SlideShare a Scribd company logo
The Six Principles ,[object Object]
Embrace diversity as an essential component in the way we do business.
Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
Develop enthusiastically satisfied customers all of the time.
Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success.,[object Object]
Corporate headquarters: Seattle, WA
Executive Officers:
CEO:  	Howard D. Schultz
CFO:  	Troy Alstead
CIO:   	Stephen Gillett
CMO:	Annie Young-Scivner
Four digit Standard Industry Classification Code: 5812 ,[object Object],“We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive.”-(Starbucks.com)
ImmediateEnvironment Marketing Mix 4P’s Product:  ,[object Object]
The company has also been introducing new products, such as Via,”"Full Leaf Tazo Tea Lattes," and "Tazo Tea Infusions". Price:  ,[object Object]
Has begun to offer $1 bottomless 8 oz. cup of coffee, with unlimited refills that cost approx. 50 cents less than any other Starbucks products.
“Value strategies" emphasize more on cheaper coffee products rather being perceived as unaffordable to price-skittish consumers.
$3.95 "breakfast pairings," including popular breakfast items paired with a coffee. ,[object Object]
Located in-store of various large chains

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Starbucks marketing intelligence presentation final

  • 1.
  • 2.
  • 3. Embrace diversity as an essential component in the way we do business.
  • 4. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
  • 5. Develop enthusiastically satisfied customers all of the time.
  • 6. Contribute positively to our communities and our environment.
  • 7.
  • 10. CEO: Howard D. Schultz
  • 11. CFO: Troy Alstead
  • 12. CIO: Stephen Gillett
  • 14.
  • 15.
  • 16.
  • 17. Has begun to offer $1 bottomless 8 oz. cup of coffee, with unlimited refills that cost approx. 50 cents less than any other Starbucks products.
  • 18. “Value strategies" emphasize more on cheaper coffee products rather being perceived as unaffordable to price-skittish consumers.
  • 19.
  • 20. Located in-store of various large chains
  • 21. Locations convenient for individuals on-the-go
  • 22. Starbucks has also been recently testing "stealth outlets",
  • 23. Store is named after the street it is located on.
  • 24.
  • 25. Coffee services delivered to offices without size restrictions.
  • 26. Appealing to a diverse customer base by offering international teas and coffees.
  • 27.
  • 28.
  • 31. Love custom blended beverages
  • 33. They prefer social experience or ambiance, and new food products.
  • 34. They are excited by oral sensations, have no over-consumption hang-ups.
  • 35.
  • 36. Youth Action- Youth Action Grants
  • 37. (Starbucks) RED- AIDS in Africa Crisis
  • 38. Starbucks Foundation- Teaches literacy to people in China participates in the Gulf Oil Cleanup, Hosts Leadership-Transition programs, and supports small Coffee, Tea, and Cocoa communities.
  • 39.
  • 40. "Akeelah and the Bee" was the first film created by Starbucks Entertainment, which released and sold the DVD at Starbucks stores.
  • 41. Frequently uses QR codes and smartphone applications.
  • 42.
  • 43. S.W.O.T. [INTERNAL] Strengths: Leaders in field: First purveyor of coffee for discerning customers Strong brand image, established logo Coffee is a socially acceptable addiction High customer loyalty Large market share Weaknesses: Market saturation- cutbacks Focus was on expanding; could have been on operational growth Perceived perception Israeli conflict
  • 44. S.W.O.T. [EXTERNAL] Opportunities: Co-branding could present new product expansion. Pacific Rim markets/ Indian markets. Keep brand reputation ethical; people expect this of Starbucks. Branch out in products; wine market. Threats: 1. Susceptible to rises in dairy prices and coffee bean prices. Recession; no $ for luxury items. Competition’s pricing continues to drop as their item selection rises.
  • 45.
  • 46. Starbucks claimed to have closed stores in Israel due to “problems experienced in the Israeli market,” not political reasons.
  • 47.
  • 48. Music (Hear Music), Movies, Books, Gift Cards, partnerships with Apple, Barnes & Noble, and MSNBC.
  • 49. Encourages customers to relax and spend time in their stores, creating a “slow-moving atmosphere” inside of its stores.
  • 50. “Loyalty cards” allow extra benefits, such as no charges on soy milk or flavored syrup upgrades.
  • 51.
  • 53. Finances Stock Prices Price Date
  • 54. Competitors Who: Top three competitors 1.Nestle2.Mcdonald's 3.DunkinWhat: Any alternative substitute for coffee, muffins, and a social area to hang out with friends. Why: All other places are substitutes for Starbucks because they offer very similar products for a cheaper price and some people do not like to hang out while having coffee and like to just get it on the go. How: The competitors of Starbucks are able to take customers from them because they are expanding their company all over the US offering more alternatives to Starbucks at an ease.
  • 55. CorporatePartners 1. Who: JumpstartWhat: A nonprofit organization that pairs tutors withpreschoolers.Why: Starbucks thinks that it is part of the culture of their company to help out ones in need. How: Starbucks contributed $250,000 in 2001 to Jumpstart. 2. Who: Heifer International What: A global nonprofit with a proven solution to end hunger and poverty in a sustainable way. Why: Starbucks is invested in this company because they also believe in helping people and stopping world hunger. How: Starbucks partners exceeded the goal to provide 30 heifers for 30 families in Rwanda. In all, Starbucks raised $55,700 in less than five months to help coffee-growing communities.