University of Management and Economic English part1

ក្រសួងអប់រំយុវជន និងកីឡា

សកវិទ្យាល័យគ្រប់គ្រង និង សេដ្ឋកិច្ច

UNIVERSITY OF MANAGEMANT AND ECONOMIC

Assignment

TOPIC: STARBUCK

Year of study 2023-2024

Submit to: KEAN KHAN VANDA

Group Name: 02
1.Ms.POV BOKY 3.Ms.BIN CHANTHY
2.Mr.MAN CHIMEY 4.Mr.PHONG MAKARA
5.Mr.LOEURN HAKLEY 6.Ms.CHHAN PHALLY

PREFACE
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The Pike Place Starbucks store, also known as the Original Starbucks, is the
first Starbucks store, established in 1971 at Pike Place Market, in the downtown
core of Seattle, Washington, United States. It has kept its early appearance over time,
and is subject to design guidelines and historic significance.[1] It is known for tourist
attraction and hosting crowds.[2][3] While commonly referred to as the first Starbucks
location, the current address is the second for the Pike Place store. The first restaurant
was located at 2000 Western Avenue for five years. It is currently located in 1912
Pike Place.[4]


Baristas working inside the store in 2011

Starbucks is a global coffee company and coffeehouse chain. It is the largest

coffeehouse company in the world, with over 30.000 stores in more than 70
countries. Starbucks offers a variety of coffee-based beverages, as well as pastries,
snacks, and other food items.

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CONTENT
I. Introductory to starbuck...................................................................................
II. Background of starbuck company....................................................................
III. Main products or services of the starbuck company .......................................
IV. Business strategies of the company..................................................................
V. Net income........................................................................................................
VI. Conclusion........................................................................................................

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I.INTRODUCTION OF COMPANY STARBUCK

 Starbuck Corporation-an American glotbai coffee company based in seattle ,

Washington .
 Lagest Coffee – house company in the world with 20,891 store in 62 countries.
 President and CEO – Howard Schulstz.
 Places high value on ethical behaviour and company -Wide diversity.
 Offers espresso menu items, refreshments and pastries, merchandise , brewing
accessories, gifts and books.

II. BACKGROUND OF STARBUCK

 1971- Starbucks founded by Jerry Baldwin, Zev Siegal and Gordon Bowker as
a single store in seattles pike place Market .
 1982-Schults Join the starbuck team .
 1983-while travelling in in Italt, schults experiences
Italian Coffee bars and inspires him.
 1985-schults leaves Starbuck to open II Giornale, a
company serving espresso drinks using starbuck coffee
bean.

s1971-Starbuck founded by jerry Baldwin, Zev Siegal and

Gordon Bowker as a single store in seattle’s Pike Place Market.
 1982- Schultz joins the starbuck team.
 1983- While travelling in Italy, Schultz experiences Italian Coffee bars and
inspires him.
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 1985-Schultz leaves Starbuck to open ll Giornale, a company serving espresso

drinks using starbuck coffee beans.
 1987-Schultz purchases Starbuck from the founder and being to expland
throughout the US
 1992-Starbuck campany goes public .
 1993-Open first roasting plant in Washington..
 2011-Celebrates 40th anniversary.

Logo of starbuck


 1971–1987


 1987–1992


 1992–2011


 2011–present

 In 2006, Valerie O'Neil, a Starbucks spokeswoman, said that the logo is an

image of a "twin-tailed mermaid, or siren as she's known in Greek
mythology."[275] The logo has been significantly streamlined over the years. In
the first version,[276] the Starbucks siren was topless and had a fully visible
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double fish tail.[277] The image also had a rough visual texture and has been
likened to Melusine.[278] The image is said by Starbucks to be based on a 16th-
century "Norse" woodcut, although other scholars note that it is apparently
based on a 15th-century woodcut in Juan Eduardo Cirlot's Dictionary of
Symbols.[279][280] In the second version, which was used from 1987 to 1992, her
breasts were covered by her flowing hair, but her navel was still visible.[281] The
fish tail was cropped slightly, and the primary color was changed from brown
to green, a nod to the Alma Mater of the three founders, the University of San
Francisco.[282][283] In the third version, used between 1992 and 2011, her navel
and breasts are not visible at all, and only vestiges remain of the fish tails. The
original "woodcut" logo has been moved to the Starbucks's 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 Pacific Northwest and to celebrate 35 years of business. The vintage logo
sparked some controversy due in part to the siren's bare breasts, [284] but the
temporary switch garnered little attention from the media. Starbucks had
drawn similar criticism when it reintroduced the vintage logo in 2006. [285] The
logo was altered when Starbucks entered the Saudi Arabian market in 2000 to
remove the siren, leaving only her crown,[286] as reported in a Pulitzer Prize-
winning column by Colbert I. King in The Washington Post in 2002. The
company announced three months later that it would be using the
international logo in Saudi Arabia.[287] In January 2011, Starbucks announced
that it would make small changes to the company's logo, removing the
Starbucks wordmark around the siren, enlarging the siren image, and making
it green

