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ASSIGNMENT

ON

Starbucks Company And Caf Coffee Day

SUBMITTED BY -: GOPAL BISHNOI MBA(IB) 2nd YEAR

Starbucks Company
Wake up and smell the coffee -- Starbucks is everywhere. The world's #1 specialty coffee retailer, Starbucks has more than 17,000 coffee shops in about 40 countries. The outlets offer coffee drinks and food items, as well as roasted beans, coffee accessories, and teas. Starbucks operates more than 9,000 of its shops, which are located in about 10 countries (mostly in the US), while licensees and franchisees operate almost 8,000 units worldwide (primarily in shopping centers and airports). The company also owns the Seattle's Best Coffee and Torrefazione Italia coffee brands. In addition, Starbucks markets its coffee through grocery stores and licenses its brand for other food and beverage products The Starbucks Story Our story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattles Pike Place Market.

Today, we are privileged to welcome millions of customers through our doors every day, in more than 17,000 locations in over 50 countries. Folklore

Starbucks is named after the first mate in Herman Melvilles Moby Dick. Our logo is also inspired by the sea featuring a twintailed siren from Greek mythology. Starbucks Mission

Our mission: to inspire and nurture the human spirit one person, one cup and one neighborhood at a time.

Our Coffee

Weve always believed in serving the best coffee possible. It's our goal for all of our coffee to be grown under the highest standards of quality, using ethical sourcing practices. Our coffee buyers personally travel to coffee farms in Latin America, beans arrive at our roasting plants, Starbucks Starbucks Roast. Our Stores Africa and Asia to select the highest quality arabica beans. Once these quality experts bring out the balance and rich flavor of the beans through the signature

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. 8,870 Companyowned 8,139 Licensed stores

Total stores: 17,009 (as of January 2, 2011)

Operating in more than 50 countries

Argentina, Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil, Bulgaria, Canada, Chile, China, Cyprus, Czech Republic, Hungary, Indonesia, Ireland, Japan, Jordan, Oman, Peru, Philippines, Poland, Portugal, Sweden, Switzerland, Taiwan, Thailand, Our Partners Denmark, Egypt, El Salvador, England, France, Germany, Greece, Hong Kong, Kuwait, Lebanon, Malaysia, Mexico, New Zealand, Netherlands, Northern Ireland, Qatar, Romania, Russia, Saudi Arabia, Scotland, Singapore, South Korea, Spain, Turkey, United Arab Emirates, United States and Wales. We offer the finest coffees in the world, grown, prepared and served by the finest people. Our employees, who we call partners, are at the heart of the Starbucks Experience.

Our store partners are committed to coffee knowledge, product expertise and customer service. We believe in treating our partners with respect and dignity. We are proud to offer two landmark programs for our partners: equity in the company through our Bean Stock program. Starbucks Company Profile Our Products comprehensive health coverage for eligible full and parttime partners and

2011 STARBUCKS COFFEE COMPANY. ALL RIGHTS RESERVED. Coffee: More than 30 blends and singleorigin premium arabica coffees. coffee and noncoffee blended beverages, Vivanno smoothies and Tazo teas.

Handcrafted Beverages: Freshbrewed coffee, hot and iced espresso beverages,

Merchandise: Coffee and teabrewing equipment, mugs and accessories, packaged goods, music, books and gift items. cups. Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit Consumer Products: Products in 13 countries (Austria, Canada, China, Denmark, Germany, Ireland, Japan, Korea, Mexico, Norway, Spain, UK and U.S.) in three categories: brands), Starbucks VIA Ready Brew, Tazo tea filterbags and tea latte concentrates.

Coffee and Tea: Whole bean and ground (Starbucks and Seattles Best Coffee

ReadytoDrink (RTD): Starbucks bottled Frappuccino coffee drinks, Starbucks Discoveries chilled cup coffees, drinks; Seattles Best Coffee Iced Lattes, Tazo bottled iced and juiced teas. Starbucks Doubleshot espresso drinks, Starbucks Doubleshot Energy+Coffee

Starbucks Ice Cream: Superpremium coffee and coffeefree flavors.

Brand Portfolio

Starbucks Coffee, Seattles Best Coffee, Tazo Tea, and Torrefazione Italia Coffee. Investor Information Starbucks went public on June 26, 1992 at a price of $17 per share (or $0.53 per share, adjusted for subsequent stock splits) and closed trading that first day at $21.50 per share. Olympia, Washington, on Nov. 4, 1985. symbol SBUX.

