which will lead to a tremendous growth of the company (Michelli, 2007).
b. Mobile order and pay
The company is also planning a potential game changer in planning to roll out the mobile order and pay functionality chain-wide. This will enable the customers to be in a position of placing orders in advance and collect them with no waiting in line. This will be the urban solution on the convenience of the drive-through. This provides a potential growth on the delivery services and convenience in the company (Michelli, 2007).
c. Lots of ways to grow
Starbucks is moving in a fast way searching various key opportunities for gro.
Running head STARBUCKS BUSINESS AND CORPORATE LEVEL STRATEGIES1.docxjeanettehully
Running head: STARBUCKS BUSINESS AND CORPORATE LEVEL STRATEGIES 1
STARBUCKS BUSINESS AND CORPORATE LEVEL STRATEGIES 2
Starbucks Business and Corporate Level Strategies
ASSIGNMENT #3
Introduction
Starbucks tends to be one of the most recognized brands in the coffee industry and due to this the company has been able to attain a global recognition due to its quality coffee products and other related services. The organization first opened its first outlet store in the year 1971 and since then it has continued to provide quality products and services that meet the needs of their clients. (4). In addition, Starbucks is categorized as one of the largest coffee companies around the globe as it operates in about 70 countries around the world (7). The organization is also popular for the various products it offers such as the lunch items, cold and hot beverages as well as other related food choices. The company also produces and sells its own merchandise like the coffee cups as well as coffee mugs. Additionally besides promoting their brand through coffee mugs as wel as cups the organization also has ventured into the grocery as a way of promoting their brand. For example, the company sells bottled Frappuccino drinks, tea as well as their coffee K-cups. Starbucks has incoporated significant business strategies as well as corporate strategies to develop a robust brand which gurantees the success of the organization. The paper will focus on analyzing Starbucks business level strategies, corporate level strategies, competitive environment and how the choices of Starbucks may differ in a slow-cycle market or a fast-cycle market. Starbucks ensures that it continually meets and satisfys the needs of its consumers in order to remain competitive in the market.
Starbucks Business Level Startegy
To be able to remain competitive in the coffee industry Starbucks has always implemented the differentiation business level strategy. Differentiation approach often focuses on the integration of the set of action taken in oder to effciently and effectively produce quality products and services that the clients perceive to be different in a manner that is essential to them. Therefore, in my opinion for Starbucks to continue providing its diverse client population with quality products as well as services using the differentiation approach is the right track to follow in order to achieve its organizational goals and objectives. Additionally, through the implementation of the differentiation strategy Starbucks has had the ability to continually produce unique products as well as provides its clients with quality experience at an equivalent price. Mainly, Starbucks often focuses on selling more than just coffee to its clients and it goes an extra mile of selling the ‘Starbucks Experience’ by transforming their coffee shops to a social place where customers can be able to relax, hold meetings as well as chat with friends (2). Generally, Starbuck ...
Starbucks India or it can be called as Tatabucks. As Starbucks Corporation and Tata Global Beverages announced 50:50 joint venture called Tata Starbucks Ltd. in January 2012 which operate and own outlets branded Starbucks “A Tata Alliance”. An agreement was also signed between Starbucks and Tata coffee that coffee would 100% locally sourced and roasted
Running Head STARBUCKS’ GLOBAL EXPANSIONSTARBUCKS’ GLOBAL EXPAN.docxtodd521
Running Head: STARBUCKS’ GLOBAL EXPANSION
STARBUCKS’ GLOBAL EXPANSION 5
Starbucks’ Global Expansion
Tabatha Hall-Politte
January 19, 2020
The Success of Starbucks
Both technology and globalization have an astounding effect on businesses. Globalization refers to the process through which companies expand to an extent where their operations become global. This is usually made possible by technological advancement that takes place day after day. In many ways, technological advances and globalization can affect business in both positive and negative ways.
