STARBUCKS Presented By:

Ata Ul Hassnain (FA12-MBT-015)

4th Dec, 2012

Ata ul Hassnain

History

FOUNDED:1971 in Seattle’s Pike Place

Market. Original name of company was Starbucks

Coffee, Tea and Spices, later changed to Starbucks Coffee

Company.

STARBUCKS IS :

The largest coffeehouse company in the World

STARBUCKS IS:The world’s leading retailer, roaster and brand of specialty coffee with millions of customer visits per week at stores in North America, Europe, Middle East, Latin America and the Pacific Rim.

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Size & Location

20366 INTERNATIONAL STORES: 13,123 in U.S.A 1,299 in Canada 977 in Japan 293 in U.K 732 in China 473 in South Korea 363 in Mexico 282 in Taiwan 204 in Philippines 164 in Thailand

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Competitors

Dunkin Donuts McDonald’s Nestle

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Segmentation:

Starbucks embraces Diversity, not limiting themselves to one specific Demographic , Behavioral or Geographic Segment

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Strategies:

Customer requirements: Good quality Low cost Fast and easy ordering Relax environment Access from internet Loyalty Customer services

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Business sector

Services Products

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Starbucks Services:

Starbucks Online Stores / StarbuckStore .com/ Tea Coffee, Brewing Equipment

Starbucks Entertainment/ Book, Movie, Music

Starbucks Gift/ Gift Card, Gift Box, Gift Set

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Starbucks Products

Products:o Coffeeso Teao Juiceo Milkshakeso Ice creamso Ice drinkso Sandwicheso Pastries o Cackes o Drinks o Yoghurts

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Advertisement:

Build Brand Preference Maintain Customer Relationship Price Focused Build Company Image

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Starbucks