The document provides information about Starbucks, including its history, mission, CEO Howard Schultz, marketing strategies, and global expansion efforts. It began in 1971 in Seattle as a small coffee bean roaster and retailer. Under CEO Howard Schultz, Starbucks rapidly expanded across the US and internationally, becoming the world's largest coffeehouse chain with over 15,000 stores in 50 countries. The document discusses Starbucks' marketing mix, target customers, positioning as a premium brand, and strategies for global growth despite risks of market saturation at home.
An interesting analysis of Starbucks's SWOT, 4Ps, Strategy, Marketing, Finance etc. Hope you will enjoy this presentation. Go through the slides and don't forget to hit like and share buttons. All the best.
The ppt descibes the the Branding and marketing strategies of Starbucks Under 8 functional Bracket like Logo, Standardisation, expansion, Globalisation, Co-branding, Augmented Services, Facing Competition and Pricing Strategies.
An interesting analysis of Starbucks's SWOT, 4Ps, Strategy, Marketing, Finance etc. Hope you will enjoy this presentation. Go through the slides and don't forget to hit like and share buttons. All the best.
The ppt descibes the the Branding and marketing strategies of Starbucks Under 8 functional Bracket like Logo, Standardisation, expansion, Globalisation, Co-branding, Augmented Services, Facing Competition and Pricing Strategies.
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
Starbucks has evolved from a mere seller of coffee products to a full-fledged chain “restaurant”, offering not only coffee products but also other beverages, foods, and merchandise.
Starbucks is still a global leader in the coffee shop chain business
Introduced an online app making it more convenient for customers to locate stores and place orders
Starbucks slogan of “Uniquely Starbucks” continues to play a huge role in company’s success
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.
STARBUCKS: DELIVERING CUSTOMER EXPERIENCE.
This report consists of various analysis frameworks / models used to analyse the customer experience at Starbucks.
Starbucks: A Story of Growth - case study presentation for EBS/DBSBrandon J. Murray, PMP
For entry into the EBS European Business School / DBS Durham University Business School - dual Executive MBA programme, I was asked to analyze a case study from Kellogg School of Management at Northwestern University. I then had to write a handful of essays and give a 1-hour presentation consisting of 30 min of briefing and 30 min of Q/A from the EBS faculty audience.
Starbucks Corporation is known world-wide for their specialty coffee innovation and creative business design. Over time Starbucks has built a business around a relaxing, somewhat romantic atmosphere that brings to the customer a European feel and thus provides a strong user experience for its customers. In Starbucks’ earliest days, coffee consumption in the United States (US) was considered nothing special. Most US coffee offered a similar taste and wasn’t offered in a special “European” environment. With this absence of uniqueness, convenience was the dominant criteria used by US consumers to choose their coffee.
Enter Starbucks.
by Patrícia Azevedo (Brazil) and Kyle Tsung (Taiwan)
August 2009 - UC Irvine - Grade: A+
This is my final project for ESL Marketing Program, at University of California Irvine. Our goal was present marketing concepts throught a real American Brand in a creative presentation.
Starbucks has evolved from a mere seller of coffee products to a full-fledged chain “restaurant”, offering not only coffee products but also other beverages, foods, and merchandise.
Starbucks is still a global leader in the coffee shop chain business
Introduced an online app making it more convenient for customers to locate stores and place orders
Starbucks slogan of “Uniquely Starbucks” continues to play a huge role in company’s success
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.
STARBUCKS: DELIVERING CUSTOMER EXPERIENCE.
This report consists of various analysis frameworks / models used to analyse the customer experience at Starbucks.
Starbucks: A Story of Growth - case study presentation for EBS/DBSBrandon J. Murray, PMP
For entry into the EBS European Business School / DBS Durham University Business School - dual Executive MBA programme, I was asked to analyze a case study from Kellogg School of Management at Northwestern University. I then had to write a handful of essays and give a 1-hour presentation consisting of 30 min of briefing and 30 min of Q/A from the EBS faculty audience.
