The document provides a history of Starbucks from its founding in 1971 to the present. It discusses how Starbucks began as a single coffee shop in Seattle and has expanded globally. In the late 1990s and early 2000s, Starbucks faced criticism that it had become too mechanized and inconsistent in drink quality. In response, Starbucks introduced new guidelines in 2001 requiring baristas to focus on only 2 drinks at a time to improve consistency and the customer experience. The document presents an analysis of this policy change and recommendation to fully implement the new slower approach.

1. Starbucks Coffee
Presented By:
Sales, Kathleen Ann
Torreon, Alison Jojesmary
Alonzo, Mary Lilibeth
Bernardo, Klinton
Valdez, Harvey
Velasco, Vincent
Luzana, Christine Jules
Merencello, CJ

2. History
 1971
The first Starbucks opened in Seattle’s Pike Place Market.
 1982
Howard Schultz joins Starbucks as director of retail
operations and marketing.
 1987
Il Giornale acquires Starbucks assets with the backing of
local inventors and changes its names to Starbucks Corporation.
 1990
Starbucks expands beyond Seattle.
 1994
Opens first drive thru location.
 1995
Begins serving Frappuccino and blended beverages.
Introduce Starbucks super-premium ice cream.

3. Baldwin, Bowker and Siegl

4.  1996
Begins selling bottled Frappuccino coffee drink through North
America.
 December 4, 1997
The Philippines had its first taste of the Starbucks.
 2000s
The Starbucks phenomenon continues.
 2006
Launches the industries first paper beverage cup containing post-customer
recycled fiber.
 2008
Acquires coffee equipment company and its clover brewing
system.
 2009
Launches Starbucks card, iPhone apps and Starbucks card mobile
payment.

5.  2010
Expands digital offerings for customer with free unlimited Wi-Fi,
Starbucks digital network.
 2012
Announces verismo system by Starbucks premium single-cup
espresso machine.
 Present
They expand stores in many countries.

6. Howard
Schultz

7. Time Context
Problem arise - 2001

8. View Point
Amid customer complaints that the Seattle-based
coffee chain has reduced the fine art of coffee
making to a mechanized process with all the
romance of an assembly line, Starbucks made new
guidelines in which baristas are being told to stop
making multiple drinks at the same time and focus
instead on no more than two drinks at a time—
starting a second one while finishing the first, would
probably help reposition from its economic
downturn.
- Allison Joyce (Journalist)for The Wall Street Journal

9. Statement of the Problem
In what ways should the new
guideline for the baristas to
slowdown the production that
can help reposition on its
economic down turn?

10. Objectives
Short Term
To give customers the quality and
consistency of drinks
Long Term
To completely enforce the new rule all
through out the years.

11. V. Areas of Consideration
SWOT analysis
Strengths
Good relationship with suppliers
No. 1 brand in coffee house
Largest coffeehouse chain in the world
Brand name recognition

12. Weaknesses
 Lack of internal focus (too much focused
on expansion)
 Product Pricing is high
 Negatively publicity

13. Opportunities
 Extend Supplier range
 Emerging international markets
 Increasing product offerings
 Expansion into retail operations

14. Threats
 Rising prices of coffee beans and dairy
products
 Competition (restaurants, street carts,
supermarkets, other coffee shops, other
caffeine based products)
 Consumer trends toward more healthy
ways and away from sweet coffee
beverages and cakes
 Change in customer tastes

15. Alternative Courses of Action
 By ensuring the customer it gives
them a quality of the beverage in taste,
temperature and appearance
Advantage
• Customer satisfaction come through
Disadvantage
• Requires planning and consumes time

16.  By changing the baristas to automatic
espresso machine
Advantage
• Less time consuming
• Less human errors
Disadvantage
• Coffee taste is not traditional
• Missing the traditional coffee value for
baristas

17.  By eliminating wasteful activities since it
baristas focus only on the drinks they make.
Advantage
Disadvantage

18. Recommendation
Completely implement the new
regulation for making store efficiency. Since
the quality of espresso drink is “average”
and that its preparation is inconsistent,
enforcing all baristas to slowdown will
probably make this new drinking method
to produce beverages at a more consistent
pace. It ensures the quality of the beverage
in taste, temperature and appearance.

19. Conclusion
Overall Starbucks has maintained a competitive
advantage since creating its original blue ocean of
bringing quality, bistro-style coffee choices to the
masses. In order to stay current it will need to focus on
its core competencies and avoid spreading themselves to
thin. To avoid competitors such as McDonalds and other
coffee chains, they will need to create new value
innovation by enhancing the customer experience by
investing in online content and interactivity. Rather
than creating more new products, I think their strength
lies in their brand and by enhancing the connection to
their loyal customers, they will separate themselves
from McDonalds and others.

20. Plan of Action
 Plan
Completely enforce the new
guidelines in which baristas are being
told to slowdown.
 Do
To produce beverages "at a more
consistent pace."

21.  Check
Analyze when focusing on just two drinks
at a time reduces possibility for errors and
improve essence and firmness of drinks.
 Action
Insist new procedures like: Steaming
milk for individual drinks , other instructions
include rinsing pitchers after each use;
staying at the espresso bar instead of
moving around; and using only one
espresso machine instead of two.

22. REFERENCES
http://philippines.starbucks.com/enUS/_About+Starbucks/H
istory+of+Starbucks.htm
http://www.slideshare.net/asfawm/starbuckscasestudy
http://www.coffee.org/history-of-starbucks
http://www.starbucks.com/
http://nicolelaoutaris.com/?page_id=32
http://www.starbucks.com/about-us
http://www.starbucks.com/responsibility/sourcing/store-products

23. STORES

25. LOGO

26. VIDEO

27. MENU

28. COFFEE
Latte Doppio Cappuccino
Café Mocha Café Americano

29. FRAPPUCCINO
Java Chip Frappuccino Mocha Frappuccino Salted Caramel Mocha
Strawberries and Crème
Frappuccino
Tazo Chai Frappuccino

30. DRINKS
Caramel Plan Latte Caramel Mocha
Vanilla Latte White Chocolate Mocha

31. DESERTS
Caramel Desert

32. PASTRIES
Chonga Bagel
8 –Grain Roll Almond Croissant
Bavarian Style
Pretzel
Banana Pecan
Loaf Cake
Bountiful Blueberry
Muffin

33. SANDWICHES, PANINIS AND SALADS
Chicken & Greens
Caesar Salad Bowl
Chicken BLT
Salad Sandwich
Chicken Santa Fe
Paninis
Ham and NY Cheddar
Sandwich
Hearty Veggie & Brown
Rice Salad Bowl