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The Coffee Shop Industry

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Susie Lee

on 6 March 2015

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Transcript of The Coffee Shop Industry

The Coffee Shop Industry
design by Dóri Sirály for Prezi
Vision
Mission: Our guiding mission is to deliver superior quality products and services for our guests and communities through leadership, innovation and partnerships.

Vision: Our vision is to be the quality leader in everything we do.

Est. 1964
Entered U.S. Market 1984
Focus on health and wellness
Bundling Items
New snacks and drinks

Starbucks Mission Statement
Use of social media
hashtag
giant Starbucks cup
scavenger hunt

Random Act of Kindness Campaign
Tom's Shoes strategy
nonprofit partnerships

Make your own drink Competition
similar to Lay's "Do Us A Flavor"
Marketing Suggestions
Tim Hortons Marketing Strategy
Peet's Coffee Marketing Strategy
Presented by: Lindsey Nielson, Nicolet Danese, Susie Lee & Vanessa Moestopo
To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
Values
With our partners, our coffee and our customers at our core, we live these values:
Creating a culture of warmth and belonging, where everyone is welcome.
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.
Delivering our very best in all we do, holding ourselves accountable for results.
Starbucks Marketing Strategy
Targets anyone willing to pay the premium for the “Starbucks Experience”
Markets not through the usual advertisements but through word-of-mouth by providing and creating
A perfect cup of coffee - taste and aroma
Third place - home away from home
Customer satisfaction
A Starbucks community - web-based community, local stores
Smart partnerships
Innovation - new flavors & foods, Wi-Fi
Brand marketing - word of mouth

Mission: " To be our customer's favorite place and way to eat and drink
fast and wallet-friendly
medium latte is $2.89, whereas Starbucks is $3.65
McCafe Sip Saver
Entered the coffee market before Starbucks in Australia and Europe
Variety of breakfast options to go with their McCafe line
Strong social media presence
McDonald's Marketing Strategy
fast and wallet-friendly
tends to target social moms and family travelers
fast growing market
there are 11,000 Dunkin' Donuts in 33 countries
large variety in their coffees offered
9 coffee bean flavors
over 15,000 ways to order
Competition Map: http://www.boston.com/yourtown/specials/starbucks_vs_dunkin_donuts/
Dunkin' Donuts Marketing Strategy
Mission: To enable and inspire customers to enjoy the daily pleasure of Peet’s coffees and teas by providing distinctive, superior coffee and tea knowledge, and superior service to every customer, every day.

Vision: To be the gold-standard specialty coffee and tea company in the world with brands that attract a highly dedicated and loyal customer following.

quality coffee: small batches, fresh beans, superior quality
Direct Store Delivery (DSD) system
already started with the “Light” and custom options
non-fat/skim milk, no whip, less pumps, etc.
provide quality options for real coffee drinkers
inform customers about the quality
provide budget friendly options
more menu options for younger generation
Suggestions for all locations
Full transcript