BA 453 - Starbuck's_business_plan

BA 453 - Starbuck's_business_plan - Starbucks Written by...

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Starbucks Written by: Ericka Hartvickson Lukas Jones Richard Whitehouse Justin Young Bryan Kelly Peter Leiweke David Alex Selby Brandie Whitmire Table of Contents
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Executive Summary Company Background History and ownership Major successes Industry Analysis Product Unique features Sales growth and profit margins Pre-tax profits Industry data Maturity of product Trends Marketing and Sales Customer-End user profiler Distribution Pricing policies Stage in product life cycle Advertising/Promotion Competition Major competitors sales Intensity of rivalry Competitive advantages Entry and exit barriers Firm’s prices
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Firm advertising and promotions Management and Organization Structure Management team Control Compensation Conclusion and Recommendation Stage in organizational life cycle International expansion Appendix Financial statements Executive Summary Vision and mission statement “The bottom line is we always figured that putting people before products just made good common sense. So far, it’s been working out for us. Our relationships with farmers yield the highest quality coffees. The connections we make in communities create a loyal following. And the support we provide our baristas pays off everyday.” Vision statement is provided by Starbucks. Starbucks mission statement “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow”. Company Overview Starbucks was founded in 1971 in Seattle’s Pike Place Market by Jerry Baldwin, Zev Siegel, and Gordon Bowker. It started as a small coffee shop offering fresh-roasted, gourmet coffee beans along with brewing and roasting accessories. In the early 1980’s Howard Schultz joined the company and later bought it in 1987 with several other local investors. Starbucks became publicly traded in 1992 and by the end of that year there were 195 outlets in the United States. In 1999 they entered the music industry with the acquisition of Hear Music and then in 2006 they created Starbucks Entertainment to compete in the film industry. 8 Currently, they are focusing on opening international stores. Product/Service Strategy Starbucks has brought a brand and culture to drinking coffee and is the leader in the trend of young coffee drinkers. They offer more than 30 blends of coffees, merchandise, fresh food, entertainment in the form of books, music and films, and Starbuck’s gift cards. Their main
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competitive advantage lies in the ambiance of their stores environment. This competitive advantage is supported by their three unique competencies of customer orientation, employees and customization. Starbucks strives to offer a personal experience for each customer ordering a cup of coffee that no other coffee house can emulate.
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