3. Agenda of
Today’s Presentation
History of Starbucks.
Its SWOT Analysis.
Its Segmentation.
Its Positioning.
Marketing Mix.
Its Products.
Its SBUs.
Marketing Mix in terms of 4 C’s.
4. History of Starbucks
> Started in the 1970s as a small chain in Seattle, Washington.
> Starbucks grown widely in just two decades.
> And now one of the largest international power house.
5. Howard Shultz & his
friend
Very 1st coffee shop of
Starbucks
In the image Howard
Shultz and his friends .
6. Strengths Weaknesses
1.Sound financial records
2.No. 1 brand in coffeehouse segment
valued at $4 billion
3.Starbucks experience
4.Largest coffeehouse chain in the
world
5.Employee management
1.Coffee beans price is the major
influence over firm’s profits
2.Product pricing
3.Negative publicity
Opportunities Threats
1.Extend supplier range
2.Expansion to emerging economies
3.Increase product offerings
4.Expansion of retail operations
1.Rising prices of coffee beans and dairy
products
2.Trademark infringements
3.Increased competition from local cafes and
specialization of other coffeehouse chains
4.Saturated markets in the developed
economies
SWOT Analysis
11. Product
Starbucks offer its products to every one.
It is targeting customer of all ages.
Every Economic level.
Its tagline is customer oriented.
“ Some time the best way to connect
is to get Together ”
13. Price
Starbucks offer Affordability to its customers.
At the same time an never forgettable experience.
They created an Environment in which wealthy & poor should enjoy the
cup of coffee.
14. Placement
Starbucks stores are located around the world.
Which is helping its target customer to reach it.
Starbucks have large network then Mccafe of
Mcdonalds.
15. Promotion
Starbucks is not only using Marketing Concept while
Marketing.
It is using Societal Marketing.
Which is helping the society to develop.
For Example
Starbucks in U.S.A is working with NGOs to help the
country in the time of disaster.
i-e creating positive image in the eyes of society.