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Starbucks

Presented by: Jitin sachdeva

Presentation Outline
        

Introduction to Starbucks Industry Overview Company Overview Site Analysis Recommendations for Improvement Focused Recommendation for Improvement Final Action Plan Impact Analysis Wrap Up
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Introduction to Starbucks
Company started in 1971 in Seattle, Washington  Grew from 55 stores in 1989 to over 2,200 stores today  Products sold include: - beverages - pastries - whole coffee beans - coffee-related retail items

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Industry Overview

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Industry Definition

Specialty Eatery Industry
– Fits within the largest segment of disposable income spending -- food and beverages – Steady growth in this segment in the 1990’s has led to an abundant number of new companies – As demand for convenience has made eating out a normal routine, the demand for specialty food services has increased in recent years
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Industry and Competitive Analysis

Market Structure
– Monopolistic Competition

Competitive Activity
– Many companies are in the market and competition is fierce – Competitors use location, product mix, and store atmosphere differentiation to establish market niche

Industry Costs and Capital Structure
– Low to moderate costs for each location – Major start-up expenditures are property and equipment – Major operating costs are labor and cost of sales

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Industry PEST Analysis

Political Influences
– Relationships between coffee producing nations and US – State & Local government controls

Economic Influences
– Constant demand for food and beverages – Changes in disposable income could influence purchase levels

Social Influences
– Consumer preferences could shift from coffee to other beverages

Technological Influences
– Use of technology can improve operational efficiencies

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Company Overview

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Starbucks Corporate Strategy
 Maximize

market penetration  Provide a relaxing, attractive social atmosphere  Offer high-quality products  Create a great working environment  Achieve profitability
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Starbucks SWOT Analysis

Strengths
– Largest market share in industry – Differentiated atmosphere

Weaknesses
– Aggressive expansion could lead to managerial / financial problems

Opportunities
– Whole bean sales in supermarkets

Threats
– Lack of ownership of coffee farms can lead to price fluctuations

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Company Financial Performance (1998 FY)
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Revenues $1,308.7 million Gross Margin 195.7 million Pre-tax Profit Margin 116.4 million Net Income 68.4 million Return-on-Assets 8.7% Return-on-Equity 11.0% Debt-to-Equity 0.04 12 mo. Revenue Growth 28.4%
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(% of Sales)

15% 8.9% 5.2%

Company Financial Performance (1998 FY)
30% 25% 20% 15% 10% 5% 0% -5% -10%

Net Profit Margin

ROE

ROA

Debt/Equ

12-Mo Rev Growth

Industry

Starbucks

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Site Analysis

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Site Characteristics
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Leased store located on Central Street in Wellesley Store has over 1,000 square feet of retail space and 1,000 square feet of office and storage space in the basement Second most profitable store in the fourteen store region Located one block away from Commuter Rail train station and in busy retail shopping area Only one direct competitor (Au Bon Pain) in the area
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Site’s Operational Results (1998 FYTD – 11 Months)

Financial Operations
1998 Total Sales $760,576 COGS 242,593 C/M 517,983 Fixed Exp. 367,746 EBIT $150,237 1997 $796,688 262, 945 533,743 431,923 $101,820 %∆ (4.5%) (7.7%) (3.0%) (14.9%) 47.6%

– No money spent on independent advertisement – Local entertainment budget underutilized The Frappuccinos

Volume of Sales vs. Contribution Margin %

$300,000

100.0% 90.0%

$250,000

80.0% 70.0% 60.0%

$200,000

$150,000

50.0% 40.0%

$100,000

30.0% 20.0% 10.0%

$50,000

$0 Espresso Drinks Whole Beans Drip Coffee Pastries Blended Other Serveware Packaged Beverages Beverages Food/Tea Media Brewing Equipment

0.0%

Dollar Volume Sold

Product Contribution The Frappuccinos Margin %

Site 7-S Analysis

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Site 7-S Analysis

Strategy
– Store’s strategy is to create a comfortable Third Place environment – Serve customer a customized high-quality product – Achieve high level of profitability by focusing on high-margin items while generating add-on sales – Minimize overall expenses by focusing on controllable expenses

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Site 7-S Analysis

Structure
– Functional in structure and relatively flat – Corporate organization is tall with four levels of management above store management
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M t p

a n M

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s s is t a n h if t S u

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a r i s B a as r i s B a as r i s t t

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Site 7-S Analysis

Staffing
– Location has one manager, an assistant manager and 16 partners – Benefits package includes health, dental, and vision care, stock options, free shift drinks, and a free pound of coffee each week – Raises are based on semi-annual performance evaluations with raises ranging from 0-5% – Bonuses are not utilized, but the location has given away non monetary rewards
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Site 7-S Analysis

Systems
– Corporate headquarters exercises controls over individual sites
– Total Quality Management is specifically built into their processes

– Utilizes a large amount of information technology (IT) – Internal controls for the store are determined by the manager based in part on information provided by the IT system
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The use of IT at Starbucks
Sales, Inventory, Staffing Individual Stores Individual Inventory, Orders, Transfers

Stores

Sales, Inventory, Staffing

Individual Stores

Corporate IT System

Vendors, Distributors, Mgmt., Channel Members

Orders, Budgets, Future Sales

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Site 7-S Analysis

Skills – Most important skills include “people skills” and drink preparation ability – Partners receive training to learn about products, brewing methods, and sales techniques – Retraining mainly occurs during new product rollouts, although this site does not use regular meetings, but instead one-to-one discourse
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Order Cycle Times
Yes Yes
Pastry? .53 Min

No
Take Customer’s Order Bottleneck Order?

