Starbucks case Trimester 3

Starbucks case Trimester 3 - Starbucks Strategy in the...

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Starbucks’ Strategy in the Specialty Coffee Industry In 2008, Starbucks was the world’s leading specialty coffee retailer, with more than 11,000 stores in the United States and approximately 4,500 stores in 43 other countries. Since 2000. The company’s sales of ready to drink coffee, coffee beans, coffee flavored products, pastries, and coffee accessories had grown by more than 20 percent annually to reach $9.4 billion in 2007. Its net earnings had increased from $95 million in 2000 to $672 million in 2007. The company’s success and dramatic growth were attributable to its superior execution of an excellent strategy. Starbucks’ business strategy was made up of the following elements: Expand the number of Starbucks stores domestically by blanketing metropolitan areas, then adding stores on the city’s perimeter. Starbucks also made its locations readily available to consumers by entering into licensing agreements with food service vendors operation in airports, universities, hospitals, and other places where people congregated. Make Starbucks a global brand by opening stores in an increasing number of foreign locations. The international expansion effort involved opening company owned and operated stores in some foreign countries, while entering into licensing agreements with reputable and capable local companies in other countries. View each store as a billboard for the company and as a contributor to building for the company’s brand and image. Each detail was scrutinized to enhanc3e the mood and ambience of the store, to make sure everything signaled best of class and reflected the personality of the community and the neighborhood. The thesis was “Everything matters.” The company went to great lengths to make sure the store fixtures, the merchandise displays, the colors, the artwork, the banners, the music, and the aromas all blended to crate a consistent, inviting, stimulating environment that evoked the romance of coffee, that signaled the company’s passion for coffee, and that rewarded customer with ceremony, stories and surprise. Broaden in store product offerings. Starbucks stores went beyond coffee to include coffee flavored ice cream, Frappucino, teas, fresh pastries and other food items, candy, juice drinks, music CDs, coffee mugs, and coffee accessories. Fully exploit the growing power of the Starbucks name and brand image with out of store sales. Example of such out of store sales included the sale of ground coffee and coffee beans in U.S. grocery stores. Starbucks also sold Frappuccino in U.S. grocery and
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This note was uploaded on 10/11/2011 for the course ECONOMIC 101 taught by Professor Bennyluleph.d during the Spring '11 term at Universitas Indonesia.

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Starbucks case Trimester 3 - Starbucks Strategy in the...

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