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Starbucks CUEGIS: The Product Itself)

Starbucks focuses on premium branding through high quality products and services. It sources coffee ethically and sustainably through programs that support farmers. Starbucks has a global supply chain and continues expanding internationally through new locations and culturally appropriate offerings. The company aims to inspire customers and communities around the world through its business practices and culture.

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julia brossard
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133 views1 page

Starbucks CUEGIS: The Product Itself)

Starbucks focuses on premium branding through high quality products and services. It sources coffee ethically and sustainably through programs that support farmers. Starbucks has a global supply chain and continues expanding internationally through new locations and culturally appropriate offerings. The company aims to inspire customers and communities around the world through its business practices and culture.

Uploaded by

julia brossard
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Starbucks CUEGIS

Saturday, April 29, 2017 7:37 PM


ETHICS
Change culture ethics global innovation strategy • Coffee beans come from farmers in developing countries
STRATEGY • CAFE program with ethical criteria on sustainability and practices
• Has premium design for goods and services and high quality products • Buying 100% ethically sourced coffee in partnership with Conservation International
• Creates USP (a quality of a firm that differentiates it from its competitors) • Donations to millions of disease-resistant trees to fight coffee leaf rust
• Brand value (customers are willing to pay for a brand name over and above the value of • Finance Global Farmer Fund program towards farms to allow them to renovate their farms
the product itself) • Founding member of Sustainable Coffee Challenge to make coffee the world's first sustainable
○ Premium pricing strategy (charging higher prices for its products for the "added agriculture product
value" of the brand) • Fair employee wage
▪ Improve profit margins
▪ Causes price leadership GLOBALIZATION
○ Brand loyalty (customers will buy the same brand of a product over and over again) • Starbucks Coffee's supply chain is global
• Sources coffee beans from coffee farmers that match their quality standards • Multinational (~65 countries)
• Corporate social responsibility (CSR) for Starbucks (social responsibilities that should act • Expansion to Africa and Middle East
morally towards their stakeholders for businesses) • Franchises
○ Altruistic attitude (Starbucks does what they can to improve society)
○ Strategic attitude (Starbucks uses CSR as long-term growth)
• Farmers certified under Starbucks Coffee and Famer Equity (CAFE) program INNOVATION
• Location strategy • Office automation
• Focuses on urban centers that're densely populated • iPhone app
• Target large middle and upper class populations • Membership/platnium cards to stimulate sales
• Help pay premium priced products
• Intensive growth strategy
CULTURE
• Market penetration (developing existing products in existing markets) to entice more
• Starbucks needs to be aware culturally when they expand to other countries
customers
• Franchises
○ Usage of BCG matrix to determine the status of products in a market
• Changed menu items to cater to the culture's society
• Market development (expanding existing products into new markets) • Halal products in Muslim countries
○ Enter in more countries like Africa and Middle East
• Wasabi in Japan
• Product Development (new product in existing market)
○ Innovating product mix CHANGE
▪ The introduction of Frappuccino Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood
at a time.

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