Workshop

on
Entrepreneurial Development

Project on Starbucks coffee

Submitted To: Submitted By:

Prof. Anuradha Sahil Joshi
Roll No. 4285
 INDEX

Sr. No Topic

1 INTRODUCTION

2 COMPANY PROFILE

3 PRODUCTS OF STARBUCKS

4 STARBUCKS INFORMATION

5 STARBUCKS POSITION

6 STARBUCKS STRATEGY

7 COMPANY TIMELINE

8 OBJECTIVE OF COMPANY

9 OUR NEIGBOURHOOD

10 5 CORE PRINCIPAL OF SUCCESS

11 STARBUCKS FOUNDATION

12 4 Ps ANALYSIS

13 SWOT ANALYSIS

14 CONCLUSION

15 REFERENCES
 INTRODUCTION
Starbucks was established in 1971 by three local businessmen to sell high quality whole beans
coffee. In 1981 when Howard Schultz visited the store he Plan to build a strong company and
expand high quality coffee business with the name of Starbucks. Starbucks air is to provide high
quality of coffee to its consumer and aim to achieve product innovation, retail expansion and
provide service quality for long term.
Starbucks open its first coffee store in Seattle, Washington. In 1990 Starbucks expand its
headquarters in Seattle and also build a new roasting plant. In 1990s Starbucks opens 60 retails
shops in United Kingdom. At the end of 2000s Starbucks total branches was 3500. Coffee is one
of the rapidly growing industry in this world due to its business strategy. According to national
coffee association, USA 49% of American age 18 and more drink coffee beverage every day.
Coffee industry was in peak of its success at the end of 1990s.
Target market means to select one or more market segment and product position. Starbucks also
focus on consumer habits and share its specialty of coffee with the buyers. In the end of 20th
century there are many changes in market that helped Starbucks getting successful. The most
important change of the last twenty, thirty years is the changes of economic policies over the
world. Starbucks target market was 18 years to 24 years young professional because they are not
yet Been loyal with coffee industry. Starbucks strategy comprises to locate its stores at picky
places such as the first floor of blocks of offices, underground main entrance and urban areas.
Starbucks sales totally depends on company operate retail stores and certified retail operations,
Starbucks sells coffee and tea products through many others channels like distribution targeting
restaurants, hotels, colleges and universities and other work places. According to Fleisher &
Bensoussan (2002) Starbucks target market was wealthy, upper class and educated who are agree
to pay high prices of Starbucks due to its high quality and customer service.
Starbucks CEO
Howard Schultz
 Starbucks Company Profile
The Starbucks Story
Our story began in 1971. Back then we were a roaster and retailer of whole bean and ground
coffee, tea and spices with a single store in Seattles Pike Place Market.
Today, we are privileged to connect with millions of customers every day with exceptional
products and more than 24,000 retail stores in 70 countries.
Our Stores
Our stores are a neighborhood gathering place for meeting friends and family. Our customers
enjoy quality service, an inviting atmosphere and an exceptional beverage.
Total stores: 22,519* (as of June 28, 2015) Argentina, Aruba, Australia, Austria, Bahamas,
Bahrain, Belgium, Bolivia, Brazil, Brunei, Bulgaria, Canada, Chile, China, Colombia, Costa
Rica, Curacao, Cyprus, Czech Republic, Denmark, Egypt, El Salvador, Finland, France,
Germany, Greece, Guatemala, Hong Kong, Hungary, India, Indonesia, Ireland, Japan, Jordan,
Korea, Kuwait, Lebanon, Macau, Malaysia, Mexico, Monaco, Morocco, Netherlands, New
Zealand, Norway, Oman, Panama, Peru, Philippines, Poland, Portugal, Puerto Rico, Qatar,
Romania, Russia, Saudi Arabia, Singapore, Spain, Sweden, Switzerland, Taiwan, Thailand,
Turkey, United Arab Emirates, United Kingdom, United States and Vietnam.
Our Partners
We offer some of the finest coffees in the world, grown, prepared and served by the finest
people. Our employees, who we call partners, are at the heart of the Starbucks Experience.
We believe in treating our partners with respect and dignity. We are proud to offer two landmark
programs for our partners: comprehensive health coverage for eligible full- and part-time
partners and equity in the company through Bean Stock.
 Starbucks coffee company logo changes
1971 1987

