INDEX

S.N
O

TITLE

1.

ACKNOWLEDGEMENT

2.

Starbucks Company Timeline

3.

Starbucks Company Profile

4.

Sign of
Teache
r

Locations in Operation

5.

Starbucks in India

6.

Store Design

7.

Starbucks Logo Changes

8.

SWOT ANALYSIS

9.

Starbucks Company Recognition

ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have

been possible without the kind support and help of many

individuals and organizations. I would like to extend my sincere

thanks to all of them.
I thank my God for providing me with everything that I required in
completing this project.
I am highly indebted to the Teacher in Charge ___________ for his
guidance and constant supervision as well as for providing
necessary information regarding the project & also for his support
in completing the project.
I would like to express my gratitude towards my parents for their
kind co-operation and encouragement which helped me in the
completion of this project.
I would like to express my special gratitude and thanks to Starbuck
employees for giving me such attention and time.
My thanks and appreciations also go to my classmates in
developing the project and to the people who have willingly helped
me out with their abilities.

Starbucks Company Profile

The Starbucks Story
Starbucks story began in 1971. Back then it was a roaster and retailer of whole bean and ground
coffee, tea and spices with a single store in Seattles Pike Place Market.
Today, they are privileged to connect with millions of customers every day with exceptional
products and more than 19,000 retail stores in over 60 countries.

Folklore
Starbucks is named after the first mate in Herman Melvilles Moby Dick. Their logo is also
inspired by the sea featuring a twin-tailed siren from Greek mythology.

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

Starbucks Coffee
They always believed in serving the best coffee possible. It's their goal for all of their coffee to be
grown under the highest standards of quality, using ethical sourcing practices. Their coffee

buyers personally travel to coffee farms in Latin America, Africa and Asia to select the highest
quality beans. And their master roasters bring out the balance and rich flavor of the beans
through the signature Starbucks Roast.

Stores
Its stores are a neighborhood gathering place for meeting friends and family. Customers enjoy
quality service, an inviting atmosphere and an exceptional beverage.
Total stores: 19,767 * (as of Sept. 29, 2013)
Argentina, Aruba, Australia, Austria, Bahamas, Bahrain, Belgium, Brazil, Bulgaria, Canada, Chile,
China, Costa Rica, Curacao, Cyprus, Czech Republic, Denmark, Egypt, El Salvador, England,
Finland, France, Germany, Greece, Guatemala, Hungary, India, Indonesia, Ireland, Japan, Jordan,
Kuwait, Lebanon, Malaysia, Mexico, Monaco, Morocco, New Zealand, Netherlands, Northern
Ireland, Oman, Peru, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia,
Scotland, Singapore, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United
Arab Emirates, United States, Vietnam and Wales.

Products
Starbucks offers a range of exceptional products that customers enjoy in our stores, at home,
and on the go.
Coffee: More than 30 blends and single-origin premium coffees.
Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Frappuccino
coffee and non-coffee blended beverages, Starbucks Refreshers, smoothies and teas.
Merchandise: Coffee- and tea-brewing equipment, Verismo System by Starbucks, mugs and
accessories, packaged goods, music, books and gifts.
Fresh Food: Baked pastries, sandwiches, salads, salad and grain bowls, oatmeal, yogurt parfaits
and fruit cups.
Consumer Products
Coffee and Tea: Whole bean and ground coffee (Starbucks and Seattles Best Coffee brands),
Starbucks VIA Ready Brew, Starbucks K-Cup portion packs, Starbucks and Teavanna
Verismo pods, Tazo tea filterbags, and tea latte concentrates.
Ready-to-Drink (RTD): Starbucks bottled Frappuccino coffee drinks, Starbucks Discoveries
chilled cup coffees, Starbucks Discoveries Iced Caf Favorites, Starbucks Iced Coffee,
Starbucks Doubleshot espresso drinks, Starbucks Doubleshot Energy+Coffee drinks;
Starbucks Refreshers beverages, Evolution Fresh bottled juices, Tazo bottled iced and
juiced teas.