Starbucks Corporation is known world-wide for their specialty coffee innovation and creative business design. Over time Starbucks has built a business around a relaxing, somewhat romantic atmosphere that brings to the customer a European feel and thus provides a strong user experience for its customers. In Starbucks’ earliest days, coffee consumption in the United States (US) was considered nothing special. Most US coffee offered a similar taste and wasn’t offered in a special “European” environment. With this absence of uniqueness, convenience was the dominant criteria used by US consumers to choose their coffee.
Enter Starbucks.
Kế hoạch truyền thông cho STARBUCKS COFFEE™ trong giai đoạn đầu thâm nhập thị...Nguyễn Đạt Tài
Lập kế hoạch truyền thông cho STARBUCKS COFFEE™ trong giai đoạn đầu thâm nhập thị trường Việt Nam. Thực hiện bởi:
1. Nguyễn Hoàng Long
2. Đào Phương Nam
3. Lê Huyền Anh
4. Lê Trọng Đạt
5. Nguyễn Thị Thu Hằng
6. Nguyễn Thị Thu Huyền.
Từ khóa: coffee,cà phê, trung nguyên, starbucks,starbucks coffee,thị trường,vietnam, marketing,..
Content Sells Coffee is showcasing coffee brands’ content marketing best practices.
Did you know coffee drinkers make better lovers? Swipe in and discover how content is converting coffee brands' audiences into more loyal and more profitable customers.
Get content: http://www.sqills.be, info@sqills.be
How Starbucks Became the Apple of CoffeeGraham Brown
If you owned stock in Starbucks and Apple, you'd be sitting on a 1000% return on your investment over the last 7 years.
The phenomenal rise of these two companies is the result of clear focus on their brand marketing strategy, one which required a conscious split from traditional BRANDING based advertising, to marketing fit for the 21st century: BRAND EXPERIENCE.
In this presentation, we'll look at the success story from the Starbucks side: a case study of how Starbucks became a loved brand like Apple and the 5 factors that underpin its class-leading marketing strategy.
Social Media is Dead. Long Live Social Media ROIStefanos Karagos
My keynote for Social Media Conference 2011.
Long Live Social Media ROI!
This Presentation Made it to TOP 5 Most Popular Business Presentations in the World for 2011 :-)
THANK YOU ALL!!!
[Go to slide #11]
http://www.slideshare.net/rashmi/slideshare-zeitgeist-2011
XPLAIN.co
What is Starbucks missing from its marketing strategy?Distilled
Read the full blog post here:
http://www.distilled.net/blog/marketing/how-starbucks-can-enter-the-third-space-online
While Starbucks isn’t a client of ours, we think it’s a fascinating brand. On the surface, Starbucks appears to have all the components required to “future proof” its success: a massive social media following and customer base; a consistent, global coffee experience; and an in depth knowledge of its individual customers through its Starbucks Card program. Yet there are significant ways in which it could improve its online marketing.
Today news channels are not only providing information about the company but also avails different kind of knowledge. In such context, the present research report is being framed which is emphasizing on strategic analysis of MSNBC. It is the America’s largest broadcasting organization that facilitates different type of information to the customers about several aspects. The present research report is focusing on the strategic analysis of MSNBC in which the marketing strategies of its competitors are mentioned. The company is also provided with some recommendations for the purpose of building the brand image of the company in different markets. The company has been trying to expand the business in other countries in which they are framing different marketing strategies as that will also help in getting greater market share. Based on such analysis, the report is going to use strategic options for business development.
All aspect of strategic management of Stabucks.
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
This slide is the solution to the Starbucks Case. The case is available in Google Docs. the solutions are well discussed , in case you have doubts check in the footnotes.
