Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Case Study: Starbucks

116.208 visualizaciones

Publicado el

Publicado en: Empresariales
  • Real Ways To Make Money, Most online opportunities are nothing but total scams! ★★★
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • I'll tell you right now (and I've got proof), that anyone who tells you "size doesn't matter to women" is flat out lying to your face and trying to make you feel better... Heck, just recently I asked a focus group of women via an anonymous online survey if size matters, and again and again they said "Oh my god, I HATE IT when it's SMALL." For a long time I didn't know what to tell the guys who'd write in to me and ask how to get "bigger." I'd say something lame like "Women actually like guys who are smaller... you just have to get good with your hands." Then I found "THE BIBLE of Penis Enlargement" by this guy named John Collins ●●●
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • ♣♣ 10 Easy Ways to Improve Your Performance in Bed... ●●●
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • The methods and techniques in the PE Bible are exclusive to this unique program. The two step system involves low cost off the shelf natural supplements and a specially designed exercise program. Many users experience gains of almost an inch within just a few weeks of starting this unique program! Imagine having 2-4 inches of extra length and girth added onto your penis size, this Penis Enlargement Bible makes it possible. Over 5000 copies of this product have already been sold, and unlike most products on the market there is real video proof from actual users that show REAL results. You can see the video here ■■■
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • The Scrambler Unlock Her Legs | 95% Off by Bobby Rio-Rob Judge? ●●●
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

Case Study: Starbucks

  1. 1. 1 Strategic Marketing Planning of Starbucks Coffee® A Case Study Angelito Estrada Christian Angeles Presented by
  2. 2. 2 Strategic Marketing Planning of Starbucks Coffee A Case Study
  3. 3. STARBUCKS HISTORY 03 The name was inspired by Herman Melville’s classic novel Moby Dick’s first mate. This name and the mermaid logo were inspired by the love of the sea, from Starbucks original location in Seattle Washington in the heart of Pike Place Market. Three friends, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who all had a passion for fresh coffee. 1971 Starbucks opens first store in Seattle’s Pike Place Market.
  4. 4. History 04 1982 Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins providing coffee to fine restaurants and espresso bars. 1983 Howard travels to Italy, where he’s impressed with the popularity of espresso bars in Milan. He sees the potential to develop a similar coffeehouse culture in Seattle. 1984 Howard convinces the founders of Starbucks to test the coffeehouse concept in downtown Seattle, where the first Starbucks® Caffè Latte is served. This successful experiment is the genesis for a company that Schultz founds in 1985. 1985 Howard founds Il Giornale, offering brewed coffee and espresso beverages made from Starbucks® coffee beans. 1987 Il Giornale acquires Starbucks assets with the backing of local investors and changes its name to Starbucks Corporation. Opens in Chicago and Vancouver, Canada. Total stores*: 17
  5. 5. 05 1991 Becomes the first privately owned U.S. company to offer a stock option program that includes part-time employees. Opens first licensed airport store at Seattle’s Sea-Tac International Airport. Total stores: 116 1992 Completes initial public offering (IPO), with common stock being traded on the NASDAQ National Market under the trading symbol SBUX. Total stores: 165 1993 Opens roasting plant in Kent, Wash. Announces first two-for-one stock split. Total stores: 272 1996 Begins selling bottled Frappuccino® coffee drink through North American Coffee Partnership (Starbucks and Pepsi-Cola North America). Opens stores in: Japan (first store outside of North America) and Singapore. Total stores: 1,015 History
  6. 6. 06 1997 Establishes The Starbucks Foundation, benefiting local literacy programs. Opens stores in: the Philippines. Total stores: 1,412 1998 Acquires Tazo, a tea company based in Portland, Ore. Extends the Starbucks brand into grocery channels across the U.S. Launches Opens stores in: Malaysia, New Zealand, Taiwan, Thailand and U.K. Total stores: 1,886 1999 Partners with Conservation International to promote sustainable coffee-growing practices. Acquires Hear Music, a San Francisco–based music company. Announces third two-for-one stock split. Opens stores in: China, Kuwait, Lebanon and South Korea. Total stores: 2,498 History
  7. 7. Starbucks Mission 07 "To inspire and nurture the human spirit - One person, One cup, and One Neighborhood at a time."