Brand Portfolio
Starbucks Coffee, Seattles Best Coffee, Teavana, Tazo, Evolution Fresh, La Boulange 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.
Starbucks was incorporated under the laws of the State of Washington, in Olympia,
Washington, on Nov. 4, 1985.
Starbucks Corporation's common stock is listed on NASDAQ, under the trading symbol SBUX.

Website
Global- http://www.starbucks.com/
Indian- http://www.starbucks.in/
Online store- http://www.starbucksstore.com/ (Not in India)

Social Media presence (Global)

Facebook- https://www.facebook.com/Starbucks
Twitter- https://twitter.com/Starbucks
Google+- https://plus.google.com/+starbucks/
Instagram- http://instagram.com/starbucks
Pinterest- http://www.pinterest.com/starbucks/
YouTube- http://www.youtube.com/user/Starbucks

Social Media presence (India)

Facebook- https://www.facebook.com/starbucksindia
Twitter - https://twitter.com/StarbucksIndia

Locations in Operation
Africa - Egypt, Morocco
North America - Aruba, The Bahamas, Canada, Curacao, Costa Rica, El Salvador,
Guatemala, Mexico, Puerto Rico, United States
Oceania - Australia, New Zealand
South America - Argentina, Brazil, Bolivia (2014), Chile, Colombia (2014 Peru
,

Asia - Bahrain, Brunei, China, Hong Kong, India, Indonesia, Japan, Jordan, Kuwait, Lebanon,
Macau, Malaysia, Oman, Philippines, Qatar, Saudi Arabia, Singapore, South Korea, Taiwan,
Thailand, Turkey, United Arab Emirates, Vietnam

Europe - Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Finland, France,
Germany, Greece, Hungary, Ireland, The Netherlands, Norway, Poland, Portugal, Romania,
Russia, Spain, Sweden, Switzerland, United Kingdom

Starbucks in India
Tata Starbucks Ltd is a 50:50 joint venture company, owned by Starbucks Corporation and Tata
Global Beverages, that owns and operates Starbucks outlets in India. The outlets are branded
Starbucks "A Tata Alliance". Starbucks, through an agreement with Tata Coffee, serves coffee
that is 100% locally sourced and roasted.

History

India's first Starbucks outlet in Elphinstone Building, Horniman Circle, Mumbai.

In January 2011, Starbucks Corporation and Tata Coffee, Asia's largest coffee plantation
company, announced plans for a strategic alliance to bring Starbucks to India and also to source
and roast coffee beans at Tata Coffee's Kodagu facility. Despite a false start in 2007, in January
2012 Starbucks finally announced a 50:50 joint venture with Tata Global Beverages, called Tata
Starbucks Ltd., which would own and operate outlets branded Starbucks "A Tata Alliance".
Starbucks had previously attempted to enter the Indian market, in 2007, with a joint venture
involving its Indonesian franchise and Kishore Biyani of the Future Group. However, the joint
venture withdrew its foreign investment proposal with the Indian government. Starbucks did not
cite any reason for the withdrawal
On 19 October 2012, Starbucks opened its first store in India, measuring 4500 sq ft in
Elphinstone Building, Horniman Circle, Mumbai. Starbucks expanded its presence to Delhi on 24
January 2013 by opening 2 outlets at Terminal III of the Indira Gandhi International Airport, and
later one in Connaught Place. In early 2013, Tata Global Beverages announced that the JV would
meet its target of opening 50 outlets of the world's largest coffee chain in India by this year, one
year later than originally scheduled, with an investment of Rs4 billion(US$68 million)
Initially, Starbucks opened a combination of standalone outlets located at malls, airports and
metro stations, and commercial complexes. The company plans to expand its retail footprint in
India by opening outlets in hospitals, near gyms or health stores, educational institutions and
corporate campuses. similar to the strategy employed by competitor Cafe Coffee Day. The
company also plans to avoid hypermarkets, as it would impact the positioning of the brand. The
decision to open outlets inside Tata-owned retail stores and properties would depend on the
brand's premium positioning.
The third city of India to get a Starbucks outlet was Pune, where the company opened an outlet
off North Main Road at Koregaon Park, on 8 September 2013. Starbucks opened a 3,000-squarefoot flagship store opposite Raheja Arcade, 7th Block, Koramangala, Bangalore on 22 November
2013, making it the fourth city to have an outlet

Products

Apart from the usual products offered internationally, Starbucks in India has some Indian style
product offerings such as Tandoori Paneer Roll, Elaichi Mawa Croissant, Murg Tikka Panini and
Chai Tea Latte to suit Indian customers.
Free Wi-Fi is available at all Starbucks stores.

