Situational analysis and marketing plan for Starbucks

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Starbucks was established in 1971 in United Stated. Starbucks is a leading retailers and roaster of coffee industry with more than 15,000
stores in 50 countries such as Australia, Canada, Germany, Malaysia, Russia, and Thailand. Starbucks has expanded their business and
market share around the world by providing the best quality of coffee. Starbucks uses joint venture to expand their market with the local
coffee shop and restaurants. The company focuses on sharing mission with partner to create values and prestige to reach goals. The
company is also concerning about to protect the environment.
Starbucks uses Porters Five Force strategy to apply with their industry structure. As Starbucks has success in the coffee industry, and
expand to both international and local market with high competition that can cause impediment. Starbucks has variety of products so they
consider many ways to produce the coffee such as healthy coffee products, to reach customers demand. This report also uses SWOT to
analyze Starbuckss situation which include external and internal environment. Moreover, it is describing the core competence such as brand
awareness, human resources, and identity products which can bring up competitive advantage which include differentiate advantage and
cost advantage to have more efficiency.
As Starbucks is one of the leaders in coffee industry however the company needs to concern about market by doing more research,
developing for customer service as well as products that can create more unique and differentiate in their brand image. In addition,
Starbucks has to aware for financial situation as well as the global economic to protect themselves that may happen in the future.

Starbucks Mission
Starbucks coffee has mission statement to achieve the objective of the company. The first mission statement of Starbucks was To establish
Starbucks as the premier purveyor of the finest coffees in the world while maintaining our uncompromising principles as we grow." (Study
Finds, 2008) Refer to the first statement; Study Finds (2008) stated that since Starbucks confronted with decreased revenue from the
recession and grew the number of competitors such as McDonald and Dunkin Donut so the company had changed the mission. According to
Starbucks (2010) stated that the latest mission which changes in 2008 is To inspire and nurture the human spirit one person, one cup and
one neighborhood at a time.
Moreover, the company has mission to the environmental as well. The statement mentioned that Starbucks is committed to a role of
environmental leadership in all facets of our business. (Starbucks, 2010) According to Starbucks (2010) the company accomplishes the
environmental mission statement such as sharing knowledge and conceives the environmental issue to partners, applying the package with
by think for environmentally friendly, Responsible for environmentally friendly, and motivating all of partners to be a part of company mission.

Business Strategy
According to the corporate mission of Starbucks (2010) the company applies the business strategy to accomplish their mission. In case of
Starbucks company focuses on differentiate strategy.
As Starbuckss coffee is very unique itself, first of all the company focuses on the best quality of their products by finding the source of coffee
beans and roasting them with great care as well as best coffee making machine to serve to customers. (Starbucks, 2010) In addition,
company is also developing the standard of living of employees who grow the coffee. (Starbucks, 2010) Second, that is their partners.
Starbucks combines several partners both local and international with the same standard, policy, and identity of its company by treating each
other with admire and prestige. (Starbucks, 2010) Third, Starbucks connects with customers by laughing and upraising the lives of its
customers. The company provides the best human connection with the customers from the beginning of process until they gone even the
loyalty customers, the staff need to know customers name. (Starbucks, 2010) In addition, Starbucks also designs the store with enjoyment of
customers life. (Starbucks, 2010) Forth, Starbucks is also considering about the people and the place. At the beginning, the company is
focusing on creating their store as the place for everyone to go to work and home. (Study Finds, 2008) Moreover, Starbucks decorates the
store which providing the relaxation, and atmosphere for all customers especially young people. Several studies (Study Finds, 2008;
Heher, 2010) Some stores have variety of books such as magazines, newspapers, articles and journals which provide to customers. (Study
Finds, 2008) Starbucks is also creating the store with comfortable and attractive atmosphere which well seat, and music as well as the light
foods such as bread, muffin, and cake. (Study Finds, 2008) Moreover, Starbucks gives the member card to the loyal customer to access the
internet to motivate customer enjoy during rest time. (Anonymous, 2009) Last, Starbucks mission statement is concerning about the ethics
and environment which the company applies to their business strategy. At the beginning, Starbucks has opened the store with share the
market share with the local coffee shops but the company tries to have good relationship with local neighbors. (Study Finds, 2008)