1986 1987

1987 1992 1992 2011

Products of Starbuck
Asking if 2016 will top 2015 is a good question
Getting a handle on what might happen to each of your portfolio holdings during the coming
calendar year is a legitimate and necessary exercise. And for those lucky investors who have held
"SBUX" shares over the past few years, it's tempting to ask whether this can be Starbucks' best
year yet. Yet it may be wise to toss the question of Starbucks' 2016 potential out the window, for
two primary reasons.
First, the company has maintained momentum in global comparable sales with its celebrated
streak of 5%-plus increases over 23 quarters. That's nearly six years of beating its own
benchmark of mid-single-digits "comps" growth without fail. Even a slight miss on this front in
calendar 2016 would rattle investors significantly. And at the moment, the company's stock is
priced to reflect Starbucks' quality of execution and competitive advantages.
We can see this when we line up the company's one year forward price-to-earnings (P/E) ratio
beside two competitors it's often compared to: Dunkin' Brands (NASDAQ:DNKN) and
McDonald's Corporation (NYSE:MCD):

SBUX P/E RATIO (FORWARD 1Y) DATA BY YCHARTS

Just for some grounding, the current one-year forward P/E multiple for consumer-staples stocks
in the S&P 500, according to Yardeni Research, is 20.0. So whether placed beside stumbling
competitors, or among a broader spectrum of consumer-based companies, Starbucks is
commanding a premium in the marketplace.
Investors who get caught up recalling the magic of 2015, in which Starbucks' stock soared and it
seemed to distance itself from its peers, may find disenchantment if and when the company hits
any natural retracement, through business performance or stock price. Some shareholders will
cash in their profits at that point and seek another sandlot to play in.
But deserters beware! My second point is humbly offered. Of all the stocks I follow, Starbucks is
perhaps the least relevant in trying to determine whether the next year will bring the utmost of
fortune. That's because, if you sift through all the high quality companies which say they're
playing a long game -- and this management team is no exception; they say so, literally -- the
global coffee juggernaut stands out. Its executives both truly believe that the organization's
investments will have an extended payback period for shareholders, and they've built a track
record of delivering the same.
Perhaps it's because Starbucks' customer base swarms with repeat visitors, either through an
experiential love or caffeine addiction, and building on this base isn't rocket science, once you
focus resources on employees, technology, and business execution. Whatever the case, as I wrote
recently, Starbucks exhibits a kind of aggression about the future. Excepting unanticipated
external factors, it's better for shareholders to worry about other stocks in their portfolios for
2016. For Starbucks, look further ahead.
 Starbucks Headquarters Information
Contacting Starbucks Headquarters
Starbucks started in 1971 with a roaster and the desire to sell the best roasted coffee beans and
spices on the market. The first store was in Pike Place Market in Seattle. From there, the
company spread to more than 60 countries. You would be hard pressed to find a single large town
or city that didnt have a Starbucks store, but none of the stores are franchises as Starbucks
headquarters owns and operates all stores.
Starbucks Headquarters Info
The Starbucks headquarters is located in Seattle, Washington. The corporate contact information
is not listed openly on the official website, but we were able to find contact information like the
address for Starbucks headquarters and a contact phone and email on various websites.
Address: If you want to write Starbucks headquarters, address your letter to:

Starbucks Headquarters 2401 Utah S. Seattle, WA 98134

Phone Number: The phone number for Starbucks headquarters is 1-206-447-1575. We
verified the phone number, which was answered by an automated system thanking us for calling
the Starbucks Coffee Company.

Email: Most companies do not offer corporate email addresses, but we find corporate contact
forms from time to time. Starbucks headquarters offers neither, but there is a contact form [+] for
customers who want to request information from the company. This could be just the contact
needed to start a conversation with the corporate office.

Website: The official website for Starbucks is listed as the website for Starbucks headquarters.
The website is tailored to the consumer, but if you click the Investor Relations [+] link at the
bottom of the page you will visit the corporate side of the website. There you can find
information on the Board of Directors, Senior Officers, business finances and more.
 Starbucks Headquarters Executive Team
The two parts of the executive team for Starbucks consists of the Leadership Team and the Board
of Directors.
Leadership Team
Howard Schultz CEO, President and Chairman of the Board
Troy Alstead COO
Cliff Burrows US Group President
Michael Conway Executive Vice President
Jeff Hansberry China and Asia Pacific President
Lucy Lee Helm Executive Vice President
Sharon Rothstein CMO Global
Craig Russell Executive Vice President
Board of Directors
Howard Schultz
William Bradley
Robert Gates
Kevin Johnson
Olden Lee
Clara Shih
Myron Ullman III
Starbucks Headquarters Brands
Starbucks is the main brand of the company.
 STARBUCKS POSITON
Currently Starbucks position is as the leading coffee organization depends highly around the

globe expansion policy. Expansion of Starbucks around the globe is still in the early stages and

Starbucks has the great opportunity for future growth. Starbucks main objective was to launch

itself as the most renowned and respected brand in the world. The company main objective was

to the expansion of its branches all over the world, to broad its retail business, develop new

techniques, product and introduce new distribution channels in order to achieve its goals.

