Submitted by Ujala Prapurna Arun vijay
Introduction SWOT
analysis Competitors CBBE model Suggestions
Specialty Eatery in the Quick-Service Restaurant sector
Established in 1971 in Seattle,Washington
Logo: twin tailed siren.
Named after the first mate in Moby Dick
Known for its quality coffee and stylish atmosphere
Over 9,000 locations in 35 countries
Products sold include:beverages, pastries,whole
coffee beans,coffee-related retail items.
New CEO: Howard schultz
Mission statement:“Establish Starbucks as the premier
purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
Strategy: Maximize market
penetration Provide a relaxing, attractive
social atmosphere Offer high-quality products Create a great working
environment Achieve profitability
Volume of Sales vs. Contribution Margin %
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
EspressoDrinks
WholeBeans
Drip Coffee Pastries BlendedBeverages
OtherBeverages
Serveware PackagedFood/Tea
Media BrewingEquipment
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Dollar Volume Sold Product Contribution Margin %
Strengths Largest market share in
industry Differentiated atmosphere
Weaknesses Aggressive expansion could
lead to managerial / financial problems
Opportunities Whole bean sales in
supermarkets Threats
Lack of ownership of coffee farms can lead to price fluctuations
Top Starbucks Competitors:
Company Location Dunkin Canton, MA McDonald's Oak Brook, IL Nestlé Switzerland
Dunkin’ Brands is a premier quick service restaurant franchisor
with a portfolio of powerful brands consisting of Dunkin’ Donuts and Baskin-Robbins.
Quick Quality Strategy The objective of Dunkin’ Brands is to be
the Quick Quality leader in its industry, offering a higher evolution of the standard quick dining experience, with innovative product choices at the right price, served fresh,
meeting the needs of people who are busy living.
McDonald's...Is the leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day. More than 70% of McDonald's restaurants worldwide are owned and operated by independent local men and women.
Is one of the world's most d valuable brands
and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which we do business.
Imagery
salience Recall it as 3rd place environment
Out door, want coffein stimulentPerformance
Feelingsjudgments
Resonance
sub-standard drink quality, and an unfriendly atmosphere.
New product development, creativity
Lack of standardization, cleanliness
High price, poor customer service
Modificatons in logo.
Tagline-“we respect our customer’s proportions choice”
Standerdization of store outlook,type of service all over.
Service according to the customer’s proportion of chicorimix choice.
More concentration on POP
than POD.
PeruBeijing Trujillo city
UKBoston China
Barista
1 Ensure relevance to customer frame work:
Be fully aware of brand frame of reference so that repositioning strategy will resonate with customer.
2 Securing the customer permission: Recognize the permission amounts to be
reasonable and logical extension of the brands in customer eyes.
3 Delivers on the brand’s new promise.
Make sure what you say is what you do.