Industry Structure (Porters five Forces)

In the industry structure, this report is analyzing the Porters Five Forces with coffee industry. For instance, Starbucks coffee current situation
can be divided into five keys such as industry rivalry, potential new entrants, substitutes, suppliers, and buyers.
Firstly, industry rivalry, in the local coffee market, there are many local coffee shops that existing in the market with low price and good
quality. Thus, the existing competitors at the same level with Starbucks are not much in the market due to the company provides the best of
coffee bean by caring the process from selecting the raw material until serving to customer. (Starbucks, 2010) However, industry rivalry is not
high in the present market but it can be increased in the future.
Secondly, potential new entrants, as the coffee industry is easily to run the business as well as study the process of making coffee. It can
causes the investors would invest to this business even the big company such as McDonald and Dunkin Donut. McDonald, for example, in
the year 2008 had planned to launch the coffee bar in its business with baristas coffee making equipment which serve of espresso, lattes
and other refreshments with the lower cost than Starbucks. (Guy, 2008)

Thirdly, substitute products, refer to coffee is consuming product. There are many company provide the substitutes in consuming market that
can replace such as soft drink, liquor, beer, alcohol, and fruit juices and other healthy drinks. As Starbuckss target market is young people,
some care about health, and some need to party. Therefore the customers can change their drinking behavior to other substitute products
instead. For example, coffee has high calories with contain with full cream milk, syrup, and chocolate as well as the whipped cream which
can causes of obesity. (Leong, 2010)
Next is bargaining power of supplier. As Starbucks emphasizes on the best quality of coffee, and find out the supplier by themselves. They
have signed long term contact with farmers. What is more, Starbuck provides knowledge and activities to farmers to grow the coffee to
suppliers. Starbucks can control the price of the raw materials by themselves. Therefore, suppliers have less power negotiated and an
increased price as well as reduce the quantity due to the company has high bargaining of suppliers.
Lastly, bargaining power of buyers, the coffee market has high competition. There are many local coffee shops that can complete the market
share with lower price than Starbucks. The buyers can change the attitude to buy low price products as well as the healthy drink such as fruit
juice. Therefore, the bargaining power of buyers is high due to the customer has many options to buy so the company may focus on brand
loyalty to maintain the income.

SWOT analysis
SWOT analysis can divide into 2 parts such as external and internal analysis. . External analysis is focusing on the Opportunities and
Threats. Internal analysis is including the Strengths and Weaknesses within organization (Anonymous, 2010)

External Analysis (Opportunities and Threats)

Opportunities
Global expansion, Starbucks uses joint venture with other company to lunch new products that will sell in the convenient and grocery stores.
(Starbucks Newsroom, 2010) Japan, for example, Starbucks will launch Starbucks ORIGAMI Personal Drip coffee, a convenient, singleuse pour-over brewing system that allows customers to freshly brew a cup of Starbucks coffee wherever they are. Starbucks VIA Coffee
Essence will also be available in grocery and convenience stores. (Starbucks Newsroom, 2010) Moreover, in 2004, Starbucks is joining with
Hewlett Packard to provide customers can make their own music CD by choosing and creating their own CD. (Marketingteacher.com, 2010)
Threats
Economic recession is one of the threats that Starbucks faced. It is because customers avoid the extravagant coffee products so the
company had closed many stores as well as customers may change the drinking behavior to low cost coffee drink with similar quality.
(Collon, 2010) Both global and local coffee industry has high competition such as McDonald, and Dunkin Donuts. As competitors have
specialty coffee which similar as Starbucks so they can snatch their market share. (Glover, 2009) Some countries oppose the coffee
because of less nutrition which may causes obesity, and high calories. (Berinato, 2010) High price of products can lead low income
consumer find substitute products. Some daily product have unstable of price therefore can cause of high price of Starbuckss products.
(Marketingteacher.com, 2010)

