Analysis for Enlargement of Starbucks


The history of Starbucks starts off in Seattle in 1971. Three friends Jerry, Zev Siegal, and Gordon Bowker who all acquired a passion for fresh coffee, opened a tiny shop and started selling fresh roasted, premium coffee beans and the making and roasting accessories. The business did well, but things commenced to improve in 80's.

First Zev Seigal sold out in 1980. Yet at that time, Starbucks was most significant roaster in Washington with six retail outlets. In 1981 a plastics salesmen recognized the, amount of drip-brewing thermoses that Starbucks was buying from Hammerplast, the manufacturer that he displayed.

A brief record of Starbucks:

Starbucks is definitely the place to find the world's best coffees. But in 1971, you would have had to travel all the way to out first-and in those days, only - store in Seattle's first Pike Place Market.

1970's : The first Starbucks starts. The name originates from Herman Melville's Moby Dick, a vintage American novel about the 19th century whaling industry. The seafaring name seems to be appropriate for a store that imports the world's finest coffees to the frigid, thirsty folks of Seattle.

1980's: Howard Schultz joins Starbucks in 1982. While on a business trip in Italy, he trips Milan's famous espresso bars. Impressed with their level of popularity and culture, he perceives their probable in Seattle. He's right - after seeking lattes and mochas, Seattle becomes coffee-crazy

1990's: The demand for great caffeine allows Starbucks to extend beyond Seattle, first to the United States, then further a field. After becoming main companies to offer commodity to its part-time employees, Starbucks becomes a publicly traded company.

2000's: The Starbucks phenomena proceeds. During writing Starbucks has more than 15, 000 locations throughout the world. In addition to your excellent coffees and espresso refreshments, people now enjoy Tazo tea and Frappuccino and snow blended drinks.

Howard Schultz:

In 1982 Baldwin appointed Schultz as a new brain of marketing and soon thereafter sent him to Milan to attend an international housewares show in Italy. Schultz visited Verona and possessed his first cafe latte. But he seen something more important than the caffeine. The cafe patrons were chatting and otherwise enjoying themselves while sipping their coffees in the graceful surroundings. It had been an "aha" minute as inspiration struck.

A good plan :

Schultz details that instant as epiphany, " you will want to create community gathering places like the great coffee house of Italy in the united States?" Could the old world meet up with the new world? If it succeeded, it might be marketing genius.

By 1983 the marketing director had a eye-sight of recreating the magic of romance behind the Italian caffeine bar and wished to test out the idea of reselling the espresso by the cup.

II Giornale and Starbucks go their distinct ways :

When Starbucks coffee is opened its 6th store in downtown Seattle, the espresso was a hit, it was an immediate success.

Schults, however branched out on his own and opened up a espresso house known as Italy's largest newspaper, The Daily or II Giornale. , Two months later, the new store was providing more than 700 customers each day, and it was providing 300 percent more than the Starbucks locations.

Sell out : That is my company now.

In 1987 the owners of Starbucks caffeine company made a decision to sell their caffeine business, combined with the name, to several local shareholders for $3. 7 million. Schultz increased the amount of money by convincing traders of his perspective that they could 125 stores in the next five years. He also transformed the II Giornale bare- breasted mermaid brand into a more socially acceptable physique. The business name improved from II Giornale to Starbucks, and lastly he turned the six existing Starbucks, roasting outlets into tasteful, comfortable coffee homes.

The time of progress :

Starbucks coffee record was just starting to take shape. Beginning with a base of 17 store in 1987, the company expanded rapidly to other metropolitan areas: Vancouver, Portland and Chicago.

By 1991 Starbucks has also expanded in to the mail-order catalogue business and accredited airport stores and additional into the point out of California.

In1992 the business went general public, and following the intial offering of general public Starbucks continuing to expand at a phenomenal pace that no one had ever observed in the espresso world before. By 1997 the amount of Starbucks coffee stores grew tenfold, with location in USA, Japan, Singapore.

Other business extension :

Not satisfied enough with only a store house caffeine, Starbucks expanded other products and brand extensions.

Offering Starbucks coffee on United Airlines flights

Selling superior teas through Starbucks' own Tazo company.

Using the internet to offer the people the option to buy Starbucks espresso online.

Distributing complete bean and earth caffeine to supermarkets.

Producing premium coffee snow cream wit Dreyer's.

Selling CD's in Starbucks shops.

The Starbucks shows the way the once small local roaster, selling coffees, became a global corporation with with more than 9000 locations in 34 countries providing 20 million customers or more weekly. In fiscal 2004, Starbucks reached a record 1, 344 stores worldwide.

