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-Created Starbucks Card Mobile payment system
-Free unlimited Wi-Fi through the new Starbucks Digital Network
-Offered ultra-premium Starbucks Reserve line and Starbucks Natural Fusions
-Acquired Evolution Fresh which produces a variety of fruit juice smoothies and gourmet soups and salads
-Acquired La Boulange bakery
-2012 posted strongest fiscal year, revenue and earning climbed 11 percent and 14 percent and companies market cap reached $43 million
-As of July 1, 2012 Starbucks had 17,652 stores in 62 countries around the world PORTERS FIVE FORCES MODEL QSPM GRAND STRATEGY MATRIX IE MATRIX BCG MATRIX SPACE POSITION SPACE MATRIX CPM REVISED MISSION / VISION STATEMENT Original mission statement does properly reflect the nine components
Revised mission statement includes the market and technology components
Our Markets / Our Technology
As technology continues to improve, so do our stores and services. We strive to keep our stores as savvy and up-to-date as possible to provide our customers with an attractive environment to meet, greet, or get work done (4). Plus, we understand what it’s like to be busy, so we make sure to position our stores where you work, shop, travel, and dine (3). You’re convenience is our specialty. RECOMMENDATION Using a market development strategy we suggest investing in the establishment of stores overseas to capitalize on the increase in global coffee consumption and focus on international expansion mitigating our over-expansion and self-cannibalism DATA COLLECTION MATRIX SWOT MATRIX EFE MATRIX 1. MISSION STATEMENT Starbucks Corporation’s mission statement is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time (6).” The company elaborates on this vision with the following guiding principles:
It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them (2). We care deeply about all of this; our work is never done.
We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard (9).
When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments (1). Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.
When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends (7). It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.
Every store is part of a community, and we take our responsibility to be good neighbors seriously (8). We want to be invited in wherever we do business. We can be a force for positive action – bringing together our partners, customers, and the community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead.
We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive (5). 1. Customer 2. Products or services 3. Markets 4. Technology
5. Concern for survival, growth and profitability 6. Philosophy 7. Self-concept
8. Concern for public image 9. Concern for employees 1. Customer 2. Products or services 3. Markets 4. Technology
5. Concern for survival, growth and profitability
6. Philosophy 7. Self-concept 8. Concern for public image
9. Concern for employees Stage 1
The Input Stage Stage 2
The Matching Stage Stage 3
The Decision Stage ONE CUP Guy Guyton, Lindsey Kelley, Jasmin Muminovic, Keith Regalbuti, Morgan Valaitis, Sara Weller Guy Guyton
Lindsey Kelley Jasmin Muminovic Keith Regalbuti Morgan Valaitis
Sara Weller The original Starbucks in Seattle, WA 1971- Founded by Gordon Bowker, Jerry Baldwin and Zev Siegl 1993 - Opened first store on East Coast
and served coffee in Barnes & Noble Starbucks builds strategic alliance with
Pepsi and Kraft EPILOGUE myStarbucks Mobile Payment
Applications 2009 2010 EPILOGUE 2011 2012 2013 DATA
MATRIX STAGE 1
INPUT STAGE 2
MATCHING STAGE 3 : DECISION EXTERNAL FACTOR EVALUATION -Performed industry analysis
-Determined strengths and weaknesses
-Increase in global coffee consumption and efficient distribution channels
-How does Starbucks compare to external factors?
-Starbucks' strategy aligned with external factors COMPETITIVE PROFILE -Industry with low barriers to entry
-Price competitiveness most influential factor
-Look at Starbucks versus competitors
-Attribute highest score to reliance on image
-Product quality and customer loyalty
-Market strangle hold INTERNAL FACTOR EVALUATION -Who are we?
-Our brand image
-Chart shows allocations of strengths and weaknesses BOSTON CONSULTING GROUP -"Star" quadrant
-Opportunities for growth and profit
-Market penetration and development
-Backward, forward, and horizontal integration INTERNAL EXTERNAL -Cell V
-Hold and maintain strategy -If high market share and high industry growth there's opportunity for substantial investment