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Business Report Starbucks

Business Report Starbucks. By Nadia, Sabrina, Vincent Date: May 18, 2006. The Main Business Activity. Coffee Cookies Cake C hocolate Some other snacks Starbucks CDs Coffee makers and affiliated equipment. The Professional Background. Starbucks in Taiwan –

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Business Report Starbucks

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  1. Business Report Starbucks By Nadia, Sabrina, Vincent Date: May 18, 2006

  2. The Main Business Activity • Coffee • Cookies • Cake • Chocolate • Some other snacks • Starbucks CDs • Coffee makers and affiliated equipment

  3. The Professional Background • Starbucks in Taiwan – President Coffee Corporation • Starbucks all over the world

  4. The Overall Vision for the Company • The 6 Starbucks mission statements • The 7 environment mission statements • Social Responsibility

  5. Starbucks overview • Turnover:24million (in Taiwan) • Position on 2005 Fortune 500 list: # 338 • Typical customer: 33 million customers worldwide per week. • Locations: Starbucks is in 35 countries.

  6. Starbucks overview • Turnover:24million (in Taiwan) • Position on 2005 Fortune 500 list: # 338 • Typical customer: 33 million customers worldwide per week. • Locations: Starbucks is in 35 countries.

  7. State of the Market • Growing steadily each year • Over 7,500 stores around the world • Revenue is growing by 20% a year • Opening approximately three stores every day • Next target market: China

  8. Market Position • Upmarket • A cup of coffee costs more than NT$100 • The Starbucks Experience: products, service, music, environment, etc.

  9. Target Market • Adults with incomes, college students, etc. • Savvy and avid coffee drinkers • Customers who enjoy the “Starbucks Experience”

  10. Current Major Competitors • The other coffee shops that sell similar coffee at a much more competitive price. • Local copycats of Starbucks in Taiwan e.g.. Barista Coffee (西雅圖極品咖啡)

  11. Advertising &Promotion • Little advertising and promotion after break into a new market • Focus on the training and farewell of employs • To enhance the service quality  happy customers  more customers (Word of Mouth)

  12. Locations • Downtown a. where there are many people & heavy traffic b. in business center or shopping district 2. Large stations or rest areas

  13. Starbucks SWOT • Strength: A popular and famous brand, a coffee-chain giant, knowing how to sell affiliated products • Weakness: The selling price is not cheap • Opportunity: Developing strategic alliances with other catering trade. • Threat: Lots of replacement products, Business administration is easy to be imitated by other coffee shops

  14. The Required Property • Factories: Canned coffee, coffee ice cream, hand-made cookies, and cakes. • Special Property: Coffee makers, Starbucks staff

  15. Goals, Strategic issues, and Expansion • Goals: Short-term goal: Making more locations in 2006 (note: Starbucks does not have franchise) Long-term goal: Be as recognizable a brand as Coke. • Strategic issues: Technology affects supply chain issues and proprietary roasting techniques. Choose most appropriate long-term strategy to grow sales and profitability.

  16. Goals, Strategic issues, and Expansion • Expansion: Will open more locations in Taiwan for achieving a great turnover Extend their branded product line and make some products available in retail markets (e.g. selling coffee, ice cream, cookies in 7-11.) Develop more strategic alliances (e.g. Chinatrust bank).

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