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7/24/2019 Docfoc.com-case # 5- Starbucks Coffee Company
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Case # 5: Starbucks Cofee
company
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Team Members
Starbucks 07/31/2015
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Table of Contents Introduction
Vision Statement
Mission Statement (1990-2008)
EE matri!
IE matri! C"M matri!
S#$T matri!
S"%CE matri!
IE matri! &'% ST'%TE&* matri!
+C& matri!
%ction "lan , 'ecommendations
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C$TI=E>
Entre4reneur oard Sc5ult? @oined t5e
com4an3 in 1982
irector of 'etail $4erations and
Maretin6
Idea of sellin6 be;era6es
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C$TI=E> %4ril7 198A Brst store to sell be;era6es
as o4ened
Ser;ed A00 customers < o;er t5e 20
customer a;era6e at t5eir best store
II &iornale %cuires Starbucs
oard Sc5ult? < StarbucDs "resident and
CE$
Starbucs10/1/2011
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C$TI=E> #orlds 4remier roaster and retailer of
s4ecialt3 coFee
87812 com4an3-oned stores
.782 licensed stores in more t5an 0
countries
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C$TI=E>
%nnual sales of about G10 billion as of%4ril 2010
Sell H be;era6es7 4astries7 5ole bean
coFee7 6round coFee7 and coFee-related4roducts
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VISI$ ST%TEMET
To ins4ire and nurture t5e5uman s4irit < one 4erson7one cu4 and onenei65bor5ood at a time
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Mission Statement1990 < $ctober 2008
Establis5 Starbucs as t5e 4remier
4ur;e3or of t5e Bnest coFee in t5e orld
5ile maintainin6 our uncom4romisin6
4rinci4les as e 6ro
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Com4etition
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EJTE'%K %CT$'
EV%K=%TI$
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E!ternal actors E;aluation #ei65 #ei65t
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E!ternal actors E;aluation(EE Matri!)
#ei65t
'atin6
#ei65ted
Score
$44ortunities
International Markets 10 1 10
Global expentipion 11 A AA
Long-term Industry Grot! 10 0
"e product mix 09 A L
urc!asing companies 10 1 10
Strong $nancial support 12 A A8
%!reats
%errorist &ttacks ' Sa(ety issue 11 "e entrants 09 A L
Go)ernment *egulations 10 0
+S market saturation 08 2A
%,%&L 100 01
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ITE'%K %C'$'EV%K=%TI$
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I t l t E l ti # i 5 ' ti # i 5t
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Internal actor E;aluation(IE Matri!)
#ei65t
'atin6 #ei65ted Score
Strengt!s
Inno)ation 11 A AA
Global presence 12 A A8
ro$tability 0L 18
rand *ecognition 10 A A0
Store ambience 12 A A8
.ig! market s!are and marketgrot!
0L 18
Limited number o( strongcompetitors
0L 18
.ig! /uality customers ser)ice 08 A 2 0eaknesses
.ig! employee turno)er 10 1 10
.ig! prices 0L 2 12
,)er dependence on +S markets 0 2 10
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C$M"ETITIVE "'$IKEM%T'IJ
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(C"M)
Starbucks Mc1onalds 1unkin 1onuts
0.2.
L
2
0
100Total
02.02.
018
2009inancial "osition
00
0
011Customer Ser;ice
0L0
L
0A
8
A012&lobal E!4ansion
0L8A01
0L8
A01.Customer Ko3alt3
0A0A
0A
01"riceCom4etiti;enes
0L0
L
0
L
012"roduct Variet3
0A2028
20A2
01A%d;ertisin6
0202020
200
010"roduct ualit3
Score'atin
6
Scor
e
'atin
6
Scor
e
'atin
6
#ei65
t
Critical Success2actor
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C$M"ETITIVE "'$IKEM%T'IJ
C"M of Star +ucs is
205ic5 is 5i65ert5an its com4etitors so
t5e3 5a;e com4etiti;ead;anta6e
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S#$T M%T'IJ
Starbucs0./1/201
S#$T M t i
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S#$T Matri!Strengt!s 3 S4ro$tability6rand
*ecognition7 Global resence
0eaknesses 3 04 +ne)en orldide
distribution
6 roduct ricing7 ,)erdependenceon +S markets
,pportunities 3 ,4 Global 8xpansion6 "e Markets
7 urc!asingCompanies
S, Strategies4 *e in)est pro$t in
ne markets
6 +se its brand to sellne products
7 8xpand globalpresence bypurc!asingcompanies
0, Strategies4 "e markets ill
balance distribution
6 Loer prices (orne products7 urc!asecompanies tosur)i)e
%!reats 3 %4 "e entrants6 +S market
saturation7 Go)ernment
*egulation
S% Strategies4 ,fer betterstake!older )alue
6 8nsure a strong(oundation
7 Gro according tot!e rules and
regulations
0% Strategies4 8nter into necountries be(orecompetition6 Loer prices in&sia
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S"%CE M%T'IJ
Starbucs0./1/201
S"%CE Matri!
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S"%CE Matri!
Internal Strate6ic "osition E!ternal Strate6ic "osition
inancial Stren6t5 (S) 'atin6
En;ironmental Stabilit3(ES)
'atin6
'eturn on In;estment#orin6 Ca4italet income"rice Earnin6 'atio
LLA
Tec5nolo6ical c5an6es'ate of inNationCom4etiti;e 4ressureemand Variabilit3"rice 'an6e of Com4etin6
Ser;ice
---2--1
S a;era6e 2 ES a;era6e -280
Com4etiti;e %d;anta6e(C%)
'atin6
Industr3 Stren6t5 (IS) 'atin6
Maret S5are
Ser;ice ualit3Customer lo3alt3Com4etitionDs ca4acit3utili?ation
-1
-2-2-1
"roBt 4otential
&rot5 4otentialinancial Stabilit3'esource utili?ation
L
C% a;era6e -10 IS a;era6e 2
ConclusionH-irectional ;ector coordinatesH J-a!is -10 O 2 P .
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+6
+6-6
-6
SPACE Matrix FS
ES
ISCA
Conservative Aggressive
CompetitiveDefensive
(3.7! ".#$
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IE M%T'IJ
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(IE) Internal , E!ternal Matri!
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(IE) Internal , E!ternal Matri!
IE Total #ei65ted Scores (0L)
EE
Total
#ei65tedScores(01)
Stron6A0 to 0
%;era6e299 to 20
#ea199 to 1
i650toA0
G*,0 '+IL1
Medium20to29
9
Ko
10to
199
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&'% ST'%TE&*
M%T'IJ
Starbucs 0./1/201
&rand Strate63 Matri!
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&rand Strate63 Matri!
#EEQC$M"ETITIVE
"$SIT
I$
'%"I M%'QET &'$#T ST'$&C$M"ETI
TIVE
"$
SITI$
uadrant II uadrant I
uadrant III uadrant IV
SK$# M%'QET &'$#T
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+C& M%T'IJ
Starbucs
0./1/201
&rand Strate63 Matri!
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&rand Strate63 Matri!
#EEQC$M"ETITIVE
"$SIT
I$
'%"I M%'QET &'$#T ST'$&C$M"ETI
TIVE
"$
SITI$
uadrant II uadrant I
uadrant III uadrant IV
SK$# M%'QET &'$#T
%ction "lan ,
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%ction "lan ,'ecommendations
En5ance atmos45ere
Entertainment to attract more customers
Increase maretin6
%d;ertise
Sales 4romotions
"romote 5ealt53 4roducts
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