A Background of Starbucks
An example of a company that has been profoundly affected by both technology and globalization is Starbucks. The company has managed to take a simple product and miraculously made it a lifestyle. Time is gone when people would take coffee only in the morning to get their dose of caffeine needed for the day. Currently, people drink coffee for the mere fun of it, any time of the day. All this revolution is attributed to Starbucks (Nair & Weber, 2017). When buying a cup of coffee, customers are not just buying coffee; they are buying an experience. For instance, they could be looking for the strong coffee smell, the rich taste of the specific variety that they purchase, and a laid-back atmosphere. Starbuck’s customers clearly understand the difference any other brand of coffee and the experience that they derive from Starbuck’s coffee.
Though it’s an American firm, Starbucks has been embraced by people from all over the world, regardless of the language that they speak. Originally, the firm started as a small store in Pike Place Market, Seattle. As at now, the firm has operations in over 50 countries and over 15,000 stores. Since 1971, the company has been providing one of the world’s most exquisite beverage to any consumer willing spend a good amount on a cup of coffee. It didn’t take sheer luck for Starbucks to become a market leader (Rizqiyanto, 2017). They have risen to the top by making strategic acquisitions, protecting a name that they have fought hard to protect and ensuring that they are differentiated from their competitors.
Starbucks’ Global Expansion
Globalization is vital for the success of any company, and Starbucks is not an exception. Though the company was successful in its home country, the company leaders still saw the need to expand their operations to global markets to fully utilize their potential. In 2003, Starbucks embarked on an aggressive expansion process that is attributable for the growth of the company to its current worldwide status that we know of today (Nair & Weber, 2017). Globally, consumers began experiencing what would be referred to as the “Starbucks Effect”, which refers to the emergence of rivals that come with better, and more impressive business models that make firms to reevaluate the viability of their business ideas.
As technology and globalization have helped to place Starbucks at the intern.
Running Head STARBUCKS’ GLOBAL EXPANSIONSTARBUCKS’ GLOBAL EXPAN.docxjeanettehully
Running Head: STARBUCKS’ GLOBAL EXPANSION
STARBUCKS’ GLOBAL EXPANSION 5
Starbucks’ Global Expansion
Tabatha Hall-Politte
January 19, 2020
The Success of Starbucks
Both technology and globalization have an astounding effect on businesses. Globalization refers to the process through which companies expand to an extent where their operations become global. This is usually made possible by technological advancement that takes place day after day. In many ways, technological advances and globalization can affect business in both positive and negative ways.
A Background of Starbucks
An example of a company that has been profoundly affected by both technology and globalization is Starbucks. The company has managed to take a simple product and miraculously made it a lifestyle. Time is gone when people would take coffee only in the morning to get their dose of caffeine needed for the day. Currently, people drink coffee for the mere fun of it, any time of the day. All this revolution is attributed to Starbucks (Nair & Weber, 2017). When buying a cup of coffee, customers are not just buying coffee; they are buying an experience. For instance, they could be looking for the strong coffee smell, the rich taste of the specific variety that they purchase, and a laid-back atmosphere. Starbuck’s customers clearly understand the difference any other brand of coffee and the experience that they derive from Starbuck’s coffee.
Though it’s an American firm, Starbucks has been embraced by people from all over the world, regardless of the language that they speak. Originally, the firm started as a small store in Pike Place Market, Seattle. As at now, the firm has operations in over 50 countries and over 15,000 stores. Since 1971, the company has been providing one of the world’s most exquisite beverage to any consumer willing spend a good amount on a cup of coffee. It didn’t take sheer luck for Starbucks to become a market leader (Rizqiyanto, 2017). They have risen to the top by making strategic acquisitions, protecting a name that they have fought hard to protect and ensuring that they are differentiated from their competitors.
Starbucks’ Global Expansion
Globalization is vital for the success of any company, and Starbucks is not an exception. Though the company was successful in its home country, the company leaders still saw the need to expand their operations to global markets to fully utilize their potential. In 2003, Starbucks embarked on an aggressive expansion process that is attributable for the growth of the company to its current worldwide status that we know of today (Nair & Weber, 2017). Globally, consumers began experiencing what would be referred to as the “Starbucks Effect”, which refers to the emergence of rivals that come with better, and more impressive business models that make firms to reevaluate the viability of their business ideas.
As technology and globalization have helped to place Starbucks at the intern ...
