This presentation provides an overview of Starbucks, including its history, SWOT analysis, target markets, positioning, and marketing mix. Starbucks started in the 1970s as a small coffee shop in Seattle and has since grown into one of the largest international coffee chains. The presentation discusses Starbucks' strengths in its brand and financial performance, weaknesses in pricing and supply chain risks, opportunities in expanding into new markets and product offerings, and threats from increased competition and saturated markets. Starbucks' marketing mix is also examined in terms of its products, pricing, placement, and promotional strategies aimed at connecting with customers.

1. Presentation
Principles of
Marketing

2. STARBUCKS
 Adeel Iftikhar ID : 20397
 Rahul Rai ID : 20400

3. Agenda of
Today’s Presentation
 History of Starbucks.
 Its SWOT Analysis.
 Its Segmentation.
 Its Positioning.
 Marketing Mix.
 Its Products.
 Its SBUs.
 Marketing Mix in terms of 4 C’s.

4. History of Starbucks
> Started in the 1970s as a small chain in Seattle, Washington.
> Starbucks grown widely in just two decades.
> And now one of the largest international power house.

5. Howard Shultz & his
friend
 Very 1st coffee shop of
Starbucks
 In the image Howard
Shultz and his friends .

6. Strengths Weaknesses
1.Sound financial records
2.No. 1 brand in coffeehouse segment
valued at $4 billion
3.Starbucks experience
4.Largest coffeehouse chain in the
world
5.Employee management
1.Coffee beans price is the major
influence over firm’s profits
2.Product pricing
3.Negative publicity
Opportunities Threats
1.Extend supplier range
2.Expansion to emerging economies
3.Increase product offerings
4.Expansion of retail operations
1.Rising prices of coffee beans and dairy
products
2.Trademark infringements
3.Increased competition from local cafes and
specialization of other coffeehouse chains
4.Saturated markets in the developed
economies
SWOT Analysis

7. Markets Segments Which Starbucks
Targeted

8. Starbucks Positioning

9. Marketing Mix

10. Rahul Rai
ID
20400

11. Product
 Starbucks offer its products to every one.
 It is targeting customer of all ages.
 Every Economic level.
 Its tagline is customer oriented.
“ Some time the best way to connect
is to get Together ”

12. Products of Star-
Bucks
 Refreshers
 Ice-cream
 Natural Fusions
 VIA Ready Brew
 Coffees
 Cold Beverages
 Double shots
 Iced Coffee
 cakes

13. Price
 Starbucks offer Affordability to its customers.
 At the same time an never forgettable experience.
 They created an Environment in which wealthy & poor should enjoy the
cup of coffee.

14. Placement
 Starbucks stores are located around the world.
 Which is helping its target customer to reach it.
 Starbucks have large network then Mccafe of
Mcdonalds.

15. Promotion
 Starbucks is not only using Marketing Concept while
Marketing.
 It is using Societal Marketing.
 Which is helping the society to develop.
 For Example
 Starbucks in U.S.A is working with NGOs to help the
country in the time of disaster.
 i-e creating positive image in the eyes of society.

16. Starbucks & its SBUs

17. Marketing Mix
In terms of 4 C’s

19. Any questions ?????????