Starbucks(3)

GROUP MEMBERS

LOGO

COMPANY OVERVIEW Established in 1971 at Seattle, Washington Famous for its quality fresh-roasted coffee beans and stylish atmosphere. Over 9,000 stores worldwide Product lines include :

− beverages (coffee, Tazo tea, soda, juices)− pastries− whole coffee beans− coffee-related hardware and equipment− merchandise (mug, CDs)

165 Outlet in 1992 when company issued its initial shares of public stocksGenerates $4 billion per year in revenueServes more than 33 million customer each weekPartners with Albertson’s, Barnes & Nobles, Hyatt, Kraft, Marriot, Pepsi, United Airlines.

Cont…

oPeople

oProcess

oPhysical Evidence

SWOT AnalysisWEAKNESS

OPPORTUNITIES

THREATS

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STRENGTH

STRENGTHS• No. 1 specialty coffee retailer• global organization • Strong brand image • Committed workforceWEAKNESS• Cultural Issue.• Over Dependency• Criticism• US based Company

OPPURTUNITIES:Significant opportunities existProduct range diversification Licensing its name Become more of a socially responsible brandTHREATS:Possible saturationRecession or downturn in the economyRaw material cost rising

Generic Competitive Strategy

Ansoff’s Growth Matrix

Present Product New Product

Present Market

Market Penetration: Hotels, Grocery Stores, Schools, Businesses, Industries Cafeteria and Airlines.

Product Development: Salads and New bold Fresh lunch Program. Examples: Fiesta Chicken Salad, and Fruit and Cheese Platter.

New Market Market Development:Open Stores all over the world.Brazil, Russia, Romania, as well as putting the first Starbucks logo in Cairo Egypt

Diversification: Music CDs, Clothing, Coffee Mugs, and Chocolate.

Ansoff’s Growth Matrix

Entry of Starbucks in India

Initiative.Reasons to bring in India.Strategy adopted to counter competitionSourcing strategyDistribution strategyPricing strategyBranding strategyLocalization.