2. Executive Summary
The paper looks at the strategic decisions made by Starbucks, by examining it through
known Management tools such as SWOT, PESTEL, Porter’s five forces theory, VRIO
Framework Analysis, GAP Analysis, and also examines the Value chain system at
Starbucks. The paper further looks at the strategic decisions made by Starbucks and
where it could improve even further. It is concluded that Starbucks, a globally
renowned brand and international player has managed to be successful even during
adverse and recessionary economic times. Their strategies are definitely paying off.
3. Contents
Contents.....................................................................................................................................................3
1. Introduction:...........................................................................................................................................3
2. Financial Analysis of Starbucks:............................................................................................................4
3. SWOT Analysis....................................................................................................................................6
4. PESTLE Analysis:...............................................................................................................................10
5. Porter’s Five Forces:............................................................................................................................13
6. VRIO Framework:...............................................................................................................................15
7. GAP Analysis:......................................................................................................................................16
8. Competitive Analysis:..........................................................................................................................17
9. Value Chain:........................................................................................................................................18
10. Strategy at Starbucks:.........................................................................................................................19
References:...............................................................................................................................................21
APPENDICES:........................................................................................................................................23
1. Introduction:
Starbucks can be cited as a testament to a great success story anywhere in the world.
4. From being a local Seattle based company, it has expanded to four continents, with an
excess of 5000 stores worldwide (Gulati et al, 2008). The question that arises in
everyone’s mind is what is so special about this place? How did grow at the speed it
has? The answer, perhaps, lies in some of its core values: Relationships. According to
Anne McGonigle, vice-president for special projects at Starbucks:
“Starbucks starts and ends with core values … [and] the core values emanate from
and around relationships with people,” (Gulati et al, 2008: 1)
2. Financial Analysis of Starbucks:
Starbucks Corporation's Financials for Fiscal Year ending
September of each year (All USD figures in millions)
Key
Ratio's/Accounts
FY
2008
FY
2009
FY
2010
FY
2011
FY
2012
FY
2013
Profitability Ratio's
Revenue 10,38
3
9,77
5
10,70
7
11,700 13,30
0
14,892
Gross Margin % 19.2 55.8 58.4 57.7 56.3 57.1
Operating
Income (USD
Millions)
504 562 1,419 1,729 1,997 -325
Operating
Income Margin
%
4.9 5.7 13.3 14.8 15 -2.2
Net Income
(USD Millions)
316 391 946 1,246 1,384 8
6. Year on Year Growth %
Revenue Growth
%
10.3 -5.9 9.5 9.3 13.7 12
[Source: (Starbucks Corporation, 2014)]
The financial health of Starbucks is constantly increasing. From a Net Revenue of
$9.8 billion in 2009, it has added a year on year increase, and it now stands at a
whopping $14.8 billion in 2013 (Starbucks Corporation, 2014). With an operating
margin of 16.5%, its operating income stands at $2459 million in 2013, an increase of
$462 million since 2012 (Starbucks Corporation, 2014). These numbers surely add up,
with, more than 3 billion visits by customers in the 19000 plus stores operated by
Starbucks in over 60 countries worldwide (Starbucks Corporation, 2014).
3. SWOT Analysis
Strengths:
• Excellent Brand Equity: Starbucks has become synonymous with coffee.
Starbucks is easily the most recognizable coffee brands worldwide, as well as a
globally renowned brand (Trigeorgis & Baldi, n.d). Its strong brand value is a huge
intangible asset to the company, and part of its success story. Its strong brand image
has helped it expand so rapidly and successfully.
• Very Strong market position: Starbucks continues to expand on its market share,
despite saturation setting-in in the industry (Hennessey, 2012). Starbucks quickly
edges out the competition with its rapid opening of stores, hence giving it a
7. competitive edge when it comes to Market position.
• Use of the best raw materials: Starbucks uses the best quality of ingredients, as its
philosophy is to serve the best coffee to its customers. Starbucks sources its coffee
from the best farmers through its responsible buying programs (Starbucks, 2014).