The company another aims was Establish its brand as a leading brand in coffee market by selling

high quality products, providing better services and build relationship between customers and the

Starbucks. According to Clark (2007) page 137 brief the position of Starbucks that is "This

conviction that Starbucks can achieve the unachievable helps explain Schultz's dismissal of any

concerns about resistance to his company's ubiquity"

 STARBUCKS STRATEGY
Starbucks adopt different type of strategy to build its branding in the market. Starbucks has
numbers of capabilities likes market leadership and its outlets as customers means its locations
which means it is the place where customers can relax from work or home and its supply chain
management. According to Porter (1998) there are three types of basic strategies a company can
use to establish itself like cost leadership, differentiation itself from the others and focus on the
market. Cost leadership has the strategy of develop a low cost product but it has a high quality
and also reduces operational cost. Differentiation means a strategy which is unique and self
created strategy.
Starbucks' first outside American store was starting its business in Tokyo in 1996 joint venture
with a local company sazaby Inc. After establishing the business Starbucks increased the pace of
international expansion significantly. In 1998, Starbucks broad its business in the United
Kingdom with more than 60 busy town hall locations and in the same year it opened stores in
Taiwan, New Zealand, Malaysia and Taiwan.
In 1999, Starbucks opened first store in China (Beijing), South Korea, Lebanon and Kuwait and
in next year seven markets of Hong Kong, Shanghai, Qatar, Saudi Arabia, Dubai, Australia and
Bahrain. Starbucks use the strategy which is real estate management strategy due to its location
of its coffee shops. To try to keep the coffee taste in the stores clean, Starbucks banned smoking
and asked employees to refresh from draining perfumes. Prepared foods were kept covered so
consumer would smell coffee only instead of other food. Starbucks is culture oriented company
who introduce new techniques like commuter mugs and T shirts in different regions of USA that
was in keeping with each city's culture (like peach shape coffee mugs for Atlanta State, Paul
Revere picture for Boston State and the Statue of Liberty for New York city).
Starbucks' internal operations can be divided into two parts: Retail and Specialty. The Retail
division is governed directly by Starbucks Corporation. The Specialty division includes
foodservice, licensing agreements to overseas outlets and revenue from foreign joint ventures.
 EXTERNAL STRATEGY
Starbucks not only focus on internal strategy but also focus on external strategy. For this purpose
Starbucks focus on marketing mix which is a tool of external marketing strategy which can
increase the demand of a product. The four major marketing mixes are like Product, Service,
promotion and Location are the set of controllable marketing equipment that any company can
adapt to achieve its basic objective in the market. Moreover, physical evidence, people and
promotion are the extensive tools which are used in the marketing mix to make further analysis.
Product
Starbucks has a big menu like beverages, bakery food, fruit & snack plates, breakfast and
Nutrition but the major product is brewed coffee.
Customer Service
In Starbucks shops customer are enjoying the unique experience of feeling which they call a
third place where they can relax between their journeys from home to the work. Starbucks aim to
provide customer satisfaction to provide uniqueness of enjoying Starbucks coffee experience. In
Starbucks shops the environment is really comfortable, relax, access the wi fi, listen your
favourite music and no smoking.
Promotion
According to the Corporate Social Responsibility Starbucks is strongly committed towards a
positive picture in the community. Starbucks has transparent relations with the consumer and the
media through cultural and environmental events.
Location
Starbucks is committed to make sure of its best stores location. Starbucks every stores is situated
at quite place where no traffic round it.
Distribution Channel
Starbucks has mutual understanding around the globe with different coffee farmers and has right
reserve to those crops, and most of the coffee beans was packaged and shipped to Starbucks
retails stores around the world. Due to these distribution channel Starbucksmaintained its
differentiation from other competitors.
 Starbucks Coffee Company Timeline
From their first location in 1971 in Seattle to their status as the worlds most recognized coffee
shop, Starbucks Coffee Company has come a long way in the past few decades.
1971 Starbucks opens first store in Seattles Pike Place Market.
1982 Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks
begins providing coffee to fine restaurants and espresso bars.
