5/24/2018 Starbucks Company

1/10

To inspire and nurture the human spiritone person, onecup, and one neighborhood at a time

5/24/2018 Starbucks Company

2/10

1971

Starbucks opensfirst store in

Seattles Pike Place

Market .

1982-1987Howard Schultz joins Starbucks as director of retail operations

and marketing.Howard convinces the founders of Starbucks to

test the coffeehouse concept in downtown Seattle, where the

first . Starbucks Caff Latte is served. Starbucks opens first

stores outside of Seattle area in Chicago and Vancouver, B.C.

1991 -1999

Becomes the first privately owned U.S. company to offer astock option program that includes part-time employees.

Begins serving Frappuccino blended beverages. Joins

with Pepsi-Cola North America. Opens first store outside

of North America in Japan. Acquires Tazo, a tea company

based in Portland, Ore. Partners with Conservation

International to promote environmentally responsible

methods of growing coffee.

2001-2009Opens first Starbucks Farmer Support Center in

San Jose, Costa Rica. Introduces Starbucks CoffeeMaster Program . Starbucks enters into licensing

agreements with national Fair Trade organizations.

Opens Farmer Support Center in Kigali, Rwanda.

Becomes the worlds largest buyer of Fair Trade

Certifiedcoffee.

5/24/2018 Starbucks Company

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Building a company's core values as a company that only uses materials and produce

the best product.

Create a brilliant image embedded in the mind of the customer.

Establish Starbucks as a famous brand, even though people do not know clearly run

the business, but people feel familiar with the brand starbucks.

Making starbucks as well-known and respected brand.

Being number one or on any other brand in indefinitely.

Establish Starbucks as the primer purveyor of the finest coffee in the world while

maintaining our uncompromising principles as we grow. The following six guiding principles

will help us measure the appropriateness of our decisions :

Provide great work environment and treat each other with respect and dignity Embrace diversity as an essential component in the way we do business

Apply the highest standart of excellence to the purchasing , roasting , and fresh delivery of

our coffee

Develop enthusiastically satisfied customers all the time

Contribute to our communities and our environment

Recognize that profitability is essential to our future success

5/24/2018 Starbucks Company

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CoffeeMore than 30 blends and single-origin premium arabica coffees

Handcrafted BeveragesFresh-brewed coffee, hot and iced espresso beverages, coffee and non-coffee blended

beverages,

Vivanno smoothies and Tazo teas.

MerchandiseHome espresso machines, coffee brewers and grinders, coffee mugs and accessories, packaged

goods, music, books and gift items.

Fresh FoodBaked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.

Consumer ProductsVIA Ready Brew coffee, bottled Starbucks Frappuccino beverages, Starbucks Discoveries chilled cupcoffee (in Japan, Taiwan and Korea), Starbucks DoubleShot espresso drinks, Starbucks Iced

Coffee,whole bean coffee and Tazo teas at grocery and a line of super-premium ice creams.

Brand PortfolioTazo tea, Ethos water, Seattles Best Coffee and Torrefazione Italia Coffee.

5/24/2018 Starbucks Company

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Organic Foods and Health DrinksUsing more organic ingredients or diversifying their menu would provide fresh healthy coffee

substitutes, thus potentially attracting new customers as well as increasing the frequency of visits

from current customers who may not need caffeine during that particular time in the day.

CateringStarbucks can expand their service to office or home delivery when the purchase size reaches a

reasonable minimum.

Increase International Locations

Starbucks should continue to open new locations worldwide

Product Extension and SpecializationStarbucks could try to extend its menu selection to include drinks related to particular cultures

Increase Selection for Childrens DrinksStarbucks should increase its menu items for children. It currently offers hot chocolate and apple

cider for children, but it could offer a wider range of products, such as milk shakes or juice, as wellas more bakery items that satisfy childrens taste preferences

Market Extension of Starbucks MerchandiseIncreasing the Starbucks merchandise line to include more branded items, such as baseball hats,

canvas tote bags, umbrellas, aprons (and other kitchen accessories), not only increases sales but

helps Starbucks achieve its ultimate goal of becoming the most recognizable brand in the world

5/24/2018 Starbucks Company

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Our stores are a welcoming third place for

meeting friends and family, enjoying a

quiet moment alone with a book or simply

finding a familiar place in a new city.

Total stores 16,706 (as of Dec. 27, 2009)

8,850 Company-operated stores.

7,856 Licensed stores.

5/24/2018 Starbucks Company

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o Maximize market penetration

o Provide a relaxing, attractive social

atmosphere

o Offer high-quality products

o Create a great working environment

o Achieve profitability

o Focus on quality and experience, rather than

price

o Starbucks' image is one of the key elements

to comely visitors

o Starbucks' positioning is that we are

environmentally friendlyo Starbucks also positions each store

individually according to the specific location

it is in.

o Advertising strategies used by Starbucks

5/24/2018 Starbucks Company

8/10

5/24/2018 Starbucks Company

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Sales

Net Income

800,000

700,000

600,000

500,000

400,000

300,000

200,000

0

Growth Rate12,000,000

10,000,000

8,000,000

6,000,000

4,000,000

2,000,000

02005 2006 2007 2008

YearsYear 2008 2007 2006 2005

Sales 10,383,000 9,411,497 7,786,942 6,369,300

Net Income 315,500 672,638 564,259 494,467

5/24/2018 Starbucks Company

10/10

To inspire and nurture the human spiritone person, one cup, and one neighborhood ata time