[Appendix 1]
• Excellent Ambiance and ‘A Place for Everyone’: Starbucks has a very aesthetic
and pleasing ambiance. Customers know what to expect as soon as they enter one of
their stores (Hennessey, 2012). Apart from coffee, Starbucks caters to a wide variety
of options on its menu. Its reasonably priced products have a great market appeal,
thus, making it a place for everyone (Hennessey, 2012).
• Customer Loyalty: Starbucks thrives on its customer loyalty and its marketing is
done mostly by word of mouth. Infact, Satrbucks spends a miniscule 1% on its
marketing expenses compared to other Coffee Stores globally (Wahba, 2014).
Weaknesses:
• Over-reliance on American Stores: Starbucks has about 7049 stores in USA
alone, compared to its 10194 stores worldwide (Starbucks Corporation, 2014)
(including USA). Hence it has only 3145, less than half of USA, stores outside the
USA (Starbucks Corporation, 2014). It comes as no surprise that the majority of the
revenues come from within the USA. Hence, it puts an over reliance on the stores in
8. USA. With the USA coffee market reaching a saturation point, it could be a major
downside for Starbucks in the future.
• Over dependence on Company operated store: A majority of stores are company
operated (Starbucks Corporation, 2014) despite the company having several licensed
stores. Company operated stores put extra burden on the resources of the company,
especially human resources. Starbucks could easily employ a strategy where more
stores can be licensed. Even existing company owned stores can give way to licensed
stores.
Opportunities:
• Expansion outside the USA, particularly developing nations: With the saturation
of the markets in the developed world, particularly in USA and the EU, more and
more organizations are setting shop in the developing economies such as China India
Brazil Thailand etc. These countries boast of a huge middle class with a good amount
of money at their disposal. Economic and political power is definitely swinging the
way of these developing nations (Kharas, 2010). Starbucks should aim at exploiting
these markets to the fullest extent. While it recently opened it 1000 nd store in China
(Starbucks Corporation, 2014) it seems to slow into entering other economies which
may have huge potential, especially with the sales in the USA starting to fall off now.
• Operating outside the stores: Starbucks have started retailing their products as
packaged goods to various grocery stores both domestically as well as internationally
9. (Grant, 2013). Starbucks must continue and expand on these packaged goods and
utilize its excellent brand equity to the fullest.
Threats:
• Increasing Competition: The emergence of various other coffee stores such as
Dunkin Donuts, Costa Coffee, Pete’s Coffee, and existing fast food biggies such as
McDonalds and Burger King can have an adverse impact on the future sales of
Starbucks (Chang & Carroll, 2014).
• Saturation of Existing markets: With USA and Europe being the two largest
markets of Starbucks, and with both saturating, Starbucks may soon face problems.
The key indicators of market saturation for Starbucks are evidenced by a slower
growth in sales as well as a trimmed profitability (UW Business School, 2003).
• Changes in Consumer preferences: Various studies have pointed out the ill effects
of consuming coffee on a regular basis. Dr. Rob van Dam Assistant Professor in the
Department of Nutrition, Harvard School of Public Health says that coffee may not
offer any real health benefits. On the other hand, the caffeine present in coffee can
cause serious damages to the body (Dam, 2014). These studies have an impact on
consumer behaviour and some of them may switch to substitutes like Tea which has
lesser bad effects or completely healthy drinks such as Green Tea or Green Coffee.
Starbucks should look at expanding their menu and incorporating some healthy
options for the future.
10. Summary:
Starbucks is a financially sound organization with huge brand equity and customer
loyalty; it uses the best quality of materials in making its food/ beverages. Its stores
are aesthetic and easy to reach out to, in the manner that they are well located, easy to
access and provide a sense of familiarity to the customer. However, Starbucks
depends heavily on its American stores as well as stores that are run by the company
itself. Starbucks has been a successful innovator thus far, with its huge resources; it
should look to diversify into other segments such as retailing its products, especially
in large departmental stores such as Wal-Mart, Tesco or Carrefour. Starbucks should
also enter newer markets, as it has the experience of successfully doing so, especially
with its current markets reaching their peak. Starbucks current brand image will hold
the competition at sea, however they must continue to innovate, expand their menus
and incorporate changing customer needs and preferences if they are to remain at the
top.