1988 Offers full health benefits to eligible full- and part-time employees, including coverage
for domestic partnerships. Total stores: 33
1993 Opens roasting plant in Kent, Wash. Announces first two-for-one stock split. Total
stores: 272
1997 Establishes the Starbucks Foundation. Opens stores in: the Philippines. Total stores:
1,412
2001 Introduces ethical coffee-sourcing guidelines developed in partnership with Conservation
International. Introduces the Starbucks Card. Announces fourth two-for-one stock split.
Opens stores in: Austria, Scotland, Switzerland and Wales. Total stores: 4,709
2004 Opens first Farmer Support Center in San Jose, Costa Rica. Introduces Starbucks
Coffee Master Program. Opens stores in: France and Northern Ireland. Total stores: 8,569
2006 Launches the industrys first paper beverage cup containing post-consumer recycled
fiber. Opens stores in: Brazil and Egypt. Total stores: 12,440
2011 Launches first annual Global Month of Service to celebrate companys 40th anniversary.
Opens first Community Stores in Harlem and Crenshaw neighbourhoods. Launches
Starbucks K-Cup packs. Acquires Evolution Fresh. Opens Farmer Support Center in
Mbeya, Tanzania. Launches Create Jobs for USA to encourage small-business growth. Opens
stores in: Guatemala, Curacao and Morocco. Total stores: 17,003
2014 Enhances iPhone app with shake to pay and digital tipping. Launches Starbucks College
Achievement Plan with Arizona State University to offer qualifying Starbucks U.S. partners the
opportunity to complete a college degree through ASUs online degree program. Announces
commitment to hiring 10,000 veterans and military spouses by 2018. Opens first Starbucks
Reserve Roastery and Tasting Room in Seattle. Launches Starbucks Mobile Order & Pay.
Hosts first in a series of Partner Open Forums to discuss race relations in America. Opens
stores in: Brunei and Colombia. Total stores: 21,366
2015 Launches Cold Brew iced coffee and Evolution Fresh handcrafted smoothies.
Announces sixth two-for-one stock split. Commits to hiring 10,000 opportunity youth by
2018. Expands Starbucks College Achievement Plan to offer full tuition coverage for all four
years of an undergraduate degree for qualifying U.S. Starbucks partners. Commits to 25,000
partners graduating by 2025. Reaches 99% ethically sourced coffee milestone. Opens stores
in: Panama Total stores: 22,519 (as of June 28, 2015)
 Objective of company
to maintain Starbucks standing as one of the most recognized and respected brands in the
world.
to be the leading retailer and brand of coffee in each of our target markets by selling the
finest quality coffee and related products, and by providing each customer a unique Starbucks
Experience.
Mission Statement
Our mission: to inspire and nurture the human spirit one person, one cup and one neighborhood
at a time.
Here are the principles of how we live that every day:
Our Coffee
It has always been, and will always be, about quality. Were passionate about ethically sourcing
the finest coffee beans, roasting them with great care and improving the lives of people who
grow them. We care deeply about all of this; our work is never done.
Our Partners
Were called partners, because its not just a job, its our passion. Together, we embrace diversity
to create a place where each of us can be ourselves. We always treat each other with respect and
dignity. And we hold each other to that standard.
Our Customers
When we are fully engaged, we connect with, laugh with and uplift the lives of our customers
even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but
our work goes far beyond that. Its really about human connection.
Our Stores
When our customers feel this sense of belonging, our stores become a haven, a break from the
worries outside, a place where you can meet with friends. Its about enjoyment at the speed of
life sometimes slow and savored, sometimes faster. Always full of humanity.
 Our Neighborhood
Every store is part of a community, and we take our responsibility to be good neighbors
seriously. We want to be invited in wherever we do business. We can be a force for positive
action bringing together our partners, customers and the community to contribute every day.
Now we see that our responsibility and our potential for good is even larger. The world is
looking to Starbucks to set the new standard, yet again. We will lead.
Our Shareholders
We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our
shareholders. We are fully accountable to get each of these elements right so that Starbucks and
everyone it touches can endure and thrive.
Environmental Mission Statement
Starbucks is committed to a role of environmental leadership in all facets of our business.
We fulfill this mission by a commitment to:
Understanding of environmental issues and sharing information with our partners.

Developing innovative and flexible solutions to bring about change.

