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Starbucks

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by

Isabella Margaard Schrey

on 18 January 2016

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Transcript of Starbucks

Buying behavior
Starbucks
Very different

The culture

The consumers gustation is not the same
Af Hajira, Büsra, Bagja, Ayla & Isabella
Short about Starbucks
Headquarter in Seattle

Are in many countries

Came to Denmark in 2007

Critics from UK
Vision
Mission
"It is our vision that together we will elevate our partners, customers, suppliers and neighbors to create positive change. To be innovators, leaders and contributors to an inclusive society and a healthy environment so that Starbucks and everyone we touch can endure an thrive".
"Our mission is to inspire an nurture the human spirit - one person, one cup, and one neighborhood at a time".
United Kingdom
Coffee snobs

High quality

They prefer espresso
United States of America
To-go

Its about the coffee

The consumers gets easily offended
France
Complex

Sophisticated gustation

Espresso is popular

They prefer to sit down

Change their concept
Denmark
Loves coffee

7 out of 10 drinks coffee

2 out of 4 prefers milk in their coffee

Danes prefer café latte or cappuccino

Men drinks 4,5 cups of coffee a day

Woman drinks 3,4 cups of coffee a day
Adjustment on the different markets
People want different variations.

The culture and economy is different in each country

More sitting space

Local products

They don't ask for first names in France

The British people prefer take-away coffee

A free extra shot

Star Reserve in London

Mobile ordering pay
The Starbucks experience
Starbucks share
UK
The leader

48,3 % in 2014

Emmi AG
Starbucks biggest competitor
US
Not as strong

They are number 4

8,2 % in 2014

The leader is Keurig Green Mountain Inc
Denmark
First independent store in 2014

Hard to find data
US
Dunkin Donuts & McDonalds

The to-go concept is very popular

They combine coffee and food
Denmark
Baresso, Joe & The Juice and 7-eleven

The competition has increased

Many of the danish competitors have a cafe
UK
Costa & Cafe Nero

Their are many coffee snobs

The stores need to look and be exclusive
Starbucks internationalization
Born global

After few years, they expanded

Network method

Lowest environmental distance

Compared in language

High degree of internationalization

Strong export preparedness
Full transcript