  8. 8. Starbucks Vision 08 “Establish Starbucks as the most recognized and respected brand in the world."
  9. 9. Starbucks’ Six Principles 09 •Provide a great work environment and treat each others with respect and dignity. •Embrace diversity as an essential component in the way they do business. •Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of their coffee. •Develop enthusiastically satisfied customers all of the time. •Contribute positively to their communities and their environment. •Recognize that profitability is essential to their future success.
  10. 10. Starbucks’ Unconventional Marketing Strategy 010 Perfect Cup of Coffee- Emphasis on product quality. Their coffee, even though priced slightly more expensive than expected, is notorious for satisfying customers with its rich, delicious taste and aroma. Third Place- Creating this unique and relaxing “experience” and “atmosphere” for people to go to between home and work has been very important for the company as they realized that this is one of the strongest concepts attached to the company, to which customers have been strongly attracted. Starbucks chose an unconventional marketing strategy that may be unique and seldom-tried, that will most perfectly match the concept that the company wants to portray.
  11. 11. Starbucks’ Unconventional Marketing Strategy 011 Customer Satisfaction –From the entrance to the store to the very last drop of their coffees, it is a must that customers feel the uniqueness of enjoying their Starbucks coffee experience. Creating a Starbucks Community- The Starbucks marketing strategy has even expanded to create a community around their brand. On their website, individuals are encouraged to express their experiences with Starbucks history, and the company strives to “personally” join in the discussions. Smart Partnerships-Starbucks Coffee Company has been known to create strategic partnerships that demonstrate the fact that another way to grow your business is to partner smart.
  12. 12. Starbucks’ Unconventional Marketing Strategy 012 Innovation- Through the years, they’ve added different flavors to their coffee, more food on their menu, and even became one of the first to offer internet capability in their stores. Brand Marketing- The Starbucks marketing strategy has always focused on “word-of-mouth” advertising and letting the high quality of their products and services speak for themselves.
  13. 13. Starbucks Expansion Strategy 013 •Establish hubs in large major cities •Ensure city is able to support 20 or more locations in the hub within the first two years •Once hub is blanketed, open more stores in smaller city areas around the region •Implement zone managers to oversee the development process of each hub
  15. 15. SWOT Analysis Internal factors External factors Strengths Weaknesses Opportunities Threats
  16. 16. Strengths 016 Global recognition Quality products Profitable organization Strong financial foundation Visionary leader Its goal is to become a ‘third place’ within its consumers lives.  Offers free ‘wifi’ connection Comfortable ambiance
  17. 17. Brand Image 017  Focuses on consistency in delivering positive consumer experience stresses the point about consumer visits to its cafes being an experience Four store designs—one for each of the four stages of coffee making: growing, roasting, brewing, and aroma—each with its own color combinations, lighting scheme, and component materials They create a consistent, inviting, stimulating environment that evokes the passion for coffee Every barista hired for a retail job in a Starbucks store received at least 24 hours training in the first two to four weeks. The training included classes on coffee history, drink preparation, coffee knowledge (four hours), customer service (four hours), and retail skills, plus a four-hour workshop called "Brewing the Perfect Cup.“ Quality and keeping all aspects consist is of main concern EX: Customers who order one pound of beans must be given exactly that—not .995 pounds or 1.1 pounds; never let coffee sit in the pot more than 20 minutes; always compensate dissatisfied customers with a Starbucks coupon that entitles them to a free drink.
