Presentation on

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 friendVery 1st coffee shop of

Starbucks

In the image Howard Shultz and his friends .

Mission Statement1990 – October 2008

• Establish Starbucks as the premier purveyor of the finest coffee in the

world while maintaining our uncompromising principles as we grow.

Starbucks Coffee’s Vision Statement

• Starbucks Coffee does not readily present its vision statement. However, a careful reading of the company’s website reveals that its vision statement is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” This vision statement has the following components relevant to Starbucks:

• Premier purveyance• Finest coffee in the world• Uncompromising principles• Growth

Starbucks' goals and objectives?• Starbucks has developed a mission statement that includes cultural

development, innovation, high performance and accountability as elements of the company's values. The corporate mission statement defines the company's goals.

• Starbucks' mission is "to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time." The company aims to meet this goal through the development of a culture that embraces acceptance and is supportive of personal growth. As stated in the company's values, personal growth occurs through challenge and grows the company as well. This goal of acceptance extends into the company's diversity and accessibility policies.

Starbucks

Mission Statement• “To inspire and nurture the human spirit – one person, one cup and one

neighbourhood at a time.”• This is done through their commitment to the following principles: 1) Coffee 2) Partners 3) Customers 4) Stores 5) Neighbourhoods 6) Shareholders (Starbucks Mission, 2012)

Company Profile• Starbucks’s logo is inspired by the sea featuring a twin-tailed siren from Greek

mythology.• Our Coffee: Believes in serving the best coffee possible - goal is to grow our coffee

under the highest standards of quality using ethical sourcing practices- our coffee buyers personally travel to coffee farms in Latin America, Africa and Asia to select the highest quality arabica beans.

• Our Stores: Perfect place for meeting friends and family or enjoying a quiet moment alone with a book

• Our Partners: Our employees, who we call partners, are at the heart of the Starbucks Experience- our store partners are committed to coffee knowledge, product expertise and customer service.

• Our Products:

1) Coffee: More than 30 blends and single-origin premium Arabica coffees.

2) Handcrafted beverages: Fresh-brewed coffee, hot and iced espresso beverages, coffee and non-coffee blended beverages, Vivanno smoothies and Tazo teas.

3) Merchandise: Coffee and tea brewing equipment, mugs and accessories, packaged goods, music, books and gift items.

4) Fresh Food: Baked-pastries, sandwiches, salad, oatmeal, fruit-cups.

Corporate Social Responsibility

• Ethical sourcing: To develop strong, long-term relationships with farmers to ensure that we buy the high-quality coffee our customers expect. By 2015, our coffee will be grown using ethical trading and responsible growing practices.

• Environmental Stewardship: By 2015, 100% of our cups will be reusable or recyclable and reduce our environmental footprint through energy and water conservation, recycling and green conservation.

• Community Involvement: We believe in being involved in the communities we are part of-bringing people together, inspiring change and making a difference in peoples’ lives.

• By 2015, we plan to contribute one million volunteers hours each year to our communities.

• Website: www.starbucks.com

Organizational Structure• Basic Structure: Around the country, district managers oversee regional

groupings of stores who report directly to the Starbucks Corporation. At each store, a store manager acts as the chief and under him are a collection of shift supervisors who act as managers on duty when the store manager is out. Below the shift supervisors are the rest of the employees, referred to as baristas.

• Licensed Stores: Starbucks does not operate under a franchise system but they do license storefronts. Licensed stores are common in grocery stores, bookstores or any other site where the Starbucks is not a stand-alone building and are still controlled by Starbucks Corporation and must adhere to the same guidelines. All items sold at licensed stores, including foods, must be approved by Starbucks corporate offices. Starbucks maintains this control in an attempt to protect the company name and ensure that it remains one that is associated with quality.

• Partners: While Starbucks workers also have more specific titles, including barista and shift supervisor, the Starbucks corporation has long referred to their workers as "partners." This term is intended to make clear how integral Starbucks employees are to the company's success.

• Responsibility: Starbucks aims to work ethically with all of its suppliers, offering the providers of their fine Arabica coffees fair value for the beans they work so hard to grow. The company also practices environmental friendliness, choosing eco-friendly options whenever possible.

Organizational Culture• We strive to create a culture that values and respect diversity and inclusion.• We expect to be a leader in diversity and inclusion, from our partners in the field to our senior

leadership teams.• We expect that all leaders within Starbucks practice a behaviour that demonstrates inclusion.• The goals of the Diversity and Inclusion team include building a diverse workforce, increasing cultural

competencies, shaping a culture of inclusion and developing a diverse network of suppliers.

Mission StatementOctober 2008 - Present

Strategies• Maximize market penetration

• Provide a relaxing social atmosphere

• Offer high-quality products

• Encourages a great working environment

• Achieve profitability

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

CompetitionMcDonalds Dunkin Donuts

Second Cup New World Coffee

Caribou Coffee

Starbucks 10/31/2011

Action Plan & Recommendations

• Enhance atmosphere– Entertainment to attract more customers

• Increase marketing• Advertise• Sales promotions• Promote healthy products

Marketing Mix

Products of Star-Bucks

RefreshersIce-creamNatural FusionsVIA Ready BrewCoffeesCold BeveragesDouble shotsIced Coffeecakes

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