1. MORE THAN COFFEE 1

2. Presented By
GROUP# 6
Mahmoud Reza Karimkhaninejad
Hesam Kashani Amin
Hanieh Heidari
Ahmad Reza Tavasoli
Fall 92

3. About Starbucks
 Established in 1971 at Seattle, Washington
 Famous for its quality fresh-roasted coffee
Beans and stylish atmosphere.
 Over 20,000 stores worldwide
 Product lines include :
• − beverages (coffee, Tazo tea, soda, juices)
• − pastries
• − whole coffee beans
• − coffee-related hardware and equipment
• − merchandise (mug, CDs)

4. Starbucks Logo

5. Starbucks Today
Number of Starbucks’ stores world wide
Starbucks around the Globe

6. Starbucks Sales & Revenue

7. “ Establish Starbucks as the
premier purveyor of the
finest coffee in the world while
maintaining our
uncompromising
principles while we grow.”
“ Starbucks is committed to a
role of environmental
leadership in all facets of
our business.”

8. Building
a Company
with Soul.
Opposing
Franchising
because of
Quality
Control and
Culture.
Only
selling
coffee
beans
without
artificial
flavors.
Satisfy
customers
by all
means.
Employees’
contribution
and
involvement
in making
Starbucks a
better
acompany.
Starbucks Goals
STARBUCKS MORE THAN COFFEE

9. Pricing Strategy
Customer
Experience
Strategy
Societal
Marketing
Concept
Loyalty Programs
Promotion
Strategy
Place Strategy
Product
Strategy
Marketing Strategies

10. Product Strategies
• Introduction of various new products
• Product with flexible drink options such as extra cream,
caramel
• Co-Branding with Tea Tazo , Teavana and La Boulange …

11. Pricing Strategies
• Starbucks has offered a wide range of products that vary in
price
• Starbuck – Higher price
• Seattle's’ Best Coffee – Lower price
Promotions Strategies
• Active participation on Website, televisions advertisements,
and email marketing
• Daily Deal” sites such as Groupon and LivingSocial

12. Location Strategies
• Reach its target customers and eliminating its competitors
• High visibility, high traffic and convenient location
• Stores located on the corners, shopping malls, bar districts
and populated business towers
• Based on target culture

13. Societal Marketing Concept
• Ethical sourcing
• Using paper cup
• Other green campaign
• Main Concept of Starbucks
• Create Value to the company

14. Customer Experience Strategy
• The customer satisfaction is the key success of Starbucks
• From the starting point of ingredient to serving to customers
hand
• Service minds and friendly environment

15. Loyalty Programs
• Starbucks Loyalty Card
• The Starbucks Card or
the Duetto Visa Card

16. Key Success
Product Quality
Third Place
To Go
Customer
Satisfaction
Starbucks
Community
Social
Responsibility
Innovation
Advertising

17. SWOT Analysis
Strength
• market leader in the coffee Market.
• Customers satisfaction
• High brand equity
• Operating in 70 countries
• Huge number of employees
Opportunity
• Entry into Asian market like Pakistan, India
and Bangladesh.
• Market penetration in International
• Co-branding with other manufactures.
• Whole bean sales in supermarkets like.
Weakness
• Higher prices
• High operating cost
• The business profits are highly
dependent on coffee product
Threats:
• competitors increasing
• Variation in coffee prices
• People become more health conscious·
• Labor Unions issues
• resistance in international countries over
cultural and political issues.
• Rapid grow

18. Revenue Dropping in 2009

19. Strategy Adjustment
Stores
Reduction
Places
Improvement
Product
diversification
Promotion
Increasing
Co-branding Re-branding

20. Recommendation
More penetration in Asian market
Increasing costumer equity by develop Of
Rebranding
Reducing product’s cost
Co-branding with potential related Business

21. 1.How Starbucks initially
segmented and targeted
the coffee market.
2.What changed first—the
Starbucks customer or
the Starbucks
Experience?
3.How is Starbucks now
segmenting and
targeting the coffee
market?

22. Will Starbucks ever
return to the
revenue and profit
growth that it once
enjoyed?! Why or
why not ?!

23. IT IS NOT JUST COFFEE, IT IS STARBUCKS COFFEE