2. INTRODUCTION
• It was started in March 30, 1971.
• Founders of Starbucks are Jerry Baldwin,
Zev Siegel, Gordon Bowker.
• It was located in Seattle, Washington .
• Original concept was to bring Espresso bar
to America.
• Today it operates 23,768 locations
worldwide.
3. Mission Statement
“Inspire and nurture the human spirit
one person, one cup and one neighbor
at a time”
Vision Statement
“to establish Starbucks as the premier
purveyor of the finest coffee in the
world while maintaining our
uncompromising principles while we
grow.”
6. Promotion
Advertising
Public relations
Sales promotions
Price
It uses a premium pricing strategy.
This pricing strategy takes advantage of
the behavioral tendency of people to
purchase more expensive products on the
basis of the perceived correlation
between high price and high value.
7. Swot Analysis
Starbucks Coffee’s Strengths
• Strong brand image
• Extensive global supply chain
• Diversified business through subsidiaries
Starbucks Coffee’s Weaknesses
• Higher price points
• Generalized standards for most products
• Imitable products
8. Opportunities for Starbucks
• Expansion in Asia, the Middle East, and
Africa
• Diversification of product mix
• Partnerships or alliances with other firms
Threats Facing Starbucks
• Competition from low-cost coffee sellers
• Imitation
• Independent coffeehouse movements
9. Recommendations based on Starbucks
Coffee’s SWOT Analysis
Firm has the business strength to maintain
competitiveness.
Company must exploit opportunities for global
expansion to gain advantage over other firms .
Starbucks can emphasize quality and uniqueness
in innovation of products to differentiate them.
It can also increase efforts for trademark and
intellectual property protection to reduce the
threat of imitation.