Internal Analysis (Strengths and Weaknesses)

Strengths
Starbucks has strong brand awareness. Starbucks is the big coffee company which has high number of stores approximate 16,709 stores
worldwide and 11,181 stores in the U.S. (Study Finds, 2010) According to Marketingteacher.com (2010) stated that the organization has
strong ethical values and an ethical mission statement. Starbuck has good financial position to expand their market both international and
local. (Starbucks Corporation, 2009) The company has unique stores design that good atmosphere to attract customers which include they
can use stores for meeting with friend, accessing the WI-FI internet, and relaxing with music. (Study Finds, 2008). The company also has
strong team management such as manager, baristas, and farmers. Moreover, Starbucks is also has well train of staffs to meet customer
satisfaction. (Starbucks, 2010) Starbucks concerns about environmental friendly so the company has brand reputation. For example,
Starbucks persuades the customers to use the recycle cups as well as the cup manufacturers to save the environment. (Starbucks
Newsroom, 2010)
Weaknesses
Starbucks innovates of coffee making machine can less of staff skills. (Koehn, Besharov, and Miller, 2008) Refer to fast expansion of stores;
it is quite difficult for Starbucks to control employees in the different areas. According to Koehn, Besharov, and Miller (2008) stated that as the
Starbucks is the big coffee company, they has many customer waiting when the peak hours so it can cause of resign that effect with
company will loss efficiency staff. Therefore the companys expansion would slow down and loss profit. As Starbucks focuses on
environmentally friendly so their products can high costs. (Koehn, Besharov, and Miller, 2008)

Core competencies
Refer to Starbucks company profile, according to Vitez (2009) pointed out Core competencies are specific skill sets that bring a competitive
advantage to business operating in an economic market. These competencies are seen as important factors that improve the end products
produced by the company. What is more, core competencies are also including capability of specific knowledge and innovate, production
processes, customer relationships or employees that can develop the firm to be the market leader, differentiate, and brand awareness.
(Vitez, 2009)
Refer to Starbucks Corporation, the core-competencies is quality coffee which sells at premium prices. The company applies their strengths
with core competencies. There are three main keys such as Starbucks brand awareness, human resources, and unique products. Moreover,
the company places core competencies with company to bring up their business has competitive advantage.

