Starbucks was established in 1971 in Seattle, Washington and is famous for its high-quality coffee beans and cafe atmosphere. It now has over 9,000 stores worldwide and generates $4 billion in annual revenue, serving over 33 million customers per week. The document discusses Starbucks' expansion globally and into new product categories through analyzing its strengths, weaknesses, opportunities, and threats using various frameworks.

2. GROUP MEMBERS

3. LOGO

4. COMPANY OVERVIEW
 Established in 1971 at Seattle, Washington
 Famous for its quality fresh-roasted coffee beans
and stylish atmosphere.
 Over 9,000 stores worldwide
 Product lines include :
− beverages (coffee, Tazo tea, soda, juices)
− pastries
− whole coffee beans
− coffee-related hardware and equipment
− merchandise (mug, CDs)

5. Cont…
165 Outlet in 1992 when company
issued its initial shares of public stocks
Generates $4 billion per year in
revenue
Serves more than 33 million customer
each week
Partners with Albertson’s, Barnes &
Nobles, Hyatt, Kraft, Marriot, Pepsi,
United Airlines.

8. o People
o Process
o Physical Evidence

9. STRENGTH SWOT Analysis
WEAKNESS
OPPORTUNITIES
.
THREATS

10. STRENGTHS
• No. 1 specialty coffee retailer
• global organization
• Strong brand image
• Committed workforce
WEAKNESS
• Cultural Issue.
• Over Dependency
• Criticism
• US based Company

11. OPPURTUNITIES:
Significant opportunities exist
Product range diversification
Licensing its name
Become more of a socially responsible brand
THREATS:
Possible saturation
Recession or downturn in the economy
Raw material cost rising

12. Generic Competitive Strategy

14. Ansoff’s Growth Matrix
Ansoff’s Growth Matrix
Present Product New Product
Present Market Penetration: Hotels, Product Development: Salads and
Market Grocery Stores, Schools, New bold Fresh lunch Program.
Businesses, Industries Cafeteria Examples: Fiesta Chicken Salad, and
and Airlines. Fruit and Cheese Platter.
New Market Market Development: Diversification: Music CDs, Clothing,
Open Stores all over the world. Coffee Mugs, and Chocolate.
Brazil, Russia, Romania, as well
as putting the first Starbucks
logo in Cairo Egypt

15. Entry of Starbucks in India
Initiative.
Reasons to bring in India.
Strategy adopted to counter competition
Sourcing strategy
Distribution strategy
Pricing strategy
Branding strategy
Localization.