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By: Melisa Magnuson, Megan Keough , and Tamara Sprauer. About Starbucks. No. 1 brand coffeehouse in the world 20,000 coffeehouses, 60 countries Founded in 1971 at Pikes Place Market Headquarters in Seattle, WA 149,000 employees Fun Fact: On average adds 2 coffeehouses a day since 1987.

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By: Melisa Magnuson, Megan Keough , and Tamara Sprauer

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By melisa magnuson megan keough and tamara sprauer

By: Melisa Magnuson, Megan Keough, and Tamara Sprauer


About starbucks

About Starbucks

  • No. 1 brand coffeehouse in the world

  • 20,000 coffeehouses, 60 countries

  • Founded in 1971 at Pikes Place Market

  • Headquarters in Seattle, WA

  • 149,000 employees

  • Fun Fact: On average adds 2 coffeehouses a day since 1987


Merchandise

Merchandise

  • Advertises to 25-40 year olds, both men and women:

    • Coffee

    • Tea

    • Food and pastries

    • Espresso pods

    • Coffee beans

    • Drink ware

    • Music

    • Books


Key executives

Key Executives

Howard Schultz

  • CEO

  • Age: 60

  • Net Worth: $2 billion

    Troy Alstead

  • Chief Financial Officer

  • Age: 48

  • Total Annual Compensation: $4.2 million

    Simone Valdez

  • Senior Buyer


Financials

Financials

  • $13.66 billion in sales (2013)

  • Revenue $13.29 billion (2012)

  • Valued at $4 billion

  • Specialty drinks count as 75% of sales


Advertising for starbucks

Advertising for Starbucks

  • Primary target market: women and men aged 25 to 40

  • Customers tend to be “urbanites” with relatively high income, professional careers and a focus on social welfare

  • Made coffees available for direct order online, in supermarkets, and offered at select food service outlets


Swot analysis strengths

SWOT Analysis: Strengths

  • Sound financial records

  • No. 1 brand in coffeehouse segment valued at $4 billion

  • Starbucks ‘experience’

  • Employee management

  • High Quality


Weaknesses

Weaknesses

  • Coffee beans price is major influence over firms profits

  • Product pricing

  • Negative publicity


Opportunities

Opportunities

  • Extend supplier range

  • Expansion to emerging economies

  • Increase product offerings

  • Expansion of retail operations


Threats

Threats

  • Rising prices of coffee beans and dairy products

  • Trademark infringement

  • Increased competition from local cafes and established competitors such as Costa Coffee, McDonald’s, Dunkin Brands, Nestle

  • Saturated markets in developed economies


Sources

Sources

  • http://www.forbes.com/profile/howard-schultz/

  • http://www.forbes.com/companies/starbucks/

  • http://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html

  • http://www.starbucks.com/

  • http://www.fanpop.com/clubs/starbucks/images/3208054/title/starbucks-logo-wallpaper-wallpaper


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