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    FB Service Synopsis

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    Jaspreet kaur Lotey
    The document provides a case study on Starbucks, summarizing their history, mission, vision, principles, marketing strategies, expansion strategy, SWOT analysis, competitors and conclusions. Starbucks was founded in 1971 in Seattle and has since expanded to over 15,000 stores globally. Their mission is to inspire people and their strategy focuses on providing a high-quality coffee experience and building a sense of community around their brand. While highly successful, the case study recommends Starbucks slow expansion to focus on marketing and reducing debt in an increasingly saturated market.

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    FB Service Synopsis

    Uploaded by

    Jaspreet kaur Lotey
    4 views3 pages
    The document provides a case study on Starbucks, summarizing their history, mission, vision, principles, marketing strategies, expansion strategy, SWOT analysis, competitors and conclusions. Starbucks was founded in 1971 in Seattle and has since expanded to over 15,000 stores globally. Their mission is to inspire people and their strategy focuses on providing a high-quality coffee experience and building a sense of community around their brand. While highly successful, the case study recommends Starbucks slow expansion to focus on marketing and reducing debt in an increasingly saturated market.

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    The document provides a case study on Starbucks, summarizing their history, mission, vision, principles, marketing strategies, expansion strategy, SWOT analysis, competitors and conclusions. Starbucks was founded in 1971 in Seattle and has since expanded to over 15,000 stores globally. Their mission is to inspire people and their strategy focuses on providing a high-quality coffee experience and building a sense of community around their brand. While highly successful, the case study recommends Starbucks slow expansion to focus on marketing and reducing debt in an increasingly saturated market.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    4 views3 pages

    FB Service Synopsis

    Uploaded by

    Jaspreet kaur Lotey
    The document provides a case study on Starbucks, summarizing their history, mission, vision, principles, marketing strategies, expansion strategy, SWOT analysis, competitors and conclusions. Starbucks was founded in 1971 in Seattle and has since expanded to over 15,000 stores globally. Their mission is to inspire people and their strategy focuses on providing a high-quality coffee experience and building a sense of community around their brand. While highly successful, the case study recommends Starbucks slow expansion to focus on marketing and reducing debt in an increasingly saturated market.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    PCTE Group of Institutes

    Ludhiana
    BHMCT 1st Semester
    FOOD & BEVERAGE SERVICE
    P RESENTATION S YNOPSIS

    TOPIC: Case Study on Starbucks


    NAME: Jaspreet Kaur Lotey, Ishaan Jain, Himanshu
    ROLL.NO: 2023BHM0723
    OFFICIAL E-MAIL ADDRESS: jaspreetlotey2003@gmail.com

    STARBUCKS INTRODUCTION AND HISTORY


    1971 Starbucks opens first store in Seattle's Pike Place Market.Three friendsJerry Baldwin, Zev Siegland
    Gordon Bowker who all had a passion for fresh coffee.The name was inspired by Herman Melville's
    classic novel Moby Dick's first mate.This name and the mermaid logo were inspired by the love of the
    seafrom Starbucks original location in Seattle Washington in the heart of Pike Place Market.
    1982 Howard Schultz joins Starbucks as director of retail operations and marketingStarbucks begins
    providing coffee to fine restaurants and espresso bars. 1984 - Howard Schultz convinces the original
    founders of Starbucks to test the coffee bar concept. 1988 - Starbucks comes out with their first mail-order
    catalog, enabling mail-ordering of their coffee in all 50 states.Grew from 55 stores in 1989 to over 15,000
    stores today• Products sold include:
    •- beverages- pastries- coffee-related retail items•- whole coffee beans

    STARBUCKS MISSION
    "To inspire and nurture the human spirit - One person, One cup, and One Neighborhood at a time."

    STARBUCKS VISION
    "Establish Starbucks as the most recognized and respected brand in the world."

    STARBUCKS SIX PRINCIPLES


    Provide a great work environment and treat each others with respect and dignity.Embrace diversity as an
    essential component in the way they do business.Apply the highest standards of excellence to the
    purchasing, roasting and fresh delivery of their coffee.Develop enthusiastically satisfied customers all of the
    time.Contribute positively to their communities and their environment.Recognize that profitability is
    essential to their future success.