2. Aims And eyesight:

Commitment to security and customer service.

Low product cost.

Strong branding.

Strong corporate culture.

To raise the loyalty with the common customer visiting the business at least twice a week.

By the year 2011 the buyer under thirty years of age should take into account 35% of total sales.

Increase in the mark market without detracting from more aged consumers.

To end up being the preferred coffee house proven for the age group of the under thirties.

To improve the net profit margin to 12. 5 %.

To increase the income level by 15% per annum over another a decade.

Mission Declaration: "Establish Starbucks as the premier purveyor of the best possible coffee on earth while keeping our uncompromising key points even as grow"

3. Features Of Starbucks :

Instant Coffee: This is not instant coffee as you know it. this is a wealthy, flavourful Starbucks caffeine immediately. Starbucks got found ways to give a truly great cup of coffee that u can put together by simply adding water. Other instant coffees tastes flat and lifeless.

It's made out of the best - quality, ethically sourced 100% Arabica beans. The magic is at a proprietary, natural process that people spent years perfecting. We micro grind the caffeine in a manner that preserves all their essential natural oils and flavour. No other company needs this task, and it makes all the difference.

Sales And Growth: Starbucks always choose beautiful location and atmospehere where people can enjoy their espresso. It exposed its first locations outside Seattle waterfront stop in Vancouver, English Colombia and Chicago, Illinois, that same yr. During its initial public offering on the stock market in 1992, Starbucks is continuing to grow to 165 outlet stores.

International Expansion: Starbucks is portion for all your coffee buffs in many countries on the globe. Currently Starbucks is present in more than 55 countries across the globe.

Fair Trade: In 2000, the business introduced a type of reasonable trade products of the around 136, 000 metric tons (300 million pounds) of espresso Starbucks purchased in 2006, about 6 percent was qualified as good trade.

4. Marketing Strategy Of Starbucks:

Starbucks's marketing strategy involves positioning the neighborhood Starbucks store as a "third place"(besides home and work) to spent time, and the stores are designed to make this easy and comfortable. The cafe section of the store is often equipped with comfortable stuffed seat. There are sufficient electrical retailers providing free electricity patrons using or charging their portable music devices or laptops. Most stores in U. S plus some other markets likewise have wireless access to the internet (although this access is not free, as it is in some independent coffee outlets).

The company is observed for its non-smoking policy in any way it outlets, despite its prediction that would never succeed in marketplaces such as Germany, where there are normally few restrictions on smoking. Outlet stores in Vienna and Mexico city, which have smoking rooms segregated by double doorways from restaurant itself, are the closest company has come to making an exception. Based on the company, the smoking ban is to ensure that the caffeine aroma is not adulterated. The business also asks its employees to refrain from putting on strong perfumes for similar reasons. Starbucks generally does not prohibit smoking in outdoor seats areas.

Starbucks generally will not offer promotional prices on its products. It has a reputation for having high priced drinks, though as of early on 2006 Dunkin doughnuts costed even more for a large cup of coffee ($1. 95 vs. $1. 80 at Starbucks). In late 2006, Starbucks declared that it would raise prices by $0. 05 USD, at the beginning of new fiscal calendar year, October 2, 2006.

5. SWOT Examination:


Revenue focuses on: Starbucks company is a very profitable organisation, getting in excess of $600 million in 2004. The business generated revenue greater than $5000 million in the same year.

Brand Recognition: It really is a global caffeine brand built after a reputation for fine products and services. It offers more than 10000 cafes in almost 55 countries.

Leading company: Starbucks was one of the very best Lot of money Top 100 companies to work for in 2005. The company is respected employer that worth its employees.

Strong Ethics and Mission: The business has strong moral values and mission statements the following, 'Starbucks is focused on a job of environmental authority in all facets of our business'

Locations: Starbucks caffeine shops locations are at convenient places like collection, stores and etc.


Pricing: Rates of Starbucks are higher as compared to the rivals.

Business spreading: The company has a solid presence in america of America with an increase of than three quarters of the cafes found in the house market. It is argued that they have to choose a collection of countries, to be able to disperse business risk.

Lack of internal focus: Starbucks lacks in inner emphasis as its focuses too much on its enlargement.

Control on stores: Starbucks have less control on stores beyond your U. S, and also increasing number of competitors in the market.

Dependant on retail market: The company will depend on a main competitive advantage, the retail of coffee. This could make them decrease to diversify into other areas should need the arise.


Added opportunity: Starbucks are incredibly good at taking good thing about opportunities. In 2004 the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers generate a own music CD.

