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RETAIL STRATEGY OF STARBUCKSBY AAMIR HUSSAIN CHANDIO
AKSHAY KUMAR ROHRA FAWAD AHMED JAMALI
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OUTLINE STARBUCKS? RETAIL STRATEGY RETAIL FORMAT SUSTAINABLE COMPETITIVE ADVANTAGE COMPETITOR ANALYSIS
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STARBUCKS? Primarily A Coffee House Biggest Customer Share Around 21000 Stores Worldwide Established In 1971 Mission Statement
“To inspire and nurture the human spirit – one
person, one cup and one neighborhood at a time”
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RETAIL STRATEGY
Retail Strategy Elements > Target Market > Competitive Advantage > Retail Mix Elements
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TARGET MARKET
Demographic Segmentation (Adult, Youth, Child) Geographic Segmentation Psychographic Segmentation
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RETAIL MIX LOCATION Planned Locations (Shopping Malls, Resorts, Airports etc) Unplanned Locations (Free Standing, City Hubs, Main Market
etc) Other Locations Brick & Click Stores
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RETAIL MIX Merchandise 87000 Combinations of Drinks Deep Merchandise Assortment Locally Valuable Drinks Food Items Equipments Brands
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RETAIL MIX PRICING Value Based Pricing Strategy Price Hike For Profit Maximization Selective Price Alteration
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RETAIL MIX
STORE DESIGN AND DISPLAY In-house Design Studios Design Concepts Layout Lightings Product Display
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RETAIL MIX COMMUNICATION MIX Less Than 1% Revenue On Advertising Holidays Happy Hour Coupons My Starbucks Card
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RETAIL MIX CUSTOMER SERVICES Trained Baristas Payment Options Free Wi-Fi
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SUSTAINABLE COMETITIVE ADVANTAGE More And Less Sustainable
Competitive Advantages
MORE SUSTAINABLE
LESS SUSTAINABLE
o Customer Loyalty o Technology
o Bargaining Power o Merchandise Assortment
o Saturated Stores o Cleaner Environment
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COMPETITORS Dunkin Donuts McDonalds Costa Coffee Coca-Cola
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