Upload
onion-head
View
12.283
Download
8
Embed Size (px)
DESCRIPTION
Starbucks Coffee: Case Studyby onion: [email protected]
Citation preview
Starbucks Coffee EMEA
The Starbucks Story
Today’s Agenda Today’s Agenda
Our History & Building of the Brand.
Our Values
Our Numbers and Our Goals.
Our Partners and Partnerships
The Future
A brief history ...A brief history ...
The story begins in The story begins in 19711971
Howard Schultz arrives Howard Schultz arrives 19821982
A trip to Italy changes StarbucksA trip to Italy changes Starbucks
Starbucks goes public June Starbucks goes public June 1992 1992 ((165165 stores)stores)
Starbucks opens in Japan Starbucks opens in Japan 1996 1996 ((10061006 Stores)Stores)
Our Values and Our BrandOur Values and Our BrandThe following six guiding principles will help us measure The following six guiding principles will help us measure
the appropriateness of our decisions:the appropriateness of our decisions: Provide a great work environment and treat each Provide a great work environment and treat each
other with other with respectrespect and and dignitydignity. . Embrace Embrace diversitydiversity as an essential component in the as an essential component in the
way we do business. way we do business. Apply the Apply the highesthighest standards of excellence to the standards of excellence to the
purchasing, roasting and fresh deliverypurchasing, roasting and fresh delivery of our of our coffeecoffee. .
Develop Develop enthusiasticallyenthusiastically satisfied customers all of satisfied customers all of the time. the time.
Contribute positively to our Contribute positively to our communitiescommunities and our and our environment. environment.
Recognize that Recognize that profitabilityprofitability is essential to our is essential to our future success. future success.
Brand Essence“Who We Are”
ComfortFamiliarityAuthenticity
SurpriseDiscoveryInspiration
The third place experience
Starbucks …
Starbucks …
Passion
Coffee People•Quality
•Innovation•Personalization and Choice
•Knowledge/Expertise
•Uncompromising Standards•Attention to detail•Everything matters
•Service•Community
•Personal Connections•Employer of Choice
Source: Starbucks Internal Audit.
An ExpandingAn ExpandingGlobal BrandGlobal Brand
Leading specialty coffee brand & retailerin the world
5,000+ stores worldwide serving approximately 18 million customers a week.
Presence in 26 countries with 1,000+ stores outside of North America
Enormous retail expansion opportunity worldwide Tremendous worldwide brand expansion potential
An Expanding Global BrandAn Expanding Global Brand
Coffee Coffee -- roast, retail and wholesaleroast, retail and wholesale RetailRetail-- our core business our core business Ice Cream Ice Cream -- No.No.1 1 coffee ice cream in UScoffee ice cream in US Frappuccino Frappuccino -- No.No.1 1 prepared coffee drink in USprepared coffee drink in US MerchandiseMerchandiseBrewing, mugs, books, coffee/tea wareBrewing, mugs, books, coffee/tea wareCDs CDs Starbucks chocolateStarbucks chocolateTazo TeaTazo Tea
What we do ...What we do ...
Focus on People,Focus on People,Experience and ProductExperience and Product
Where We Where We Are TodayAre Today
TodayToday
Category leader with a very strong& still improving image
One of 75 Great Global Brandsin the 21st Century
2nd year as America’s Most Admired Company In Food Service Category
Among 100 Strongest Global Brands
Today…Dedicated to sourcing
the highest quality coffee in the world
Today…
4th year as one of
“The 100 Best Companies toWork For”
Loyal partners create the experiencethat creates loyal customers
Business practices that contribute positively to our communities & environment
Among 100 BestCorporate Citizens
Component of Dow Jones Sustainability World Index
Today…
Today…
Today…Starbucks partner volunteeringat United Way’s Day of Caring
Commitment to origin coffee growing regions
What do we mean by Commitment to Origins?
‘Starbucks aspires to be recognised as much for our commitment to social responsibility as we are for the quality of our coffee. We will do this through focusing our efforts on improving social and economic conditions for coffee farmers; minimising our environmental impact; making a positive contribution in the communities where we do business; and providing a great work environment for our partners.’
