ENTREPRENUERSHIP

“ STARBUCKS “

OVERVIEW

STARBUCKS’ VISION, MISSION, & VALUE PROPOSITION

PRODUCTSDRINKS

PRODUCTSFOOD

PRODUCTSMERCHANDISE

STARBUCKS SWOT ANALYSIS

Global recognitionQuality productsProfitable organizationStrong financial foundationVisionary leader

High priceImporting roasted coffee

Known only for coffee

Launching new productsSkilled Labour marketMore tourist attractionUse of social media network

Cultural & Political issues Real State cost and laws in Sri

LankaEconomic down turns

Health cautious customers

MARKETING

SEGMENT

Every age group.

Tech savvy individuals.

Men and women.

High disposable income.

Brand focused.

Savvy and avid coffee lovers who enjoythe “Starbucks Experience”.

TARGET CUSTOMER

Starbucks targets commuters and captive consumers. Commuters consist of people heading to or from work or people on their lunch break.

Captive consumers consist of those who are stuck in a campus environment. Eg: high school & college students, corporate campuses.

POSITIONING

Starbucks has positioned itself as an upscale brand which provide rich experience.

It is obvious from the mission statement that they are trying to make it the best for socializing.

Starbucks is trying to reposition itself as a “third place” for its customers.

PRODUCT Coffee: More than 30 blends and premium coffees.

Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non-coffee blended beverages, smoothes and Tazo® teas.

Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.

Merchandise: Coffee- and tea-brewing equipment, mugs and accessories, packaged goods, music, books and gifts.

PRICE

Starbucks offers all of its products at a premium price.

Prices range from $1.00-$4.20 for drinks which is higher than any other retailers.

In case of foods, Starbucks is more expensive when compared to quick-service restaurants

PLACE

Distributed directly to customers through own retail stores and retail partners.

Located in high-traffic, high-visibility locations,focusing on pedestrian consumers.

Company also focus on drive-thru retail stores for the convenience of non-pedestrian consumers

PROMOTION

Poster and leaflet

ADVERTISING 16

Promotional email newsletter

Hoarding

CASE STUDYThe greatest problem arises when a recession occurs. The greatest problem arises when a recession occurs.

Industrial production slows down & numerous lose their jobs

Industrial production slows down & numerous lose their jobs

Not having enough money coming in from their income due to job losses and less working hours, people try to save money.

Not having enough money coming in from their income due to job losses and less working hours, people try to save money.

Cheaper fast-food coffees rather than the more expensive gourmet coffees at cafés in an attempt to save money.

Cheaper fast-food coffees rather than the more expensive gourmet coffees at cafés in an attempt to save money.

ENCOUTER FEEDBACK

The Link Between Quality and Price

Respect for Workers’ Human Rights

Continued Emphasis on Relationships, Communication and Training As their demands

SOLUTIONS BY :

Vanishiya

Yoganayagi

Dhalan

Yaso

Andy

Daniel

THANK YOU