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STARBUCKS
PRESENT FOR:
ASSOC. PROF. DR
NORYATI BT AHMAD
PRESENTATION
UTLINE
5

•COMPETITOR HIGHLIGHT

6

•MARKETING STRATEGY

7

•CONCLUSION
INTRODUCTION
Starbucks’ history began in Seattle in 1971

three students named Jerry Baldwin, Zev Siegel,
and Gordon Bowke...
INTRODUCTION
1981, Howard Schultz, Vice President and General Manager of U.S.
Operations for Hammarplast, noticed Starbuck...
MISSION
Starbucks mission is to inspire
and nurture the human spirit –
one person, one cup and one
neighborhood at a time.
THE PRODUCTS
GLOBAL
XPANSION

As Starbucks reached the point
of saturation and growth slowed
in America, the firm set its sights
on ove...
GLOBAL
XPANSION
At present, the company uses
three different strategies:
joint venture, licenses and
wholly–owned subsidia...
GLOBAL
XPANSION
In order to succeed, a company needs to
realize that it often cannot alone fill the
gap in serving the nee...
BUSINESS
PERATIONS
MODE OF ENTRY
RISK MITIGATE
OPPOTURNITY &
SK MATRIX
OPPOTURNITY &
SK DECREASE
MATRIX
RISK

SELECTED

SPAIN
SPAIN

UK

NZ

INCREASE
OPPO
FINANCIAL
GHLIGHT
EPS for fiscal 2012 was
$1.79, compared to EPS
of $1.62 reported in
fiscal 2011, with the
increase drive...
COMPETITORS
GHLIGHT 5
PORTER’S

ORCES
MARKETING
TRATEGIES
VS

MARKETING
STARBUCKS

THE COFFEE BEAN & TEA LEAF

STRATEGY
PRODUCT
PRICE

Beverages: Coffee

Bevera...
MARKETING
TRATEGIES
COMPATITIVE

DVANTAGE
CONCLUSION
Assignment on MNC's company-Starbucks
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Assignment on MNC's company-Starbucks

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Assignment on MNC's company-Starbucks

  1. 1. STARBUCKS PRESENT FOR: ASSOC. PROF. DR NORYATI BT AHMAD
  2. 2. PRESENTATION UTLINE 5 •COMPETITOR HIGHLIGHT 6 •MARKETING STRATEGY 7 •CONCLUSION
  3. 3. INTRODUCTION Starbucks’ history began in Seattle in 1971 three students named Jerry Baldwin, Zev Siegel, and Gordon Bowker be partners and opened a little shop in Pike Place Market to sell high-quality coffee beans and equipment
  4. 4. INTRODUCTION 1981, Howard Schultz, Vice President and General Manager of U.S. Operations for Hammarplast, noticed Starbucks’ success He wanted to transmit that coffee passion by working for the Starbucks enterprise to expand outside Seattle The founders were against hiring him because geographic expansion was too risky, but then finally agree to hire him as Head of Marketing.
  5. 5. MISSION Starbucks mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
  6. 6. THE PRODUCTS
  7. 7. GLOBAL XPANSION As Starbucks reached the point of saturation and growth slowed in America, the firm set its sights on overseas expansion Starbucks adapts its international strategy in order to satisfy the needs and requirements of every market, seeking to respect its cultures and traditions
  8. 8. GLOBAL XPANSION At present, the company uses three different strategies: joint venture, licenses and wholly–owned subsidiaries Before entering a new country Starbucks conducts rigorous quantitative market studies. The company also develops extensive focus group interviews to get a pulse of the marketplace and potential
  9. 9. GLOBAL XPANSION In order to succeed, a company needs to realize that it often cannot alone fill the gap in serving the needs of its target market. Starbucks has mostly always needed the help of another entrepreneur or another company with whom to work and share financial risks Starbucks’ involvement in the internationalization process varies only in degree (e.g. licensing, joint venture and wholly-owned subsidiary) since the company is constantly in touch with operators to keep abreast of the marketplace
  10. 10. BUSINESS PERATIONS
  11. 11. MODE OF ENTRY
  12. 12. RISK MITIGATE
  13. 13. OPPOTURNITY & SK MATRIX
  14. 14. OPPOTURNITY & SK DECREASE MATRIX RISK SELECTED SPAIN SPAIN UK NZ INCREASE OPPO
  15. 15. FINANCIAL GHLIGHT EPS for fiscal 2012 was $1.79, compared to EPS of $1.62 reported in fiscal 2011, with the increase driven by the improved sales leverage, partially offset by the impact of higher commodity costs in fiscal 2012.
  16. 16. COMPETITORS GHLIGHT 5 PORTER’S ORCES
  17. 17. MARKETING TRATEGIES VS MARKETING STARBUCKS THE COFFEE BEAN & TEA LEAF STRATEGY PRODUCT PRICE Beverages: Coffee Beverages: Coffee In RM approx.: In RM approx.: 15,700 outlets in 43 PLACE 900 outlets in 23 countries countries PROMOTION Seasonal Seasonal
  18. 18. MARKETING TRATEGIES COMPATITIVE DVANTAGE
  19. 19. CONCLUSION

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