Carla Borges

Caroline Volante
Diogo Vieira
Katherine Medeiros
Thayse Freiberger
 Main causes for Starbucks’ problems
• Self-cannibalization with extremely high store
concentration.
• They’ve lost the connection between satisfying
customers and growing the business.
• Service and brand image were losing value.
• The target public changed.
• Trade off:  good coffee, service X speed
Possible Solutions
1) Adapt Starbuck’s appearance to each location.
2) Barista’s Profile.
3) Couching Baristas.
1) Adapt Starbuck’s appearance to each location:
Stores close to universities and
schools

Stores close to Business centres

Stores close to hospitals

Stores close to museums

 Stores close to universities and schools

• These stores should offer facilities for these kind

of public, offering things such as:
Comfy
Fast internet Study rooms Wide tables
chairs

Cozy
Good Book’s
conversatio Dictionaries
illumination collections
n areas

Magazines Youth and stylish atmosphere

 Stores close to Business centres

• The target consumers of business areas need to

be connected with the world 24 hours a day.
• That is why Starbucks located in these areas
should be equipped with:
Flat screen Tvs
High speed Clean
showing global Comfy chairs
internet bathrooms
news

More sophisticated and

serious atmosphere
 Stores close to hospitals

• Starbucks’ stores close to hospitals should be

opened 24 hours a day.
• Lots of doctors, nurses and even patient’s
visitants would enjoy having a cup of coffee in a
comfortable place.
 Stores close to museums

• Stores should be decorated in a more cultural

way.
• Conversations about arts, books, current
events should be stimulated by promoting a
chat with guests, flat tvs showing quizzes and
curiosities about arts, music, literature, etc.
 2) Barista’s Profile:
• Baristas should be hired according to the type of
each store and they should have a specific
behaviour police for each store.

• For example: in business centers baristas should

have a basic knowledge in business and economics
trying this way to have an intimacy with costumers.
• In universities areas baristas should be updated
about current events, courses, concerts, etc.
 3) Couching Baristas
• Before starting to work, baristas should go
through an intense training process.
• They should learn how to perfectly make and
personalize coffees, but also how to start a
relationship with costumers by a pleasant
conversation.
• The service will depend on this answer:

Is the coffee going

to be consumed
in the store?

Is the coffee to
go?
 Conclusion
• Starbucks was always known as a differentiated
company that offered exclusive and innovated
products.
• Despite the fact that a few years ago Starbucks lost
focus on clients by aggressively opening new stores
and worrying more about revenue, they have gotten
into a turning point where the company has a
dilemma:
innovate once again to reach the blue ocean
or become a fast food chain in the red ocean.
• Our solution is capable of uniting in one brand all different kinds
of people:
coffee
young workers
lovers

business
intellectuals
people, etc

• Each client will identify themselves with the proposed

stores.
• Baristas will be specialized in knowing which kind of
costumer they are serving because some people doesn’t want
intimacy, they just want their coffee.
Enjoy your
Starbucks!
Thank you!