    STARBUCKS UNCONVENTIONAL MARKETING STRATEGY


    Perfect Cup of Coffee- Emphasis on product qualityTheir coffeeeven though priced slightly more expensive
    than expectedis notorious for satisfying customers with its rich, delicious taste and aroma.Third Place-
    Creating this unique and relaxing "experience" and "atmosphere" for people to go to between home and
    work has been very important for the company as they realized that this is one of the strongest concepts
    attached to the company, to which customers have been strongly attracted.Customer Satisfaction -From the
    entrance to the store to the very last drop of their coffees, it is a must that customers feel the uniqueness of
    enjoying their Starbucks coffee experience.Creating a Starbucks Community- The Starbucks marketing
    strategy has even expanded to create a community around their brand. On their website, individuals are
    encouraged to express their experiences with Starbucks history, and the company strives to "personally"
    join in the discussions.Smart Partnerships-Starbucks Coffee Company has been known to create strategic
    partnerships that demonstrate the fact that another way to grow your business is to partner
    smart.Innovation- Through the years, they've added different flavors to their coffee, more food on their
    menu, and even became one of the first to offer internet capability in their stores.Brand Marketing- The
    Starbucks marketing strategy has always focused on "word-of-mouth" advertising and letting the high
    quality of their products and services speak for themselves.

    STARBUCKS EXPANSION STRATEGY


    Establish hubs in large major cities.Ensure city is able to support 20 or more locations in the hub within the
    first two years.Once hub is blanketed, open more stores in smaller city areas around the region.Implement
    zone managers to oversee the development process of each hub.

    SWOT ANALYSIS
    Strengths-ever experienced a strike or work stoppage.Good relationships with coffee suppliers.Value
    employees.Located in high traffic areas. Employee turnover rate is 60%, compared to 140% in the fast food
    business. They don't move into new markets until they dominate the ones they expand into
    Weakness-Excessive focus. Employees report to two division heads.Increasing shareholders dilutes their
    interest.They have expanded too quickly, and have already saturated the US market.They do not allow
    smoking in their stores, alienating some of their customers.
    Opportunities- Expansion into European and Latin American markets.Distribution agreements, such as
    hotels, airlines, and office coffee suppliers.Reducing alcohol consumption in the US leads to bars being
    used less which leads to people needing another place to go.Use supermarkets as a way of expanding into
    international markets.Numerous brand extension.Improve on perception of instant and decaffeinated coffee
    to expand that market share.
    Threats- The coffee market is saturated.Cost of coffee beans is expected to rise in the near
    future.Supermarkets threaten whole bean sales.Farmers might switch from coffee to vegetable crops.High
    competition from Japanese competitors.Consumers trend toward more healthful fare.

    INDUSTRY PEST ANALYSIS


    Political Influences State & Local government controls.Economic Influences.Changes in disposable
    income could influence purchase levels.Social Influences Consumer preferences could shift from coffee to
    other beverages.Technological Influences Use of technology can improve operational efficiencies.

    COMPETITORS - • 7-Eleven, Dunkin Donuts, McDonald's, Green Mountain Coffee Roasters,Coffee


    Bean and Tea Leaf,Costa Coffee,Peet's Coffee and Tea, Caribou Coffee,Second Cup, Kraft,Procter &
    Gamble, Nestlé, Tim Hortons.

    CONCLUSION- Starbucks has been increasing its debt every year, and at a pace that is faster than their
    assets are growing (which is clearly unhealthy).This is why we chose for the firm to slow down its
    expansion and to focus more on marketing their products.In such a saturated market as the one that they are
    in Starbucks needs to focus on increasing consumer awareness and to decrease debt as much as possible. In
    closing we believe that Starbucks can become even more profitable if they slow down their expansion and
    concentrate on the stores that they already have open.

    REFERENCES-
    https://beloved-brands.com/starbucks/
    https://startuptalky.com/starbucks-case-study/

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