Case Study Starbucks

399 words - 2 pages

Background description
While everyone recognizes the logo and knows of a local franchise, few people know where Starbucks Coffee got its name. The largest coffeehouse company in the world, Starbucks was named after the first mate in the book Moby Dick.
There are more than 13,100 Starbucks stores in the world, spanning 40 countries. The stores all sell drip coffee, espresso drinks, tea, blended drinks, coffee mugs and other accessories. Interestingly enough, the prices found at Starbucks Coffee are significantly higher than the market average. The higher prices are a direct result of their ingenious marketing strategy.
Moving beyond ...view middle of the document...

This continued into the new millennium, however domestic growth has since slowed down quite a bit. Abroad, however, the brand is still expanding rapidly.
Starbucks Coffeehouses began to give consumers a different kind of feeling about drinking coffee. Even employees, called partners, get a different kind of experience than one a regular barista would expect. Between two and six partners are working at any given time.
Coffee Masters are partners that have gone through extensive training in tasting, roasting, purchasing and growing regions. The company offers full benefits to partners, including vision, health and dental insurance. Stock option grads are also available, as is 401k with matching to employees who work 20 hours a week or more.
In 2005, Starbucks was rated the 11th best place to work in the United States by Fortune magazine. The same can be said of the UK stores, which were voted among the top ten best places to work by the Financial Times in 2007.
Areas of concern

Strengths:
  * Starbucks has a very strong brand image
  * Very high market share in the US (70%+)
  * Known for its high quality coffee and varied products
  * Aggressive expansion
  * Company operated stores / no franchising
  * Quality work environment (Starbucks named one of the best places to work)
  * High quality equipment

Weaknesses:
  * Clustering stores to eliminate competition thus competing with itself
  * Price high compared to competition
  * No drive through
  * Smaller stores with limited seating space
  * Protests...

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