Mise en place d'une stratégie d'innovation sur 50 ans:
Analyse interne
-Analyse externe
-Facteurs clés de succès
-Chaine de valeur
-Matrice BCG
-Historique de la marque
-Analyse des piliers de la marque
-Perception de la marque
-Mix marketing à l'heure actuelle
-Mix marketing de la marque souhaiter après la mise en place des innovations
-Positionnement de la marque à l'heure actuelle
-Détail des innovations par tranche de 10 ans
-Plan de communication pour chaque innovation
-Positionnement de la marque souhaiter après la mise en place des innovations
-Mix marketing à l'heure actuelle
Mon profil:
http://www.viadeo.com/fr/profile/audrey.rouquette
Twitter: https://twitter.com/AudreyRouquette
Aliaz: http://aliaz.com/audrey-rouquette
External and Internal Analysis 8Extern.docxgitagrimston
External and Internal Analysis 8
External and Internal Environmental Analysis
STR/581
Professor Alfonso Rodriguez
July 30, 2014
Sheila Medina
Introduction
Coffee has become an integral part of the lives of numerous people. In 1971, Starbucks coffee opened its first coffee shop in the Pike Place Market in Seattle, Washington. Now, according to research “Starbucks Corporation is the leading retailer, roaster and brand of specialty coffee in the world, with more than 6,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim” (www.investor.starbucks.com). Starbucks aims to be the consumer’s favorite coffee shop and to achieve this the company focused on customer satisfaction as well as company advancement. Therefore, it is important to act based on what is written in Starbucks mission, value and vision statement, “To inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time” (www.starbucks.com).
A review of Starbucks financial reports has identified an increase in revenue over the past few years. However, this increase in revenue doesn’t account for the increase in profits. The profit increase is not as high as it could be due to external factors such as other coffee shops and the increase in amount of competition. This report aims to identify the different internal and external environment factors attributing to the changes in Starbucks external environment by utilizing several different analyses.
SWOT Analysis
Strengths
Starbucks possesses several main strengths including their high visibility being located in high traffic areas, quality of service and products and their established brand loyalty. Starbucks remains an established leader being the number one known coffee house in the world while possessing a competent workforce, providing quality service, and continuing financial soundness. They also are known for their strong internal and external relationships with their suppliers.
Weakness
Weaknesses that Starbucks must address include: Product affordability and pricing, coffee beans price is the major influence over the firms profits, maintaining the positive public opinion of their products, avoiding any negative publicity, and remaining connected to their customers. Starbucks must also consider the fact they have expanded domestically and internationally resulting in saturation of the markets. They are also a non-smoking facility alienating some customers from purchasing coffee or other products from their store.
Opportunities
Opportunities include the ability for Starbucks to enter into different and new markets,
partnership opportunities with businesses, growing acceptance and customer satisfaction, and increase different product offerings. Starbucks must strive to continue expanding their products and food service to remain competitive and reach other consumers. Another option would be for Starbucks to allow consumers to order t ...
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
4. 4
STARBUCKSCoffee
In the beginning “ Establish Starbucks as the premier purveyor of
the finest coffee in the world while maintaining our
uncompromising principles while we grow”.
Now “ To inspire and nurture the human spirit - One person, One
cup, and One Neighborhood at a time”.
STARBUCKS - Mission
STARBUCKS Coffee
5. 58 years old
Grew up poor
His father had a hard life
Excelled at sports and won an
athletics scholarship
Graduated in Business & Marketing
Joined Starbucks Company in 1982 as Diector of
Marketing
HOWARD SCHULTZ – CEO OF STARBUCKS
6. 1983 : he went on a trip in Milan:
Coffee bars existed on every street
2,00,000 in the country
Served as meeting places
His idea: bring the Italian coffee house
tradition back to the United States
The pilot coffee concept was successful but
the owners refused to develop the concept
HOWARD SCHULTZ – VISION OF A CEO
7. 1985: Started his own coffeehouse: Il Giornale Coffee
1987: purchased Starbucks Coffee (6 stores)
Renamed Il Giornale Coffee with the Starbucks name
Expended aggressively first across the United States and then around the world
HOWARD SCHULTZ – VISION OF A CEO
8. 2008: regained his status as a CEO of Starbucks
Co-authored: “Pour Your Heart Into It”
“Starbucks may become another soulless big chain”
HOWARD SCHULTZ – HIS FEAR
9. 2009: 616 US Starbucks Coffee closed
1/3 of the headquarters employees were fired
2000 jobs lost
TOO MANY STORES…TOO EXPENSIVE
14. MARKET SEGMENTING
Demographic segmentation(markets by age, gender, income,
ethnic background, and family life cycle) .