Starbucks was incorporated under the laws of the State of Washington, in Starbucks Corporation's common stock is listed on NASDAQ, under the trading Being a Responsible Company

We are committed to doing business responsibly and conducting ourselves in ways that earn the trust and respect of our customers, partners and neighbors. We call this Starbucks Shared Planet our commitment to doing business responsibly. all over the world that help ensure we are able 2015, all of our coffee will be grown using Ethical Sourcing: Weve developed strong, longterm relationships with farmers to buy the highquality coffee our customers expect from us. It's our goal that by ethical trading and responsible growing practices. Environmental Stewardship: We share our customers' commitment to the environment. And we believe in the importance of 2015, 100% of our cups will be reusable or through energy and water conservation, recycling and green construction. caring for our planet and encouraging others to do the same. It is our goal that by recyclable. We will also work to significantly reduce our environmental footprint

Community Involvement: From the neighborhoods where our stores are located to the ones where our coffee is grown we

believe in being involved in the communities were a part of. Bringing people together, inspiring change and making a difference in peoples lives its all part of being a good neighbor. By 2015, we plan to contribute one million volunteer hours each year to our communities.

Name
The company is named, in part, after Starbuck, Captain Ahab's first mate in the novel Moby-Dick, as well as the turn-of-the-century mining camp (Starbo orStorbo) on Mount Rainier. According to Howard Schultz's book Pour

Your Heart Into It: How Starbucks Built a Company One Cup at a Time, the name as many assume. Gordon Bowker liked the name "Pequod" (the ship in the novel), "No one's going to drink a cup of Pee-quod!" The partners wanted a name that was unique and that could be traced back to the Northwest. After thorough research, Heckler suggested "Starbo", after a mining camp located in the

of the company was derived from Moby-Dick, although not in as direct a fashion but reevaluated the name after his then creative partner Terry Heckler responded,

region. Brainstorming with these two ideas resulted in the company being named after the Pequod's first mate, Starbuck. The team agreed that the name Starbucks evoked the romance of the high seas and the seafaring tradition of the early coffee traders. Starbucks is known internationally by the following names:

Arabic-speaking countries: ( transliteration: Strbks) Bulgaria: (transliteration: Starbks) China, Hong Kong, Macau, Taiwan: Pinyin: xngbk ( xng means "star", while is a transliteration of "-bucks") Israel: Hebrew: ( transliteration: srbaqs) Japan: (transliteration: sutbakkusu), and the abbreviation is also used in slang

Russia: (transliteration: Starbaks) South Korea: (transliteration: seutabeokseu), but the Korean translation (star-teahouse) is also used in slang Quebec, Canada: Caf Starbucks Coffee Thailand: pronounced [stbk]

Logo
In 2006, Valerie O'Neil, a Starbucks spokeswoman, said that the logo is an image has been significantly streamlined over the years. In the first version, which was based on a 16th-century "Norse" woodcut, the Starbucks siren was topless and has been likened to a melusine. In the second version, which was used from of a "twin-tailed mermaid, or siren as she's known in Greek mythology". The logo

had a fully visible double fish tail. The image also had a rough visual texture and 198792, her breasts were covered by her flowing hair, but her navel was still visible. The fish tail was cropped slightly, and the primary color was changed from brown to green, a nod to Bowker's Alma Mater, the University of San Francisco. In the third version, used between 1992 and 2011, her navel and "woodcut" logo has been moved to the Starbucks' Headquarters in Seattle. At the beginning of September 2006 and then again in early 2008, Starbucks temporarily reintroduced its original brown logo on paper hot-drink cups. Starbucks has stated that this was done to show the company's heritage from the

breasts are not visible at all, and only vestiges remain of the fish tails. The original

Pacific Northwest and to celebrate 35 years of business. The vintage logo sparked garnered little attention from the media. Starbucks had drawn similar criticism when they reintroduced the vintage logo in 2006. The logo was altered when only her crown, as reported in a Pulitzer Prize-winning column by Colbert I. later that it would be using the international logo in Saudi Arabia.

some controversy due in part to the siren's bare breasts, but the temporary switch

Starbucks entered the Saudi Arabian market in 2000 to remove the siren, leaving King in The Washington Post in 2002. The company announced three months

In January 2011, Starbucks announced that they would make small changes to the company's logo, removing the Starbucks wordmark around the siren, enlarging the siren image, and making it green.

Original brown logo, used from 19711987.

Green logo used from 19872010, still being used as a secondary logo.

Redesigned logo used from 2011present.

Partnerships
Starbucks has agreed to a partnership with Apple to collaborate on selling music as part of the "coffeehouse experience". In October 2006, Apple added a Starbucks Entertainment area to theiTunes Store, selling music similar to that

played in Starbucks stores. In September 2007 Apple announced that customers

would be able to browse the iTunes Store at Starbucks via Wi-Fi in the US (with no requirement to login to the Wi-Fi network), targeted at iPhone, iPod touch, iPad, and MacBook users. The iTunes Store will automatically detect recent songs playing in a Starbucks and offer users the opportunity to download the information of the current song playing. This feature has been rolled out tracks. Some stores feature LCD screens with the artist name, song, and album in Seattle, New York City, and the San Francisco Bay Area, and was offered in

limited markets during 20072008.[90] During the fall of 2007, Starbucks also

began to sell digital downloads of certain albums through iTunes. Starbucks gave away 37 different songs for free download through iTunes as part of the "Song of the Day" promotion in 2007, and a "Pick of the Week" card is now available at of the Week" card for app downloads from the App Store. A Starbucks app is available in the iPhone App Store.