  18. 18. Weaknesses 018 High price Importing roasted coffee Known only for coffee Excessive focus  Employees report to two division heads  Increasing shareholders dilutes their interest  They have expanded too quickly, and have already saturated the US market  They do not allow smoking in their stores, alienating some of their customers
  19. 19. Opportunities 019 New Market Opportunities Internationally, especially in European and Latin American markets New Products: Health drinks Organic drinks Energy drinks Kid focused drinks More bottled drinks sold in stores- Expand on distribution Form partnerships with other coffee companies- widen market U.S. job creation- Accept donations at and Starbucks cafes in the United States
  20. 20. Threats 020 The coffee market is saturated  Cost of coffee beans is expected to rise in the near future  Supermarkets threaten whole bean sales  Farmers might switch from coffee to vegetable crops  High competition from Japanese competitors  Consumers trend toward more healthful fare
  21. 21. Threats 021 The Threat of New Entry : McDonald's came into direct competition with Starbucks when it upgraded its coffee in 2006 As a result, the average number of customers visiting a Starbucks store declined from an estimated 460 in 2005 to just above 400 in 2007 With the launch of McCafe in 2008, the competition between the two chains intensified further. Smaller privately owned coffee houses Other coffee shops like Dunkin Donut, Figarro and Coffee Bean
  22. 22. Threats 022 Bargaining Power of Buyers: Force of the buyer’s bargaining power is proportional to the ability of buyers to force down prices differentiation involved in the specialty coffee industry and the lack of differentiation in the basic coffee industry Image Threat: Anti-Starbucks Groups: National Gun Victims Action Council (NGAC) Unions Petition for Good Jobs at Starbucks Increased pay
  23. 23. Unique Strategy 023 To capture key locations and open stores in close proximity to each other is unique strategy for Starbucks ensures that licensed store that don’t meet set achievements are closed down Clustering its stores in one area helped Starbucks quickly achieve market dominance. With over 20 million regular customers per week Spends less than 1% of its annual revenues on advertising- Starbucks strategy relies on word of mouth advertising. Engaging in smart joint ventures with the right companies: -Pepsi-Cola Co. - New products: Hot sandwiches, new drinks, coffee liqueurs, instant coffee
  24. 24. Industry PEST Analysis 024 Political Influences State & Local government controls Economic Influences 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
  25. 25. Competitors 025 7-Eleven Dunkin Donuts McDonald's Green Mountain Coffee Roasters Coffee Bean and Tea Leaf Costa Coffee Peet's Coffee and Tea Caribou Coffee Second Cup  Kraft  Procter & Gamble  Nestlé
  26. 26. Boston Matrix 026
  27. 27. Boston Matrix 027 Above is the Boston Matrix. It shows the cash cows as the regular Starbucks line of Coffee’s, Latte’s and Frappuccino’s found at nearly every location. These are stable products that account for the bulk of sales. A potential star is the International locations, which hold less financial risk and open doors for innovation and stability. Question marks are the recently added VIA instant coffee to be expanding to grocery stores and convenient stores. Current products like this such as the dog, pre-bottle Frappuccino’s account for a tiny fraction of sales. Another question mark is the oft forgotten sub-brand Seattle’s Best. The company will be revamping this brand and its future is unknown. The following is Porter’s Generic Competitive strategy. Shown is Starbucks as a whole in the differentiation strategy as they provide a high quality coffee and unique experience in the convenience of a large volume of locations, which separates them from their competition. VIA, the new instant coffee line is straddling differentiation and low cost- leadership. While it will be a low cost and convenient alternative to Starbucks regular coffee, it is still unique from other products in the market. The in-store gifts and brewing utensils are in the focused differentiation category as they cater to the coffee lover, and are unique items found only in the Starbucks stores.
  28. 28. Competitive Advantage 028 The above is Porter’s Generic Competitive strategy. Shown is Starbucks as a whole in the differentiation strategy as they provide a high quality coffee and unique experience in the convenience of a large volume of locations, which separates them from their competition. VIA, the new instant coffee line is straddling differentiation and low cost- leadership. While it will be a low cost and convenient alternative to Starbucks regular coffee, it is still unique from other products in the market. The in-store gifts and brewing utensils are in the focused differentiation category as they cater to the coffee lover, and are unique items found only in the Starbucks stores.
  29. 29. Porter’s 5 Forces 029
  30. 30. Porter’s 5 Forces 030 Above are Porters 5 Forces and their level of threat to Starbucks. The bargaining power of suppliers is high because of the natural resources needed to create their ingredients and Starbucks believes in finding fair-trade and high quality beans, often from other countries These specifications limit the number of suppliers. The threat of new entrants is medium in that the coffee market is changing. The need for ambiance and a place to share is losing edge to the on-the-go alternatives, and should a new entrant comes along with a different business model there is room for threat. However, Starbucks is the household name. Industry competitors is on the rise because of McDonalds creating the McCafe line. Peets have increased presence as well. Threat of substitutes is low, because coffee is always going to be a desired drink and pastime of choice.