4. PESTLE Analysis:
Political: Recently, Starbucks has fallen into the microscope of various countries,
particularly in Latin America and Africa on the way they source Coffee Beans. To
combat these problems, Starbucks has initiated Farmer Suport Centers in countries
like Rwanda and Costa Rica, which are their top sources of coffee beans (Grant,
2013). Furthermore, Starbucks itself controls the purchasing, roasting and packaging
of the coffee beans in order to ensure their standard of quality is maintained (Grant,
11. 2013). Starbucks has adopted a “Fair Trade” policy in order to offer the best prices to
the farmers in these countries (Grant, 2013). Moreover, Starbucks should also be
concerned about the laws in the countries they have stores in. Starbucks is an
international entity, spanning over 60 countries, (Gulati et al, 2008) a strict adherence
to local country laws is a must. Moreover, Starbucks will have to keep an eye out for
political turmoil in the countries they operate it, particularly in the Middle east which
may be prone to wars or be politically unstable. In March 2003, Starbucks had to
move out of Israel due to political turmoil in the country (Wu, 2014).
Economical: Perhaps the key challenge for Starbucks, and any other multinational
corporation, continues to be the current downswing in world wide economies.
Starbucks has been very successful in avoiding the effects of recession on its
businesses (Wood, 2012), but it needs to keep doing so, as the effects of recession can
overpower the biggest of companies.
Social: America and USA have a strong coffee culture (Scheller, 2014). However, in
emerging markets such as China, India and Turkey, a wide population of people prefer
tea to coffee (Scheller, 2014). In order to exploit these markets, Starbucks will need to
either change the traditional habits of the people or innovate its menus, to incorporate
varities of tea as well as its signature coffee. Moreover, as disscussed earlier, recent
studies have shown that consumers are trying to switch to healthier bevarages like
green tea, and stop the consumption of bevarages with a lot of caffeine such as coffee.
Starbucks needs incorporate these changing customer needs in order to remain
successful.
12. Technological: It is the era for technological innovations. Smartphone, tablets and
even Smart Televisions are part of our day to day lives. Starbucks has tried to
incorporate technology in its efforts, by introducing mobile applications, available on
the iPphone1
as well as Android TM2
platform (Starbucks (a), 2014). Moreover,
Starbucks uses the Cloud Technology in order to “plan its IT innovation strategies to
maintain a competitive edge” says Robert Teagle, Starbucks Coffee’s EMEA IT
director (Venkatraman, 2014). In Europe, Starbucks uses “Microsoft Office 365 for
email and SQL cloud services. It also uses Oracle Siebel customer relationship
management (CRM) service as its loyalty system, which is tied to the Oracle ERP
platform.” (Venkatraman, 2014). These innovations and implementation of
technology will surely keep Starbucks ahead of the competition. However, in todays
times, technology gets obsolete quickly and newer technologies emerge. Hence,
Starbucks will have to keep in sync with changing technologies and invest in them.
Environmental: There have been several complaints made by Starbucks customers
who are environmentally conscious, regarding the use of paper cups to serve coffee in.
These cups are not recyclable (Allison, 2008). Moreover, Starbucks does not use
recycle bins (Allison, 2008). Hence, the use of recyclable materials would be
ineffective. However, this is changing fast at Starbucks, as they are offering a 10c
discount to customers who carry their own reusable cups (Allison, 2008). In an
industry, which is dependable on using products which cannot always be used again,
Starbucks has a trash profile [Appendix 2] which needs to be corrected sooner rather
1
iPhone is a trademark of Apple Inc
2
Android TM is a registered trademark of Google Inc.
13. than later.
Legal: Starbucks must be watchful regarding any local laws that may exist in the
country of operation. For example, Starbucks had been in the news on how little
Corporation Tax it paid (BBC, 2012). HM Revenue and Customs (UK) had said that
corporation tax is not voluntary in nature is a statutory obligation (BBC, 2012).
Starbucks needs to adhere more carefully to local laws, rules and regulations.
