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Starbucks
Team MembersAmanda Burton
Angela Calhoun
Jeremiah Comer
Jessie Hackney
Joey Burns
Starbucks 10/31/2011
Table of Contents• Introduction: Then and Now• Mission Statement (1990-2008)• Ethics• SWOT Analysis– Strengths, Weaknesses, Opportunities, Threat
• Strategies, Competition, Charts• Mission Statement (2008-Present)• Action Plan & Recommendations• Conclusion
Starbucks 10/31/2011
Then…
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• First Starbucks opened in Seattle Washington
• March 30, 1971
• Jerry Baldwin-English Teacher
• Gordon Bowker-Writer
• Zev Siegh – History Teacher
Then…
• Entrepreneur Howard Schultz joined the company
in 1982
• Director of Retail Operations and Marketing
• Idea of selling beverages
Starbucks 10/31/2011
Then…• April, 1984 first store to sell beverages was opened
• Served 400 customers – over the 250 customer
average at their best store
• II Giornale Acquires Starbucks
• Howard Schultz – Starbuck’s President and CEO
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Now…• World's premier roaster and retailer of specialty
coffee
• 8,812 company-owned stores
• 7,852 licensed stores in more than 50 countries
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Now…• Annual sales of about $10 billion as of April 2010
• Sell : beverages, pastries, whole bean coffee,
ground coffee, and coffee-related products
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Mission Statement1990 – October 2008
• Establish Starbucks as the premier purveyor of the
finest coffee in the world while maintaining our
uncompromising principles as we grow.
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EthicsStarbucks™ Shared Planet™ is committed to doing business
responsibly. A better way to help each other and the planet.
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SWOT AnalysisStrengths
Weaknesses
OpportunitiesThreats
Strategies
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Strengths• Leading retailer and roaster for brand specialty
coffee in the world
• Known for providing superior products and services
• Number 7 on Fortune Magazine's "100 Best
Companies to Work For" for 2008
• Consistent high quality of service
• Limited number of strong competitors
• High market share and market growth
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Weaknesses• High pricing because of the quality ingredients used• Starbucks refuses to guarantee that milk, beverages,
chocolate, ice cream, and baked goods sold in the company’s stores are free of genetically-modified ingredients
• Strong presence in the U.S. - more than three quarters
of its cafes located in the domestic market
• In order to reduce business risk, expansion is needed
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Opportunities• High growth of economy and market in Indonesia,
especially in urban areas
• Could diverse their product not only in coffee
• The potential employees are educated people which
make it easier to train them
• Strong financial support
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Threats• Competitors and copycat brands could pose potential
threats
• Sentimental issue to the bad effect of coffee from society
• Global financial crisis - makes people tend not to spend
• Threats of substitute products and services such as colas,
teas or juices that are sold in retails
• Exposed to rises in the cost of coffee and dairy products
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Strategies• Maximize market penetration
• Provide a relaxing social atmosphere
• Offer high-quality products
• Encourages a great working environment
• Achieve profitability
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Competition
McDonalds Dunkin Donuts
Second Cup New World Coffee
Caribou Coffee
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Product Diversification
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SBUX (NASDAQ)
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Mission StatementOctober 2008 - Present
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Action Plan & Recommendations
• Enhance atmosphere– Entertainment to attract more customers
• Increase marketing• Advertise• Sales promotions• Promote healthy products
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Work Cited
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Our Relationships. (n.d.). Extending our reach one relationship at a time.. Retrieved
October 27, 2011, from www.starbucks.com/responsibility/learn-
more/relationships
People, W. A., Learning, W. C., Customers, s. t., (employees), p., & Suppliers.. (2011,
October 11). Responsibility | Starbucks Coffee Company. Starbucks Coffee
Company. Retrieved October 20, 2011, from
http://www.starbucks.com/responsibility
Starbucks to offer a juicier menu?. (n.d.). Entertainment | Recipes | Love | Contests |
Beauty | Parenting. Retrieved October 28, 2011, from
http://www.sheknows.com/food-and-recipes/articles/844409/starbucks-to-offer-
a-jucier-menu
Thompson, A., & Shah, A. (n.d.). Starbucks Strategy and Internal Initiatives to Return to
Profitable Growth. Global Business Strategy Simulation Game. Retrieved
October 25, 2011, from http://www.glo-bus.com/DocViewer/#
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