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2. Mission Statement Background Starbucks original vision in 1987 The evolution of Starbucks from 1991-2008 Worldwide expansion from 20002001 Transformation of Starbucks with return of Schultz 2008-2012 Financial Statements Evolution of Strategic Vision Broad Differentiation Teavana Video: Howard Schultz on Teavana Employee Training Starbucks Culture Community Service Ethical Sourcing Purchasing Coffee Beans Quality Control Lean Operating Strategy 2012 Issues Facing Management Conclusion 3. To inspire and nurture the human spirit one person, one cup and one neighborhood at a time 4. First coffee shop in 1971 in Seattle Schultz hired in 1982 Schultz idea of a coffee house came about when he was sent to Milan by Baldwin in 1983 Schultz leaves Starbucks and opened his own coffee shop, Il Giornale in 1985 5. Vision for Starbucks become a national company with values and guiding principles that employees could be proud of Schultz wanted Starbucks to be a respected coffee house and to be admired for their corporate responsibility Schultz planned on having 125 new stores open in the next five years increments of five stores, starting with 15 stores for the first year Merged Starbucks and Il Giornale and made a new logo, look for Starbucks and added espresso machines 6. Entered California: Los Angeles, then S.F. Exceeded opening 125 stores, opened 161 by year 1992 Part-Time employee (20hours+) receive health benefits Employees became partners Starbucks initial public offering in first year was most successful of IPO of the year Product line grew, joint ventures happened, licensed stores in areas from airlines, hotels, airports, etc. 7. Earlier expansion consisted of 12 managers, today is 180 mangers with three other regional offices Licensing agreement with Trans Fair Tokyo- fist non-North American store New locations in Asia, Europe, Australia , and South America 8. Implemented innovative and consumer focused concepts with mission statement To inspire and nurture the human spirit-one person, one cup and one neighborhood at a time Consumer community to help innovate Starbucks experience such as: paper cups vs reusable tumbler, ideas on mystarbucksidea.com, rewards program, and the like 9. Lost sales due to the economic recessionLost sight of their original mission to provide customers with the Starbucks experience "I think, at the end of the day, we were never in the coffee business serving people; we were in the people business serving coffee," -Howard SchultzAfter stepping down in 2000, Howard Shultz returns as CEO 10. As returning CEO, Schultz closed 1,600 stores in 2008 Shut down all Starbucks store for 3 hours to retrain all employees Emphasized their need to renew their emotional attachment to customers 11. Shared best practices among stores nationwide Revamped menu offeringsNew and improved environmentally friendly programs Provided more resources for employees 12. Changes of marketing techniques using social media platforms Facebook, Twitter 13. Differentiating features that cause buyers to prefer product/service over brand rivals such as Peets Coffee Quality beans that can be served at premium price Product line Products in retail stores Amazing customer 14. Specialty tea store owned by Starbucks 300 Teavana locations throughout the US, Canada and Mexico Goal: To provide fresh, high quality teas and the products to serve them. And to create a unique tea experience in each store by encouraging a positive, healthy outlook for all who enter 15. Series 1 45.00% 44.00%43.00% 42.00% 41.00% 40.00% 2007 2008Supply Chain Efficiencies Food Costs Beverage and Packaging Costs Sales Leverages200920102011 16. Series 1 37.00% 36.00%35.00% 34.00% 33.00% 32.00% 31.00%20072008 Sales Leverage Direct Distribution Model Impairment200920102011 17. Series 1 5.60%5.40% 5.20% 5.00% 4.80% 4.60%4.40% 4.20% 20072008200920102011 18. Series 1 16.00% 14.00% 12.00% 10.00% 8.00% 6.00% 4.00% 20072008200920102011 19. Series 1 12.00%10.00% 8.00% 6.00% 4.00% 2.00% 0.00% 20072008200920102011 20. Series 1 35.00% 30.00%25.00% 20.00% 15.00% 10.00% 20072008200920102011 21. Starbucks vice president for human resources is on a mission for passionate people who love coffee Starbucks employees are thoroughly equipped and trained to maintain the core values Management trainees are required to attend classes that last for an eight to twelve week period to ensure they understand the Starbucks mission centered on community 22. Each partner or barista is provided with at least twenty-four hours of training in the first two to four weeks of their hiring The classes that they receive include: coffee history, drink preparation, coffee knowledge, customer service and retail skills They also participate in a workshop titled, Brewing the Perfect Cup 23. Core value To build a company with soulHuman connectionStarbucks employees are called partnersFocus on diversityEncouraging atmosphere 24. Goal of 1 million community service hours by 2015 Starbucks foundation- 1997 by funding literacy programs in the United States and Canada The Starbucks Foundation supports their employees engagement in their local community through Partner Match and Community Service Grants 25. To ensure ethical sourcing of their coffee beans, Starbucks put a program into action called Coffee and Farmer Equity (C.A.F.E.) A comprehensive coffee-buying program which guarantees coffee quality and the promoting of social, economic and environmental standardsStarbucks goal regarding the purchase of coffee is to ensure that one hundred percent is ethically source by the year 2015 26. Starbucks invented FlavorLock technologyBeans are sealed FlavorLock bags within two hours of roasting Baristas now grind the beans every time a new pot was brewed Set timers to signal once it was time to brew a new pot 27. Starbucks decided to use lean to improve their daily operations Led by Scott Heydon, the Vice President of Lean Thinking Reduce waste and free up time for its baristas. Allow baristas to interact with more customers and make more beverages in the same amount of time while needing fewer workers 28. Strong results for fiscal year 2011Increased commodity costsStrong competitorsRollouts of new point-of-sale and inventory management systemInternational market expansionReorganization of leadership structure 29. Strengthen the Starbucks experienceContinue its quest to ethically source all of their coffee by 2015Continue to take strategic action regarding the tea industry Further differentiate themselves from their competition
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