Starbucks

Starbucks-Case Study Presented by : K.P.Prayag Swati Choudhry Vivek Mohan

CASE OVERVIEW • • • • •

Company started in 1971 in Seattle, Washington Grew from 17 stores in Seattle to 5689 stores in 28 countries. No nationwide competitor Strong financial base Products sold include: – –

Coffee related retail items Whole coffee beans

COMPANY STRATEGY • • • • • •

Global market leader Expansion- blanketing the area Innovation High quality products Tapping the untapped markets “Word of mouth”- base of customer loyality

CONTROLLABLE FACTORS • • • • •

Expansion Product Offering Price Glocalisation Distribution Channel

UNCONTROLLABLE FACTORS • • • • • •

Political & legal factors Economic trends Competition Consumer sentiments Social unrest Level of technology

MAJOR RISKS • • • • •

Rapid Expansion Competitors Limited Product Range Employee Dissatisfaction Acceptance

Solutions • • • • •

Slow And Steady Approach Glocalization Competitive Price Innovative Products Employees Welfare

Starbucks In Japan • • • • •

Glocalisation Price Technology Youth Targeted Products Improved Hospitality

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