Competitive Advantage
According to Value Based Management (2010) refer to Porters competitive advantage is defined as the action of the organizations strategy
to compete and successful in the market which can divide into 2 basics such as cost leadership and differentiate. What is more, both 2
basics are widely but it can combine as focus. (Value Based Management, 2010) In addition, competitive advantage will focus to using both
resources and capacities to accomplish lower cost and differentiate of products. (Study Finds, n.d.)
Refer to Starbucks Corporation; the company maintains its competitive advantages. According to Espejo (2008) stated that
Starbucks sustains competitive advantage by constantly looking for new ideas, new products, as well as new experiences for guests. For
example, the company hires designers to come up with artwork for commuter mugs. Starbucks forte is incorporating differentiated features
such as their different flavored coffees that no other company offers. Market trends are constantly being monitored by Starbucks as well.
They study every citys personality and how their products can best fit into the community.
Thus, Starbucks applies the concept of competitive advantage that look at their company which focuses on the differentiate advantage to
apply in business as well as cost advantage.
Differentiate Advantage
Starbucks uses the existing resources such as quality of products, human resource, and environmentally friendly that can different with
competitors.
First, Starbucks looks at their products by using the best quality of coffee. As the company selects coffee to get the best flavor, it is because
the company has the experts who have more than 40 years experience of coffee. (Starbucks Newsroom, 2010) They have proficient of
roasting and blending the best quality of coffee even selecting the coffee bean as well. (Koehn, Besharov, and Miller, 2008) For example, the
customers who taste instant coffee of Starbucks, they feel the taste is the real coffee which bitter than others instant coffee. (Pinsker, 2009)
In addition, Starbucks has created the new flavors such as Starbucks Natural Fusions which include Vanilla, Caramel, and Cinnamon to the
market that is unique at their product. (Starbucks Newsroom, 2010)
Second, Starbucks focuses on operational of human resources. The company treats staffs and partners by providing the well training to
meet customer satisfaction. The firm also provides staff to have human interaction with the customers not only making coffee but also eye
contact, gesture, smile and talking with each other. (Juan, n.d.) Moreover, Starbucks is also focusing on partners both local and global. The
company treats its shareholders with admire and prestige. (Starbucks, 2010) What is more, Starbucks always gives knowledge to the
farmers who grow coffee beans by training, supporting, and providing the knowledge as well as the activities to employees. (Koehn,
Besharov, and Miller, 2008)
Last, Starbucks concerns about the environmentally friendly which refer from their mission. The company attempts to reduce store to use the
paper cups and concerns more about using the recycle cups. United States and Canada, for instance, the company motivates customers to
be a part which help save environment by using their own reuse cup as well as using ceramic mug instead of plastic cups. (Starbucks, 2010)
It can be found that in 2009 Starbucks uses paper cups less than before. (Starbucks, 2010)
Cost advantage
Refer to Starbuckss coffee is the premium and specialty coffee. The cost can be high so the company creates Seattles Best Coffee' as a
second brand with lower price to serve the customer with low income as well as customers need. Several studies (Mitchell, 2010; Study
Finds, 2010; Starbucks Newsroom, 2010) According to Mitchell (2010) mentioned that And the sub-brand has created a new logo for itself
that looks like an open-mouthed smiley face with a drip of coffee. As Starbucks creates the second brand to serves for the airlines, book
shops, and movie theatres. Several studies (Study Finds, 2010; Starbucks Newsroom, 2010) Moreover, they supplies at all fast food outlets
such as Burger King and Subway. Several studies (Mitchell, 2010; Study Finds, 2010; Starbucks Newsroom, 2010)

Strategy Recommendations
Starbucks Corporation has run the good strategy. However, there are some weaknesses that can lead the potential competitors take
advantages. Therefore to maintain the coffee industry leader, the company needs to follow some rule and solve problem.
International Expansion
As Starbucks is dramatically increased in the global market, the company uses the joint venture strategy to enter international market. The
firm uses joint venture with the local coffee shop and restaurants to expand their market. Then licensing agreement is one of strategy that
Starbucks uses. Thus, the financial support does not a problem of expansion the market due to the company get profitable in coffee industry.
Moreover, Starbucks focuses on big and wealthy city as well as the large population to open their stores. In term of global expansion, it is
quite risk for the company due to the company need to consider about diversity of culture and preferences. Therefore, Starbucks should do
more research about culture, preference, and consumer behaviors before invest to that countries. Moreover, some countries concern for
health. As Starbuckss coffee, most products contain high calories such as full cream milk, whipped cream, and sugar. The company should
provide products that can meet the customers satisfaction. To avoid customers change drinking behaviors to substitute products. After
Starbucks does research and invest to that country. The company should create the product that can be healthy drink for people who
concern for health such as healthy coffee drinks. The company should monitor the staffs behavior of each country should have same
standard. Moreover, Starbucks expand very fast both local and international to reach the profitable. It is quite difficult to manage many staff
from the different areas so the company should build the inspection team to observe each area to have same standard as companys
mission. What is more, the company should provide the benefits to all staff and partners as well as farmers both local and international, to
make the staffs loyalty. The employees may have positive thinking about company and respect as well as less resigns. Apart from that,
expansion to international, the company should study and research the stability of politics, economy, social and culture, and technology of
those countries before invest.
Customer relationship