Locations [edit]
As of March 2014, Starbucks operates 45 outlets in 5 cities of India.
City

State/UT

No. of Outlets

First outlet

13

24 January 2013

Gurgaon

10 July 2013

Mumbai

16

19 October 2012

8 September 2013

22 November 2013

New Delhi
Delhi NCR

Maharashtra
Pune

Bangalore

Karnataka

Mumbai
Fort
Elphinstone building, Horniman Circle,
Veer Nariman Road, Fort
Mumbai 400001
Timings: 08:00-00:30 hrs (Mon-Sun)
Colaba
Hotel Taj Mahal Palace & Towers
Apollo Bunder, Colaba
Mumbai 400001
Timings: 07:00-01:00 hrs (Mon-Sun)
Goregaon

Oberoi Mall, Off Western Express Highway

Goregaon (East)
Mumbai 400063
Timings: 10:00-23:30 hrs (Mon-Sun)
Powai
Prudential Building , Hiranandani Gardens
Powai
Mumbai 400076
Timings: 07:00-00:00 hrs (Mon-Sun)
Elphinstone Road
Indiabulls Finance CentreTower 2 -Lobby
Elphinstone Road (West)
Mumbai 400013
Timings: 08:00-21:00 hrs (Mon-Sat)
Mumbai Airport
Domestic Arrivals, Terminal 1B
Ville Parle (East)
Mumbai 400069
Timings: 05:00-01:30 hrs (Mon-Sun)
Malad
Infiniti Mall, Link Road
Malad (West)
Mumbai 400064
Timings: 11:00-22:00 hrs (Mon-Sun)
Ghatkopar
R City Mall, LBS Marg
Ghatkopar (West)
Mumbai 400086
Timings: 11:00-23:00 hrs (Mon-Sun)

Thane
Korum Mall , Off Eastern Express highway
Thane (West)
Mumbai 400606
Timings: 11:00-23:00 hrs (Mon-Sun)
Bandra
2/3, Chapel Road, Reclamation
Bandra (West)
Mumbai 400050
Timings: 07:00-01:00 hrs (Mon-Sun)
Juhu
Hotel Bawa Continental, Juhu Tara Road
Juhu
Mumbai 400049
Timings: 08:00-01:00 hrs (Mon-Sun)
Thane
Viviana Mall, Opp Eastern Express Highway
Thane (West)
Mumbai 400606
Timings: 11:00-23:00 hrs (Mon-Sun)
Santacruz
Backstage Building, Plot No. 612,
Ramakrishna Mission Road, 15th Cross Road, Santacruz (West)
Mumbai 400054
Timings: 07:00-01:00 hrs (Mon-Sun)
Bandra
First International Financial Centre, Near Platina building Land Rover showroom,
BKC Road, Bandra Kurla Complex
Mumbai 400051

Timings: 08:00-22:00 hrs (Mon-Sun)

Mahavir Nagar
Ground Floor, B-2, V Souk, Sector 10, near Kamla Vihar Sports Club, Mahavir Nagar
Kandivali (W)
Mumbai 400067
Timings: 08:00-00:30 hrs (Mon-Sun)
Nariman Point
Ground Floor, Shree Nirmal Building, Opposite Oberoi Hotel
Nariman Point
Mumbai 400021
Timings: 08:00-23:00 hrs (Mon-Sun)