Orin Smith, 2001
Specific Elements of Commitment to Origins
Unique Coffee Selections:• Fair Trade Coffee• Shade Grown Coffee• Organic Coffee
… AND…
Corporate Social Responsibility:• Commitment to Coffee Farmers• Commitment to the Environment• Commitment to Local Community
Fair TradeHow Fair Trade helps farmers: Over half of the world's coffee is produced on smallfamily farms with only a few acres of coffee trees. Fair Trade certification provides a wayfor these farmers to increase their incomes by helping them organize into cooperativesand linking them directly to coffee importers. Fair trade farmers are guaranteed apremium over the prevailing price being paid for coffee on the international market. Thishelps them afford basic healthcare, education and housing improvements for theirfamilies and farms. In addition, Fair Trade improves farmers' economic stability byencouraging importers to extend financial credit to cooperatives and to develop long-term trading relationships.
About Starbucks and Fair Trade: Starbucks is committed to sourcing coffees of thehighest quality that support a sustainable social, ecological and economic model forproduction and trade. In April 2000, Starbucks formed an alliance with TransFair USAthat provides an additional opportunity for us and our customers to have a meaningfulimpact on the working and living conditions faced by many who grow, harvest andprocess coffee throughout the world.
Organic Coffee
EcoLogica, an organic certification organization in South America, provided the certification to the coffee farm that produced Starbucks first certified 100% organically grown coffee, Organic Costa Rica, in 1999.Official certification requires that farms submit to three years of soil testing followed by annual testing to retain certification as organic producers. Once harvested, the coffee beans must be processed in organically certified mills and roasting facilities in order to be sold as organic.
Organic coffee is grown without synthetic pesticides, herbicides or fertilizers. This procedure helps maintain a healthy environment and clean ground water.Many farmers have traditionally employed organic growing methods passed down from one generation to another. In fact many of the coffees that Starbucks buys are grown using organic methods, although most are not identified as such. Coffee grown organically, but not certified is sometimes called ‘passive organic.’
Organic Shade Grown Mexico
• The wave of growth in coffee houses has raised with it the issue of the plight of coffee growing nations especially Southern Mexico
• Organic coffee is available in grocery stores and markets across the region, but not widely available in coffee shops, and is a small but rapidly growing segment within speciality coffee (c. 3% of whole bean sales, however there is 25% growth per year in this category).
Corporate Social Responsibility
• Starbucks commitment to “contribute positively to our communities and our environment” is a key guiding principle in the Company’s mission statement.
• Starbucks strives to become a great, enduring company by championing business practices that produce social, environmental, and economic benefits for Starbucks communities around the world.
•
Commitment to Farmers• Starbucks commitment to coffee origin
countries includes addressing social and environmental issues in order to help sustain the people and places that produce our coffees.
• Starbucks purchases coffee directly from farms, paying high premiums for the coffee, working closely with the producers on quality, and encouraging participation in social programs for health and education.
• Purchases of organic, shade grown and fair trade coffees by Starbucks all contribute to greater social, economic and environmental sustainability of coffee production.
Humanitarian Support• Starbucks has contributed more
than $1.5 million to CARE, the international development and relief organization.
• CARE focuses on long-term support for literacy and education programs in the coffee-growing regions of Indonesia, Ethiopia, Kenya and Guatemala.
• In addition, Starbucks frequently provides emergency relief aid to disaster victims in coffee origin countries.
Origin Country Initiatives
For example, Starbucks alliance with Grants to Enterprise Works Worldwide helped farmers build two coffee processing facilities in Guatemala, enabling a cooperative of 700 farm families to improve their economic situation by milling their own coffees.
Starbucks makes many long-term investments in coffee origin countries, such as building schools, health clinics, and coffee processing facilities to improve the well being of families in coffee farming communities.
