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Transcript of STP ANALYSIS
University of San Francisco
Image by Tom Mooring
STARBUCKS AND FRAPPUCCINOS
Businesswomen and businessmen
Every individual with high income
Age and Income
Where does Starbucks open their stores?
Point of Difference
What is the difference of Starbucks Frappuccino ?
Frappe + Capuccino
10 Types of Frappuccino or Limitless types of Frappuccino?
Value based pricing
Price insensitive customers
Price range between 8,50TL and 12,75TL
Starbucks Retail Stores
Bottled Frappuccinos in USA
Starbucks Online Store
SOCIAL MEDIA STRATEGY
IT IS NOT ABOUT COFFEE
IT IS ABOUT CUSTOMER!
Strong market position
Earned more than 60 million dollars in 2004
(20% belongs to Frappuccino)
Higher quality and varieties for products
Care about product quality, avoid standardization
Location and design of stores
Target office buildings, campuses, downtowns
Cost of product
Be preffered to lower costs instead of premium costs
American/European coffee taste cannot be fit with other cultures
Flavor of other cultures’ coffees clash with Starbucks coffee
Problems about international operations
Closed six Starbucks’ stores closed in Tel-Aviv because of Shalom Coffee Company
Biggest opportunity for Starbuks is China(Shanghai and Beijing)
Shows how many calories and which nutrition are in the chosen product
New distribution channels
Not spend their time to buy coffee or find location
Copy cat competitor brands
Copy cat Starbucks product
Have many competitors
Caribou Coffee, Dunkin Donuts, McDonalds
Changing consumer’s wants
Avoid coffee and cream because of preferring healthy lifestyle
Third place opportunity
Employees work hard to develop and promote their brand
Cope with competitors in different ways
CONCLUSION: Customer service is more important strategy than other ones.
STRATEGIC IMPLICATIONS AND MANAGERIAL INSIGHTS
LOGO AND NAME
Emblem changes until now
PRODUCT, COMPETITIVE, CHANNELS AND LOGISTIC REVIEW
Frappe + Cappuccino
The Coffee Connection
STARBUCKS VS DUNKIN DONUTS
Survey about taste
Working class Americas choice
STARBUCKS VS MCCAFE(MCDONALDS)
McCafe McDonalds attack in coffee sector
Frappuccino to frappe
Commercials-Hipsters and intellectuals prefer Starbucks(snobby)
STARBUCKS VS CARIBOU
Caribou-second non franchised coffee firm
Highlights quality of beans
Targets-adults and young adults
Mountain Lodge Theme
CHANNELS AND LOGISTICS
6 roasting plants
Good logistics partner
Menlo logistics in Thailand