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Assignment on MNC's company-Starbucks
This document appears to be a presentation about Starbucks given to an associate professor. It includes sections on Starbucks' history and founding in 1971, its mission statement, global expansion strategies including different models used, key competitors like The Coffee Bean & Tea Leaf, and marketing strategies. It also includes financial highlights and analyses of Porter's Five Forces. The conclusion section is blank.
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Assignment on MNC's company-Starbucks
- 1. STARBUCKS PRESENT FOR: ASSOC. PROF.DR NORYATI BT AHMAD
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- 3. INTRODUCTION Starbucks’ history beganin Seattle in 1971 three students named Jerry Baldwin, Zev Siegel, and Gordon Bowker be partners and opened a little shop in Pike Place Market to sell high-quality coffee beans and equipment
- 4. INTRODUCTION 1981, Howard Schultz,Vice President and General Manager of U.S. Operations for Hammarplast, noticed Starbucks’ success He wanted to transmit that coffee passion by working for the Starbucks enterprise to expand outside Seattle The founders were against hiring him because geographic expansion was too risky, but then finally agree to hire him as Head of Marketing.
- 5. MISSION Starbucks mission isto inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
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- 7. GLOBAL XPANSION As Starbucks reachedthe point of saturation and growth slowed in America, the firm set its sights on overseas expansion Starbucks adapts its international strategy in order to satisfy the needs and requirements of every market, seeking to respect its cultures and traditions
- 8. GLOBAL XPANSION At present, thecompany uses three different strategies: joint venture, licenses and wholly–owned subsidiaries Before entering a new country Starbucks conducts rigorous quantitative market studies. The company also develops extensive focus group interviews to get a pulse of the marketplace and potential
- 9. GLOBAL XPANSION In order tosucceed, a company needs to realize that it often cannot alone fill the gap in serving the needs of its target market. Starbucks has mostly always needed the help of another entrepreneur or another company with whom to work and share financial risks Starbucks’ involvement in the internationalization process varies only in degree (e.g. licensing, joint venture and wholly-owned subsidiary) since the company is constantly in touch with operators to keep abreast of the marketplace
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- 15. FINANCIAL GHLIGHT EPS for fiscal2012 was $1.79, compared to EPS of $1.62 reported in fiscal 2011, with the increase driven by the improved sales leverage, partially offset by the impact of higher commodity costs in fiscal 2012.
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- 17. MARKETING TRATEGIES VS MARKETING STARBUCKS THE COFFEE BEAN& TEA LEAF STRATEGY PRODUCT PRICE Beverages: Coffee Beverages: Coffee In RM approx.: In RM approx.: 15,700 outlets in 43 PLACE 900 outlets in 23 countries countries PROMOTION Seasonal Seasonal
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Editor's Notes
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