Starbucks Marketing Project
-
Upload
anisa-vrenozi -
Category
Business
-
view
342 -
download
5
Transcript of Starbucks Marketing Project
![Page 1: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/1.jpg)
![Page 2: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/2.jpg)
Anisa VrenoziEva DodaJoxhina RakipajVasil Dajko
![Page 3: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/3.jpg)
STARBUCKS
Creation of Starbucks:From little beans big things grew 1971- OriginsHoward Schultz
![Page 4: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/4.jpg)
• Company Profile• Location and stores• Products• SBU• Employees
STARBUCKS
![Page 5: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/5.jpg)
Company Profile16,000 locations in over 50 countries.Total stores 16,7068,850 Company-operated stores.7,856 Licensed stores.Operating in more than 50 countriesStarbucks Mission:“Establish Starbucks as the
premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow .”
Coffee
![Page 6: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/6.jpg)
Company Profile• Products
Coffee, Handcrafted Beverages, Merchandise, Fresh Food, Consumer Products, Brand Portfolio
• Strategic Business Units STARS : COFFEE PRODUCTS, SOLD AS RETAIL CASH COWS: COFFEEHOUSES STARBUCKS DOGS: OTHER MERCHANDISE QUESTION MARKS: HOME PRODUCTS/BISTROS AND
RESTAURANTS
• Employee are Starbucks’ best partners
![Page 7: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/7.jpg)
STARBUCKS
Mission Statement “Establish Starbucks as the premier
purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow .”
![Page 8: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/8.jpg)
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.
![Page 9: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/9.jpg)
STARBUCKS• 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.Starbucks is committed to a role of environmental leadership in all facets of our business.
![Page 10: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/10.jpg)
STARBUCKSMarketing Environment• Microenvironment–Suppliers–Distributors/Intermediaries–Competitors–Customers/Consumers
STARBUCKS
![Page 11: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/11.jpg)
Suppliers Farms in Latin America, Africa and Asia to select
the highest quality Arabica beans
Distributors/Intermediaries Distributed by Kraft Sold in Marriot, airlines, website and even bookshops
like Waterstones
STARBUCKS
![Page 12: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/12.jpg)
STARBUCKSMain Competitors– Caribou Coffee– Costa Coffee – Coffee Republic– Nestle
Customers/Consumers- First the Generation X- Actually, Starbucks' Target Market: Starbucks'
target market is any person and any age
![Page 13: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/13.jpg)
STARBUCKS•Macroenvironment
(Only factors required by the study case)
• Globalization movements• Population trends-Ageing Population• Health Concerns
![Page 14: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/14.jpg)
STARBUCKS’ BCG MATRIX
![Page 15: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/15.jpg)
Starbucks SWOT Analysis Strengths
Weaknesses
Profitable organization with an amazing annual profit of $600 million. Global coffee brand name with reputation for excellent products and services. The company is a respected employer that values its workforce. (Mission)Strong ethical principles reflected in the mission statement as well.
The main competitive advantage of Starbucks is its coffee. Lose the focus while spreading worldwide.Inability to adapt with the rapid changes in the market environment Innovation may weaken with the passing of time.
Opportunities Threats
Opportunity to spread out its international operations. New products and services can be designed and sold in their own coffeehouses.Co-branding with other companies o such as PepsiCo and Kraft, with which it collaborated in the past.
Market entry of many competitors and “copy cat” brands that create possible threats of diminishing Starbucks’ market share. The possibility that another brand of drink or free time activity will substitute coffee in the prospect.
![Page 16: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/16.jpg)
STARBUCKSGrowth Strategies:-More Store Growth-New Retail Channels-New Products & Store Concepts-International Growth
![Page 17: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/17.jpg)
More Store GrowthOpening new Stores at a rapid paceNot concerned about Store SaturationExpanding Store’s Food Offering
STARBUCKS
![Page 18: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/18.jpg)
STARBUCKSNew Retail ChannelsNew Distributors and Intermediaries
Selling in supermarket aislesMarriot, Sheraton and airlinesWaterstones bookshop storesConsumers CataloguesWebsite selling: Starbucks.com
![Page 19: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/19.jpg)
STARBUCKSNew Products & Store ConceptsNew Products
Extend the brand in new categoriesPepsiCo & Breyer’s
New Store ConceptsCafé Starbucks/Circadia
![Page 20: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/20.jpg)
STARBUCKSInternational Growth1996 11 coffeehouses outside
North America2003 24 international markets, 1000
in Asia and 600 in Europe2005 Latin and South America,
plan to build 900 stores
![Page 21: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/21.jpg)
Starbucks’ 4PS
Product Place Price Promotion
VarietyQualityDesignBrand NamePackagingServices
AdvertisingPromotionPublicity
List PriceDiscounts
ChannelsCoverageLocationsTransport
![Page 22: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/22.jpg)
STARBUCKS vs. McDonalds
Differences in :
Market segments Growth and Expanding Strategies
![Page 23: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/23.jpg)
![Page 24: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/24.jpg)
Recommendations
• Should be concerned about:– Immense and high pace growth – Price confronted with Quality
![Page 25: Starbucks Marketing Project](https://reader036.fdocuments.in/reader036/viewer/2022081507/58828a561a28abca6d8b4f6b/html5/thumbnails/25.jpg)
THANK YOU!