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Alexandra Sanchez

on 5 December 2014

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Transcript of Starbucks

Breakfast items and other hot foods items
Increase in Drive-Thru Locations
Strategic Partnerships and Acquisitions (Green Mountain Coffee Roasters, La Boulange,
Turning Baristas into Bartenders In 2011 the company rolled out a menu with more breakfast items and other hot foods. This broadens their window of various customers that wish to get bite to eat in the early morning, rather than the usual simple coffee drinkers. Indeed product diversification is a good marketing strategy to to hike up revenues by appealing to various kinds of customers.
Starbucks Corporation

Prices vary between Regional and Demographic Differences
Use of price hikes
Inelastic Demand Curve
" Affordable Luxury"
Marketing Strategies

Unconventional Forms of Advertising
Social Media Viral Marketing Strategy
My Starbucks Idea
High Prices, and High Costs
Dependency on South America
Competition: New and Old
Expansion into Food Products
North American Market
Strengths & Offerings
Weaknesses & Suggestions
Competition with Panera Bread
Non-Coffee Products
Possible Partnerships
Global Position
In 2011 Starbucks rolled out a menu with more breakfast items and other hot foods.
In 2011 they included a 31-ounce "Trenta" size.
In 2012 Starbucks expanded its strategic relationship with Green Mountain Coffee Roasters for the manufacturing, marketing, distribution, and sale of
Starbucks-branded Vue packs
In 2012 acquired La Boulange
: Expanding the number of locations offering drive-thru service.
: Starbuck’s is now willing to go beyond its traditional coffee business and turn its baristas into bartenders.
Starbucks Target Market
: High Income & Educated Individuals
: Ages 18-35
Pricing Strategies
Social Media Viral Marketing Strategy
According to 2013 annual report, American operating segment was 74% of its consolidated total net revenues.
Advertising Expenses Totaled:
$205.8 million in 2013
$182.4 million in 2012
$141.4 million in , 2011
Marketing Expenses Totaled:
$306.8 million in 2013, $277.9 million in 2012 and $244.0 million in 2011.
"Wake up and smell the coffee"
founded in 1971 in Seattle by Gordon Bowker, Jerry Baldwin, and Ziv Siegl.
The world's #1 specialty coffee retailer.
18,000 coffee shops in about 60 countries.
Operates more than 9,400 shops, located in about 10 countries.
Owns the Seattle's Best Coffee and Torrefazione Italia
Recently acquired La Boulange
Rely on "word of mouth" advertising
Encourages customers to talk about their experience on different social media platforms
- 90 million Facebook fans
-2.5 million Instagram followers
- 144,528 Pinterest followers
-5.89 million Twitter followers
Full transcript