1) Starbucks once targeted the premium consumer segment with incomes over $28,000, attracting customers with high-quality coffee and a distinctive third place experience.
2) However, consumers began to feel that Starbucks lost touch with its core customers and no longer delivered on its promises of excellent customer service and a quality experience.
3) The global financial crisis further impacted Starbucks, forcing it to cut jobs and refocus its growth strategy on existing markets rather than new store openings.
Management 315: International Management, Professor In Hyeock Lee
Loyola University Chicago Spring 2013
This case study analyzes Starbuck's overall performance as a multinational enterprise using the company's revenue data, 4 distances, firm specific advantages, country specific advantages, foreign direct investment, and much more.
A full media strategy for a potential Starbucks social media campaign. Placing a large focus on "Stroller Moms," the campaign aims at promoting its low-calorie beverages towards the hard-working mothers of society.
Management 315: International Management, Professor In Hyeock Lee
Loyola University Chicago Spring 2013
This case study analyzes Starbuck's overall performance as a multinational enterprise using the company's revenue data, 4 distances, firm specific advantages, country specific advantages, foreign direct investment, and much more.
A full media strategy for a potential Starbucks social media campaign. Placing a large focus on "Stroller Moms," the campaign aims at promoting its low-calorie beverages towards the hard-working mothers of society.
How and Why a Global Brand Starbucks failed in AustraliaViren Baid
As a part of our Research Project - II at the S P Jain School of Global Management, Sydney we conducted a research on how one of the biggest brands of the world Starbucks failed to local competition in Australia
This presentation deck was used in a recent teleconference. The information is from my book, "TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture." TRIBAL KNOWLEDGE shares some of the principles that have made Starbucks an endearing and enduring brand. I learned this "tribal knowledge" first-hand from my eight-years working deep inside the Starbucks marketing department.
More information can be found at www.tribalknowledge.biz.
SHORT BIO: John Moore is a former long-time Starbucks marketer and current Marketing Medic with the Brand Autopsy Marketing Practice (www.brandautopsy.com).
How and Why a Global Brand Starbucks failed in AustraliaViren Baid
As a part of our Research Project - II at the S P Jain School of Global Management, Sydney we conducted a research on how one of the biggest brands of the world Starbucks failed to local competition in Australia
This presentation deck was used in a recent teleconference. The information is from my book, "TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture." TRIBAL KNOWLEDGE shares some of the principles that have made Starbucks an endearing and enduring brand. I learned this "tribal knowledge" first-hand from my eight-years working deep inside the Starbucks marketing department.
More information can be found at www.tribalknowledge.biz.
SHORT BIO: John Moore is a former long-time Starbucks marketer and current Marketing Medic with the Brand Autopsy Marketing Practice (www.brandautopsy.com).
Mission, strategy, and ethics at starbucks v2Paul Mulzoff
My colleagues and I presented this discussion on leadership, ethics, corporate repsonsibility, and corporate strategy to folks at The Hagan Schol of Business - Iona College.
The new model for future marketing – Marketing 3.0 – treats customers not as mere consumers but multi–dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, described about in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, famous for his "4 P′s of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Case Study- STARBUCKS: JUST WHO IS THE STARBUCKS CUSTOMER?Rajib Mia
Case Study-
STARBUCKS: JUST WHO IS THE STARBUCKS CUSTOMER?
Q-1: Using the full spectrum of segmentation variables, describe how Starbucks initially segmented and targeted coffee market?
Q-2: What changed first- the starbucks customers or the Starbucks Experience? Explain your response by discussing the principle of market targeting?
Q-3: Based on the segmentation variable, how is starbucks now segmenting and targeting the coffee market?
Q-4: Will Starbucks ever return to the revenue and profit growth that it once enjoyed ? Why or why not?
Marketing Strategy: Building a Roadmap for SuccessME Consulting
A marketing strategy provides structure and direction, establishes goals and expectations and provides insight about what to do and, as important, what not to do.
Without a marketing strategy, you risk traveling on a road to nowhere, and wasting time, money and resources.
1. Starbucks: is it still the third place? “Youand Starbucks. It's bigger than coffee” Gianpaolo | Lucas | Thomas
2. Agenda Starbucks’ positioning (what, who & how) “Every beginning has an end“ Morpheus (Matrix) Assumptions: analysis A) Who is drinking Starbucks: premium segmentB) The value proposition: the promise & what is being delivered Recommendations & Further questions A) Customer service: is going down?B) Starbucks’ Growth-strategy: until 2008, crisis and current A B
3. Who is drinking Starbucks: the premium segment Urbanization The rise of the middle class Ageing Population Female spending power Individualism & Single household Lifestyle changes Growth in education “To be sure of hitting the target, shoot first, and call whatever you hit the target” Ashleigh Brilliant The Premium Segment: Income > $ 28,000 PPP Fast growing segment Segment grows 72% in 2005-2015 By 2010, more potential premium consumers in China than Europe Source: Nestlé Investor Seminar 2008 (Premiumization)
4. Who is drinking Starbucks: the premium segment “To be sure of hitting the target, shoot first, and call whatever you hit the target” Ashleigh Brilliant Source: Nestlé Investor Seminar 2008 (Premiumization)
5. The value proposition: the promise… "For Starbucks, it's not just selling the coffee, but selling the experience“ Eileen Wall Distinctive product:Coffee Fresh, dark-roasted, full- flavored coffee "We will not pollute our high-quality beans with chemicals" "to build a company with soul" that will pursue the perfect cup of coffee Source: www.mhhe.com The Starbucks experience
6. The value proposition: what is beingdelivered… Consumers have toppled Starbucks from its No. 1 spot in favor of Dunkin‘ Donuts (2007) It is what the company does, not what it says, that reinforces the brand Howard Schultz CEO & Chairman Starbucks
7. Customerservice: isgoingdown? “A driving ambition is of little use if you're on the wrong road” Frank Tyger What do you like the least about the Starbucks in-store experience? Source: www.customerthink.com 19July 2010 (P. la Castellana, Madrid) Source: www.customerthink.com
8. The Growth Strategy: until 2008 “It was sofocusedongrowthby opening new stores thatit lost touch withits core customers” RohitDeshpandé, HBS Rohit Deshpandé Profesor Marketing Harvard BS
9. What about the global crisis? There might be an amplifying effect - No causality The Growth Strategy: the global crisis Starbucks rumoured to cut more jobs Source: es.finance.yahoo.com
10. The Current Growth Strategy “There’s tremendous opportunity to go much deeper in our existing markets” John Culver, VP Operations FOCUS FOCUS FOCUS New Strategy working? Share price goes up, future will tell
11. Recommendations “The great thing in the world is not so much where we stand, as in what direction we are moving” Oliver Wendell H. Centralize Marketing and closely tie it to the strategy (CEO involvement) Monitor what the customer wants in order to avoid gaps between what is delivered and what is perceived Deal with increasing local competition – Communicate what makes Starbucks different Consistently deliver on what is promised Monitor and evaluate service
12.
13. Is the American coffee-way-of-living working in all countries?
14. Is the customer worlwide educated in the same way?
15. Does the customer values the same thing in different countries?
16. Is Starbuck opening new stores in strategic locations?