Striving to buy, sell and use environmentally friendly products.

Recognising that financial responsibility is essential to our environmental future.

Instilling environmental responsibility as a corporate value.

Measuring and monitoring our progress for each project.

Encouraging all partners to share in our mission.

 Starbucks' 5 core principles for success
In summary, the five core success principles used by Starbucks described in the book are:
1. Make it your own Starbucks "partners" (employees) think about customer service in a way
that allows each of them to connect with their customers on a very personal level. According to
Starbucks chairman, Howard Schultz, "We are not in the coffee business serving people; we are
in the people business serving coffee."
2. Everything matters Paying attention to absolutely every detail gives Starbucks a competitive
advantage because it builds loyalty among patrons. "Managers have to constantly put themselves
in the shoes of their customers, seeing everything from the other side of the counter," explained
Michelle.
3. Surprise and delight Starbucks insists that it is critical to deliver consistent product and
service to delight customers. But on top of consistent quality, Starbucks' partners look for ways
to surprise and engage consumers in a process of discovery. In an example of the importance of
surprise, Starbucks gave out free cups of Calm tea April 15 in anticipation that their customers
would be frazzled by their federal income tax deadline.
4. Embrace resistance Starbucks encounters many forms of resistance from communities,
international organizations, and at times, customers. Both at the leadership and front-line levels,
Starbucks has benefited from criticism and used it to become stronger and better able to meet the
needs of those who share their input.
5. Leave your mark People want to do business with and work for companies that are socially
conscientious. In addition to its corporate philanthropy and grant-giving program, Starbucks
encourages employees to be more involved in their community by matching cash contributions
in support of their local efforts. Furthermore, Starbucks leadership makes business decisions in
accord with their own social values.
 Starbucks Foundation
The aim of establishing the Starbucks Foundation was to promote our social commitment.
We started in 1997 with the funding of literacy programs in the USA and Canada. Today we
support on a variety of ways communities around the world:
Promoting young leadership talent
Young people with their fresh ideas and their zest can make valuable contributions in their
communities. With the financial support of Starbucks Shared Planet Youth Action Grants youths
are helped in their efforts to move into the world something.
Assistance to municipalities in our coffee, tea and cocoa growing regions
Starbucks supports social development projects in the communities where our coffee, tea and
cocoa is grown. Such projects have z. B. to the objective of improving the education and
agricultural training to provide microfinance and micro credit to promote the protection of
species or to improve the health and nutrition and water and sanitation.
Access to clean water
Ethos (R) Water began as a social venture start up with the aim of people in developing countries
access to clean water to give. From each bottle sold in the US Ethos (R) Water go 5 cents to
the Ethos (R) Water Fund to help finance sustainable water programs throughout the world.
Thanks to our esteemed clientele we have so far been forward about 6 million dollars.
Promote education in China
2005 called the Starbucks Coffee Company in collaboration with Give2Asia and as part of its
ongoing commitment to social concerns and in recognition of the role played by education in
China has always been, the Starbucks China Education Project launched with 5 million dollars
(40 million RMB) was equipped to support education programs in China.
Reconstruction of the coast of the Gulf of Mexico
Starbucks and the Starbucks Foundation directed the COAST Fund to help in the restoration and
revitalization of the US towns on the Gulf of Mexico, which were badly damaged by the
hurricanes Rita and Katrina.
 Starbucks Coffees Marketing Mix (4Ps) Analysis
Starbucks Coffee Companys marketing mix (4Ps) supports the companys industry position as
the leading coffeehouse chain in the world. The marketing mix identifies the main components of
the firms marketing plan. Starbucks uses its marketing mix as a way of developing its brand
image and popularity. With the strongest brand in the industry, the company shows how an
effective marketing mix supports brand development and business growth. Starbucks also
changes its marketing mix over time, thereby emphasizing the need for the business to evolve its
various aspects to maintain competitiveness.
Starbucks Coffees marketing mix (4Ps) indicates the importance of this marketing tool as a way
of ensuring that the firm promotes the right products at the right prices and places.
Starbucks Coffees Products
Starbucks continues to innovate its product mix to capture more of the market. This component
of the marketing mix focuses on what the business offers to customers. At present, the following
are the main categories of Starbucks products:
1. Coffee