New Delhi
Delhi Airport
Domestic Departure near Gate 17
Indira Gandhi Domestic Terminal 3
New Delhi 110037
Timings: 04:00-23:00 hrs (Mon-Sun)
Delhi Airport
International Departure near Gate 15 A
Indira Gandhi International Terminal 3
New Delhi 110037
Timings: 24 hrs (Mon-Sun)
Connaught Place
Hamilton House, A Block, Inner Circle
Connaught Place
New Delhi 110001
Timings: 08:00-01:00 hrs (Mon-Sun)
Saket

Select City Walk Mall

Saket
New Delhi 110017
Timings: 10:00-23:00 hrs (Mon-Sun)
Vasant Kunj
Ambience Mall, Nelson Mandela Marg
Vasant Kunj
New Delhi 110070
Timings: 10:00-23:00 hrs (Mon-Sun)
Greater Kailash
M33, Greater Kailash 1
New Delhi 110048
Timings: 10:00-00:00 hrs (Mon-Sun)
Nehru Place
Lower Ground Floor,Nehru Place Metro Station
Nehru Place
New Delhi 110019
Timings: 10:00-00:00 hrs (Mon-Sun)
Punjabi Bagh
1/83, GF , Club Road
West Punjabi Bagh
New Delhi 110026
Timings: 10:00-23:00 hrs (Mon-Sun)
South Extension 2
E -29, First Floor
South Extension 2
New Delhi 110049
Timings: 10:00-23:00 hrs (Mon-Sun)
Netaji Subhash Place

Ground Floor, Flat no.G-10 & G-11, HB Twin Towers,

Netaji Subhash Place, Pitampura
New Delhi 110034
Timings: 10:00-23:00 hrs (Mon-Sun)
Connaught Place
N 16, N Block, Outer Circle
Connaught place
New Delhi 110001
Timings: 10:00-23:00 hrs (Mon-Sun)
Greater Kailash 2
Ground Floor, M-11, M-block, Main Market
Greater Kailash Part 2
New Delhi 110048
Timings: 10:00-23:00 hrs (Mon-Sun)
Lajpat Nagar
I-1, Central Market
Lajpat Nagar
New Delhi 110024
Timings: 10:00-23:00 hrs (Mon-Sun)
Kamla Nagar
First Floor, Spark, MLCP
Kamla Nagar
New Delhi 110017
Timings: 10:00-22:00 hrs (Mon-Sun)

Delhi NCR
Gurgaon
Ambience Mall, Ambience Island, NH 8
Gurgaon, Haryana
Gurgaon 122001

Timings: 10:00-23:00 hrs (Mon-Sun)

Gurgaon
No- 39, opp Reliance Mart, Sector 29
Gurgaon 122002
Timings: 10:00-23:00 hrs (Mon-Sun)
Gurgaon
Shop Nos K6 & K7, Sector 25
DLF Cybercity
Gurgaon 122002
Timings: 10:00-23:00 hrs (Mon-Sun)
Gurgaon
Ground Floor, South Wing
HUDA Metro Station
Gurgaon 122009
Timings: 10:00-23:00 hrs (Mon-Sun)

Pune
Koregaon Park
Galaxy Gardens, North Main Road
Koregaon Park
Pune 411001
Timings: 07:00-23:00 hrs (Mon-Sun)
Hadapsar
West Block, Ground Floor, Amanora Town Centre
Pune 411028
Timings: 10:00-23:00 hrs (Mon-Sun)
Viman Nagar
Ground floor, Phoenix Market City
Viman Nagar

Pune 411014
Timings: 11:00-23:00 hrs (Mon-Sun)
Aundh
Ground floor, Unit 1 B, Centriole, ITI Road
Aundh
Pune 411007
Timings: 07:00-23:00 hrs (Mon-Sun)
Magarpatta
F-25, First Floor, Seasons Mall, Magarpatta city
Hadapsar
Pune 411028
Timings: 11:00-23:00 hrs (Mon-Sun)

Bangalore
Koramangala
Real Square Building, Opposite Raheja Arcade,
No.115, Koramangla Industrial Layout, 7th Block
Bangalore 560095
Timings: 10:00-23:00 hrs (Sun-Thurs), 10:00-01:00hrs (Fri-Sat)
Mahadevapura
Upper Ground Floor, Phoenix Market City, opp BBMP office, Whitefield Road
Mahadevapura
Bangalore 560048
Timings: 10:00-23:00 hrs (Mon-Sun)
Malleswaram
G16,Orion Mall, Brigade Gateway Road, Dr Rajkumar Road
Malleswaram
Bangalore 560055
Timings: 10:00-23:00 hrs (Mon-Sun)

