CURRENT AND FUTURE STRATEGIES Mariagracia León Aguayo.
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Transcript of CURRENT AND FUTURE STRATEGIES Mariagracia León Aguayo.
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CURRENT AND FUTURE STRATEGIES
Mariagracia León Aguayo
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INDEX
• Brief history• How is Starbucks today• General Strategies• Local Strategies• Sales• Reborn
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A Brief History of Starbucks
1970´s 1971 Opens the first Starbucks in Seattle. The name comes from Herman Melville´s Moby Dick
1980´s Howard Schultz joins Starbucks in 1982. He visits Milan´s famous espresso bars. He was impressed with their popularity and culture and he saw their potential in Seattle. Seattle quickly becomes coffee-crazy.
1990´s Starbucks expanded beyond Seattle.
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FIRST STARBUCKS
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How is Starbucks TODAY?
• More than 21 000 Stores • In more than 55 Countries• Offers the best service client• Sells a nice experience to customers while
buying• You can stay in Starbucks as long as you will• The average consumer visit Starbuck 6 times per
month, while the loyal one goes more than 16 times.
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Business Model
• Starbucks has initiated a marketing model called “Experiential Marketing”, which generate their competitive advantage in front of their competition.
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Experiential Marketing
LocalEstablishments with
decoration, lighting, clean
olfactory marketingStarbucks welcomes
customers with a pleasant aroma of coffee
ProductHigh quality coffee. Package with protective anti burns
Personalization of the beverage
Personalization of flavors and of the cup
Direct responsibility to the community
-Starbucks Foundation-Support Coffee growing communities-Support For the recovery of places affected by natural disasters
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Strategies - LOCAL• Starbucks often announces new products on their
doors
• Starbucks puts his counter orders in the middle or in the back of the store to ensure that customers pass through the area of the stores chairs
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• Starbucks use lighting to guide customers in the shop. Lighting also serves to attract the attention of customers to Starbucks products
• Starbucks puts its publicity between the order counter and the counter where you pick up your coffee
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Starbucks Sales
75 % Beverages
19 % Food sales
4 % Sale of packaged and single serve
coffees
2% Others
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Starbucks REBORN• Starbucks have made a five-year growth plan:
• New and varied food offerings, including alcohol• New store formats• Food and beverage delivery• Mobile platform enhancements• Global growth
- The coffee shop expects to double U.S. food revenues to over $4 billion.
- It expects the new food items, along with the alcohol, to generate about $1 billion in new sales.
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Delivering the goods
• Starbucks will begin food and beverage delivery to enhance its ties to customers, extend their loyalty, and meld the process with its mobile apps for ordering and payment
8 million members
GENERATES 7 million weekly mobile payment transactions
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