Geographic segmentation (markets by region of a country or the
world, market size, market density, or climate)
Psychographic segmentation, targeting customers based on their
lifestyle and attitudes about ‘fairtrade' food.
Behavioural segmentation , Occassion , loyalty program and
rewards , benefit sought with offers [ by using starbucks card ]
15. 18-45 year olds
Youngsters who want to gather with their friends
Office workers and students who need to catch up with their work
Those who feel that drinking coffee is "cool"
People who are adventurous, willing to try new things
TARGET
16. Market Positioning & Positioning Strategy
Starbucks has positioned themselves as a highly respected brand.
The Starbucks company has positioned itself in a way that it can distinguish their products
from competition, which gives them an advantage.
Their positioning strategy is customer based, which allows them to give the best customer
service.
Starbucks hold onto their sustainable competitive advantage in terms of their customer
satisfaction as well as their employee satisfaction.
Brands:
Starbucks Coffee
Seattle‘s Best Coffee
Tonefazione Ital ia Coffee
Tazo Tea
Evolution Fresh
17. 17
STARBUCKS Coffee
Political Influences :
Relationships between coffee producing nations and US
State & Local government controls
Economic Influences:
Constant demand for food and beverages
Changes in disposable income could influence purchase levels
Social Influences:
Consumer preferences could shift from coffee to other beverages
Technological Influences:
Use of technology can improve operational efficiencies
STARBUCKS - PEST Analysis
STARBUCKS Coffee
19. Product diversification
Established logo, developed brand, copyrights, trademarks, website and
patents
Company operated retail stores
International presence
Valued and motivated employees, good working environment
STRENGHTS (1/2)
20. STRENGHTS (2/2)
Good relationships with suppliers
Industry market leader
Customer loyalty
Wide spread and consistent
Knowledge based
Strong Board
Trendy brand image
Strong financial foundation
21. Lack of internal focus (too much focused on expansion)
Cross functional management
Product pricing is high
WEAKNESSES
22. Competition (restaurants, street carts, supermarkets, other coffee shops, other
caffeine based products)
Market saturation
Coffee price volatility in developing countries
Negative publicity from poorly treated farmers in supplying countries
THREATS (1/2)
23. Expansion into retail operations
Technological advances
New distribution channels
(delivery)
New products
Distribution agreements
Brand extension
Emerging international markets
Continued domestic
expansion/domination of segment
OPPORTUNITIES
24. THREATS (2/2)
Consumer trends toward more healthy ways and away from sweet coffee
beverages and cakes
Cultural and Political issues in foreign countries
26. 26
STARBUCKS Coffee
Focused Differentiation
Serve niche buyers than rivals.
Have unique capabilities to serve needs of target buyer segment.
Be profitable and offer good growth potential.
Resources and capabilities to serve an attractive niche.
STARBUCKS – Competitive Strategy
STARBUCKS Coffee
32. PRICING STRATEGY
PRICE SKIMMING
Premium Price for Premium Product
Why the High Prices?
Increase pricing in Fuel/Energy
Fair-trade Movement
Changes in PEST in US & different geographical location
PRICE
33. FAIR TRADE MOVEMENT
WHY THE FAIR TRADE MOVEMENT?
Help ensure that farmers receive an equitable
price for their coffee and strengthen their
farms for the future.
HOW IT WORKS?
