PresentationPrinciples of

Marketing

STARBUCKS

Adeel Iftikhar ID : 20397 Rahul Rai ID : 20400

Agenda of Today’s Presentation

History of Starbucks.

Its SWOT Analysis.

Its Segmentation.

Its Positioning.

Marketing Mix.

Its Products.

Its SBUs.

Marketing Mix in terms of 4 C’s.

History of Starbucks

> Started in the 1970s as a small chain in Seattle, Washington.

> Starbucks grown widely in just two decades.

> And now one of the largest international power house.

Howard Shultz & his friend Very 1st coffee shop of

Starbucks

In the image Howard Shultz and his friends .

Starbucks SWOT analysis 2013Strengths Weaknesses1.Sound financial records2.No. 1 brand in coffeehouse segment valued at $4 billion3.Starbucks experience4.Largest coffeehouse chain in the world5.Employee management

1.Coffee beans price is the major influence over firm’s profits2.Product pricing3.Negative publicity

Opportunities Threats

1.Extend supplier range2.Expansion to emerging economies3.Increase product offerings4.Expansion of retail operations

1.Rising prices of coffee beans and dairy products2.Trademark infringements3.Increased competition from local cafes and specialization of other coffeehouse chains4.Saturated markets in the developed economies5.Supply disruptions

SWOT Analysis

Markets Segments Which Starbucks Targeted

Starbucks Positioning

Marketing Mix

Rahul Rai

ID20400

Product

Starbucks offer its products to every one.

It is targeting customer of all ages.

Every Economic level.

Its tagline is customer oriented.

“ Some time the best way to connect

is to get Together ”

Products of Star-Bucks Refreshers Ice-cream Natural Fusions VIA Ready Brew Coffees Cold Beverages Double shots Iced Coffee cakes

Price Starbucks offer Affordability to its customers.

At the same time an never forgettable experience.

They created an Environment in which wealthy & poor should enjoy the cup of coffee.

Placement

Starbucks stores are located around the world.

Which is helping its target customer to reach it.

Starbucks have large network then Mccafe of Mcdonalds.

Promotion

Starbucks is not only using Marketing Concept while Marketing.

It is using Societal Marketing. Which is helping the society to develop. For Example Starbucks in U.S.A is working with NGOs to help the

country in the time of disaster. i-e creating positive image in the eyes of society.

Starbucks & its SBUs

Marketing Mix In terms of 4 C’s

Any questions ?????????