Tomas Blazek

MARKETING MANAGEMENT

AGENDA: IS STARBUCKS STILL A STAR?

Introduction of Starbucks Principles

Place and Price

ComparisonConclusion

INTRODUCTION: PRODUCTSP R O D U C T S

Coffee

Handcrafted Beverages

Merchandise

Fresh Food

Consumer Products (Coffee and Tea + „Ready-to-Drink“)

INTRODUCTION: HISTORY

• 1971: Single store in Seattle• 2002: Open stores in Germany (5,886 retail stores)• 2015: 21,000 retail stores in 66 countries• Coffee from Latin America, Africa and Asia• Employees = Partners

„MISSION: To inspire and nurture the

human spirit – one person, one cup and

one neighborhood at a time.“

INTRODUCTION: LOCATION

INTRODUCTION: THE STARBUCKS EXP.

6 KEY ELEMENTS

1. Predictability

2. Consistency

3. Ritual

4. Routine

5. Community

6. Service recovery

PRINCIPLE MAKE IT YOUR OWN

• BE WELCOMINGBe cordial when you meet and greet other people and know their names.• BE GENUINE Connect, discover and respond when interacting with others because you care.

PRINCIPLE MAKE IT YOUR OWN

• BE CONSIDERATE.Consider the needs of other above your needs.• BE KNOWLEDGEABLEAdd value to your effort.• BE INVOLVEDActive participation in all aspects of the project and not just your tasks, thus going beyond expectations.

PRINCIPLE: EVERYTHING MATTER

• THE PHYSICAL ENVIRONMENT

• THE QUALITY OF PRODUCTION

• EVERYONE MATTER

• THE PHYSICAL ENVIRONMENT

PRINCIPLE: EVERYTHING MATTER

WARM & FREINDLY MUSIC

BIG STOP

FELT SENS COLORS

LIGHTNING

CLEANMINI VACATION

SPEND TIME

ADAPTIBILITYOPENNESS

MENU

THREAT OF RETAILING

ESCAPE

CONSCIOUS

• QUALITY OF THE PRODUCT

PRINCIPLE: EVERYTHING MATTER

„We would have the freshest coffee in the market.“

Richard Soderberg

QUALITY

INNOVATION

DETAIL STRATEGIC

MICRO LEVEL

FARMERS

CONTROL

ENVIRONMENT

REPUTATION

• EVERYONE MATTER

PRINCIPLE: EVERYTHING MATTER

NOTHING TRIVIAL

MANAGER

MANAGEMENT

WORK IN STARBUCKSDISCIPLINE

CHECKLIST

REFLEX

REGULAR CUSTOMER

STAFFCOLLECT

STORY TELLINGRECOGNITION

MOTIVATION FUN

COMPARISON: PRODUCTS

COMPARISON: PRIZE

COMPARISON: PLACE

Conclusion

BUT…let us share with you our

OPINION:

According to internet survays, we found out that:

Conclusion

• Has it‘s own audience.• Highly developed brand loyalty.• Expensive prices (people still willing to pay for that).• Ritual – Ideall place for business meetings.• Predictability – same friendly place, quality guaranteed

every day.• Routine – to pleasure people everyday• Gaps regarding to interiour.

STARBUCKS IS A STAR!

Based on our research…

Thank you for your attention!Tomas Blazek