STARBUCKS COFFEE

Natcha A. (Meii)
Background Company vision and mission
Began in 1971 To inspire and nurture the human
At Seattle, Washington spirit - one person, one cup and one
Starbucks named after the first neighborhood at a time
mate in Herman Melvilles Moby
Establish Starbucks as the most
Dick
recognized and respected brand in the
Went to public in 1992
world
Howard Schultz is Chairman,
Chief Executive Officer for
Starbucks.
Starbucks Principles
Coffee
Has always been, and will always be, about quality

Partners
Its not just a job, its our passion

Stores
Become a heaven, break from worries outside, a place where can meet with friends

Neighborhood
A part of community, take responsibility to be good neighbor seriously

Shareholders
Starbucks success comes from the rewards of their shareholder
Logo is inspired by the sea featuring a twin-tailed siren from Greek mythology
Competitors Target Audience
Coffee world Men and women aged 25-40
True coffee Middle - High class
Black canyon Who are open to Western
Amazon culture and lifestyle
Tom N Toms
Starbucks Products

Beverages

Pastries

Bakeries

Merchandise

Whole coffee beans

Brand Competitive Analysis
True coffee Starbucks Black Canyon

Product Beverages, Bakeries, Pastries Beverages, Bakeries, Pastries, Beverages, Bakeries, Pastries,
Merchandise, Whole coffee Food, Dessert, Ice cream
beans

Promotion Advertising Advertising Advertising

Public relations Public relations Public relations
Sales promotions Sales promotions Sales promotions

Place Cafs Cafs Restaurant

Online Store Online Store Online Store
Retailers Starbucks App Retailers
Retailers

Price Ice americano S 80, M 95, L Ice americano S 95, M 110, L 125 Iced americano 70
110
Questions #1
Questions #2
Questions #3
Brand Equity
How customers, think, feel and act with respect
to the brand, prices, market share, and
profitability of the brand
Turning an everyday beverage into a premium
product (quality)
Provides a superior level of customer service
collecting the suggestion or the ideas from
consumer.
Build a high degree of customer loyalty
successfully
Brand Identity
Color - earth toned color especially green

Packaging - 100% recycled paper cup, bag, tissue paper

Product lines, quality and taste

Logo

Menu - special menu

Customer services
Brand personality
Sincerity:

Down to earth, honest, wholesome, cheerful

Excitement:

Daring, spirited, imaginative, up-to-date.

Brand Associations Favorability
Premium tea and coffee Suitable place to relax
communities
Globally recognizable
Good customer services
Coffee enthusiastic
Global recognizable

U.S. Style
Uniqueness Awareness
Starbucks experience Word or mouth

Powerful brand name Partnerships

U.S style New channels

Logo

Product taste
Brand positions
Selling premium and luxury beverage
to the consumer

the American icon

Highly reputed and respected brand

SWOT : Strength
Employee treatment
Customer base loyalty
Use of technology and mobile outlets
Diverse product mix
High quality product
Strong market position
Global brand recognition
Free Wi-Fi
Brand image
SWOT : Weakness
Expensive products
Negative large corporation image
Overdependence in the United States market
American and European coffee culture clash with that of other countries
Negative large corporation through overcrowding
SWOT : Opportunity
Healthy, Organic, Energy drinks and foods
New distribution channels (delivery)
More bottled drinks sold in store
SWOT : Threats

Fierce competition from cheaper alternatives

Increased competition
Price volatility in the global coffee market
Developed countries economy
Changing consumer tastes and lifestyle choices
Conclusion
Starbucks success is through
Outstanding quality and taste of products
Customer services provided at the stores
Fast growth of new stores around the world
Store environments
Free Wi-Fi, outlets
A place for relaxing

Convenient
drive-thru