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STARBUCKS: Increase Shareholder Value

STARBUCKS: Increase Shareholder Value. Transforming the Starbucks Experience BY: Jessica Settle. The Company.

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STARBUCKS: Increase Shareholder Value

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  1. STARBUCKS: Increase Shareholder Value Transforming the Starbucks Experience BY: Jessica Settle

  2. The Company • Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment -- primarily through its company-operated retail stores.

  3. The Company's objective is to establish Starbucks as the most recognized and respected brand in the world. • continue to rapidly expand its retail operations • grow its specialty sales and other operations • selectively pursue opportunities to leverage the Starbucks brand through the introduction of new products and the development of new distribution channels

  4. Is Starbucks losing steam? Investors are worried…

  5. Starbucks Announces Strategic Initiatives to Increase Shareholder Value; Chairman Howard Schultz Returns as CEO UNCLE HOWIE

  6. The Campaign: Transforming Starbucks for the Future Introducing new products, revitalizing old ones

  7. Campaign GOAL • To increase shareholder value by refocusing the Company on providing customers with the distinctive Starbucks Experience

  8. Objectives • To improve the current state of the U.S. business • To re-ignite the Starbucks experience through driving improvement and change in all areas that “touch the customer” • To build for the long term a) to realign our organization and streamline the management of the organization to support customer focused initiatives b) to accelerate our International success story and growth even further

  9. Revitalizing old products by introducing new ones • Revitalizing old brands • Introducing new products when there is no advertising news • Making packaging news when there is no product news • Create marketplace excitement • Bringing a brand to life

  10. Strategies & Tactics • Media campaign • Face-to-Face interactions with consumers • AD/Internet campaign =MPR campaign

  11. TACTICS • New products and store design elements • New training tools for partners (employees) • Slowing Company’s pace of US stores • Renew focus on store-level unit • Re-igniting emotional attachment (Our Promise) • Billboards and Radio advertisements • Blogging for customers & partners

  12. MPR Tactics • Created leadership team • New training tools • Slowing the Company’s pace of store growth • Renovating customer relationships

  13. Lessons Learned • Involve the customer with the product • Think BIG, think Globally • Always keep the message simple • Keep product top of mind • Make it an on-going story • Generate word-of-mouth • Add a cause related element to campaign • Create an incentive program and offer product as rewards • Giving your customers a ‘test-drive’ is always worthwhile

  14. Evaluation VERY INNOVATIVE, CONSISTENT AND WILL BE VERY SUCCESSFUL!

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