Image: KoreaBizWire

1. Product Mix

2. Seasonal Marketing

3. Locations

4. Culture

5. Social Ethics

6. Co-Branding

7. Celebrity Endorsements

8. Technology

9. Conclusion

Image: BusinessWire

• Roasted and

handcrafted

coffees

• Tea

• Fresh food items

• Other beverages

• Merchandise

• Music

Source: Geereddy, 2014

Images: brandingmagazine.com, starbucks.com.au

• Pumpkin Spice

Latte

o$80 million

revenue (2013)

• Holiday Drinks

• Summer

Refreshers

Source: Maynard, 2013

Images: BrandEating; NewsWire

• High-traffic, high-

visibility locations

• Drive-through

locations

• Retail centers,

universities, office

buildings and off-

highway locations

Source: IBISWorld, 2014

Images: ardentheatre.org

Note: Worldwide; 2011 to 2013

Source: Statista; ID 272900

19,767

10,858

4,740

2,861

1,777

1,600

852

828

0 5000 10000 15000 20000 25000

Starbucks (2013)

Dunkin' Donuts (2013)

Tim Hortons (2013)

Costa Coffee (2013)

Panera Bread (2013)

McCafé (2012)*

Einstein Noah (2013)

Krispy Kreme Doughnuts (2013)

Number of stores

Graph: Statistica, 2014

Note: Worldwide; 2013

Source: Statista; ID 270091

14.89

3.07

2.39

1.37

0.71

0.5

0.46

0 2 4 6 8 10 12 14 16

Starbucks

Tim Hortons

Panera Bread

Costa Coffee

Dunkin' Brands

Coffee Bean & Tea Leaf (2012)

Krispy Kreme Doughnuts

Revenue in billion U.S. dollars

Graph: Statistica, 2014

• Targets young and

middle-aged

professionals

• Mirrors the

experience of Italian

coffee houses

• "Third Place”

• Employees know

customer names

Source: Seaford, 2012

Image: marketizator.de

• Balance between

profitability and

social conscience

• Commitment to hire

10,000 veterans

• College

Achievement

Program

• Fair Trade Coffee

Source: NewsBite, 2015; Macdonald, 2007

Image: TradingVisions

Source: Lingley, 2009

Images: PepsiCo; Apple; Urban Spoon

• Teavana and Oprah

Winfrey developed

Oprah Chai Tea

• Percentage of sales go

to Oprah Winfrey

Leadership Academy

Foundation in South

Africa

Source: Schultz, 2014

Image: USA Today

• Free Wi-Fi

• Mobile App

• Rewards o Free Birthday Drinks

o Accumulate stars to earn free

products

• Mobile Pay

Source: Mari, 2014

Image: RedmondPie

Starbucks achieves commercial success due to:• Large product variety

• Global expansion

• Café culture

• Social Responsibility

• Partnerships

• Innovative Technology

Image: Great Fall Tribune