Submitted by Ujala Prapurna Arun vijay

Introduction SWOT

analysis Competitors CBBE model Suggestions

Specialty Eatery in the Quick-Service Restaurant sector

Established in 1971 in Seattle,Washington

Logo: twin tailed siren.

Named after the first mate in Moby Dick

Known for its quality coffee and stylish atmosphere

Over 9,000 locations in 35 countries

Products sold include:beverages, pastries,whole

coffee beans,coffee-related retail items.

New CEO: Howard schultz

Mission statement:“Establish Starbucks as the premier

purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

Strategy: Maximize market

penetration Provide a relaxing, attractive

social atmosphere Offer high-quality products Create a great working

environment Achieve profitability

Volume of Sales vs. Contribution Margin %

$0

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

EspressoDrinks

WholeBeans

Drip Coffee Pastries BlendedBeverages

OtherBeverages

Serveware PackagedFood/Tea

Media BrewingEquipment

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Dollar Volume Sold Product Contribution Margin %

Strengths Largest market share in

industry Differentiated atmosphere

Weaknesses Aggressive expansion could

lead to managerial / financial problems

Opportunities Whole bean sales in

supermarkets Threats

Lack of ownership of coffee farms can lead to price fluctuations

Top Starbucks Competitors:

Company Location Dunkin Canton, MA McDonald's Oak Brook, IL Nestlé Switzerland      

  Dunkin’ Brands is a premier quick service restaurant franchisor

with a portfolio of powerful brands consisting of Dunkin’ Donuts and Baskin-Robbins.

  Quick Quality Strategy The objective of Dunkin’ Brands is to be

the Quick Quality leader in its industry, offering a higher evolution of the standard quick dining experience, with innovative product choices at the right price, served fresh,

meeting the needs of people who are busy living.

McDonald's...Is the leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women.

  Is one of the world's most d valuable brands

and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which we do business.

Imagery

salience Recall it as 3rd place environment

Out door, want coffein stimulentPerformance

Feelingsjudgments

Resonance

sub-standard drink quality, and an unfriendly atmosphere.

New product development, creativity

Lack of standardization, cleanliness

High price, poor customer service

Modificatons in logo.

Tagline-“we respect our customer’s proportions choice”

Standerdization of store outlook,type of service all over.

Service according to the customer’s proportion of chicorimix choice.

More concentration on POP

than POD.

PeruBeijing Trujillo city

UKBoston China

Barista

1 Ensure relevance to customer frame work:

Be fully aware of brand frame of reference so that repositioning strategy will resonate with customer.

2 Securing the customer permission: Recognize the permission amounts to be

reasonable and logical extension of the brands in customer eyes.

3 Delivers on the brand’s new promise.

Make sure what you say is what you do.