.53 Min

Yes No
Pastry?

.40 Min

No Bottleneck Capacity 114 / Hr The Frappuccinos

.27 Min

Site 7-S Analysis

Style
– Basic management style is Laissez Faire – Management motivates through reviews and raises – Work duties are assigned by shift supervisors – Employees are allowed to use initiative and empowered to make decisions

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Site 7-S Analysis

Shared Values (from Mission Statement)
– – – – – – – Provide a great work environment Treat each other with respect and dignity Embrace diversity Apply the highest quality standards for products Develop enthusiastically satisfied customers Contribute to the community and environment Recognize that profitability is essential to future success
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Alignment of Store with Corporate Strategy
Contrary to the mission statement focus, the reduction of staffing levels appears to be more important than developing satisfied customers  The relevance of the benefits package is misaligned considering the average age of employees  The high turnover rate of partners and managers is detrimental to customer environment

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Recommendations

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Recommendations For Improvement
1. Revamp the employee reward system 2. Tighten focus on creating the “Third Place” environment 3. Focus profitability measures on profitable sales, not just reduction in staffing
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Revamp Employee Reward System
Large percentage of the staff are under the age of twenty  Benefits package focuses on medical, dental, and vision care, as well as the employee stock options  Outside of hourly wage, and semiannual raises, there are few monetary rewards

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Improve “Third Place” Environment
Site has a very high employee turnover rate  Manager “promoted” to a another store in hopes of improving their poor performance  Site has very poor handicapped accessibility  Condition of restroom in each of our visits was poor and had no baby changing area

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Focus Profitability Measures on More Than Just Staffing
Store is underperforming on some high margin product segments  Too high a focus on minimizing direct labor as a key to achieve profitability  Focus on high-margin items and profitable add-on sales  By increasing pastry sales by 33%, store would realize a $16K increase in contribution

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Focused Recommendation

Improve “Third Place” Environment

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Pros and Cons of Discounted Opportunities
Revamp the Employee Reward System Pros
– Employees are motivated with more incentive to perform – Lower employee turnover rates – Positive reinforcement which leads to higher feelings of job satisfaction

Cons
– Pay and benefit structures dictated by corporate HQ – Cost of benefits would additional benefits lower site profitability – New reward system requires additional management

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Pros and Cons of Discounted Opportunities (Cont.)
Focus Profitability Measures on More Than Just Staffing Pros
– Higher staffing levels benefit other employees – Better customer service – Improved customer focus could lead to higher sales

Cons
– Staffing is a cost that will decrease profitability – Upper-level management perception of low employee productivity – Employees may get in each other’s way The Frappuccinos

Three-Step Action Plan For Improvement

Decrease employee turnover rate
– Focus on hiring older employees where benefits package is more appropriate – Base raises on performance rather than maximizing raises for economic reasons – Develop and actively maintain a reward system for employees (i.e. employee of the month) – Develop a system of regular employee communications / meetings
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Action Plan (cont.)

Improve site accessibility and cleanliness
– Upgrade front door and restrooms for handicapped accessibility – Add a baby changing station – Redesign restroom to separate cleaning supplies from bathroom or move cleaning supplies to another location – Focus employee attention on restroom cleanliness
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Action Plan (cont.)

Enhance Starbuck’s differentiated atmosphere
– Utilize entertainment budget to hire outside entertainers, have book / poetry readings, etc. – Display the store’s collection of games and activities more prominently – Make the location more of a “scene”

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Impact Analysis - Benefits
By focusing on the initial recruitment and hiring stage, and by rewarding employees based on merit current turnover rates will be reduced.  By focusing on site accessibility and cleanliness, the physical facility will not detract from atmosphere.  By improving Starbucks’ atmosphere, it will become a more attractive place to go.

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Potential Risks
Customers may not react positively to the changes being made  Not enough available employees to meet realigned hiring needs  Claims of age discrimination and negative affect on sales in youth demographic  Costs associated with planned change

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Wrap-Up
Starbucks is the market leader in a growing market segment  Starbucks is known world-wide for its highquality food products and differentiated “Third Place” atmosphere  The Wellesley location embodies the ideals of the corporate mission and has been very profitable, but there are still opportunities for improvement

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Conclusion / Questions

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