Church Street
Ground Floor, Prestige RR Building
Church Street
Bangalore 560001
Timings: 10:00-23:00 hrs (Sun-Thurs), 10:00-01:00hrs (Fri-Sat)
Benniganahalli
Unit 6, The Bay, RMZ Infinity,#3 Old Madras Rd
Benniganahalli
Bangalore 560016
Timings: 09:00-22:00 hrs (Mon-Sun)
Indiranagar
Samrat No.2013, 100 Ft Road, HAL 2nd Stage
Indiranagar
Bangalore 560008
10:00-23:00 hrs (Sun-Thurs), 10:00-01:00hrs (Fri-Sat)

Customer Care
For general inquiries, you can call us on +91 22 65296888. Alternatively, you can send us an email on
customercare@tatastarbucks.com, and well do our best to reply as quickly as possible.

Store Design according to Starbucks

Sustainable design and build methodologies are part of our DNA. We believe a coffeehouse
should be a place to find connection. We believe it should fit seamlessly within its neighbourhood.
And we believe its environmental impact should be as minimal as possible.
Our store designs are rooted in our coffee heritage, and in our Starbuck Shared Planet
community involvement and environmental stewardship goals. So our designs reflect the
character of a stores surrounding neighbourhood and help reduce environmental impacts.
As our stores are built and renovated, we will source materials and employ craftsmen on a local
basis and incorporate reused and recycled elements where possible. To guide our efforts, were

using the US Green Building Councils LEED certification programme as a benchmark for
success. (LEED is short for Leadership in Energy and Environmental Design.)
We aim to achieve LEED certification globally for all new, company-owned stores beginning in
late 2010.
Each new and renovated store uses one of four design concepts. We invite you to explore them:
Heritage coffeehouses reflect the mercantile roots of our first store in Seattles historic Pike
Place Market with worn wood, stained concrete or tiled floors, metal stools and factoryinspired lighting. Large community tables, club chairs and wooden blinds evoke a turn-ofthe-last-century feeling.
Artisan stores echo the industrial past of urban markets, taking inspiration from the
Modernism of the 1930s. This motif celebrates simple materials like exposed steel beams,
masonry walls, factory casement glass and hand-polished woodwork in a creative
gathering place for culture and the arts.
Regional Modern embodies a trend-setting style that is comfortable and welcoming. We
use bright, loft-like, light-filled spaces punctuated with regionally inspired furniture and
culturally relevant fabrics to create a calm and contemporary respite from the clamour of
the fast-paced world.
Concept stores are unique environments created by our designers to explore innovations
within the coffeehouse. We call them our design sandboxes. That sense of exploration is
extended to everyone who visits, through daily coffee and tea cuppings, artistic events and
community gatherings

Starbucks Logo Changes

The Original Starbucks logo was used from 1971 until 1987. The Siren is the
central part of the logo

In 1987 the company changed its name to the Starbucks Corporation after
being purchased by Il Giornale. The logo was changed to represent both
companies and the Tea and Spices was dropped. This was the beginnings of
the modern logo

In 1992 the logo was made more modern. This happened around the same
time that the company began being publicly traded on the stock market.

This year, 2011, the logo was changed once again. This time the name of
Starbucks Coffee was removed from the logo. This changed upset many
people and caused a lot of reactions.

The old logo is still being used in some areas though.

SWOT ANALYSIS
Strengths
1.

Sound financial records. Starbucks profitability has been rising for the past few years and is now
14%. The company also outmatches its nearest competitors with 24.54% return on investment and
29.16% return on equity.

2.

No. 1 brand in coffeehouse segment, valued at $4 billion. Starbucks has a strong brand
reputation associated with quality coffee and excellent customer service. Its brand is the most valuable
brand in coffeehouse segment and is valued at $4 billion.

