This document provides an overview of Starbucks, including its history, mission statements, SWOT analysis, strategies, competition and recommendations. It outlines that Starbucks began in 1971 in Seattle and has grown to over 16,000 stores worldwide, with annual sales of $10 billion as of 2010. The document also presents Starbucks' previous and current mission statements, which focus on being the premier purveyor of high-quality coffee while maintaining principles as the company grows.

2. Table of Contents
• Introduction: Then and Now
• Mission Statement (1990-2008)
• Ethics
• SWOT Analysis
– Strengths, Weaknesses, Opportunities, Threat
• Strategies, Competition, Charts
• Mission Statement (2008-Present)
• Action Plan & Recommendations
• Conclusion
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3. Then…
• First Starbucks opened in Seattle Washington
• March 30, 1971
• Jerry Baldwin-English Teacher
• Gordon Bowker-Writer
• Zev Siegh – History Teacher

4. Then…
• Entrepreneur Howard Schultz joined the company
in 1982
• Director of Retail Operations and Marketing
• Idea of selling beverages
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5. Then…
• April, 1984 first store to sell beverages was opened
• Served 400 customers – over the 250 customer
average at their best store
• II Giornale Acquires Starbucks
• Howard Schultz – Starbuck’s President and CEO
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6. Now…
• World's premier roaster and retailer of specialty
coffee
• 8,812 company-owned stores
• 7,852 licensed stores in more than 50 countries
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7. Now…
• Annual sales of about $10 billion as of April 2010
• Sell : beverages, pastries, whole bean coffee,
ground coffee, and coffee-related products
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8. Mission Statement
1990 – October 2008
• Establish Starbucks as the premier purveyor of the
finest coffee in the world while maintaining our
uncompromising principles as we grow.
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9. Ethics
Starbucks™ Shared Planet™ is committed to doing business
responsibly. A better way to help each other and the planet.
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10. SWOT Analysis
Strengths
Weaknesses
Strategies
Threats Opportunities
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11. Strengths
• Leading retailer and roaster for brand specialty
coffee in the world
• Known for providing superior products and services
• Number 7 on Fortune Magazine's "100 Best
Companies to Work For" for 2008
• Consistent high quality of service
• Limited number of strong competitors
• High market share and market growth
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12. Weaknesses
• High pricing because of the quality ingredients used
• Starbucks refuses to guarantee that milk, beverages,
chocolate, ice cream, and baked goods sold in the
company’s stores are free of genetically-modified
ingredients
• Strong presence in the U.S. - more than three quarters
of its cafes located in the domestic market
• In order to reduce business risk, expansion is needed
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13. Opportunities
• High growth of economy and market in Indonesia,
especially in urban areas
• Could diverse their product not only in coffee
• The potential employees are educated people which
make it easier to train them
• Strong financial support
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14. Threats
• Competitors and copycat brands could pose potential
threats
• Sentimental issue to the bad effect of coffee from society
• Global financial crisis - makes people tend not to spend
• Threats of substitute products and services such as colas,
teas or juices that are sold in retails
• Exposed to rises in the cost of coffee and dairy products
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15. Strategies
• Maximize market penetration
• Provide a relaxing social atmosphere
• Offer high-quality products
• Encourages a great working environment
• Achieve profitability
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16. Competition
McDonalds Dunkin Donuts
Second Cup New World
Coffee
Caribou Coffee
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17. Starbucks

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19. Product Diversification
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22. Mission Statement
October 2008 - Present
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23. Action Plan &
Recommendations
• Enhance atmosphere
– Entertainment to attract more customers
• Increase marketing
• Advertise
• Sales promotions
• Promote healthy products
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