Starbucks Essay

3613 words - 15 pages

STARBUCKS

Student ID: 17834560
Subject: 2014-BUS5MMS(BU-2) - MGT AND MKT FOR SVC
Submitted to: Dr. Navin Veerapa
Submitted by: Ibrahim Gurgaij
Date: 11, Sep 2014

Table of Contents
ABSTRACT:- 4
I- INTRODUCTION OF THE COMPANY:- 4
Financial performance 5
II-MISSION STATEMENTS:- 5
III-SWOT ANALYSIS:- 6
INTERNAL ANALYSIS:- 7
Strengths 7
Experience:- 8
Brand name:- 8
Weakness 8
Dependency:- 8
Power of Substitutes 9
EXTERNAL ANASLYSIS 9
Opportunities 9
Brand Power:- 10
Customers 10
Threats 11
Rise in competition:- 11
Supplier situation 11
Ownership:- 11
IV-Competence based Strategy:- ...view middle of the document...

The company plans to revive its position by implementing a suitable strategy to regain its lost market share.
Financial performance
The company has reported revenue of $13,299.50 million the year 2012. The fiscal year ended in September 2012 which showed them an increase of 13.67 % as compared to previous year 2011. The operating profit could be seen to $1,997.40 million in the fiscal year. In 2012 they reported an overall increase of 15.56%. The net profits also increased by $1383.80 million as compared to year 2011 which also showed an increase of 11.09%

II-MISSION STATEMENTS:-
Starbucks has all variety of customers like working people, students, etc. they try to connect with them by uplifting the lives of their customers, they treat like a important part of their team and try to make human connection with them. Their mission is to inspire and reunite the human spirit of all their customers by offering them world class beverages (tom, 2008). Starbucks had grown rapidly over the years but due to recession the customers have started to cut out on their latter so as to pay their gas and food bills. The CEO of star bucks Howard Schultz has taken measures to improve the value of customers by providing more innovative strategies. He believes that customers come at star bucks not just for drinking a coffee but also for relaxing and giving time to themselves. He wants to create a value for customers so that they consider it a place where they can spend time when they don’t want to work or go. There unique customer experience and sense of community has made them different from all the other coffee houses. The value proposition of Starbucks is generally based on the brand strategy that is to always keep their customers happy and fully satisfied. The simply believe in providing the best coffee to their customers and for this they ensure that they offer the highest quality coffee in the world for the best coffee beans producers (jacobson, 2009). They include things like remembering someone or someone’s favorite drink so that they can catch attention of their customers. They try to create a friendly environment for their customers so that the customers not just enjoy their coffee but also the comfortable atmosphere they have created for them. They like their customers to sit for hours and enjoy themselves. All these things together create a customer value proposition.

III-SWOT ANALYSIS:-
SWOT basically means Strength, Weakness, Opportunities, and Threats. The strengths and weakness of the firm are categorized under internal origin and opportunities and threats under external analysis which are discussed under by this diagram and in detail discussion is done below:-

The above diagram show the strengths, weakness, opportunities and threats of Starbucks which are discussed under in detail:-

INTERNAL ANALYSIS:-

Strengths

Experience:-
All the strengths of Starbucks came from internal origin and were made so that they can achieve its...

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