2. Tea

3. Pastries

4. Frappuccino beverages

5. Smoothies

6. Merchandise (mugs, instant coffee, etc.)

This product mix is a result of years of business innovation. For instance, Starbucks added the
Frappuccino line after it acquired The Coffee Connection in 1994. The company also has an
ongoing product innovation process that aims to offer new products to attract and keep more
customers. Thus, this part of Starbucks marketing mix involves beverages, food, and
merchandise.
 Place in Starbucks Coffees Marketing Mix
The company offers most of its products through Starbucks cafs. This component of
the marketing mix determines the venues at which customers can access the products.
In Starbucks Coffees case, the following are the main places used for the distribution of
products:
1. Cafs

2. Online Store

3. Starbucks App

4. Retailers

Originally, the firm sold its products through Starbucks cafs. Through the Internet, the
company now offers some of its products through the online Starbucks Store. Also, the
firm now sells some merchandise through retailers. In addition, the company uses the
Starbucks App to allow customers to place their orders. This part of Starbucks
marketing mix shows how the firm adapts to changing times, technologies, and market
conditions.
Starbucks Coffees Promotions
Starbucks promotes its products mainly through advertising. This component of the
marketing mix refers to the communication strategies used to disseminate information
about the firm and its products. Starbucks promotional mix is as follows:
1. Advertising

2. Public relations

3. Sales promotions

The company advertises its products through television, print media and the Internet.
The company infrequently uses public relations, which has not always been successful
for the business. For example, Starbucks Race Together public relations campaign was
widely criticized. In addition, the firm uses sales promotions, such as the Starbucks
Card that customers can use to get freebies. This part of Starbucks marketing mix
shows the core significance of advertising, and the supporting roles of public relations
and sales promotions for the company.
Starbucks Coffees Prices and Pricing Strategy
Starbucks uses a premium pricing strategy. This pricing strategy takes advantage of the
behavioural tendency of people to purchase more expensive products on the basis of
the perceived correlation between high price and high value. The companys coffee
products are more expensive than most competing products, such as McDonalds
Premium Roast. Through this pricing strategy, the company maintains its high-end
specialty image. This part of Starbucks Coffees marketing mix directly relates with the
firms generic strategy, thereby helping the business maintain its premium brand image.
 Starbucks SWOT analysis
Strengths.
Starbucks Corporation is a very profitable organization, earning in excess of $600 million in
2004.The company generated revenue of more than $5000 million in the same year. It is a
global coffee brand built upon a reputation for fine products and services. It has almost 9000
cafes in almost 40 countries. Starbucks was one of the Fortune Top 100 Companies to Work For
in 2005. The company is a respected employer that values its workforce. The organization has
strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a
role of environmental leadership in all facets of our business.'
Weaknesses.
Starbucks has a reputation for new product development and creativity. However, they remain
vulnerable to the possibility that their innovation may falter over time. The organization has a
strong presence in the United States of America with more than three quarters of their cafes
located in the home market. It is often argued that they need to look for a portfolio of countries,
in order to spread business risk. The organization is dependant on a main competitive
advantage, the retail of coffee. This could make them slow to diversify into other sectors should
the need arise.
Opportunities.
Starbucks are very good at taking advantage of opportunties. In 2004 the company created a
CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where
customers create their own music CD. New products and services that can be retailed in their
cafes, such as Fair Trade products. The company has the opportunity to expand its global
operations. New markets for coffee such as India and the Pacific Rim nations are beginning to
emerge. Co-branding with other manufacturers of food and drink, and brand franchising to
manufacturers of other goods and services both have potential.
Threats.
Who knows if the market for coffee will grow and stay in favour with customers, or whether
another type of beverage or leisure activity will replace coffee in the future? Starbucks are
exposed to rises in the cost of coffee and dairy products. Since its conception in Pike Place
Market, Seattle in 1971, Starbucks' success has lead to the market entry of many competitors and
copy cat brands that pose potential threats.
 CONCLUSION
Starbucks is a leading company around the globe. Starbucks used very simple strategy,

"connecting links between treating employees with dignity and respect and producing good

product and services." That was the major factors that differentiate Starbucks from others and

bring the successful to Starbucks. Starbucks broad its business with the help of established

strategies of it positioned itself in the market. But every product has a life cycle, when it reaches

its maturity it will tend to decline, position of Starbucks is also not different. It's time to relocate

their market and coordinate their strategies.

 REFERENCES

1) WWW.ggogle.com

2) https://en.wikipedia.org/wiki/Starbuck

3) https://en.wikipedia.org/wiki/Starbuck

4) www.starbucks.com/

5) starbucksmelody.com/2014/10/26/mini-

starbucks-library/