RETAIL STRATEGY OF STARBUCKSBY AAMIR HUSSAIN CHANDIO

AKSHAY KUMAR ROHRA FAWAD AHMED JAMALI

OUTLINE STARBUCKS? RETAIL STRATEGY RETAIL FORMAT SUSTAINABLE COMPETITIVE ADVANTAGE COMPETITOR ANALYSIS

STARBUCKS? Primarily A Coffee House Biggest Customer Share Around 21000 Stores Worldwide Established In 1971 Mission Statement

“To inspire and nurture the human spirit – one

person, one cup and one neighborhood at a time”

RETAIL STRATEGY

Retail Strategy Elements > Target Market > Competitive Advantage > Retail Mix Elements

TARGET MARKET

Demographic Segmentation (Adult, Youth, Child) Geographic Segmentation Psychographic Segmentation

RETAIL MIX LOCATION Planned Locations (Shopping Malls, Resorts, Airports etc) Unplanned Locations (Free Standing, City Hubs, Main Market

etc) Other Locations Brick & Click Stores

RETAIL MIX Merchandise 87000 Combinations of Drinks Deep Merchandise Assortment Locally Valuable Drinks Food Items Equipments Brands

RETAIL MIX PRICING Value Based Pricing Strategy Price Hike For Profit Maximization Selective Price Alteration

RETAIL MIX

STORE DESIGN AND DISPLAY In-house Design Studios Design Concepts Layout Lightings Product Display

RETAIL MIX COMMUNICATION MIX Less Than 1% Revenue On Advertising Holidays Happy Hour Coupons My Starbucks Card

RETAIL MIX CUSTOMER SERVICES Trained Baristas Payment Options Free Wi-Fi

SUSTAINABLE COMETITIVE ADVANTAGE More And Less Sustainable

Competitive Advantages

MORE SUSTAINABLE

LESS SUSTAINABLE

o Customer Loyalty o Technology

o Bargaining Power o Merchandise Assortment

o Saturated Stores o Cleaner Environment

COMPETITORS Dunkin Donuts McDonalds Costa Coffee Coca-Cola