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Starbucks

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by

Lydie Virollet

on 14 November 2014

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Transcript of Starbucks

Starbucks Coffee
Lydie Virollet
Callan Sainsbury

Quiz
Question 1
Answer
Starbucks
Question 2
Where was the first
outlet opened?
Answer
Decider!
Question 3
Answer
Beans distributor and machine supplier
Question 5
Answer
1971
Question 4
Answer
Beer
Question 6
Answer
59
2010
1982
(cc) image by jantik on Flickr
1980s
1990s
2000s
2010s
Starbucks over time
1971
1970s
1st
store
1st logo
1987
joins S
buys S
Howard Schultz ...
1992
1996
S went public
Enters the
Specialty coffee grocery channel
2002
2006
Fair Trade
in the
specialty
coffee
market
Rationalization program
2008
New approach of international markets
logo
2nd
3rd logo
2011
Current
logo
Bondi Beach
Seattle
New York
L.A.
What company was
the case about?
Starbucks
Dunkin’ Donuts
McDonalds
Gloria Jeans
How did the company start?
It appeared out of thin air
As a mobile coffee stall on the side of the road
As a coffee beans distributor and coffee equipment maker
A group of coffee lovers got together to protest the introduction of a newly imposed tariff on caffeinated products
Seattle
Which of the following
products does Starbucks not offer?
Coffee
Tea
Cake
Beer
What year was the first Starbucks opened?
1967
1969
1970
1971
How many countries does Starbucks have a presence in?
54
56
59
61
How many stores does Starbucks currently have?
19 763
Key issues in the case
Internationalization
Pace & Rhythm
Competition and supply chain management
Strategy review Rationalization
International growth versus performance
Class discussion 1
Part A - Market size and trends
Where should we go? Market analysis
Part B - Market profitability
Determine the size of and trends in the market

1. Market size?

Small/Medium/Large

2. Market growth rate?

Low/Medium/High

3. Market trends
Analyse the potential profitability of the market
Do we want to enter this market? Why?
Starbucks in France (part 2)
Class discussion 2
Part A - Investment strategy
How do we generate and increase revenue?
Part B - Growth strategy
How will you enter the market?

FDI?
License/franchise?
Export?
Contract / turnkey?

Why?
You've established your operation. How will you grow revenue in this location?
Changing market demands for coffee
Starbucks in France (finale)
Starbucks in France (part 1)
What's Starbucks again?
Question 7
Answer
Which one of these logos
is not Starbucks'?
They all are
and the winner is ...
Now...
59 countries
19 763 stores
-People drink coffee every day, at least twice a day (breakfast and lunch) + at work all day long

-People love to eat a cake when drinking their coffee

-They see a coffee place as a place to discuss with friends, etc.
65 M people
Widely spread in the country
The French and Coffee:
The country
a lot of tourists
people are less traditional
following the trend is important
Starbucks in France
2004
2012
2008
(cc) image by jantik on Flickr
2010
1st store opening in France
(Paris)
Exclusive development of Paris
1st store opening out of Paris
(Lyon)
Still focus on Paris but opening of 3 new stores in Lyon + 1 in Marseille
Today ...
60 stores total
PARIS
LYON
MARSEILLE
Development of Starbucks in France
Why Paris ?
+ 8/10 openings /year still focusing on Paris
Objective:
Marketing:
No ads: words to mouth only
Would the Starbucks formula work in France ?
Ideas
Was Starbucks successful in France?
Haven't heard of Starbucks
60 stores in total
Trendy Expensive
60 stores in total
< $5
People go to Starbucks for a date, or to have a meeting with their employer…

No take away, they sit and talk
>$7 (6€)
+
= not an everyday coffee...
The result: Poor revenue and profitability
How did Starbucks adapt to the culture ?
-Cultivate the “Third place” image
-Adapt the menu: offer well-known local fare like the "cafe gourmand"
-Preserve the local style of architecture and interior decoration
-Add seats: people do not take
away and 1/3 of the sales are cakes
-Concept: Shared Planet
- Create a fidelity card
Thank you for your attention
Resuming internationalization:
What would you do differently?
Their objective: An everyday takeaway coffee
Full transcript