May 19, 2004 1 Starbucks Coffee France SAS Best in France Case Study Alexandre Borsari Damien...
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May 19, 2004 1 Starbucks Coffee France SAS Best in France Case Study Alexandre Borsari Damien Hammouchi Stéphanie Jaccaz
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May 19, 2004 1
Starbucks Coffee France SAS
Best in France Case Study
Alexandre Borsari
Damien Hammouchi
Stéphanie Jaccaz
May 19, 2004 2
The Starbucks company (1/2)
• World leader in coffee retail with more than 7,500 locations in 34 countries.
• Key numbers :
Annual Sales Turnover in billions of US dollars :
The Company A label Constraints AdaptationWhy in France ?
Conclusion
• Its business : « From the bean to the cup of coffee » :
Purchases directly to producers Roasts whole bean coffees in 4 plants located in North America and Europe Sells 15 different types of coffee, 30 beverages, pastries and coffee-related accessories in retail stores.
• Born in 1971 in Seattle, first came in Europe (UK) in 1998 and arrived the 16th of January 2004 in Paris, France.
May 19, 2004 3
Starbucks France SAS (2/2)
The Company A label Constraints AdaptationWhy in France ?
Conclusion
• Born from a joint-venture between Starbucks Coffee Company and Grupo Vips, one of the Spanish leader in restoration and retail. This group provides financial and logistic help.
• About 100 persons employed
• Around 10 stores expected in Paris before the end of the year
• 3 stores opened in Paris (Opéra, Montparnasse and La Défense)
May 19, 2004 4
Why it came to France
France was a key market for them because of 2 main reasons :
• France is an emblem in the world of gastronomy and especially in the café society : accreditation
• It is a very profitable market
The Company A label Constraints AdaptationWhy in France ?
Conclusion
It was also a challenging project due to the French reserves against the American and their doubts about their ability to make good coffee.
First settlement in Paris
May 19, 2004 5
Starbucks : a label
• Respect of employees
The Company A label Constraints AdaptationWhy in France ?
Conclusion
• Stores : non-smoking, music, cosy
• Respect of clients
• Respect local traditions
• Image
• Creativity
• Quality of products
May 19, 2004 6
Constraints in France
The Company A label Constraints AdaptationWhy in France ?
Conclusion
• Communication :
Really sensible point, need to introduce themselves with discretion and humility.
No advert budget, their best advertising is their good location and the word-of-mouth influence !
• Costs :
High prices of real estate / High social security contributions / Heavy system of working hours (35 hours/week)
• Constraining specific laws (ex: purchasing lease)
• Need to apply the same price on comparable products (4 references)
May 19, 2004 7
Adaptation to France
The Company A label Constraints AdaptationWhy in France ?
Conclusion
As in every country, they adapt the menu to the local tastes and values.
In France :
• « croissant » and « pains au chocolat »
• no large sizes of beverages
• improved the espresso menu
• ceramic mugs
• different prices between Paris and “Province”
May 19, 2004 8
We thank
Camille Cochy de Moncan, Responsible of marketing and communication of Starbucks Coffee France SAS, [email protected]
Emilie Cassignac, Marketing and Communication of Starbucks Coffee France SAS, [email protected]
The Company A label Constraints AdaptationWhy in France ?
Conclusion
