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By: Melisa Magnuson, Megan Keough , and Tamara Sprauer

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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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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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