Fair Trade Products: Services and services that may be retailed in their cafes, such as fair trade products.

Market penetration: Admittance into Asian market like Pakistan, India, Bangladesh and also this market penetration is performed even in several International countries.

Global Growth: THE BUSINESS has the possibility to broaden its global functions. New marketplaces for espresso such as India and the Pacific Rim nations beginning to emerge.

Co-Branding: Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.


Coffee cost: Starbucks face rises in the cost of coffee and milk products.

Customers Choice: Who is aware if the marketplace for will expand and stay in favour with customers, or weather a different type of drink or leisure activity replace espresso in future?

Copy feline brands: Since its conception in Pike Place market, Seattle in 1971, Starbucks success has lead to advertise entry of many competitors and copy cat brands that create to potential dangers.

Coffee charges: Starbucks have deviation in caffeine prices in growing countries

Security: Risk of security at congested places can even be one of the major danger.

8. Porter's Five Forces

The food or drink industry is one of the growing companies today. A company need to analyse both macro and micro-environmental factors. Porter's five causes, model helps the companies with an border over rival companies and help to better understand the current market. Porter's five forces are the inside factors which have a direct impact on the existing market and really helps to affectively compete on the market place.

  • The threat of strength of industry rivalry
  • The risk of the admittance of new competitors
  • The threat of alternative products or services
  • The bargaining power of Suppliers.
  • The bargaining electric power of customers (buyers)

The risk of intensity of commercial rivalry:

Small speciality restaurant chains and unbiased coffee shops - Costa, Nero in European countries; Caribou coffee, Van Houtte, Peet's Caffeine and Tea company in Canada and USA.

McDonalds - McCoffee

Dunkin Donuts


The threat of new competitors:

Starbucks has a very strong brand which is built over a period of time. Any new competition into espresso business need to invest lot of cash to promote and marketing to get set in the market.

Economies of range - high economies of size are required to contend with the already established companies.

Distribution stations - the very best retailers have established powerful global circulation channels.

Well known brand names and difficult distribution.

The risk of substitute products:

Choosing less costly alternatives than the blissful luxury espresso that Starbucks offers.

Other substitutes of the espresso will be the caffeinated soft drinks.

The bargaining vitality of suppliers:

Fair Trade. It ensures that the coffee farmers would be paid fairly for their crops

Increasing volume of speciality coffee clients.

Supply and price can be influenced by multiple factors in producing countries, including weather, politics and financial conditions.

The company buys caffeine using fixed-price and price to be fixed purchase commitments, with regards to the market conditions, to secure and enough way to obtain quality green caffeine.

Expansion: The Starbukcs will have electric power on its suppliers by how much the Starbucks growth is done

The bargaining vitality of clients:

Buyers play a significant role in the Porter's forces and this situation has a great gain.

Buyers will be the specific consumers who do not buy large quantites and don't have any impact over the price.

Presence of substitutes.

No switching costs.

High risk of backward integration.

7. Marketing Mixture Strategy

The Starbucks brand, marketing combination is stored value with very good upshot. The steadiness of the product runs well with it's price for very good products, the place are known as beign very comforting for customers apart from if the free way is nearby. The atmosphere is so peaceful for customers. The merchandise, price, place, campaign show evenness in the reputation of being truly a clean and upmarket coffee shop.


The sum of money a buyer must give to owner for a particular quantity of the merchandise is the price tag on that product and usually consumers use this as an signal of quality (Dalrymple & parsons, 1986). Price and quality establishes the value of the merchandise. When launched, Starbucks was expensive and was positioned in accordance your. They always tried out to provide the quality value promised to the consumers. They bought the product quality beans, gave effective and efficient training staffs, and moreover, made an atmosphere to take pleasure from caffeine, meet fellow people and 'take a break' from the busy life. These all justify and their prices and show how price supported their positioning.


Starbucks tried out to placed themselves as a premium product in the coffee industry by creating a higher standard, introducing ground breaking products and providing excellent service. Schultz understood how perishable the caffeine was plus they be mindful on coffee control, and hence carefully they watched each step of coffee production. Using non-fat milk and release of Frappuccuino made a substantial presence in the balance sheet of Starbucks. Additionally, they provided seasonal offerings such as strawberry and cream Frappuccuino in summer season and ginger breads latte in Christmas, were introduced. Slowly and gradually food items such as cookies, pastries, salads, sandwiches made they way in to the stores.


