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Starbucks

Starbucks
by

pidadro davis

on 29 September 2010

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Transcript of Starbucks

History
Established in 1971
English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker
Origin of Name
Moby Dick
Siren (LOGO)
New Ownership
Zev Siegel leaves
Howard Schultz steps in
Target Market
Children to adults
College students and post grads
Organizational Values
Not just stated in the business plan, but practiced regularly
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Global Niche

1. Today Starbucks has about 12,000 stores, almost 4,000 of which are in 36 countries outside the U.S.

2. Since then the international group continues to improve its profitability numbers quarterly.
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Starbucks product positioning

1. Starbucks positions their products based on quality and image.

2. The company's brand is a member of the coming century's top twenty-five brands.

3.Starbucks must position its brand as an experience that is what will entice new customers to visit their locations and create customer loyalty.
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Starbucks differentiate

1.Starbucks differentiate their products based
firstly on image and secondly on the product itself.

2.Starbucks utilizes the focus differentiation strategy thoroughly,
and partners company marketing and advertising direction to this strategy
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Surveys

1.60% people Mc coffee besides Starbucks.

2.The average people spent on Starbucks Coffee Company
is around 10 to 18 bucks.
STARBUCKS COFFEE COMPANY
BY: Pi'Dadro Davis, Victoria Gomez, and Carmen Li
Starbucks' commercials advertise
bottled frappuccinos coffee drinks
Starbucks Doubleshot
Coffee Beans

What about the iconic white coffee cups?
MSNBC Morning Joe
Entourage
Sex and the City
The Devil Wears Prada
Meet the Parents
You've Got Mail
Made of Honor

& knock-offs... iCarly and NCIS
Clear Channel Broadcast
Store Locations
Communication Analysis
Starbucks is a corporate leader in giving back to the community
Product (RED)
Ethos Water Fund
Starbucks Foundation
Youth Action
Community Service

Top Competitors
Nestle- global leader
Dunkin' Donuts- high-quality yet affordable
McDonald's- "unsnobby coffee"

Would Starbucks survive if the company became "unsnobby?"
SWOT
*Strengths-16,000 stores in over 50 countries, product line width & depth, brand recogonition

*Weaknesses-breaking through cultural barriers, strong corporate image, price

*Opportunities-globalization, retail, new product lines

*Threats-growing competition, social trends, market saturation

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Advertising and PR
will sell beer and wine
"going back to its premium-coffeehouse roots"
film screening and live entertainment
Full transcript