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- 1. MINOR PROJECT Strategic Analysis Of Starbucks Coffee Company SUBMITTED BY :- SHREYA SHARMA COURSE :- B.B.A ENROLLMENT NO. :- 05415601723 SUBMITTED TO:- MR. AMAN GARG SIR
- 2. Introduction to Starbucks Coffee Company Starbucks is a global coffee company and coffeehouse chain founded in 1971 in Seattle, Washington. Known for its iconic green mermaid logo and premium coffee offerings, Starbucks has grown to become one of the most recognized and influential brands in the world.
- 3. OBJECTIVES OF STARBUCKS objectives of a strategic analysis of Starbucks Coffee Company: 1. Assessing market trends and consumer preferences. 2. Evaluating competitive landscape and market positioning. 3. Analyzing internal strengths and weaknesses. 4. Identifying growth opportunities and potential threats. 5. Formulating strategic recommendations for future success.
- 4. DATA ANALYSIS OF STARBUCKS
- 5. Company History and Background 1 2 3 Rapid Expansion Humble Beginnings Pioneering the Coffee Experience Starbucks pioneered the idea of the "third place" between home and work, where people could enjoy a premium coffee experience in a comfortable, inviting environment. Starbucks was founded in 1971 by Jerry Baldwin, Zev Siegl, and Gordon Bowker in Seattle's historic Pike Place Market. The company started as a single store selling high-quality coffee beans and equipment. In 1987, Howard Schultz, the marketing director, purchased Starbucks and transformed it into a global coffee house chain. Under his leadership, Starbucks rapidly expanded across the United States and internationally.
- 6. Starbucks'Product Offerings and Menu Starbucks offers a wide range of coffee-based beverages, including hot and iced coffee, espresso drinks, and Frappuccinos. Their menu also features tea, hot chocolate, and a selection of food items like pastries, sandwiches, and salads. Starbucks continuously innovates its menu, introducing seasonal and limited-time offerings to cater to changing customer preferences and trends.
- 7. Starbucks' Target Market and Customer Base Starbucks primarily targets urban professionals, young trendsetters, and coffee enthusiasts. Their customers are often college-educated, with high disposable incomes, and value the Starbucks brand experience. The company also appeals to consumers who seek premium coffee, convenient locations, and a comfortable third-place environment.
- 8. Starbucks' Competitive Landscape Major Competitors Product Of ferings Geographica l Reach Customer Experience Starbucks' main competitors include global coffee shop chains like Dunkin', Costa Coffee, and McCafé, as well as local independent cafes. Competitors offer similar coffee beverages, bakery items, and light fare, but often at lower price points than Starbucks. While Starbucks has a vast global presence, competitors may have a stronger foothold in certain regional or local markets. Competitors strive to provide a comfortable, convenient, and personalized customer experience to rival Starbucks' signature "third place" atmosphere.
- 9. Starbucks' Pricing and Promotional Strategies 1 2 3 4 Premium Pricing Seasonal Promotions Loyalty Program Targeted Discounts Starbucks launches a variety of limited- time seasonal promotions, such as holiday-themed beverages and food items, to create a sense of excitement and exclusivity. Starbucks strategically prices its products at a premium, positioning itself as an aspirational and high-quality brand in the coffee industry. The Starbucks Rewards program incentivizes customer loyalty through rewards, personalized offers, and exclusive experiences, driving repeat business. Starbucks offers selective discounts and deals, such as happy hour promotions and discounts for students and military personnel, to attract specific customer se g m e nts.
- 10. Starbucks' Supply Chain and Operations Starbucks has a highly efficient and global supply chain that supports its worldwide operations. The company works closely with coffee growers, manufacturers, and logistics providers to ensure a steady supply of high- quality ingredients and materials. Starbucks' state-of-the-art roasting facilities and distribution centers enable the company to deliver fresh coffee and food products to its thousands of stores worldwide in a timely manner.
- 11. Starbucks' Financial Performance and Growth Strategies Starbucks has demonstrated strong financial performance, with consistent revenue and profit growth over the past decade. The company has expanded its global footprint, opening new stores worldwide and diversifying its product offerings to drive continued growth. Revenue (FY 2021)$29.1 billion Net Income (FY 2021)$4.2 billion Number of Stores (FY 2021)33,833 Starbucks has also invested in digital initiatives, such as its industry-leading mobile app and delivery services, to enhance the customer experience and drive loyalty. The company's focus on innovation and expansion into new markets, such as China, will be key to its continued success.
- 12. Conclusion and Key Takeaways 1 2 3 Innovate Diversify Optimize Embrace new trends and technologies Expand into complementary products and services Streamline operations and boost efficiency In conclusion, Starbucks has demonstrated its ability to adapt and thrive in a dynamic market. Moving forward, the company should continue to innovate, diversify its offerings, and optimize its operations to maintain its competitive edge and drive long-term growth.
- 13. THANK YOU