lll. MIAN PRODUCTS OR SERVICES OF STARBUCK COMPANY

Service quality can also name as SERVQUAL is an evaluation of how well a service
can be provided by a company in order to fulfill the customer's desires. In order to
improve their business services, find out the problem, and to all more likely evaluate
customer fulfillment, the business manager will frequently survey their business
service that is providing to their customers or consumers. The customers can use to
assess the service quality of a company based on 5 dimensions. These dimensions are
commonly used for build-up levels of customer satisfaction and contrasting the
service received by a company with their desires. The service quality is considered
unacceptable when the services does not meet customer’s desires and when desires
are met, it is considered acceptable (PDF) SERVICE QUALITY AND ITS
DIMENSIONS, 2020). These five dimensions are utilized fundamentally in

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overviews to decide how a company is seen by its customers and gives an

understanding of where the company will make acclimations to satisfy the desires of
their customers (Definitions and Quality, 2020). The five dimensions are tangibles,
reliability, responsiveness, assurance, and empathy.

EXPLORE THE MENU

 Starbucks Hot Breakfast Menu Calories & Nutrition
 Highest Calorie Starbucks Breakfast Item

 Lowest Calorie Starbucks Breakfast Item

 Starbucks Breakfast Item with Most Well-Rounded

Nutrition
 Starbucks Bakery Menu Calories & Nutrition
 Highest Calorie Starbucks Bakery Item

 Lowest Calorie Starbucks Bakery Item

 Starbucks Bakery Item with Most Well-Rounded

Nutrition
 Starbucks Lunch Menu Calories & Nutrition
 Highest Calorie Starbucks Lunch Item

 Lowest Calorie Starbucks Lunch Item

 Starbucks Lunch Item with Most Well-Rounded Nutrition

 Starbucks Hot Drink Menu Nutrition

 Highest Calorie Hot Starbucks Drink

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 Lowest Calorie Hot Starbucks Drink

 Starbucks Hot Drink with Most Well-Rounded Nutrition

 Starbucks Cold Drink Menu Nutrition

 Highest Calorie Cold Starbucks Drink

 Lowest Calorie Cold Starbucks Drink

 Starbucks Cold Drink with Most Well-Rounded Nutrition

 Calories & Nutrition for Starbucks Coffee Add-Ons &

Substitutions
 Do drink add-ons really make a difference?
 Save calories (and money) by making your own coffee at
home
 Summary: Is Starbucks healthy?

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IV. BUSINESS STRATGESGIE OF THE COMPANY

1. Offering ‘third-place’ experience. Starbucks stores are effectively positioned as a

‘third place’ away from home and work, where people can spend time in a relaxed
and comfortable environment with their friends or alone. Customers are even
welcome to get their work done in a Starbucks store. All company-owned stores in
the US and most company-owned stores abroad offer free wi-fi. “Starbucks stores are
meticulously designed to make customers stay longer, buy more, and return for
another visit.[1]

After returning as CEO for the third time in April 2022, Howard Schultz announced
his plans for the company. Plans include building drive-through in 90% of new
locations and machinery that will allow baristas to handle increasingly complex
customer orders more quickly. Some analysts note that while drive through may
increase profit martin, at the same time they may compromise the essence of third
place experience for customers.

Furthermore, according to Starbucks Chief Marketing Officer Mr. Brady Brewer the
Seattle-based coffee chain is also creating digital third place. Mr. Brewer shares his
vision the global coffeehouse chain creating a new global digital community on the
basis of Web3 in general and NFTs (non-fungible tokens) in particular.[2]

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2. Selling coffee of the highest quality. Starbucks business strategy can be classified
as product differentiation. Accordingly, the coffee chain giant focuses on the quality
of its products and customers pay premium prices for high quality. Excellent
customer services as one of the solid sources of Starbucks competitive advantage
further increases the attractiveness of the coffee retailer.

The multinational chain of coffeehouses duly recognizes the paramount role of its
employees in customer-facing positions to sustain high level of customer service.
Accordingly, the company refers to its employees as partners and offers them a wide
range of perks and benefits such as Bean Stock equity reward program, health
coverage plans and competitive salary. Nevertheless, the world’s largest coffeehouse
chain is opposed to unionization of employees and employee union problems is one
of the major challenges that made it necessary for Howard Schultz to return as CEO.

3. International market expansion with the focus on emerging economies is one

of the key elements of Starbucks business strategy on long-term perspective. Started
with only one coffee shop in Seattle’s 1912 Pike Place in 1971, the company has
expended into 84 markets with 17133 company-operated stores and 16700 licensed
stores as of October 3, 2021.[3] On average, the global coffeehouse chain has opened
two new stores every day since 1987. The company has announced long-term plans
to increase its numbers of stores to 55000 by 2030.