  31. 31. Alternative Action 031 There are alternative actions Starbucks can take to secure its competitive advantage it has upheld for so long. Below is the current value curve for Starbucks and its most relevant competitors Peets, and the McCafe Line.
  32. 32. Alternative Action 032
  33. 33. Alternative Action 033 MC Donalds shows a similar curve, but lower in all levels. The one item that truly separates the two is the reputation Starbucks has in the coffee industry unlike McDonalds. The rest is similar, which shows a threat to Starbucks becoming part of a red ocean. Peets have an opposing curve, which could be a threat but their lack of volume, and brand recognition limits them from competition. My suggestions for the Four Action framework would be to create more customization by al- lowing users create new flavors and drinks above and beyond the options they have now. This would incorporate with the other creation of online user experience. Users could go on to the online Starbucks interface and have complete control to create their own drink, order online, find the nearest Starbucks and receive directions. Users could post their favorite drink combination and others could vote on it. Also involved in user experience could be mobile apps, putting in drink orders, finder etc. to enhance the Starbucks brand in the new digital era and to create a blue ocean for the coffee experience.
  34. 34. DEMOGRAPHICS 034
  35. 35. Perceptual Mapping for McCafé, Starbucks and Dunkin’ Donuts 035
  36. 36. Starbucks Today 36 • $15 billion chain coffee business •Total net revenues increased 10% to 2.8 billion •EPS increased 21% to $0.34 in Q2 FY11 compared to $0.28 in Q210‘ s 16,706 Starbucks stores in the world located in more than 50 countries Number of Starbucks’ stores world wide Starbucks around the Globe
  38. 38. Product – What Starbucks can provide for me? 038 Tangible Product Coffee, coffee bean, tea, food, cold drinks (milk, water, juice), tea, bottle , mug , music and seasonal products Core Product: services provided in store Coffee, considerable service, relieved atmosphere, decoration , Wi-Fi connection Augmented Product: intangible service Interaction with customers
  39. 39. Tangible Product Tangible Product Coffee, coffee bean, tea, food, cold drinks (milk, water, juice), tea, bottle , mug , music and seasonal products
  40. 40. Core product Core Product: services provided in store Coffee, considerable service, relieved atmosphere, decoration , Wi-Fi connection
  41. 41. Augmented Product Augmented Product: intangible service Interaction with customers
  42. 42. Placement  Coffee store  Supermarket, restaurants and bakeries  Online store
  43. 43.  High price and high quality  Price = cost + profit  1 + 1 > 2  Perceived-value pricing strategy Price Price
  45. 45. “We always figured that putting people before products just made good common sense.” Sales Advertisement  Merchandising  Social media  Corporate Social Responsibility
  46. 46. Sales  Changing prices  Free coffee in determinate period  Receipt as coupon  Online coupon  Cards  Special offer in website (buy 2 and get 1 free / special discounts)
  47. 47. Merchandising
  48. 48. Social Media
  49. 49. Corporate Social Responsibility(CSR)  Green Stores: Building greener stores  Purchased renewable energy  Greener Cups: The quest for the 100% recyclable cup
  50. 50. Starbucks in the Philippines December 4, 1997, the Philippines had its first taste of the Starbucks Experience with its very first branch at the 6750 Ayala Building in Makati City. Starbucks has since won the hearts of the Filipinos. The opening of the 6750 Ayala store marked an important milestone in our history – the Philippines became the third market to open outside North America. The tradition of warm hospitality, constant need for connection, and love for coffee – these are the qualities that make Starbucks Coffee and the Filipino people a great culture fit.
  51. 51. Future Action 51
  52. 52. CONCLUSION Starbucks success is achieved through a few factors. Outstanding Quality of the coffee brewed Excellent service provided at the stores Fast growth of new stores all around the world These factors not only have increased the sales but also the reputation among the coffee lovers. Starbucks encounters aggressive competition in all areas of its business activity. The market for each of their business segments are characterized by vigorous competition among major corporations with long established positions and a large number of new and rapidly growing firms. Anyway, as Starbucks have a good financial capacity with good strategies; it can overcome all the competitors to shine high as the first class coffee purveyor
  53. 53. Questions / Comments 53
  54. 54. Angelito Estrada