STARBUCKS CASESTUDY
REVIEW
- Ankita
- Jennifer
- Manisha
- Poornima
- Prashant
- Vishakha
Mission Statement
To inspire and nurture the human spirit – one person, one cup and one
neighborhood at a time.
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Starbucks opened in 1971.
•Single store in Seattle’s historic Pike Place Market.
•World’s finest fresh-roasted whole bean coffees.
•Howard travelled to Italy and became captivated by
Italian coffee bars and the romance of the coffee
experience.
•He had a vision to bring the Italian coffeehouse
tradition back to the United States.
•Starbucks set out to be a different kind of company.
•Company brought about a feeling of connection.
Starbucks:
An ExtraOrdinary Success
Value Proposition
BrandImage
Image
Brand
1992
2000’s
2015
c
c
Starbucks:
Today
•The Starbucks of 1992 was obviously still in the beginning stages of
establishing themselves as a prestigious company.
•The kind of customer Starbucks attracted during this time was
white-collar business-type individuals, who were always on the go.
•The Starbucks of 2002 became trendy because of the companying
becoming public over the years.
Strategic Transformation
Starbucks
Growth
Strategy
CREATE NEW
OCCASIONS
Grow
store
usage
across dayparts with
new product offers
BE EMPLOYER OF
CHOICE
COFFEE
LEADERSHIP
GROW STORE
PORTFOLIO
Invest
in
partners
capable of delivering a
superior
customer
experience
Build
leadership
position around coffee
Increase store footprint
with
disciplined
expansion
CONSUMER
PRODUCT BRAND
GROWTH
Focus on brand to
unlock industry leading
profitable growth
BUILD TEAVANA
Create a second major
business in Tea
EXTEND DIGITAL
MANAGEMENT
Drive convenience and
brand
engagement
through
mobile
commerce platforms
Business
Growth
Business Growth
1992
140+
STORES
DRIVING LONG-TERM BRAND LOYALTY
Year
Customer
Satisfaction...