Distribution channels link the organisation's service or product to its consumers; and in a producer consumer channel, as in the case of Starbucks preserving personal marriage with the customers in significant (Brassington & pettitt 2000). As demand grew, these store clusters made them able to take care of the increase traffic also to keep their competitive position. Just as they took value the service provided in the stores. Howard Schultz targeted to unlock the romance and secret of caffeine in coffee bars, and he knew how important the role of baristas in attaining that. Baristas experience in engage the clients was the heart and soul of Starbucks experience. Thus they differentiated in the market by constantly providing higher quality service.


All marketing activities that try to encourage buyer action or sales of something can be considered as a campaign (Shrimp, 1977). Starbucks used to organise a huge community event before the starting of its stores. Artworks are designed to boast the each city's personality and it was applied to commuter and T-shirts. They also recruit local 'ambassadors' from new lovers and to customers to market their brand. They dint use advertising nevertheless they used those funds for acquiring key locations. Starbucks tried to determine a national dominance before other speciality coffee bars into the picture.

8. PESTLE Evaluation:

PESTLE analysis stands for Political, Economical, Public, Technological, Legal and Environmental examination. PESTLE analysis provide macro-environmental factors that a company has to tale under consideration. It really is useful as strategic tool for understanding maket development or decline, business position and path for operations.

Legal and Politics factor:

The factors that are the stableness of country where Starbucks purchases its coffee and other fresh goods. Espresso is grown in some lovely dicey areas. Also they proclaim to be environmental friendly, so they have to cosider how to safeguard the brand aspect in everything they actually form increasing the shade of share produced and organic coffee, for providing a full time income wage that means it is to specific farmers, to own production techniques with low pollution rates.

Right now, Starbucks has two action suits pending since 2001. Regulations suits entitled Carr Vs Starbucks and shields Vs Starbucks are challenging the status of Starbucks California store managers and assistant managers as exempt employees under California income and hour regulations.

Starbucks also only imports all their coffee beans, so possibly hazards could include a change in import laws. The change in the position so far as imports could greatly affect numerous areas of production for the company. For example if it cost more to import or the procedure is made more challenging the effect could eventually change in price, which would impact the amount of intake for Starbucks caffeine.

Economic factors:

Economic factors are an important aspects that concerns the type and path of the current economic climate where the firm operates. Since the relative affluence of various market segments will have an effect on the consumption patterns, companies must take this under consideration when planning its strategy.

The company's net earnings increased from $1. 3 billion fiscal 1998 to $ 1. 7 billion in fiscal 1999 anticipated primarily to the company's store expansion program and equivalent store sale increases. As part of its development strategy of clustering store in existing market segments, Starbucks has experienced a certain level of cannibalization has been justified by incremental sales and return on new store investment funds. This cannibalization, as well as increased competition and other factors, may continue to put downwards pressure on the company's comparable store sales expansion in future times (www. Starbucks. com).

Social Factors

As an outcome from the economic factors Starbucks tightly following their aims, the business has installed a list of principles that further outline the company's willingness to make certain that its impact on the surroundings is as positive as is feasible. These theory are mentioned as:

Understanding of environmental issues and showing information with our partners.

Developing progressive and flexible solutions to bring about change.

Instilling environmental responsibility as a commercial value.

Measuring and monitoring each our improvement for each job.

Encouraging all partners to share in our mission.

Recognizing that fiscal responsibility is vital to your environmental future.

The need for these recommendations is further illustrated by the business's mission to show authority towards environmental issues. Starbucks will not just relax on its laurels, it shows through participating and organising activities such as neighbourhood clean-ups. Further types of the business's action towards friendliness are the recycling and reusing of resources in order to enhance the lives of folks surrounding the world (www. Starbucks. com). This illustrates the integrity of the business as they will often sacrifice the opportunities if indeed they don't follow the business stands for. In addition to the waste lowering, Starbucks also aims to lessen energy usage and once again shows this by doing energy audits and then using the effect to change store design or methods in order that they save approximately energy possible.

Technological factor:

Starbucks is rolling out a web-site which allows its customers to buy speciality items and coffee immediately through internet. Consumers can also research products, research current financial info, current Starbucks store location and also see answers for some of the sites most frequently asked questions.

Coffee in Starbucks is made with 4 special but simple fundamental steps, firstly, use the right percentage of the caffeine to water. Second the brewing process is brief: third, use flesh, cold water heated to just from the boil; fourth, use fleshy floor caffeine. Customers besides having caffeine and flesh food in the shop. Starbucks also provides going service and bottled which have different tastes like hazel nut, mocha, vanilla, caramel, etc. All those drinks are flesh food are handcrafted and may be customized.

