Documente Academic
Documente Profesional
Documente Cultură
PLAN :
STARBUCKS
CORPORATION
Presented by:
JULIYATI
RUHIYATI IDAYU
NURULHAFIZAH
Presentation Outline
About Starbucks Macro-Environmental
Overview Analysis
Timeline of Starbucks Economics
Starbucks Values
Political/Legal
Starbucks Mission Statement
Starbucks Environmental Mission
Demographics
Statement Social/Cultural
Starbucks 6 Guiding Principles Technological
Corporate Social Responsibility
SWOT Analysis
Malaysia Industry Analysis
Competitive Analysis
Internal Analysis
Target Market Segment
Product Life-Cycle & Sales
Trend Analysis
The Starbuck Model
Marketing Strategies
Placement Strategies
Promotion Campaign Plan
Conclusion
Recommendation
ABOUT STARBUCKS
OVERVIEW
Established in 1971 at Seattle, Washington
Famous for its quality fresh-roasted coffee beans
and stylish atmosphere.
Over 9,000 stores worldwide
Product lines include :
beverages (coffee, Tazo tea, soda, juices)
pastries
whole coffee beans
coffee-related hardware and equipment
merchandise (mug, CDs)
TIMELINE OF
STARBUCKS
TIMELINE OF
STARBUCKS (cont’d)
Starbucks
STARBUCKS Values
VALUES
“Starbucks is committed to
a role of environmental
leadership in all facets of
our business.”
CORPORATE SOCIAL
RESPONSIBILITY
Focuses its efforts on:-
Improving social and economics conditions for coffee
farmers
Minimizing environmental impact;
Making a positive contribution in the communities where
they do business; and
Providing a great work environment for their partners
(employees).
Established the Starbucks Foundation in 1997
CORPORATE SOCIAL
Corporate Social
Responsibility
RESPONSIBILITY (cont’d)
A major contributor of CARE, worldwide relief and
development organization (Health, Education, and
Humanitarian aid)
Provides financial support to community literacy organizations
Participate in local charitable projects
2004 EnviroStars Recognized Leader Award – for its community
service and environmental activities
MALAYSIA INDUSTRY
ANALYSIS
MALAYSIA INDUSTRY
ANALYSIS
The coffeehouse business has grown every year.
Lifestyle factors converge to make the coffee industry
strong at all times.
Coffeehouse provides calm, invigorating ambiance for
people to socialize, relax or catch up on work.
Coffee drinking is now an all-day activity.
Not unusual for a well located coffeehouse to exceed a
daily average of 900 customers.
The business of coffeehouse definitely will continue to
grow intensely.
FINANCIAL REVIEW 2008
THREAT OF SUBSTITUTES
THREAT OF
ENTRANTS
Starbucks operates in highly competitive industry
where there are strong brands among competitors
However, the entry in the retail specialty coffee
market is low as the capital requirement for
purchasing or renting one store is not high.
New entrants have to compete with respected
brands. Most of these were one-store
establishments with no real plan for growth.
THREAT OF
ENTRANTS (cont’d)
International
Starbucks Coffee International Inc
Company-owned or company operated store
or licensing
Partner first, country second
First 3 years of store opening is
concentrating on building the brand in the
country
Employee system &
Location
Employee Training and Recognition
Systems to recruit, hire and train baristas and
store managers
Screening
training programs
awards for partners
Placement
Strategies
Patens,
trademark,
copyright
& Licensing
domain
names
Food services
Strategies (Rank Action Plans Per Evaluation Method
Order) Strategies (s)
increase its market
share by selectively
Company – operated operating additional
stores in existing
retail store
markets
operating stores in new
markets to support its
long term strategic
objectives.
Strategies (Rank Action Plans Per Evaluation Method
Order) Strategies (s)
Company can vary
Company – operated Starbucks retail the size and format;
retail store stores are typically
located in high- its stores are located
traffic, high visibility in or near variety
locations. settings.
Strategies (Rank Action Plans Per Evaluation Method
Order) Strategies (s)
Company selectivelyAt the end of Fiscal
located stores in2008, the Company
shopping malls. operated approximately
Company – operated 2,800 drives thru
retail store The company alsolocations, compared to
locates retail storesapproximately 2,300 at
in select rural andthe end of fiscal 2007,
off-highway representing
locations. approximately 35 % and
31%.
Strategies (Rank Action Plans Per Evaluation Method
Order) Strategies (s)
To reach customers
where they work,During Fiscal 2008,
travel, shop and dinespecialty revenues
Specialty operations by establishingaccounted for 16% of
relationships withtotal net revenues.
prominent third
parties that share the
company’s values and
commitment to
quality.
Strategies (Rank Action Plans Per Evaluation Method
Order) Strategies (s)
Shares Starbucks
operating and storeDuring fiscal 2008, 438
development Starbuck licensed retail
experience. stores were opened in
Licensing – Retail Employees working inthe United States and,
Stores licensed retailas of September 28,
locations are2008, the Company’s
required to followInternational operating
Starbucks detailedsegments had a total of
store operating3134 licensed retail
procedures andstores.
attend training
classes similar to
those given to
employees in
Company-operated
stores.
Strategies (Rank Action Plans Per Evaluation Method
Order) Strategies (s)
With Kraft Foods, Inc
(“Kraft”), theBy the end of Fiscal
Company sells a2008, the company’s
Licensing – Packages selection of Starbuckcoffee and teas were
coffee and tea and Seattle’s Bestavailable in
Coffee in grocery andapproximately 37,000
warehouse clubgrocery and warehouse
stores club stores
The Company sells
packages coffee and
tea internationally
both directly to
warehouse club
customers
Strategies (Rank Action Plans Per Evaluation Method
Order) Strategies (s)
The North AmericanCollectively the
Licensing – through Coffee Partnership, arevenues from these
several partnerships joint venture with thebranded product
both Domestically and Pepsi-Cola companyaccounted for 4% of
Internationally. in which Starbuck is aspecialty revenues in
50% equity investor,fiscal 2008.
manufactures and
markets ready-to-
drink beverages.
Strategies (Rank Action Plans Per Evaluation Method (s)
Order) Strategies