4. Integrating technology into various business processes. “Starbucks is adamant

when it says that the purpose of new technology is not just to improve its website or
to process payments quicker for people who are waiting in line”[4] The coffee chain
achieves technology-related value addition via integrating technology into a wide
range of business processes and procedures such as new product development,
communication of the marketing message, completing sales and monitoring the level
of customer satisfaction. The most notable examples for value creation via
technological integration by Starbucks include the launch of Mobile Order & Pay
feature, which allows customers to buy without getting in line, the launch of voice
ordering app and “sending text message notifications to customers in the Seattle area
when their mobile orders are ready.

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V. NET INCOME (LAST 10 YEARS) OF STARBUCK

Starbucks annual/quarterly revenue history and growth rate from 2010 to 2022.
Revenue can be defined as the amount of money a company receives from its
customers in exchange for the sales of goods or services. Revenue is the top line item
on an income statement from which all costs and expenses are subtracted to arrive at
net income.

 Starbucks revenue for the quarter ending December 31, 2022 was $8.714B,
a 8.24% increase year-over-year.
 Starbucks revenue for the twelve months ending December 31, 2022
was $32.914B, a 8.41% increase year-over-year.
 Starbucks annual revenue for 2022 was $32.25B, a 10.98% increase from
2021.
 Starbucks annual revenue for 2021 was $29.061B, a 23.57% increase from
2020.
 Starbucks annual revenue for 2020 was $23.518B, a 11.28% decline from
2019.

Compare SBUX With Other Stocks

Starbucks Annual Revenue

(Millions of US $)

2022 $32,250

2021 $29,061

2020 $23,518

2019 $26,509

2018 $24,720

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Starbucks Annual Revenue

(Millions of US $)

2017 $22,387

2016 $21,316

2015 $19,163

2014 $16,448

2013 $14,867

2012 $13,277

2011 $11,700

2010 $10,707

2009 $9,775

Starbucks Quarterly Revenue

(Millions of US $)

2022-12-31 $8,714

2022-09-30 $8,414

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Starbucks Annual Revenue

(Millions of US $)

2022-06-30 $8,150

2022-03-31 $7,636

2021-12-31 $8,050

2021-09-30 $8,147

2021-06-30 $7,497

2021-03-31 $6,668

2020-12-31 $6,749

2020-09-30 $6,203

2020-06-30 $4,222

2020-03-31 $5,996

2019-12-31 $7,097

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Starbucks Annual Revenue

(Millions of US $)

2019-09-30 $6,747

2019-06-30 $6,823

2019-03-31 $6,306

2018-12-31 $6,633

2018-09-30 $6,304

2018-06-30 $6,310

2018-03-31 $6,032

2017-12-31 $6,074

2017-09-30 $5,698

2017-06-30 $5,662

2017-03-31 $5,294

2016-12-31 $5,733

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Starbucks Annual Revenue

(Millions of US $)

2016-09-30 $5,711

2016-06-30 $5,238

2016-03-31 $4,993

2015-12-31 $5,374

2015-09-30 $4,915

2015-06-30 $4,881

2015-03-31 $4,564

2014-12-31 $4,803

2014-09-30 $4,181

2014-06-30 $4,154

2014-03-31 $3,874

2013-12-31 $4,240

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Starbucks Annual Revenue

(Millions of US $)

2013-09-30 $3,789

2013-06-30 $3,735

2013-03-31 $3,550

2012-12-31 $3,793

2012-09-30 $3,341

2012-06-30 $3,304

2012-03-31 $3,196

2011-12-31 $3,436

2011-09-30 $3,032

2011-06-30 $2,932

2011-03-31 $2,786

2010-12-31 $2,951

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Starbucks Annual Revenue

(Millions of US $)

2010-09-30 $2,838

2010-06-30 $2,612

2010-03-31 $2,535

2009-12-31 $2,723

2009-09-30 $2,422

2009-06-30 $2,404

2009-03-31 $2,333

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Starbucks Corp. is a roaster and retailer of specialty coffee globally. Besides its fresh,
rich-brewed coffees, the company's offerings include many complimentary food
items and a selection of premium teas and other beverages, sold mainly through the
company's retail stores. The company's popular brands include Starbucks coffee,
Teavana tea, Seattle's Best Coffee, La Boulange bakery products and Evolution Fresh
juices. Other than the company's own retail stores, it generates revenues through
licensed stores, consumer packaged goods and foodservice operations. The company
receives royalties and license fees from the U.S. and international licensed stores.
Under its consumer packaged goods operations, Starbucks sells packed coffee and tea
products as well as a variety of ready-to-drink beverages and single-serve coffee and
tea products to grocery, warehouse clubs and specialty retail stores. The company's
latest reportable operating segments comprise North America, International and
Channel Development.

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VI.CONCLUSION OF STARBUCK COMPANY

In conclusion. Starbuck company stands out comparatively above the rest in the coffee
comparatively market due the above strategic control, effective innovation and Entrepreneurship
and best practices in marketing management. This market remains one of the most competitive and
dynamic and as such Starbucks must avail a combination of flexibility and customer satisfaction
strategies to stay at the top. It has archived an above average score in its management approaches so
far.

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