Starbucks - Case study by Dheepika during Marketing Internship under Prof. Sameer Mathur, IIM Lucknow

1. STARBUCKS

2. To inspire and nurture the human spirit- one
person, one cup andone neighbourhoodat a
time
MISSION

3. PRODUCTS

4. SWOT ANALYSIS
STRENGTH
• Global expansion
• Hub strategy
• Quality products and
services
• Enhanced image of
convenience
• Social commitment
• Rapid expansion
leading to saturation in
US
• Slow expansion in UK
• High price
WEAKNESS

5. SWOT ANALYSIS`
OPPORTUNITIES
• Expand into emerging
markets
• New products
• Expansion of
distribution
• Widen market by
partnerships and
acquisitions
THREATS`
• Expected cost rise in
coffee beans
• Increasing
competition –
McDonald’s, Costa
Coffee,....
• Consumer choosing
healthier alternative for
coffee

6. COMMUNITY
Starbucks Foundation
Support Literacy
programs
Health Insurance
•Employees are
considered aspartners
•Exceed employee’s
expectations

7. EMPLOYEE CULTURE
•Employee – Partner
•Human Connection
•Focus on diversity

8. ETHICAL SOURCING
Collaboration
C.A.F.E. Practices Planting trees –
Preserving forests

9. ENVIRONMENT
LEED Certified Stores

10. ENVIRONMENTCONTD.
Recycling in Starbucks

11. DIFFERENTIATION– FUTURE
GROWTH

13. QUESTIONS

14. Starbucks makes business decisions that are both
ethical and responsible. Has it done a good job
communicating its efforts to consumers? Do
consumers believe Starbucks is a socially responsible
company? Why or why not?

15. YES
Consumers believe Starbucksissocially
responsibleas it is reflected in its
community activities.

16. Where does a company like Starbucks draw the line
on supporting socially responsible programs? How
much of its annual budget should go towards these
programs? How much time should employees focus
on them?Whichprograms shouldit support?

17. Starbucks should continuesupporting its fundingfor
socially responsible programs like
Literacy programs
Environmentalsustainabilityand Healthcare maintenance

18. How do you measure the results of Starbuck's socially
responsible programs?

19. It is measured through
The conversion rate of literacy
Social development of the society

20. Mission
Products
Swotanalysis
Community
EmployeeCulture
Ethicalsourcing
Environment
Differentiation- Futuregrowth
Questions
SUMMARY

21. DISCLAIMER
Created by DheepikaC, ResPro Labs during a Marketing
Internshipunder Prof. Sameer Mathur, IIMLucknow