Starbucks Case Study
Starbucks Case Study
Starbucks Case Study
early years
Founded by Jerry Baldwin, Gordon Bowker, & Zev Siegel in 1971, in Seattle Early name was Starbucks Coffee Tea and Spice
In 1980s
Howard Schultz became CEO and renamed it as Starbucks Re-image from only selling beans to be a coffeehouse
Business expansion into food, ice-cream, tea, RTD business, credit cards, music and film
purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.
Starbucks Culture
Great
work environment
Embrace
Apply
Develop
Contribute
Case About
Managing
Sustaining
expansion
Supplier:
Farmer-collectormiller-importerSpecialty coffee
Rivalry:
Dunkin Donuts, Caribou coffee, Tullys Coffee, Wal-Mart etc.
seller,
5 Forces Model
Story/Event
Low
Medium
Lot
etc
Symptoms
Lifestyle
Saturated
High
domestic market
Problems
Deviation
Difficult
of diversified products
Issues
Sustaining
Finding
Actions Taken
Constant
innovation Strategic alliances Vertical integration Corporate social responsibility Following the Brand Mantra Creation of a third place Ultimate Starbucks Experience
Actions To Be Taken
Pull
out unrelated diversification Focus on being on top in coffee business Semi- automated coffee machines
Brand
Was
style
Value
Quality-1st
preference
Premium
Value
Investing
Employees
Brand Equity
Brand Recall Brand Awareness Brand Recognition Types of brand association Strength of brand association Attributes Product related Attitude Functional Benefits Experiential Symbolic Non product related
Price
User Image Brand Personality Feelings & Experience
Brand Knowledge
Brand Image
Awareness
Word
Of Mouth
Partnerships
New
channels
Image
Premium
Brewing
coffee beans
techniques
Store
design
elegance and American informality and Music
Italian
Artwork
Associations
Type
of Brand Associations
Premium coffee Consistently good customer service A classy romantic atmosphere that meets the 5 senses
Associations
Strength-
To be a lifestyle brand
Coffee enthusiastic
Favorability-
Uniqueness-
Why is so successful?
1st
to introduce Italian coffee house with premium coffee to the American market
Organic
growth
Partnerships
Leveraged Didnt
Growth Strategies
Ansoffs Matrix
Product Current New Current Market
Market Penetration Market Development Product/ service Development
New
Diversification
Growth Strategies
Market Development
Introduction of automatic espresso machine
Disadvantages Physical barrier b/w Barista and customers Coffee taste is not traditional Coffee machine blocks sightline Advantages Convenient for Barista Less time consuming Less human error
Brand Strategies
Diversification
Product Current Brand New Current Line Extension New Brand Extension
Multi Brands
New Brands
Brand Strategies
New brands
Barista Ethos water Frappuccino Tazo Joe Magazene
Brand Strategies
Frappuccino
RTD coffee in can and bottle Partnership with Pepsi First Starbucks product in supermarkets
Tazo
3 types of teas- black, green & herbal Attracted new customers who look for alternatives to coffee
Brand Strategies
Barista
Variety of coffee machines-espresso and grinders Sold online and in retail stores
Ethos
Water
Brand Strategies
Extensions Espresso Coffee
Come in light & normal espresso
Brand
Ice-cream
Come in containers and bars with different flavors
Brand Strategies
Coffee
Blend
Mild, medium, bold & extra bold Sold in Starbucks stores & supermarkets
Coffee
Liquor
Combination of Starbucks coffee & premium spirit Sold at restaurants, bars & liquor shops only
Brand Strategies
Credit
Cards
Make it easier for customers to purchase Combined Starbucks card and credit card
Starbucks
Entertainment
Disadvantages
Partnerships
United
3600 flights a day, 855 destinations in 155 countries 14% Starbucks customers had their 1st Starbucks coffee in UA flight
Kraft (for distribution network)
Partnerships
Pepsi (to increase brand awareness & innovative product
development)
Created ready to drink coffee in cans & bottles Under Frappuccino trademark
Marriot
and distribution
costs in brand image of core competencies
and scope
Consistency
Sustainability Uniformity
Obstacles
International
Consumer
Consumer
Different Legal
environment
procedures
Administrative
In American Market
Increasing
of direct competitors
shops worldwide
stores in 34 states of America
Starbucks Corporation
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