Summary:
In some areas such as economical progression and technological innovation,
Starbucks has managed to be quite successful and in some areas, especially
environmental; it has broken a few norms and invited criticsm, both by its customers
and the administration. Starbucks needs to put more emphasis in valuing the factors
that affect its business and take corrective action to set them straight or to take full
advantage of situations presented to them.
5. Porter’s Five Forces:
• Threat of New Entrants: Moderate to Low.
Entry in the industry would require considerable investment to achieve proper market
penetration, and since the industry is already dominated by some large players such as
Starbucks, it makes it a relatively unattractive industry to enter.
14. • Bargaining Power of Buyers: Low.
There are many buyers in the industry; hence no single buyer has the power to
demand any price concessions. Starbucks itself had more than 3 billion visits by
customers in 2013 (Starbucks Corporation, 2014).
• Bargaining Power of Suppliers: Medium.
Starbucks sources its main ingredient: Coffee beans from select farmers in Latin
America and Africa. It would make it difficult for them to move to another location
and maintain the same quality as coffee beans from these places are known to be the
best. However, none of the suppliers are big enough to bargain with a giant like
Starbucks. Despite this, Starbucks maintains its Fair Trade policy [Appendix1] to
source coffee beans responsibly.
• Competitive Rivalry in the industry: Moderate to High.
The industry is a pseudo oligopoly; the largest players control most of the market,
with Starbucks leading the way. However, the rivalry is heating up, with Dunkin and
Starbucks at the center of the battle and the likes of Costa Coffee waiting to pick up
the pieces.
• Threat of Substitutes: High.
With changing customer preferences or traditional habits (in countries such as China
15. or India, where tea is a preferred beverage) the industry faces a big threat of substitute
products. Moreover, the industry is as much about coffee as it is about the ambience,
quality and option of food available and value added services such as Wi-Fi internet
services. Even if customers do not switch beverages, it would be easy for them to
change the café they prefer to have coffee in. For example, some customers may
prefer a Dunkin Donut with their coffee rather than a sweet condiment being offered
by Starbuck.
Summary:
The industry has a low to medium threat of new entrants as the barriers are rather
high, with low bargaining power of both buyers and suppliers. However, the threat of
substitute products is quite high and the firms need to constantly differentiate their
products as well as services to retain their customers. The competitive rivalry within
the industry is moderately intense, with a few firms competing with each other. With
continued innovation and excellent customer loyalty, it should continue to dominate
the markets in the future.
6. VRIO Framework:
Resources for Starbucks Value Rare Costly to
Imitate
Organization
Huge financial resources YES YES YES YES
Technological Innovation YES NO YES YES
16. Brand Equity YES YES YES YES
Global Presence YES YES YES YES
Customer Loyalty YES YES YES YES
• The financial resources of Starbucks definitely give it a competitive advantage in
the industry.
• Technological Innovation is superior at Starbucks (Higbee et al, n.d) but it is not
rare in the industry, hence, it does not give them an absolute competitive advantage.
• Starbucks boasts of a huge cult following which has given it an unbeatable Brand
Equity. (Silverman, 2009) It definitely has a huge competitive advantage.
• Starbucks strong global presence (Starbucks Corporation: Competing in a Global
Market, 2003) is the main reason for its success and almost impossible to duplicate.
Hence, it gives them a strong competitive advantage.
• Starbucks boasts of great customer loyalty that stays loyal to Starbucks, giving
them another competitive edge.
7. GAP Analysis:
17. Desired Actual
Consistency Drinks taste different and can vary
from place to place, depending on
where it was purchased.
Accessibility to customers No Delivery service yet. (Although it
is on the anvil) (Starbucks
Corporation (a), 2013)
Affordability Prices are generally higher than its
competitors (Starbucks (b) , 2013)
Flexibility in operations Centrally managed and controlled
through a majority of stores operated
by the Company.
8. Competitive Analysis:
Some major competitors of Starbucks are mainly in the retail coffee industry such as
Costa Coffee. However, fast food brands like McDonalds and Dunkin Donuts are
venturing into the retail coffee industry as well, which adds to the competition in the
industry. In 2011, Starbucks controlled about 33% markets share, about double its
nearest competitor Dunkin Donuts. With an industry revenue of $26.5billion,
[Appendix 3] Starbucks managed to generate $11.7 billion (Starbucks Corporation,,
2014) itself, proving it is by far the biggest player in the market. A closer look at
Starbucks competition reveals that even though Starbucks does not spend on
marketing activities, it enjoys domination in customer retention and loyalty.
