STARBUCKS COFFEE

CORPORATION
Executive Summary

• History
• Corporate Social
Responsibility.
• Marketing Strategy.
• SWOT Analysis
• Competitors.
• Indian Coffee Market.
• Problems
• Implementation.
 STARBUCKS COFFEE
CORPORATION
• International coffee and coffeehouse chain.
• Headquarters – SEATTLE.
• 16,120 STORES in 49 countries.
• 11,000 in U.S, 1000 in Canada, 800 in
Japan.
• Sells drip brewed coffee, espresso .
• Starbucks entertainment division brand,
the company also markets books music,
and film.
• Original name Starbucks coffee, Tea, and
Spice.
 Principles/USP of
STARBUCK
• Apply highest standards of
coffee.
• Enthusiastically satisfied
customer.
• Contribution positively to
community and environment.
• No smoking policy.
• Outlets according to the culture.
MARKETING MIX
4P’S
•PRODUCT
•PLACE
•PROMOTION
•PRICE
 Product

Coffee

Product
Extension:

Discoveries (cold
coffee)
 Place
Selection of the location

Demographic &
Psychographic
segmentation
 Place

• Starbucks outlets
Promotion
People
International expansion
 SWOT Analysis
STRENGTHS

• Fastest Growing Retail Chain

• The Product

• Valuable Workforce

• High – end Coffee Prices

 WEAKNESSES

• Slow Diversification

• Lack of Expansion
 OPPORTUNITIES

• Building the Stores

• International Expansion

• Co-Branding
 THREATS
• Competition

• Replacement

• Innovation May Falter

EVALUATION OF INDIAN
COFFEE MARKET WITH
PORTERS MODEL
COMPETITORS

•BARISTA
•CAFE COFFEE DAY
•QUICKYS
 Barista
1. Established in 1999
2. The company has 130 outlets and planning for
another 50 outlets in current year
3. Internationally present with 3 outlets in Sri Lanka
and with 4 outlets in Dubai
4. International sales accounts for 10% business of its
current business
5. Good ambience
6. Target customer – premium class
7. Alliance with premium hotels such as Taj properties
8. Tie ups with Planet M & PVR
9. Heavy promotions with CNBC, Singapore airlines
 Café coffee day
1. 200 crores, ISO 9002 certified
2. 147 outlets across 38 cities
3. Target customer – youths
4. Good awareness
5. Interiors consist of wood and granite
6. 2% revenue is used in cross promotions
7. Tie ups with Music world, Mars
restaurant chain and BPCL ( Delhi,
Mumbai & Bangalore )
 Qwicky’s

Has 20 outlets and 40 outlets to be added in one year

Expanded to Sri Lanka
1st in café chain to come up with store - in - store concept
Have 12 island stores in big retail malls
Target customer – youths
They also sell books, magazines, newspapers, soft toys etc
 Y O U
AN K
TH