Starbucks

Presented to Mrs. Ritu Sinha

Group Members

Name Manoj Singh Mahesh Surve Swapnil Wadval Ketan Vora Arun Subramanium

Roll No MM- 10-31 MM- 10-33 MM- 10-36 MM- 10-35 MM- 10-37

Brief
Largest coffee house company in the world ,Started in 1970 as a small coffee manufacturer CEO- Mr Howard schulz helped recognized that the people were passionate about coffee , but were equally passionate about the coffee house experience As of August 2007 6,566 company operated stores and 3,729 licensed stores in US 1,613 company operated stores and 2,488 joint venture and licensed stores outside US

At present 19,435 stores in 58 countries 12,781 in US 1,241 in Canada 1,062 in Japan 976 in Great Britain 645 in China
Source- Wikipedia

Brand Meaning

Top 5 Attributes Consumers Associate with the Starbucks Brand

59% - Known for specialty/gourmet coffee 43% - Widely available 42% - Corporate 41% - Trendy 39% - Always feel welcome at Starbucks

Starbucks Objective

To establish Starbucks as the most recognized and respected brand in the world

Steps taken to achieve objective

Continuing with rapid expansion of retail stores Growing its sales and other operations Introduction of new products and new distribution channels that meets consumer needs determined by marketing research

4 strategic pillars

the Coffee, which is the foundation and gives credibility to Starbucks Some finest products (chocolate, ice cream, salad, yogurt, kids drink) associated with the coffee experience Warm, welcoming and inspiring environment Community involvement- We know we can accomplish more together than we
can alone. We bring together our partners (employees), customers in their communities to make meaningful impact.

Q1) Use the internet to identify secondary sources of information pertaining to coffee consumption in US?

12,90,720 Metric Tons 4.2 kg per person/per year 54% of Americans over the age 18 drink coffee every day Men drink 1.9 cups coffee per day Women drink 1.4 cups per day

Q2) What are the consumers looking for in a coffee house experience? How do they view the Starbucks coffee house experience? How can Starbucks determine answer to this questions?

Locations- Star bucks came up with a concept of The Third Place between home and
work

Customer comforts- Star bucks stores mix upholstered chairs and sofa with hard back
chair around tables

Coffee Shop Atmosphere- Free electricity to charge the laptops and other electronic
gadgets, In order to enhance the coffee atmosphere, Star employees are requested

WiFi Internet Access- Star bucks even provided the free Wifi connections to the
customers

3) A surveis to be conducted to determine the image coffee drinkers have of Star bucks and other coffee chains .Which survey method y should be used and why ? Survey Method : Personal Survey The respondents were first asked to describe the characteristics of a typical visit to a coffee shop. This includes their choice of coffee shop, frequency of visits, time & money spent on a single visit, average group size and influential factors affecting their choice. Comparative Rating: The survey also asked the customers to rate the following parameters on a scale of 1-5 (1 being the worst, 5 being the best), for both Barista and Caf Coffee Day: 1. Taste & Quality of products. 2. Prices of products. 3. Order/ Delivery time & Order/ Delivery process. 4. Performance of staff. 5. Ambience. 6. Availability of products. 48 7. Value for money of products. 8. Overall performance.

4) Introduction of new gourmet coffee?

Observational Method : Personal Observation
Personal Observation: It is very flexible and can be used to collect large amounts of information. Trained interviewers are can hold the respondents attention and are available to clarify difficult questions. They can guide interviews, explore issues, and probe as the situation requires. Personal interview can be used in any type of questionnaire and can be conducted fairly quickly. Interviewers can also show actual products, advertisements, packages and observe and record their reactions and behavior.
This takes two formsIndividual- Intercept interviewing Group - Focus Group Interviewing