Long term contracts
Affordable credit for farmers
Direct purchasing
Investing social projects in coffee communities
PRICE
34. FAIR TRADE MOVEMENT
STARBUCKS IN NORTH AMERICA’S
LARGEST PURCHASER OF FAIR
TRADE CERTIFIED COFFEE.
In 2005 Starbucks purchased 11.5
million pounds of Fair Trade Certified
coffee.
Pay $1.42 per pound
PRICE
35. Fair Trade & the “Starbucks Effect”
Paying premium prices stimulates production of high quality coffee.
Allows farmers to increase income and reinvest in their farms and
plan for the future.
Promotes steady and sustainable growth in a market with price
fluctuations.
Upholds Starbucks commitment to purchase high-quality product in a
socially responsible manner
PRICE
36. 36
•Higher income group location place
•Airports ,malls,wel known areas
•Highly visiting areas
•locations of Seattle’s Best or placement of the brand within 30 miles,
rebrand some locations as a local shop.
PLACE
STARBUCKS Coffee
37. PLACE: A PLACE FOR AMBIENCE & EXPERIENCE
Warmth, Comfort, Diversity
A place of quiet contemplation
Some kind of neighbourhood office
A gathering place for neighbours and friends
39. 4/23/2015
Promotional Mix
ADVERTISING
Increase from 1.4% to 3% by 2009
Radio
TV
Billboards
PERSONAL SELLING
Baristas must continue to be the very best
Starbucks must create an incentive to retain
and reward baristas
PUBLIC RELATIONS
Parties
Big, Juicy Paintings
Trump Tower
Nationwide Coffee Break
Public Performances
Charitable Contributions
Green initiatives
Philanthropic endeavors
Change:
Run promotions in conjunction with contributions
40. 4/23/2015
SALES PROMOTIONS
Return of incentive cards
Tie in with public relations
Loyalty program
Daily coffee break
HOLIDAY AD
Pass the Cheer
Holiday web site
Viral video’s
Sample vans
Ads
Newspapers, Magazines, Radio, and Billboards
Short Cups
Promotional Mix
44. SNS
Social media campaign
Starbucks iPhone app
QR Code scanner and start connecting the physical
world to your mobile device
Gift card to start a relationship
46. 46
STARBUCKSCoffee
With just 20% of the world's coffee consumed in North America, Starbucks has
to aggressively sell its offerings in countries that already have dedicated coffee
or tea drinkers.
Issues :
Saturated home market – leading to self cannibalization.
Reaching Brand Maturity stage in U.S.
International joint ventures
Culture
Gender issues
Marketing channels
Cross-cultural management issues
STARBUCKS - Why Globalize ?
STARBUCKS Coffee
47. 47
STARBUCKS Coffee
Retailing formula is same throughout the world whereas
product offerings and are modified to suit local tastes.
Starbucks advertising strategies play a crucial role in the
success of the business.
The advertising strategies adopted by the firm are more local
and differentiated rather than standardized.
Global Market Segments National Product HYBRID II
MARKETING STRATEGY
STARBUCKS - Global Marketing Mix Strategy
48. 48
STARBUCKSCoffee
Some of the methods Starbucks have used to expand and
maintain their dominant market position:
Buying out competitors' leases.
Intentionally operating at a loss.
Clustering several locations in a small geographical area
(i.e.,saturating the market).
STARBUCKS - GLOBAL Entry Strategies
STARBUCKS Coffee
49. 49
STARBUCKSCoffee
“RESPECT FOR LOCAL CULTURE”
Chairman Howard Schultz “ We remain highly respectful of the culture and
traditions of the countries in which we do business . We recognize that our
success is not an entitlement, and we must continue to earn the trust and
respect of customers every day .”
Starbucks is dedicated to supporting communities around the world – where
we live, where we work and in the countries where our coffees are produced.
STARBUCKS Coffee
STARBUCKS – CULTURAL DIVERSITY
50. 50
STARBUCKSCoffee
Starbucks’s initial foreign forays were launched through joint
venture and licensing arrangements with prominent local
retailers.
