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Brand Value Chain Essay

2568 words - 11 pages




The first Starbucks location opened in 1971. The name is inspired by Moby Dick’s first mate. This name and the mermaid logo were inspired by the love of the sea, from Starbucks original location in Seattle Washington in the heart of Pike Place Market. Starting as a single shop specializing in high quality coffee and brewing products the company grew to be the largest roaster in Washington with multiple locations until the early 80’s. In 1981, current CEO Howard Schultz, recognized a great opportunity and began working with the founder Jerry Baldwin. After a trip to Italy to find new products, ...view middle of the document...

According to Garza by 2004 Starbucks had reached 1,344 locations. (Garza)


CASE STUDY: STARBUCKS Updated history and Current Status Today, according to the Starbucks website, they have 16,706 stores (as of Dec. 27, 2009) in 50 countries. In 2009 they made strives socially as they opened the Farmer Support Center in Kigali, Rwanda and became the world’s largest buyer of Fair Trade CertifiedTM coffee.

Their mission statement from the company profile is as follows: “Our mission is to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” Their core competencies can be defined as high quality coffee and products at accessible locations and affordable prices, provided a community to share in the coffee drinking experience, and variety of choices. The also value ethics and good business practices and are a leader being voted one of 2010’s most ethical businesses by Ethisphere magazine for the 4th year running. (“Starbucks”)

Starbucks is facing its own struggles however as it saw sales start slipping before other companies did in the recent recession. According to Melissa Allison in her article Starbucks has a new growth strategy — more revenue with lower costs, Starbucks has closed 900 stores and eliminated 34,000 jobs. Starbucks new strategy is to refocus on some of the areas that decrease risk and up front investment. This includes expanding foreign stores, with aid of partnerships that share risk and costs, selling VIA instant coffee and other products in retail and convenience stores, and reinvigorating the Seattle’s Best Brand coffee.

A statement from CFO Troy Alstead this March paints this picture: “We clearly hit a wall and didn’t do very well in the 2007/2008 time period. From here forward, when we grow Via, Seattle’s Best Coffee and consumer products, there’s less investment for each dollar of revenue.”


CASE STUDY: STARBUCKS This new strategy has inspired some optimistic feedback. Morningstar investment research firm has increased estimate of Starbucks shares from $4 a share to $24 after the statement of revamping the brand.

Morningstar analyst had this to say R.J. Hottovy.: “I’m surprised it wasn’t ramped up in earlier years. Product innovations and international expansion not only make the business potentially more profitable, but defend them against competition.” International partnerships increase challenges but also create new ideas in new markets that can then be translated back to US markets. (Allison)

Starbucks Lifecycle





Starbucks in a mature stage of its lifescycle. It was founded over 20 years ago and it has experienced rapid growth in the last 2 decades. However within the last few years its growth has slowed and has even had to close locations. They are now focusing efforts on previous endeavors and international expansion.



Value Chain

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