Starbucks for a free song download. Since 2011 Starbucks also gives away a "Pick

Starting on June 1, 2009, the MSNBC morning news program Morning Joe has

been presented as "brewed by Starbucks" and the show's logo changed to include on air "for free" in the words of MSNBC president Phil Griffin, it was not paid news organizations, viewed as both a clever partnership in an economic downturn and a compromise of journalistic standards.

the company logo. Although the hosts have previously consumed Starbucks coffee placement at that time.[91] The move was met with mixed reactions from rival

SWOT Analysis Starbucks


Strengths-:

Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year. It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries.

Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.'

Weaknesses-:

Starbucks has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. The organization has a strong presence in the United States of America with more than three quarters of their cafes located in the home market. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise.

Opportunities-:

Starbucks are very good at taking advantage of opportunties. In 2004 the company created a CDburning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD. New products and services that can be retailed in their cafes, such as Fair Trade products. The company has the opportunity to expand its global operations. New markets for coffee such as India and the Pacific Rim nations are beginning to emerge. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.

Threats-:

Who knows if the market for coffee will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future? Starbucks are exposed to rises in the cost of coffee and dairy products. Since its conception in Pike Place Market, Seattle in 1971, Starbucks' success has lead to the market entry of many competitors and copy cat brands that pose potential threats.
Take-home

Competitive Advantage

Starbucks Corporation has been around since 1971. They made an initial public offering of common stock in June 1992. Since that time Starbucks opened many stores in various locations across the United States. They managed to obtain the best real estate team and a sophisticated system that allowed them to grow. What makes Starbucks unique from other coffee-bar shops is not only their wide selection of products but the environment they provide to all customers. Management created a thesis for every locations design as

Everything matters. What they meant by this, is they wanted to make sure every detail in the store reflected best of class in the community and neighborhood of each store location. In fact every location has colorful banners and posters to maintain the look of Starbucks fresh and fun. They restrict employees from wearing any perfume so they keep only the smell of coffee in the shop.

new products, as well as new experiences for guests. For example, the company incorporating differentiated features such as their different flavored coffees that no other company offers. Market trends are constantly being monitored by best fit into the community.

Starbucks sustains competitive advantage by constantly looking for new ideas,

hires designers to come up with artwork for commuter mugs. Starbucks forte is

starbucks as well. They study every citys personality and how their products can

Cafe Coffee Day


Caf Coffee Day is a division of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company Ltd. (ABCTCL). ABCTCL grows coffee in its own estates of 10,000 acres (4047 ha). The land value of the plantations is US$250 300 million.[2] It is the largest producer of Arabicabeans in Asia. Apart from this, the group also sources coffee from 11,000 small growers. ABCTCL is one of Indias leading coffee exporters with clients across USA, Europe and Japan.
Logo

Original logo The First Caf Coffee Day logo a bright red cube with a green stroke above e in Coffee Days introduction of Caf culture in India. The font used for Caf is out of liquid. The current logo includes a dialogue box which highlights the connection between 'coffee' and 'conversations.' This logo also reflects their current tag line, "A lot can happen over coffee." Caf Coffee Day. The word Caf was made to appear dominant to indicate Caf called SLURRY the font looks as though the letters have congealed or coagulated

The logo of CCD has been changed recently, this has been done in line with the increased competition and also for the proper conveying of the message that Caf

Coffee Day desires to tell to its customer. The famous Caf Coffee Day squared

logo has got a fresh new avatar a Dialogue Box - with the words Caf Coffee Day written in a distinct, specially created font. The new trendy dialogue logo symbolizes the essence of what a Caf Coffee Day caf is all really all about a coffee!

perfect place to relax and dialogue. And as we all know, a lot does happen over

SWOT Cafe Coffee Day Strength:


Products of extremely good quality and taste. Its a youth oriented brand , hence huge potential since 40 % population is below 20 It produces/grows the coffee it serves hence reducing the cost. USP of brand is its considered a highly affordable brand. Weakness: Weak brand image and lacks strength to maintain brand loyalty Poor ambience and decor. CCD outlet served prime space for advertising and promotions Many of the CCD stores are incurring loses due to wrong site selection. Opportunities: Coffee cafe industry is one of the fastest growing industry in Asia. More people like to visit CCD for informal meetings . CCD has gone international, and is planning to attract many new international markets, hence gaining international recognition Threats:

Competition with other coffee cafes like Barista, Mochas. Other hukka palours like Sheshas , Peshawar , Koylas, U Turn are also gaining lot of attention and preferred by young generation to hang around which in tourn is attracting the market captivated by CCD