starbucks and its expansion with environmental scanning

1. Starbucks: Recreating The Experience
“We aren’t in the coffee business, serving people.
We are in the people business, serving coffee”
-Howard Schiltz

2. Starbucks Corporation is an
American coffee company and coffeehouse chain.
Starbucks was founded in Seattle, Washington in
1971. As of November 2016, it operates 23,768
locations worldwide, The first Starbucks store was
located in Seattle at 2000 Western Avenue from
1971–1976. This cafe was later moved to 1912 Pike
Place; never to be relocated again. During this time,
the company only sold roasted whole coffee beans
and did not yet brew coffee to sell

3. Seattle, Washington, United States

5. Starbucks India
In January 2011. Starbucks Corporation and
Tata Coffee, Asia's largest coffee plantation
company, announced plans for a strategic
alliance to bring Starbucks to India and also to
source and roast coffee beans at Tata Coffee's
Kodagu facility. Despite a false start in 2007 in
January 2012 Starbucks finally announced a
50:50 joint venture with Tata Global Beverages,
which will own and operate outlets as
Starbucks Coffee "A Tata Alliance".

8. Products and services
Starbucks offers a range of exceptional products that
customers enjoy in our stores, at home, and on the go.
Coffee
Handcrafted Beverages
Merchandise
Fresh Food
Coffee and Tea
Ready-to-Drink (RTD)

10. Factors for success
 Trademark: AMBIANCE
 High quality products and services
 Core competency: Customer Experience
 “The Starbucks Experience”
 Valuable, rare, costly-to-imitate intangible resource
 Positioned themselves as the “second place.”

12. Value Proposition

13. Mix of Product, Place and
experience in India

14. Roadmap for expansion in India
 Focus on their core competency and provided high quality
products and services
 Starbucks forgot what made them unique.
 Enhance their intangible products through aligning the
tangible products to their ‘culture’.
 Take advantage of technology (online orders, apps).
 Venture out in new markets instead of over concentrating in
one area.
 Expanded product line.

16. New Growth Opportunities
 Starbucks Roasteries and Reserve brand
 China
 Mobile Order & Pay