Environmental Factors:

Starbucks has a wide range of business activity. These activities help company to utilize numerous channels of product distribution. With the business operating in many locations worldwide environmental factor performs a significant role in marketing decisions. Each circulation channel affected diversely and the company's overall flexibility in the marketing plan allows the business to change their ways of meet up with the needs of environmentally friendly factors. Starbucks provides a work environment dealing with others with admiration and dignity. The company embraces diversity as an essential component in the manner Starbucks does business. Starbucks assume that the business should enthusiastically satisfied customers all the time and add positive to our communities and our environmental and recognise that success is essential to your future success (Starbucks. com, 2008).

Starbucks has and operates its facilities, warehouses and shops giving the company control of product design, shipping and delivery and receiving. The company's strategy is to market high quality products and prices the products up to the market allows. Starbucks brand awareness is vital and by presenting new products producing new distribution channels. Starbucks is one of the leading company in sales of coffee and espresso products in the local and global marketplaces. The business's management guidelines have allowed Starbucks to grow and prosper as an company.

9. Ansoff Matrix

Ansoff matrix allows companies to explore ways to develop business with existing products and services in existing and/or new marketplaces. This can help companies determine what action should be taken. Ansoff matrix has four combinations:

Market Penetration

Product development

Market development


Market penetration: Market penetration is performed whenever a company penetrates market with the current products. It is important to learn that the marketplace penetration strategy starts with the prevailing consumers of the company.

Market development: This occurs when the market you are analysing make some sort of change or growth. Utilizing the Starbucks example, market development has took place over the past year or two as customers are becoming more health conscious. Choices are moving toward different types of teas/drinks and customers are demanding much healthier alternatives. These factors have aided to advertise development, with different franchise popping up, such as Argos tea, which become immediate competition to Starbucks.

Product Development: In response to the marketplace development mentioned previously, Starbucks is bringing out new product developments in order to compete with companies looking to offer customers more health conscience drink options. Enter the new product, "Skinny lattes" and low fats/calorie syrups at Starbucks.

Diversification: Due to the saturation of U. S. coffee market, and the decreasing of the gross profit margin, Starbucks has began to move from getting a concentrated business technique to a diversification strategy. Starbucks has realised that once a market matures that it's too dangerous to b focused, and we agree that they should keep diversifying their business products in an effort to stay profitable, and competitive. They must diversify into products such as candy, bagels, and other food related products.


Starbucks has been increasing its credit debt every year, with a rate that is faster than their assets are growing. That is why we find the firm to slow down its expansion and its concentrate more on marketing their products. In such a saturated market as the the one which they are simply in Starbucks needs to give attention to increasing consumer awareness and to reduce debt whenever you can. To summarize we assume that Starbucks can become even more profitable if indeed they decelerate their expansion and focus on the stores that they already have open.

Starbucks, its brand and products are in the maturity level of product life circuit(PLC).

Change in a far more and even more competitive market is essential

"The Perfect Blend" will give Starbucks a fresh, unique and future driven brand image.

(www. docstoc. com)

9. Starbuck's Future:

Name leader for Western operations

Mark McKeon will be accountable for strategic entrance and growth into European countries.

Plans to open up at least 400 stores during 2000.

Enhancing information systems

Starbucks submitted ideas to build or renovate at least 10 stores round the world. These store were created or redesigned around inexperienced building rules. This puts Starbucks in-line to meet its mandate to have all new stores be LEED license by the end of the entire year.

The company commenced converting all signals in its stores to LED technology this year 2010. Starbucks quotes that 1, 000 stores have gone through the lamps retrofit. The company expects this change significantly reduce its energy ingestion.

Starbucks bought enough green energy certificates to possess 25% of its electricity made by clean energy resources. The business has an objective possessing a 50% of electricity produced by renewable energy this year 2010.

10. Recommendations

Revamp the employee reward system

Large ratio of personnel are under the age of twenty.

Benefits package targets medical, dental, and vision care and attention, as well as worker stock options.

Outside of hourly income, and semiannual increases, there are few economic rewards.

Tighten give attention to creating the "Third Place" environment.

Site has an extremely high staff turnover rate

Manager "Promoted" to a another site in hopes of improving their poor performance

Site has very poor handicapped accessibility

Conditions of restroom in each of our trips was poor no baby changing area.

Focus Profitability Actions On More Than Just Staffing

Store is underperforming some high margin product segments

Too high concentrate on minimizing direct labour as a key to attain profitability

Focus on high-margin items and profitable add-on sales

By increasing pastry sales by 33%, store would realize a $16K upsurge in contribution.

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