Starbucksfinal

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Information about Starbucksfinal

Published on November 28, 2007

Author: rupakfeb7

Source: slideshare.net

Wana have a cuppa Coffee?? Arun singh Surendra singh

Recreating Starbucks

Company Timeline (Some Key Events) 1971 Starbucks opens its first location in Seattle's Pike Place Market. 1992 Completes initial public offering with Common Stock being traded on the NASDAQ National Market under the trading symbol "SBUX.“ 1998 Launches Starbucks.com. 2005 Locations total = 8,337

1971 Starbucks opens its first location in Seattle's Pike Place Market.

1992 Completes initial public offering with Common Stock being traded on the NASDAQ National Market under the trading symbol "SBUX.“

1998 Launches Starbucks.com.

2005 Locations total = 8,337

Key Figures Howard Schultz Chairman and Chief Global Strategist James Donald Pres., Chief Executive Officer Michael Casey Chief Financial Officer, VP, Chief Admin James Alling Pres. Starbucks Coffee US Martin Coles Pres Starbucks Coffee International

Wake Up and Smell the Coffee. World's #1 specialty coffee retailer Operates and licenses more than 4293 coffee shops in united states. The shops offer coffee drinks food items beans coffee accessories tea CDs

World's #1 specialty coffee retailer

Operates and licenses more than 4293 coffee shops in united states.

The shops offer

coffee drinks

food items

beans

coffee accessories

tea

CDs

Current Scenario More than 14,396 stores spread across 40 countries Revenue: $2.01 billion. Accounts for 73% market share of U.S. coffeehouse sales.

More than 14,396 stores spread across 40 countries

Revenue: $2.01 billion.

Accounts for 73% market share of U.S. coffeehouse sales.

Six Principles of Starbucks Provide a great work environment and treat each other with respect and dignity. 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.

Provide a great work environment and treat each other with respect and dignity.

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.

Creating Starbucks Experience !!!

Product Perfect cup of coffee. “Cupping”. Out of the stores. Starbucks “Discoveries”.

Perfect cup of coffee.

“Cupping”.

Out of the stores.

Starbucks “Discoveries”.

Place Pedestrian & vehicular traffic. Culturally sensitive. Across the road. Café section.

Pedestrian & vehicular traffic.

Culturally sensitive.

Across the road.

Café section.

People Stock option. Partners. Building trust.

Stock option.

Partners.

Building trust.

Marketing Strategy Work, travel, shop, and dine. Less of traditional advertising; relying on image advertising, movie and television placement. Quality and experience, rather than price. Plenty of comfortable seating. Environmental Friendly

Work, travel, shop, and dine.

Less of traditional advertising; relying on image advertising, movie and television placement.

Quality and experience, rather than price.

Plenty of comfortable seating.

Environmental Friendly

Ansoff’s Matrix Current Products New Products Current Markets New Markets 4)Diversification Grocery Stores Bottled Drink Ice cream 2)Market Development Presence in 1000 cities. 3)Product Development In store merchandise CD’s, Dutteo Visa Cards 1)Market Penetration Gourmet coffee

4)Diversification

Grocery Stores

Bottled Drink

Ice cream

Indian Perspective Yet to get the taste Rejected by FIPB Decided to file a new proposal

Yet to get the taste

Rejected by FIPB

Decided to file a new proposal

Indian Domestic Market Rs.8 billion ($17 million). Potential 3,000 Outlets Coffee consumption is 75,000 tones – 1/10th the consumption of tea.

Rs.8 billion ($17 million).

Potential 3,000 Outlets

Coffee consumption is 75,000 tones – 1/10th the consumption of tea.

Indian Domestic Market Growth from 2002 and 2005—about 20,000-25,000 tones. Growing at 25%-30%. Non-carbonated beverages market around Rs 8,000-Rs 10,000 crore.

Growth from 2002 and 2005—about 20,000-25,000 tones.

Growing at 25%-30%.

Non-carbonated beverages market around Rs 8,000-Rs 10,000 crore.

Top Indian players

Was started in 1996 430 cafés Austria and Pakistan. Turnover was Rs 400 crore.

Was started in 1996

430 cafés

Austria and Pakistan.

Turnover was Rs 400 crore.

Marketing Strategy Meeting place for 15-29 year olds Youth-oriented brands Affordability Respectable, yet informal

Meeting place for 15-29 year olds

Youth-oriented brands

Affordability

Respectable, yet informal

Started in 1999 Tata’s buy a stake of Barista Sterling InfoTech take over in 2004 Lavazza take over in 2007 Over 160 outlets. Revenue: Rs 45 crore.

Started in 1999

Tata’s buy a stake of Barista

Sterling InfoTech take over in 2004

Lavazza take over in 2007

Over 160 outlets.

Revenue: Rs 45 crore.

Marketing Strategy Italian espresso bar. Has newspapers, magazines, guitars, board games. Priced at a premium. In 2002, Barista 85 outlets CCD’s 35. outlets

Italian espresso bar.

Has newspapers, magazines, guitars, board games.

Priced at a premium.

In 2002,

Barista 85 outlets

CCD’s 35. outlets

Tried to be everything to everybody and ended being nothing to anybody.

Starbucks Road map to India Affordability. Focus on Coffee and Non-coffee Beverages. Take Away Target youth & middle class. Tie up with existing established brands.

Affordability.

Focus on Coffee and Non-coffee Beverages.

Take Away

Target youth & middle class.

Tie up with existing established brands.

Porter’s Five Forces Model Suppliers Industry Competitors Buyers Substitutes Potential Entrants

New growth opportunity Fast food Gaming zones.

Fast food

Gaming zones.

Bibliography www.starbucks.com www.cafecoffeeday.com www.coffeeorg.com www.indiancoffee.org Retailing management by Sapna Pradhan. Business line, articles.

www.starbucks.com

www.cafecoffeeday.com

www.coffeeorg.com

www.indiancoffee.org

Retailing management by Sapna Pradhan.

Business line, articles.

We aren’t in to coffee business serving people. We are into people business serving coffee.

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