Analyse Starbucks
-
Upload
rafaelis-batslevicius -
Category
Documents
-
view
232 -
download
0
Transcript of Analyse Starbucks
-
8/3/2019 Analyse Starbucks
1/26
1
- OrganisationStratgique delEntreprise -
Cas Starbucks1996 2011
-
8/3/2019 Analyse Starbucks
2/26
2
Agenda
1. Facts1.1 History1.2 Organization1.3 Activities : Integration and Diversification levels
2. External analysis2.1 Porter forces
2.2 Competitors analysis
3. Internal analysis3.1 Resources3.2 Core competencies
4. Financial analysis5. Synthesis
5.1 BCG matrix5.2 SWOT analysis5.3 Key factors of competition advantages
-
8/3/2019 Analyse Starbucks
3/26
3
1. Facts
2. External analysis
3. Internal analysis4. Financial analysis
5. Synthesis
1. Facts- History- Organization
- Activities
-
8/3/2019 Analyse Starbucks
4/26
4
History
1971 First store : whole bean coffee
19825 stores + wholesale to local restaurantsHoward Schultz joins Starbucks
1985 First coffee bar
1990 84 stores
1992 165 stores IPO Nasdaq
1993 275 stores Barnes & Nobles
1194 425 stores Pepsi-cola
1995 676 storesChapters IncStar Markets
Japan
1996 1015 storesAramak CorpAOL,
Singapore
-
8/3/2019 Analyse Starbucks
5/26
5
Organization
Marketing
Supply
ChainOperations
HumanResources Accounting International
Planning
&Finance
Admin.
Com. &
publicaffairs
Merchandising
Retail North America
Specialty sales & Wholesale group
-
8/3/2019 Analyse Starbucks
6/26
6
Integration strategy : DAS ?
Production
Purchasing
Direct mail
Distribution
Supermarkets Coffee stores Coffee houses Restaurants Other BtoB
Packaging
-
8/3/2019 Analyse Starbucks
7/267
Diversification strategy : DAS ?
Coffee Tea - PepsiCo : coffee drink- Redhook Ale Bevery :Coffee flavored stout- Dreyers grand Ice Cream
: Coffee Ice creams- Capitol records : Jazz CDs- Brueggers Bagelbakeries : common stores
Brand extension
Asia
Geographic extensionsCore business
-
8/3/2019 Analyse Starbucks
8/26
8
1. Facts
2. External analysis
3. Internal analysis4. Financial analysis
5. Synthesis
2. External analysis-Porter forces- Competitors analysis
-
8/3/2019 Analyse Starbucks
9/26
9
Porter forces
Suppliers
Clients
EntrantsSectorCompetitors
Negotiation
Negotiation
Threats
Regulationauthorities
Rivalry- Many competitors- Sector concentration- Mass distribution channel
used by competition
Entry barriers :- Starbucks brand- Number of sales points
-
8/3/2019 Analyse Starbucks
10/26
10
Strategic groups : coffee beans
Competitors
Low Quality
Lowconvenience
High
convenience
Premium
+ Regionalcompanies
+ Small specialtycoffee stores
Non premiumcoffee + substituteproducts
-
8/3/2019 Analyse Starbucks
11/26
11
D A S ?
Coffee Tea Various JV
- PepsiCo : coffee drink- Redhook Ale Bevery :Coffee flavored stout- Dreyers grand Ice Cream: Coffee Ice creams- Capitol records : Jazz CDs- Brueggers Bagelbakeries : common stores
Brand extensions
Asia
Geographic extensionsCore business
-
8/3/2019 Analyse Starbucks
12/26
12
1. Facts
2. External analysis
3. Internal analysis4. Financial analysis
5. Synthesis
3. Internal analysis- HR management
- Resources
- Core competencies
-
8/3/2019 Analyse Starbucks
13/26
13
HR management
Policy
Benefits Package Bean Stock Plan Fair Trade
-
8/3/2019 Analyse Starbucks
14/26
14
Resources
Resources Description Marketvalue
CompanyExclusive
?
Immaterial Brand Capital ***** ****
Human Turnover *** *****?
Financial Good SolvencyGood ROA / Revenue
*****
??
Physical - Distribution networkownership
**** *****
-
8/3/2019 Analyse Starbucks
15/26
15
Core Competencies
Norms andvalues
Technicalsystems
Managementsystems
Knowledge
Ethic:inter/external
Merchandising
-
8/3/2019 Analyse Starbucks
16/26
16
1. Facts
2. External analysis
3. Internal analysis4. Financial analysis
5. Synthesis
4. Financial analysis
-
8/3/2019 Analyse Starbucks
17/26
17
Financial analysis
1996 1995 1994 1993
Net revenues 600067 402655 248495 153610Net revenues increase 49% 62% 62%
Net earnings 42128 26102 10206 8282
Working capital 238450 134304 44162 42092
Total assets 726613 468178 231421 201712
Long term debt 167980 81773 80500 82100
Shareholders' equity 451660 312231 109898 88686
Solvency (LTD/Equity) 0,37 0,26 0,73 0,93
ROA (earnings/assets) 5,8% 5,6% 4,4% 4,1%
ROE (earnings/equity) 9,3% 8,4% 9,3% 9,3%
-
8/3/2019 Analyse Starbucks
18/26
18
1. Facts
2. External analysis
3. Internal analysis4. Financial analysis
5. Synthesis
5. Synthesis- BCG matrix
- Swot analysis- Key factors of competition advantages
-
8/3/2019 Analyse Starbucks
19/26
19
BCG Matrix
Dilemmas
Cashcows
Dogs
Market share
B
usinessgrowthrate
High
Low
Large Small
Retail US
-
8/3/2019 Analyse Starbucks
20/26
20
SWOT Analysis : US
Strengths Weaknesses
Opportunities Threats
Stores ownership
Strong brand
Empowered employee culture
Growth policy costs Functional/Product matrixorganization with redundancy
Continuous growth of the gourmetsegment (+30% per year)
Decline of coffee consumption
Excessive competition on coffeehouses
Maturity of coffee business
-
8/3/2019 Analyse Starbucks
21/26
21
SWOT Analysis : Japanese strategy
Strengths Weaknesses
Opportunities Threats
Low price Growth policy (joint venture)
Low price (commodity vs luxuryconsumption)
Japanese market (3rd worldwidecoffee consumer)
Change in consumption mode (only8% in coffee shop in 1994 vs 24,6%in 1980)
Main consumption mode is instant,
regular American or canned coffee
-
8/3/2019 Analyse Starbucks
22/26
22
Competitive advantages
Ressources1. Brand
2. Extensive distribution network
3. Low employee turnover
Competencies1. Product quality2. Ethics
3. Marketing
4. Purchasing
-
8/3/2019 Analyse Starbucks
23/26
23
Questions :WHERE? HOW ?
-
8/3/2019 Analyse Starbucks
24/26
24
Questions :Un caf-sak pour viter de boire
le verre?
-
8/3/2019 Analyse Starbucks
25/26
25
Comment Starbucks va til piloter son dveloppementinternational ?
-
8/3/2019 Analyse Starbucks
26/26
26
Torrfaction Selling points Take away
Immobilier
Finances
Achats MP