Post on 22-Dec-2014
description
PRESENT FOR:PRESENT FOR:
ASSOC. PROF. DR ASSOC. PROF. DR NORYATI BT AHMADNORYATI BT AHMAD
STARBUCKSSTARBUCKS
PRESENTATION OUTLINE
55•COMPETITOR HIGHLIGHTCOMPETITOR HIGHLIGHT
66•MARKETING STRATEGYMARKETING STRATEGY
77•CONCLUSIONCONCLUSION
INTRODUCTION
Starbucks’ history began in Seattle in 1971
three students named Jerry Baldwin, Zev Siegel, and Gordon Bowker
be partners and opened a little shop in Pike Place Market to sell high-quality coffee beans and
equipment
INTRODUCTION
1981, Howard Schultz, Vice President and General Manager of U.S. Operations for Hammarplast, noticed Starbucks’ success
He wanted to transmit that coffee passion by working for the Starbucks enterprise to expand outside Seattle
The founders were against hiring him because geographic expansion was too risky, but then finally agree to hire him as Head of Marketing.
MISSION
Starbucks mission is to inspire and nurture the human spirit – one person, one cup and one
neighborhood at a time.
THE PRODUCTS
GLOBAL EXPANSION
As Starbucks reached the point of saturation and growth slowed in America, the firm set its sights
on overseas expansion
Starbucks adapts its international strategy in order to satisfy the
needs and requirements of every market, seeking to respect its
cultures and traditions
GLOBAL EXPANSION
At present, the company uses three different strategies: joint venture, licenses and wholly–owned subsidiaries
Before entering a new country Starbucks conducts rigorous
quantitative market studies. The company also develops extensive
focus group interviews to get a pulse of the marketplace and potential
GLOBAL EXPANSION
In order to succeed, a company needs to realize that it often cannot alone fill the
gap in serving the needs of its target market. Starbucks has mostly always
needed the help of another entrepreneur or another company with whom to work
and share financial risks
Starbucks’ involvement in the internationalization process varies only in degree (e.g. licensing, joint venture and
wholly-owned subsidiary) since the company is constantly in touch with
operators to keep abreast of the marketplace
MODE OF ENTRY
RISK MITIGATE
OPPOTURNITY & RISK MATRIX
OPPOTURNITY & RISK MATRIX
DECREASE RISK
INCREASE OPPO
UKUK NZNZ
SPAINSPAINSELECTED
FINANCIAL HIGHLIGHT
EPS for fiscal 2012 was $1.79, compared to EPS
of $1.62 reported in fiscal 2011, with the
increase driven by the improved sales leverage,
partially offset by the impact of higher
commodity costs in fiscal 2012.
COMPETITORS HIGHLIGHTPORTER’S 5 PORTER’S 5 FORCESFORCES
MARKETING STRATEGIES
MARKETING
STRATEGYSTARBUCKS THE COFFEE BEAN & TEA LEAF
PRODUCT Beverages: Coffee Beverages: Coffee
PRICE In RM approx.: In RM approx.:
PLACE15,700 outlets in 43
countries900 outlets in 23 countries
PROMOTION Seasonal Seasonal
VS
COMPATITIVE COMPATITIVE ADVANTAGEADVANTAGE
MARKETING STRATEGIES