This document appears to be a presentation about Starbucks given to an associate professor. It includes sections on Starbucks' history and founding in 1971, its mission statement, global expansion strategies including different models used, key competitors like The Coffee Bean & Tea Leaf, and marketing strategies. It also includes financial highlights and analyses of Porter's Five Forces. The conclusion section is blank.

1. STARBUCKS
PRESENT FOR:
ASSOC. PROF. DR
NORYATI BT AHMAD

2. PRESENTATION
UTLINE
5
•COMPETITOR HIGHLIGHT
6
•MARKETING STRATEGY
7
•CONCLUSION

3. INTRODUCTION
Starbucks’ history began in Seattle in 1971
three students named Jerry Baldwin, Zev Siegel,
and Gordon Bowker
be partners and opened a little shop in Pike Place
Market to sell high-quality coffee beans and
equipment

4. INTRODUCTION
1981, Howard Schultz, Vice President and General Manager of U.S.
Operations for Hammarplast, noticed Starbucks’ success
He wanted to transmit that coffee passion by working for the
Starbucks enterprise to expand outside Seattle
The founders were against hiring him because geographic expansion
was too risky, but then finally agree to hire him as Head of Marketing.

5. MISSION
Starbucks mission is to inspire
and nurture the human spirit –
one person, one cup and one
neighborhood at a time.

6. THE PRODUCTS

7. GLOBAL
XPANSION
As Starbucks reached the point
of saturation and growth slowed
in America, the firm set its sights
on overseas expansion
Starbucks adapts its international
strategy in order to satisfy the
needs and requirements of every
market, seeking to respect its
cultures and traditions

8. GLOBAL
XPANSION
At present, the company uses
three different strategies:
joint venture, licenses and
wholly–owned subsidiaries
Before entering a new country
Starbucks conducts rigorous
quantitative market studies. The
company also develops extensive
focus group interviews to get a pulse
of the marketplace and potential

9. GLOBAL
XPANSION
In order to succeed, a company needs to
realize that it often cannot alone fill the
gap in serving the needs of its target
market. Starbucks has mostly always
needed the help of another entrepreneur
or another company with whom to work
and share financial risks
Starbucks’ involvement in the
internationalization process varies only in
degree (e.g. licensing, joint venture and
wholly-owned subsidiary) since the
company is constantly in touch with
operators to keep abreast of the
marketplace

10. BUSINESS
PERATIONS

11. MODE OF ENTRY

12. RISK MITIGATE

13. OPPOTURNITY &
SK MATRIX

14. OPPOTURNITY &
SK DECREASE
MATRIX
RISK
SELECTED
SPAIN
SPAIN
UK
NZ
INCREASE
OPPO

15. FINANCIAL
GHLIGHT
EPS for fiscal 2012 was
$1.79, compared to EPS
of $1.62 reported in
fiscal 2011, with the
increase driven by the
improved sales leverage,
partially offset by the
impact of higher
commodity costs in fiscal
2012.

16. COMPETITORS
GHLIGHT 5
PORTER’S
ORCES

17. MARKETING
TRATEGIES
VS
MARKETING
STARBUCKS
THE COFFEE BEAN & TEA LEAF
STRATEGY
PRODUCT
PRICE
Beverages: Coffee
Beverages: Coffee
In RM approx.:
In RM approx.:
15,700 outlets in 43
PLACE
900 outlets in 23 countries
countries
PROMOTION
Seasonal
Seasonal

18. MARKETING
TRATEGIES
COMPATITIVE
DVANTAGE

19. CONCLUSION