TOPIC : STARBUCKS

CONTENT• INTRODUCTION• HISTORY OF THE COMPANY• LEADERSHIP• VISION AND MISSION• STRATEGY• S.W.O.T• 5 “P” OF MARKETING• CONCLUSION

INTRODUCTIONStarbucks is an American coffee

company and coffee house chain. It was founded in Seattle, Washington in 1971. Starbucks is known as the most famous coffee in around the world. It is a successful company in selling coffee and it has been attractive many people.

HISTORY The first Starbucks store opened in Seattle's Pike Place

Market in 1971.

In 1981,Howard Schultz, recognized a great opportunity

and began working with the founder Jerry Baldwin.

Schultz wanted to bring the Italian café culture to the

United States. Selling espresso by the cup was the first

test.

HISTORY Schultz left Baldwin to open his own and raised money

from investors to purchase the Italian Coffee House

Giornale.

The company experienced rapid growth going public in

1992, and growing tenfold by 1997, with locations around

the United States, Japan and Singapore.

The company grew to be the largest roaster in Washington

with multiple locations until the early 1980’s.

Horward Schultz’s leadership style is transformational

leadership and democratic leadership.

He uses democratic leadership style to defining as

leadership, which allows the exercise of free opinion and

input of employees to the leader.

And he uses transformational leadership style to defining

as simply leadership build advancement of higher level of

moral and motivation.

LEADERSHIP

LEADERSHIP And he uses transformational leadership

style to defining as simply leadership build

advancement of higher level of moral and

motivation.

Horward Schultz styles to motivation and

inspiration his employees.

VISION Being a premier purveyor means

that Starbucks Coffee wants to achieve leadership in providing its products, especially coffee of the best quality.

Analysts and critics point out that coffee from McDonald’s or Dunkin Donuts may be better than Starbucks coffee in some aspects.

These principles include ethical conduct and a warm culture.

MISSION Starbucks Coffee inspires and nurtures the

human spirit starting with its employees.

At Starbucks, employees’ and customers’ first names are used.

The one (person cup and neighbor) at a time component of the mission statement show that the firm ensures meaningful impact on every employee and customer.

STRATEGY (Business Strategy) Starbucks has implemented

a product differentiation strategy to attract customer their competitors.

They know they can count on genuine service, an inviting atmosphere and they pride themselves on their coffeehouse atmosphere.

STRATEGY (Marketing Strategy) Today, due to implementation

the successful of their market strategy, they are the leading competitors within the coffee and snack-shop industry.

An area entirely in order creates convenience for consumers with shorter lines and potentially bringing in more traffic within the area.

S.W.O.T•STRENGTHS

•WEAKNESSES

•OPPORTUNITIES

•THREATS

STRENGTHS• International knows

• Efficiency and effectiveness

• High quality of product

• Starbucks experience.

• High accessibility

• Strong relationship

• Starbuck Global Responsibility strategy.

WEAKNESSES•Dependent on relationship

•Health effect

•Natural disasters

•Region or global health

OPPORTUNITITES•Expansion retail

•Launch new products

•Scope for international growth

•Using of technology

THREATS

•Supply and price of coffee

•Large number of competitor

•Economic conditions

5 “P” OF MARKETING:

• PRODUCTS• PRICE• PLACE• PROMOTION• PEOPLE

DRINKS• Espresso• Starbucks Latte • Starbucks Mocha• Starbucks Cappuccino• Tazo teas

PRODUCTS

FRESH FOODS• Salad• Sandwiches• Yogurt parfaits• Fruit cups• Muffins

MERCHANDISE• Mugs• Tea-brewing equipment• Accessories• Packaged goods• Gifts• Books

PRICE On September 22, 2010

Starbucks announced to raising the prices.

Starbucks expects to maintain or lower the price of some most popular beverages.

Unlike the coffee, tea prices are not based on the size.

PLACES• The Coffee Holding Company

is located in New York.• Starbucks has branches in

many country like Singapore, Canada, Japan, Australia, Argentina and other.

• Starbucks Coffees and teas were available in approximately 39,000 grocery and warehouse club stores, 33,000 in US and 5,500 in international markets.

• Coffees and tea branded products sold worldwide.

PROMOTION• Starbucks started a community

website, the Starbucks idea, designed to collect suggestions and feedback from the customers.

• Starbucks reward program allows members to earn a free drink after every 15 purchases

• The company has create a “community atmosphere” among premium coffee lover.

• In 2001 Starbucks introduced the Starbucks card.

PEOPLECustomer

Meet your customers where they want to be met Think mobile, mobile, mobile!  Focus on personalization

Employee Free Tuition Free Starbucks Stock Free coffee

CONCLUSION

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