STARBUCKS

93 - Poonji Lala
96 - Prasad Malge
97- Preeti Jaiswal
 INTRODUCTION

 Starbucks Corporation is an American coffee company

and coffeehouse chain.
 Starbucks was founded in Seattle, Washington in 1971.
 As of early 2019, the company operates over 30,000
locations worldwide.
3 AABOUT
dd you r title
STARBUCKS

CEO STORES

KEVIN JOHNSON TATA STARBUCKS

TEAVANA
SEATTLE'S BEST COFFEE

FOUNDERS REVENUE

GORDAN BOWKER ANNUAL REVENUE

FOR 2018 WAS
JERRY BALDWIN $24.72B,

ZEV SIEGL
MISSION

" To inspire and nurture the human

spirit — one person, one cup and one
neighborhood at a time."
The Evolution of the Starbucks Logo
6 C O NSuccess
The T E N T S of Starbucks App

01 U s e r - f r i e n d l y 02 E n g a g i n g
D e s i g n L o y a l t y P r o g r a m

03 M o b i l e P a y a n d 04 I n t e g r a t i o n w i t h
O r d e r i n g o t h e r P l a t f o r m s
7 ItCProvides
O N T E N T Sa User-Friendly Mobile Experience

• The layout is simple, yet

elegant, making the app
appealing to the user.

01 • The different menus

“pop-up” on the screen,
giving the user easy
navigation back to the
home screen.
8 C O N T ERewards
Loyalty NTS Program Leads the Competition

02
The rewards program offers plenty of customization for
users, including :

• Free beverage on the user’s birthday

• Personalized suggestions based upon past orders.
9 C O N T EOnline
Makes NTS Ordering and Paying Easy

03

• Allows customers to order via voice command or

messaging.

• The app screen can be scanned at the register to process

the payment.
10 Integration
C O N T E N T S with other Apps & Platforms

• Allows users to identify

songs being played in
stores, download & save
those they like to a playlist
on Spotify’s app.
04
• The feature ultimately
boosts both Starbucks
mobile app usage and sign-
ups for Spotify’s music
service.
 STARBUCKS CULTURE
Brand's Vision - Employee Happiness and give their
customers and experience that will make them come
time and again to Starbucks.
OUR VALUES :

• Creating a culture of warmth and belonging, where everyone is welcome.

• Delivering our very best in all we do, holding ourselves accountable for results.
• Acting with courage, challenging the status quo and finding new ways to grow
our company and each other.
• Being present, connecting with transparency, dignity and respect.
• We are performance driven, through the lens of humanity.
12 ASTARBUCKS
d d y o u r tCULTURE
itle
" We are performance driven, through the lens of
humanity "
 FACTS
 Coffee masters wear black aprons.
 Starbucks has its own record label.
 The original logo was controversial.
 There's a reason for the round tables in the
 restaurants.
 They have a 10-minute rule they have to follow.
 There is an elusive Starbucks located in the CIA headquarters, and it's
one of
 the busiest locations in the country.
 Many coffee options at Starbucks have more caffeine than a can of Red
Bull.
14 A d d y o uANALYSIS
MARKET r title

PRODUCTS COMPETITORS

• Food • Barista
• Drinks • Costa Coffee
• Merchandise • Cafe Coffee Day
TARGET AUDIENCE VALUE CHAIN

• Coffee Experts • International

• Trendy Lot Development
• Status • Product
Opportunists Distribution
• Mobile App
15 A dd your title
STRATEGY
1. Success Formula

• Motivated customers & superior customer service is the key

success factor of Starbucks.
• Attractive compensation policies.
• Focuses on recruiting and developing right people.

2. Internalization

• Local joint venture is the preferred strategy of Starbucks.

16 ASTARBUCKS
d d y o u r AND
t i t l eITS EXPANSION

International Market Starbucks in India

2012 : Starbucks comes to India with 50-50 TATA

Success ALLIANCE with its 1st store in Mumbai.
• England
• China
2013 : Expanded the stores in DELHI - 2 Outlets.

Failures

• US 2014 : Expanded within India, and reached to

• Israel Chennai, Hyderabad, Bangalore.
STARBUCKS FUTURE ASPECTS
Growing Strengths
• China is Starbucks’ biggest growth opportunity.

• A new Starbucks coffee shop is

opened there every 15 hours.

• Starbucks has created a very successful app which includes

rewards, beverage ordering and collection from the nearby
store, in-app payment system, location-based services, and
more.
 Growing Challenges
• The increasing demand for experiencing, not only consuming, services.
• Short term initiatives
• Open 1000 experiential stores
• Open 20-30 roastries for product development and R&D
• Start accepting crypto currency payments
• Stop using plastic straws by 2020
• Training to 200,000 coffee farmers to improve the sustainability of their crops by 2020
• The company will open 3,400 new coffee shops across America by 2021, which will
• Account for 68,000 new jobs.
 Long Term Strategy Forecast
• All equipments smart and interconnected
• Increase number of cashless coffee shops as of now only 2 are
there
• Hire 25000 veterans
• 10000 refugees
• As part of the Sustainable Coffee Challenge, commitment to
plant one billion coffee trees
• Plans to make coffee as first sustainable agricultural product
• Focus more on consumer experience rather than the product
THANKYOU