The first market developed in 1996 was Japan with the help of
SAZABY Inc., a Japanese retailer and restaurateur.
STARBUCKS - GLOBAL Expansion
STARBUCKS Coffee
51. 51
STARBUCKSCoffee
JAPAN :
The Japanese are noted for admiring and adopting American products
and trends such as blue jeans and Coca-Cola.
Critics warned that the Japanese would never buy take-out coffee in
paper cups or accept the interior non-smoking policy.
Starbucks proved them wrong. Some 30% of its customers drink
take-out coffee in those throwaway cups
Globalization – Issues faced and Tackled in different
countries
STARBUCKS Coffee
52. 52
STARBUCKSCoffee
FRANCE :
Starbucks had to deal with an initial lack of acceptance from
France's historic cafe culture, with older consumers frowning on
a big U.S.coffee house chain with standardized disposable cups.
Younger coffee drinkers in France joined American tourists in
Paris to embrace such favorites as Starbucks caramel coffee.
STARBUCKS Coffee
Globalization – Issues faced and Tackled in different
countries
53. 53
STARBUCKSCoffee
CHINA:
The company is aggressively expanding in China where Chinese
traditionally prefer tea. [eg: TAZO TEA]
Key to success in China are coffee houses that empower China's
emerging middle class to publicly display their new lifestyles an
status while keeping Starbucks beverages as affordable
luxuries.
STARBUCKS Coffee
Globalization – Issues faced and Tackled in different
countries
54. 54
STARBUCKSCoffee
England
Second biggest overseas market for Starbucks.
Tackling imitators aiming at reducing market share of Starbucks.
Italy
Lower pricing and popularity of local brands.
Culture of serving food with coffee – Starbucks had to address
the demand.
STARBUCKS Coffee
Globalization – Issues faced and Tackled in different
countries
55. STARBUCKS FAILURES
2003: Starbucks closed all six of its locations in Israel due to difficult
business environment
2007: closed its store in Beijing's Forbidden City
2008: closed 61 of its 84 stores in Australia: Starbucks failed to truly
understand Australia’s cafe culture.
56. PROMOTION: COMMITMENT TO THE WORLD
Fair trade
Largest buyer of Certified Fair Trade coffee in North America (10% of the global market)
Starbucks has given the FTC label greater visibility, helping to raise consumer awareness in
the process.
Opens farmer support centers in Africa
GLOBAL CONTRIBUTION
57. PROMOTION: COMMITMENT TO THE WORLD
Product (red)
Raise awareness and funds to help eliminate AIDS in Africa.
Starbucks’ Red products and Red card:
60. Global company
Howard Schultz: Geocentric Orientation
Adaptation Strategy
Globally Successful
Future Oriented
IT IS NOT JUST COFFEE, IT IS STARBUCKS COFFEE
Aujourd'hui, après 40 ans, Starbucks est bien plus large que le seul café et les produits secs de ses débuts.... Cela reste notre cœur de métier mais nous vendons du thé, de la nourriture, de l'instantané, du frappucino en bouteille, des glaces, y compris dans les supermarchés aux Etats-Unis. Notre logo devait refléter tout cela : être plus flexible et nous offrir plus de liberté. Nous avons libéré la sirène !
Facebook: more than 20 million fans
Twitter
My Starbucks Idea: share ideas, comments
product ideas
experience ideas
involvement ideas
nous avons rapidement reçu des milliers de suggestions, comme celle de proposer gratuitement le WiFi dans noscafés ou de lancer une carte de fidélité avec des réductions.
600-year-old complex that sits in the heart of Beijing and is one of the most popular tourist sites in the world
Every time you buy a (STARBUCKS)RED product or pay with your (STARBUCKS)REDCard*, we make a contribution to the Global Fund to help people living with HIV/AIDS in Africa.
A full service, sit down restaurants called Caffé Starbucks , a hip tavern with coffee undertones called Circadia and a magazine (Joe magazine) all failed