Downloaded 44 times
Uploaded byMeghana Bhogle
Starbucks
The document provides an overview of Starbucks, including that it opened its first store in 1971 in Seattle and has grown to over 29,972 stores in 60+ countries. It discusses Starbucks' target demographics such as adults ages 25-40, young adults ages 18-24, and kids/teens ages 13-17. The document also performs a Porter's 5 forces analysis, SWOT analysis, and discusses recommendations including concentrated growth strategy and expansion into new markets through Ansoff's matrix.
More Related Content
Starbucks
- 1. A presentation by: Meghana Bhogle Ronak Gala Anupam Khandre Karan Parmar Prachi Raut
- 2. An overview • First brew in Seattle, 1971 • From 55 stores to 19972 (89-12) • Network of 60 countries • Products- Beverages Pastries Coffee beans Ice-creams
- 3. Targeting & positioning • Adults (25-40) High income, professional career Design, décor, status symbol • Young adults (18-24) College students Cool image, constant innovation in technology, hang out • Kids & teens (13-17) Milk, babbycinos Hang out
- 4. Performance • Cost per cup of coffee • Excess stores • Loss in Japan • Recession • Continuous decline in revenues
- 5. Porter’s 5 forcesmodel SCAA- McD, Danny’s with strong menus Dunkin, Caribou, Peets, Threat of new entrants McD, Krispy Kreme Bargaining power of Bargaining power of Current Competitive force suppliers buyers Multiple suppliers Multiple options, Threat of substitutes preferred office coffee provider Constant innovation without compromising quality
- 6. SWOT Analysis High customersatisfaction Product pricing High visibility locations Business profits highly Globalization dependent on coffee products Respected employer Store shutdowns Wide product line Lack of internal focus Products for the health conscious
- 7. SWOT Analysis Entry intoAsian markets Increase in competition Co-branding Barrier to entry in certain Franchisee policy markets due to cultural issues
- 8. Recommendations • Concentrated growth strategy • Maintenance of values, culture and quality • Expansion • Mass customization • No franchising • HRM • Product differentiation – an experience
- 9. Ansoff’s matrix Existing Products New product Existing Markets Market penetration Product development New Markets Market development Diversification
- 10. Desi brew • JV, tie-ups • Aspirational brand • Price sensitivity • Competition • Location • Marketing efforts • Uniformity in procedures/ practices