3.

Starbucks experience. One of the strongest advantages Starbucks has is the experience it
delivers to its customers with perfectly blended coffee, premium music, friendly staff and warm
atmosphere, which results in incomparable customer service.

4.

Largest coffeehouse chain in the world. The company operates around 20,000 coffeehouses in
60 countries, making it the largest coffeehouse chain in the world.

5.

Employee management. The company offers its employees extensive range of benefits and a pay
rate higher than offered by competitors.

Weaknesses
1.

Coffee beans price is the major influence over firms profits. Starbucks profitability and its
coffee price are largely dependent on prices of coffee beans, which is a commodity and cannot be
controlled by Starbucks. Due to hedge funds, weather conditions and many other factors, Starbucks
cannot estimate the price of tis coffee and companys profitability.

2.

Product pricing. Starbucks offers great coffee and customer experience but that results in high
price of its products. In comparison, McCafe premium coffee was price lower than Starbucks coffee
and was better evaluated.

3.

Negative publicity. The corporate continuously receives negative publicity over its poor efforts of
becoming greener company, tax evasions and poor treatment of some suppliers.

Opportunities
1.

To extend supplier network. Starbucks doesnt grow its own coffee beans but has to buy them
from various suppliers, which are mainly clustered in South America, Arabia or Africa. For Starbucks to
ensure critical supplies for its operations in Asia, reduce the dependence of good or bad harvests in
Africa and South America and to save on shipping costs, Starbucks has to extend its supplier network.

2.

Expansion to emerging economies. There are great opportunities for coffeehouses in China and
India, in which Starbucks has comparably only modest number of restaurants.

3.

Increase product offerings. The business could expand the number of coffeehouses that offer
wine and beer, plus adding some new products and reaching broader customer group.

4.

Expansion of retail operations. Starbucks does not only manage coffeehouses and franchises
but sells some of its products through other retailers. The firm should form more of such partnerships
and offer to sell its coffee, for example, in supermarkets.

Threats
1.

Rising prices of coffee beans and dairy products. The chain strongly depends on the coffee
beans and dairy products prices, which Starbucks cannot control or can hardly estimate.

2.

Trademark infringements. The company is often involved in cases over illegal use of its
trademark, which is costly and detrimental for Starbucks.

3.

Increased competition from local cafes and specialization of other coffeehouse

chains. Local cafes can offer much lower price and more suited menu for its customer. Big
coffeehouse chains specialize so they wouldnt need to compete head-to-head with Starbucks. In both
situations, Starbucks experiences intense competition and loses market share.

4.

Saturated markets in the developed economies. Coffee markets in the developed economies
are already saturated and with intensifying competition, Starbucks will find it hard to grow in these
markets.

5.

Supply disruptions. Due to political, economic and weather conditions Starbucks may experience
supply disruptions, adding significant cost to the firm.

Starbucks Company Recognition

Since the beginning, Starbucks has been a different kind of company. One that is
dedicated to inspiring and nurturing the human spirit. Committed to serving the finest
coffee, creating an exceptional customer experience, and being a great place to work.
They are grateful to their partners (employees) for making them the company that they
are. And they are honored to be acknowledged for their efforts.
Here are some of their recent awards and recognition.

No. 1 Best Coffee, Fast Food and Quick Refreshment categories

Zagats Survey of National Chain Restaurants 20092011
No. 1 Most Popular Quick Refreshment Chain
Zagats Survey of National Chain Restaurants 20092011
One of The 100 Best Companies to Work For
Fortune 19982000, 20022012
One of the Most Admired Companies in America
Fortune 20032012
One of the Worlds 50 Most Innovative Companies
Fast Company 2012
One of the Worlds Most Ethical Companies
Ethisphere 20072012
One of the 100 Best Corporate Citizens
Corporate Responsibility/Business Ethics 20002012
Sustainability Design Award
Global Green USA 2011
Most Ethical Company, European Coffee Industry
Allegra Strategies 20092011
Business Person of the Year, Howard Schultz, Starbucks chairman,
president and chief executive officer
Fortune 2011