STARBUCKS

Name: Starbucks corporation Starbucks coporation

is an American coffee company and coffee chain.
Headquaters:Seattle,washington,U.S.in 1971
Employees: 291000 in 2019
It Opertates 29865 stores worldwide across 75
plus market
it include,united states 1475
china 3684
japan 1542
south korea 12602
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 • It was founded in the year 1971----- 44
years ago
• Largest coffee-house company in the
world with 29,865 stores in 75 countries.
• Starbucks Corporation- an American
global coffee based in Seattle, Washington,
United States.
President and CEO- Kevin Johnson.
• Place High Value on ethical behavior and
Company wide diversity.
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 Jim donald was ceo from 2005-2007Howard
schultz served as the company's ceo until
2000.Orin c.smith was president and ceo of
starbucks from 2001 to 2005In january
2008,schultz resumed his roles as president
and ceo after an eight year.kevin johnson
joined in 2017 and is present ceo of the
starbucks.

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 Starbucks locations serve hot and cold drinks, whole-bean coffee, microground
instant coffee known as VIA, espresso, caffe latte, full-leaf teas, Evolution Fresh
juices, Frappuccino beverages, pastries, and snacks; some offerings (including their
Pumpkin Spice Latte) are seasonal or specific to the locality of the store.
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 • Offers espresso blend of coffee,
refreshments and pastries, merchandise,
brewing accessories, ready made drinks and
Starbucks ice cream.• It markets all of its
products under the flagship Starbucks
brand.• It also market some products under
the brands such as Tazo Tea, Seattle’s Best
Coffee, Italia Coffee and Evolution Fresh.

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 • 1971-The first Starbucks store opened in
Seattle’s Pike Place Market and was founded
by Jerry Baldwin, Zev Siegal and Gordon
Bowker.
•1980- The Company grew to be the largest
roaster in Washington with multiple locations.
• 1982- Howard Schultz join the Starbucks
team.
• 1983- While travelling Italy, Schultz
experiences Italian Coffee Bars and Inspire
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 1987- Schultz purchase Starbucks from the founder and begins to
expand throughout the US
.• 1992- The company experienced rapid growth by going public, and
growing tenfold by 1997, with locations around United States, Japan and
Singapore.
• 2016- Starbucks announced that it will enter Italy, its 24th market in
Europe. The first location will open in Milan by 2017 and the company
celeberated its 45th Anniversary.
2017- Expand hiring commitment to 25000 service member, veterans
and military spouses by 2025, after reaching mileston of 10000 hires.
expanding hiring commitment to include 10000 refugees around the
world by 2022.
2019 - reaches 99% ethically source coffee milestone. Total stores
around 30000 .

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 CURRENT PORTFOLIO
Starbucks coporation market price 90.07
Market capitalisation US$107.81B
Net income- US$4.51B
Total assests-US$24.15
Market value is $110.2 billion increased by 41%
Brand portfolio

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 STARBUCKS IN INDIA
In January, 2012, Starbucks announced a 50:50 joint venture
with Tata Global Beverages, called Tata Starbucks Ltd.

On 19 October, 2012, Starbucks opened its first store in India, measuring

4500 sq ft in Elphinstone Building, Horniman Circle, Mumbai.

Today, Starbucks has millions of customers in about 19,000 locations in

over 62 countries which have employed approximately 1,82,000
partners worldwide.

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 PORTERS 5 FORCES ANALYSIS - INDIA

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 MARKETING STRATEGY-4p’s
PRODUCT
Features: Brewed Coffee
Variety: Cappuccino, Caramel cappuccino, tea
Quality: Fresh Product
Design: Attractive, Descent, Convenient
Packaging: Attractive, easy to handle
Services: Just in Time, Ready to drink, Fair trade policy

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 PRICE
List of Price: Rs. 175 - Rs.375

Premium price for premium product

Goods are sold at high prices so that fewer sales are needed to
break even.

Price varies according to quantity demanded.

Payment Mode: Cash, Card Payment System

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 PROMOTION
Social media campaign

Starbucks app

Gift card to start a relationship

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 PLACE
Higher income group location place

Airport, malls, well known areas

Highly visiting areas

Location Selection

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 HUMAN RESOURCE STRATEGY
Their recruitment motto is “To have the right people hiring the right
people.”

They hires people for qualities like adaptability, dependability and the
ability to work in a team.

They invest in training employees in the skills they would require to

perform their jobs efficiently.

Black aprons displaying the title “Coffee Master” are worn by employees
who have completed the coffee master course, which educates
employees in coffee tasting, growing regions, roasting, and purchasing.

Employees were rigorously trained, completing at least 25 hours of

coursework on topics.
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 STARBUCKS IN CHINA
Entered through Joint Venture in 1999

Joint venture for each part of China:-

Northern China - joint venture with Beijing Mei Da coffee

company.

Eastern China - partnered with Taiwan-based Uni-President.

Southern China - worked with Maxim's Caterers in Hong Kong.

Opened first store in Beijing World Trade Center

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 PORTERS FIVE FORCES - CHINA

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 MARKETING STRATEGY
Instead of trying to force onto the market the same products that work in the U.S.,
such as whip cream-covered frozen coffee concoctions, Starbucks developed flavors,
such as green tea-flavored coffee drinks, that appeal to local tastes of Chinese
people.

Introduced traditional Chinese items, such as festival moon cakes, curry puffs, and
sausage rolls.

Rather than pushing take-out orders, which account for the majority of American
sales, Starbucks adapted to local consumer wants and promoted dine-in services in
China.

Contrary to its usual trend of maintaining strict standardization techniques,

Starbucks's strategy in China involved adapting the business to the local culture and
market conditions.

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 HUMAN RESOURCE STRATEGY
Starbucks Corporation utilizes its human resources practices and policies as a
strategy to gain competitive advantage in countries like china and drive the overall
success of the company and its globalization efforts.

To work at Starbucks is much like working with friends, its website claims; the
company understands appreciates, respects, and includes different kinds of people.
It is a company that also embraces diversity.

Starbucks has offered a variety of training programs to provide employees sufficient

knowledge of the company’s values and how to foster it amongst its customers of
China

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 CONCLUSION
STARBUCKS IN INDIA

• Tata Starbucks Limited, the 50/50 joint venture between Starbucks Coffee Company and Tata Global
Beverages Limited is bringing an unparalleled experience to Indian customers.

• Both companies have a history of delivering product innovation and the highest quality experience to
customers around the globe.

• They are delighted to come together today and transform the coffee experience for consumers across
India, while providing a community gathering place to connect with family and friends.

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 CONCLUSION
STARBUCKS IN CHINA

• Starbucks is planning a massive expansion in China over the next couple of

years that will double its stores in the country.

• Companies stores sales grew 7% in the region recently.

• It is planning to open in 500 new location in China that would make China
Starbuck’s 2nd largest market outside USA.

• China remains as an in important investment market for starbucks due to

various factors of the country favouring the company.
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