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By: Melisa Magnuson, Megan Keough, and Tamara Sprauer
About Starbucks
• No. 1 brand coffeehouse in the world• 20,000 coffeehouses, 60 countries• Founded in 1971 at Pikes Place Market• Headquarters in Seattle, WA• 149,000 employees• Fun Fact: On average adds 2 coffeehouses a
day since 1987
Merchandise
• Advertises to 25-40 year olds, both men and women:– Coffee– Tea– Food and pastries– Espresso pods– Coffee beans– Drink ware– Music– Books
Key Executives
Howard Schultz• CEO• Age: 60• Net Worth: $2 billionTroy Alstead• Chief Financial Officer• Age: 48• Total Annual Compensation: $4.2 millionSimone Valdez• Senior Buyer
Financials
• $13.66 billion in sales (2013)• Revenue $13.29 billion (2012)• Valued at $4 billion• Specialty drinks count as 75% of sales
Advertising for Starbucks
• Primary target market: women and men aged 25 to 40
• Customers tend to be “urbanites” with relatively high income, professional careers and a focus on social welfare
• Made coffees available for direct order online, in supermarkets, and offered at select food service outlets
SWOT Analysis: Strengths
• Sound financial records • No. 1 brand in coffeehouse segment valued at
$4 billion• Starbucks ‘experience’• Employee management• High Quality
Weaknesses
• Coffee beans price is major influence over firms profits
• Product pricing• Negative publicity
Opportunities
• Extend supplier range• Expansion to emerging economies• Increase product offerings• Expansion of retail operations
Threats
• Rising prices of coffee beans and dairy products
• Trademark infringement• Increased competition from local cafes and
established competitors such as Costa Coffee, McDonald’s, Dunkin Brands, Nestle
• Saturated markets in developed economies
Sources
• http://www.forbes.com/profile/howard-schultz/
• http://www.forbes.com/companies/starbucks/
• http://www.strategicmanagementinsight.com/swot-analyses/starbucks-swot-analysis.html
• http://www.starbucks.com/• http://
www.fanpop.com/clubs/starbucks/images/3208054/title/starbucks-logo-wallpaper-wallpaper