Post on 21-Jan-2018
STARBUCKS SWOT ANALYSIS
Global recognitionQuality productsProfitable organizationStrong financial foundationVisionary leader
High priceImporting roasted coffee
Known only for coffee
Launching new productsSkilled Labour marketMore tourist attractionUse of social media network
Cultural & Political issues Real State cost and laws in Sri
LankaEconomic down turns
Health cautious customers
SEGMENT
Every age group.
Tech savvy individuals.
Men and women.
High disposable income.
Brand focused.
Savvy and avid coffee lovers who enjoythe “Starbucks Experience”.
TARGET CUSTOMER
Starbucks targets commuters and captive consumers. Commuters consist of people heading to or from work or people on their lunch break.
Captive consumers consist of those who are stuck in a campus environment. Eg: high school & college students, corporate campuses.
POSITIONING
Starbucks has positioned itself as an upscale brand which provide rich experience.
It is obvious from the mission statement that they are trying to make it the best for socializing.
Starbucks is trying to reposition itself as a “third place” for its customers.
PRODUCT Coffee: More than 30 blends and premium coffees.
Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non-coffee blended beverages, smoothes and Tazo® teas.
Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.
Merchandise: Coffee- and tea-brewing equipment, mugs and accessories, packaged goods, music, books and gifts.
PRICE
Starbucks offers all of its products at a premium price.
Prices range from $1.00-$4.20 for drinks which is higher than any other retailers.
In case of foods, Starbucks is more expensive when compared to quick-service restaurants
PLACE
Distributed directly to customers through own retail stores and retail partners.
Located in high-traffic, high-visibility locations,focusing on pedestrian consumers.
Company also focus on drive-thru retail stores for the convenience of non-pedestrian consumers
CASE STUDYThe greatest problem arises when a recession occurs. The greatest problem arises when a recession occurs.
Industrial production slows down & numerous lose their jobs
Industrial production slows down & numerous lose their jobs
Not having enough money coming in from their income due to job losses and less working hours, people try to save money.
Not having enough money coming in from their income due to job losses and less working hours, people try to save money.
Cheaper fast-food coffees rather than the more expensive gourmet coffees at cafés in an attempt to save money.
Cheaper fast-food coffees rather than the more expensive gourmet coffees at cafés in an attempt to save money.
ENCOUTER FEEDBACK
The Link Between Quality and Price
Respect for Workers’ Human Rights
Continued Emphasis on Relationships, Communication and Training As their demands