STARBUCKS COFFE

BY,JAYDEV RATHOD

CONTENTS

INTRODUCTION MISSION STATEMENT PRINCIPALS CHAIN OF SUPPLY CHANNELS OF DISTRIBUTION COMPETITORS ADVERTISING SWOT ANALYSIS IN INDIA CONCLUSION

INTRODUCTION Type Public Company

Industry RestaurantsRetail coffee and teaRetail beverages

Entertainment

Founded Pike Place Market in Seattle, Washington

Founder(s) Jerry Baldwin, Gordon Bowker, Zev Seigl

Headquarters Seattle, Washington, U.S

No. Of Locations 20,891 in 62 Countries

Key People Howard Schultz (Chairman, President & CEO)

INTRODUCTIONProducts 1. Coffee

2. Tea3. Pastries4. Frappuccino Beverages5. Smoothies

Revenue $13.29 billion

Employees 1,49,000

Subsidaries 1. Starbucks Coffee Company2. Ethos Water3. Evolution Fresh4. Hear Music5. La Boulange Bakery6. Seattle’s Best Coffee7. Tazo8. Teavana9. Tata Starbucks

Mission Statement

To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time

Environmental Mission Statement: Starbucks is committed to a role of environmental leadership in all facets of our business.

PRINCIPLES

Coffee: Apply highest standards of excellence in purchasing, roasting and fresh delivery of coffee

Partners: Provide a great work experience and treat each other with respect and dignity

Customers: Develop enthusiastically satisfied customers all the time Neighbourhood: Positive contribution to communities and

environment

Chain of Supply

Planning Sourcing

Manufacturing

Delivering

Channels of Distribution

Retail Locations Kiosks within different Store

Online Media

Competitors

Dunkin’ Donuts McDonalds Caribou Coffee

Advertising

Word-of-mouth advertising through “third home”

Providing quality products and services

Viral marketing

SWOT AnalysisStrengths:

• biggest and best in the business

• Focuses on consistency in delivering positive consumer experience

• Engaging in smart joint ventures with the right companies

• Spends less than 1% of its annual revenues on advertising

• Quality

Weakness:• Entire business rests on the

coffee industry• High price

Opportunities:• New Market Opportunities

Internationally• New Products• Form partnerships with other

coffee companiesThreats:

• The threat from new entry• Smaller coffee houses-

Privately owned.

In India

January 2011, 50:50 joint venture with Tata Coffee 19th, October 2012- Opens first store in India in Mumbai Presently, 15 outlets in India – 7 in Delhi, 8 in Mumbai International Products + Indian style product offerings such as

Tandoori Paneer Roll, Elaichi Mawa Croissant, Murg Tikka Panini and Chai Tea Latte to suit Indian customers

Competitors in India Include: Café Coffee Day, Barista and Costa Coffee

Corporate Social Responsibility1. Commitment to Environment Building greener Stores Recycling and Reducing waste Cups and Materials Climate Change

2. Commitment to Communities through Star Bucks Foundation Community Service Youth Leadership Farming Communities Access to Get Clean Water Fostering Education in China