Refer to customer relationship, as Starbucks always considers how to reach customer satisfaction by training their staff to interact with
making coffee as well as eye contact, smile, and talk with customers. (Juan, 2010) However, these behaviors can lead their staff be
unnatural. Moreover, during the peak hour, there are many customers waiting long queue, this situation can make employees get stress and
customers waste time. Therefore the company should push more training to their staff. Moreover, the company should provide activities for
staff to involve. For example, during the low season, the company may provide their employees and customers join together such as singing,
playing game, and dancing. As providing activity to staffs, it let customer feel to be part of Starbuck as well as it can make customer loyalty
due to they feel enjoy and relax. In term of environmentally friendly, the company should use the recycle cups instead of paper cups to save
the earth and global warming. The firm may encourage their customer to use their own cups and reusable cups. The customers may feel to
be a part of help the earth. In addition, to improve the better services, the company should do more research such as questionnaires or
survey from customers who walk in to stores and provide customers to give comments or suggestions as well as customer can provide
comment via Starbuckss website. (Koehn, Besharov, and Miller, 2008) What is more, to increase the sales volume, Starbucks should use
their potential strategy to motivate new customer to see the worth and advantages of best coffee that they provide.

Potential fallout
As Starbucks succeeds in coffee industry by using strong strategies to bring up as a leader. Nevertheless, the company needs to protect
some failures and bring its business keep going steadily as well as maintain the sales and profit in the future. The potential fallout can
include competitors, economic crisis and human resources that Starbucks has to concern.
Firstly, competitors are including both international and local coffee shop and big company such as McDonald and Dunkin Donut. Those
competitors have high potential to go into the market and seize the market share. As they are also have specialty coffee and lower price than
Starbucks. Therefore the customers those countries may change their drinking behaviors to buy price market. Moreover, customers who
concern for health can easily change attitude to substitute products such as fruit juice industry instead of coffee even the company provides
the best quality of coffee. Moreover, coffee contain caffeine can risk with consumers health. Some competitor companies may have good
strategy which can produce best coffee and health coffee drinks to grab the market that can reduce coffee market as well
Secondly, the company needs to consider for economic crisis. At the beginning Starbucks has success in the sales and profit as well as
reach the goals. However, according to Simon (2009) pointed out that But now that the economy is languishing in a deep and painful
recession, things may be tipping. The lack of social services and the steep cuts in state and local spending may be turning from a one-time
advantage for Starbucks to a newfound disadvantage. Moreover, nowadays, financial situation is still fluctuating so it can cause with
Starbucks profit as well.
Lastly, human resources can be one of problem that leads Starbucks fail. Regarding to Starbucks expands the market both global and local
quickly as well as their employees are come the local area so it is quite difficult to control. It is because they are from different culture and
social. As Starbucks always have activities and good welfare such as health insurance for full time and part time job but it may hard to create
staffs loyalty due to the employees may lack of personality and quit a job. Moreover, staff cannot interact with customers well because of
individual behaviors. In addition, Starbucks provides training to employees but they are inattention. They may think to get just money. All of
mention can lead Starbucks customers loyalty as well as cannot reach their objectives.

Conclusion
Starbucks has the strong missions to reach their goals.
They have quick expansion to global and create the brand awareness in worldwide. They are also not only focusing on the brand image but
also concern of employees, customers, partners as well as farmer by providing good welfare and benefit. Moreover, Starbucks is still
concerning for the environment and protecting the earth. In addition, they apply their strategies to meet the customer satisfaction as well as
create customers loyalty.
Nevertheless, expansion to worldwide, there are many potential competitors that can grab the market share because they also can provide
good products and services. Even though, the economic recession can cause to decrease their profit. In the international market, it is not only
the coffee industry but also other industry such as food and healthy drinks can snatch their market share as well. Hence, Starbucks needs to
adjust them to match with situation and keep the brand image as well as be leader in the coffee market.

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