Moreover, Starbucks prices are comparatively higher than Dunkin. Still, people prefer
18. Starbucks due to some critical factors such as quality, brand equity and ambiance in
the store.
However, Starbucks will have to guard against complacency in the future with a rapid
growth of Dunkin and Costa Coffee and especially with McDonalds entering the
coffee retail segment on global basis through its café chain McCafe. (McDonalds,
2014)
9. Value Chain:
Primary Activities:
• Inbound Logistics: The main ingredients of Starbucks, Coffee beans and sugar are
directly sourced by them through Latin America and Africa (for coffee beans) and
different parts of the world for sugar.
• Outbound Logistics: Starbucks operates through a chain of its retail stores. A
majority of them are company owned and some are licensed stores.
• Marketing & Sales: Starbucks spends the least amount of money on marketing
operations. It relies heavily on customer retention and word of mouth. (Allison (a),
2006)
• Service: The service staff at Starbucks are known to be courteous and helpful, an
attribute that Starbucks builds in its employees. (wpaadmin, 2014)
Support Activities:
19. • Infrastructure: Starbucks concentrates on the infrastructure of its store. All the
stores have a sense of familiarity to them. The customer knows exactly where to go
for what he needs, even if he is visiting that store for the first time.
• Human Resource Management: Starbucks places a great deal of importance in
proper managing its human resources. They believe it is one of the greatest assets they
have.
• Technology: Starbucks uses various machines in preparing the coffee and food
items. In addition to this, it offers Wi-Fi internet at most of its locations as well as an
online ordering system available on smart phones that run on IoS or Android.
10. Strategy at Starbucks:
The strategy at Starbucks is uncomplicated. Offer the best products and services to the
consumers, along with several value added services and hope that they keep coming
back. Starbucks doesn’t spend on marketing activities, yet it boasts of the highest
customer retentions. Starbucks innovates on a regular basis, whether it is its delivery
system, use of technology or reaching out to customers. (Loeb, 2013)
It should continue to follow its strategic decisions and look at expanding into further
emerging markets outside the USA, especially in Asia where there is a huge economic
boom.
11. Recommendations:
20. Starbucks has managed to recover and get back into profitability after a series of
misfit expansions across the world. Starbucks should carefully evaluate the market
before entering and pay special attention to the legal or cultural requirements of the
country they want to operate in. This would certainly help them avoid the debacle that
they were subject to in Israel, and had to withdraw from the country after protests.
Starbucks must aim to build on its menu and perhaps offer more vegan variety in their
food menu, especially in countries like India where people prefer not to eat meat and
go for vegetarian alternatives. Moreover, more and more people across the world,
including the West are now realizing the importance of avoiding meats, especially red
meat. It would be a good idea for Starbucks to introduce a vegan menu in the West as
well.
Starbucks has thrived on consumer loyalty and as discussed earlier, its marketing is
done solely on the basis of word of mouth. Starbucks can introduce a referral
program, where if a customer brings in a friend with him, he is eligible for a discount
on his order. Customer loyalty cards can be used to track consumer behavior in this
instance.
Starbucks should look to invest in technology and give their customers the luxury of
online ordering and payment. This way they will have knowledge of the particular
customers buying patterns and hence, will be able to analyze the collective data to
improve on its services.
Starbucks should also expand on its delivery. The service has just begun for
21. Starbucks, but big chains such as Pizza Hut, Dominos, McDonalds have been doing it
successfully for years now, and it is reflected in their bottom line.
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APPENDICES:
APPENDIX 1:
[Source: Starbucks (2014)]
24. APPENDIX 2:
Starbucks' trash profile By volume:
Cardboard: 32 percent
Milk jugs: 15 percent
Paper cups: 9 percent
Pastry boxes: 8 percent
Other dairy cartons: 7 percent
Other waste: 29 percent
[Source: (Allison, 2008)]