Commitment to the Environment
Starbucks Environmental Mission Statement:
Starbucks is committed to a role of environmental leadership in all facets of our
Environmental InitiativesStarbucks will fulfill our Commitment to the Environment
through:
• Support of Conservation International programs• Starbucks Green Team (Environmental management
team)– Instill environmental responsibility as a corporate value– Striving to buy, sell and use environmentally friendly
products in all operations– Minimising the environmental impacts of materials,
manufacturing processes and distribution systems• Reduce, Re-use, Recycle Program
– Program employed or being developed in all stores and company facilities
– Starbucks recycles used coffee grounds and burlap bags used to ship green coffee
– Encouraging customer use of re-usable serveware• Green Sweeps Program ( Cleanups by staff)
Commitment to Community
Starbucks recognises the importance of community and the role which we play and provides support through donations, partner volunteerism, strategic partnerships and giving programs.
The Make Your Mark in the US program encourages volunteerism of employees in local communities, likewise within EMEA, many of our partners are involved in local community-related activities. Employee-led initiatives focus on physical improvements to neighbourhoods, tutoring, and assistance with sick children, in soup kitchens for the homeless, among many others.
International International HistoryHistory
From a small start in 1996 …
Japan
0 2
1995 1996 1997 1998 1999 2000
Stores
FY 1997 …
Japan
Hawaii Singapore
0 2 17
1995 1996 1997 1998 1999 2000
Stores
FY 1998 …
Japan
Hawaii Singapore Philippines
TaiwanThailand
UK
0 2 17
1995 1996 1997 1998 1999 2000
128
Stores
FY 1999 …
Japan
Hawaii Singapore Philippines
TaiwanThailand
UK
NewZealand
Malaysia
ChinaKoreaKuwait
0 2 17
1995 1996 1997 1998 1999 2000
128
278
Stores
FY 2000 …
Japan
Hawaii Singapore Philippines
TaiwanThailand
UK
NewZealand
Malaysia
ChinaKoreaKuwait
Australia
Lebanon
UAEQatar
0 2 17
524
1995 1996 1997 1998 1999 2000
128
278
Stores
FY 2001 …
0 2 17
524
1995 1996 1997 1998 1999 2000
128
278
2001
StoresStores
By this Morning..
1155 international stores open in 26international markets
Exceeding expectations in virtually all markets
Opening stores at an annualized rate of over 400 new stores in the international division
Today
745
75
335
Europe
MiddleEast
AsiaPacific
North America
4270
1155 International Stores
26 Markets
Where Where We Are We Are GoingGoing
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
Net RevenuesNet Revenues$$22,,649649
$$698698$$975975
$$11,,309309
$$11,,687687
$$22,,178178
1996
(In Millions)
(5 Year CAGR=31%)
*Fiscal Year 1999 includes 53 weeks versus 52 weeks for all other years
1997 1998 1999* 2000 2001
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Global Retail Store GrowthGlobal Retail Store Growth
11,,01501511,,412412
11,,88688622,,498498
33,,501501
1996 1997 1998 1999 2000
(5 Year CAGR=36%)
Company-operated
2001
44,,709709
Licensed
3131%%
6969%%
Comparable Store SalesComparable Store Sales
2
3
4
5
6
7
8
9
10 99%%
55%%66%%
55%%55%%
77%%
1996 1997 1998 1999 2000 2001
Earnings Per ShareEarnings Per Share
$0.00
$0.05
$0.10
$0.15
$0.20
$0.25
$0.30
$0.35
$0.40
$0.45
$0.50
$$00..1717$$00..2222
$$00..2727$$00..3535
Excluding one-time charges*Fiscal Year 1999 includes 53 weeks versus 52 weeks for all other years
1996 1997 1998 1999* 2000
(5 Year CAGR=29%)$$00..4646
2001
$$00..1313
Our PartnersOur Partners
Starbucks
PartnersGreater Equity Over Time
International Ownership Strategy
Demonstrate concept, establish
credibility
100%Starbucks
Leverage partner’s expertise, maintain
influence
50/50JV
Gain board seat, minimize P&L
impact
<20%JV
Move quickly, minimize risks
StraightLicense
(2)
(1)
0
1
2
3
4
5
Year 1 Year 2 Year 3 Year 4 Year 5
Ope
ratin
g Pr
ofit
($ M
illio
ns)
Licensed (0%) JV (50%) Owned (100%)
Example market with 3 ownership assumptions
• Years 1 to 3: Minimize P&L impact of start-up losses
• Year 5: Opportunity to capture earnings through contractual buy-in provisions
Programs
International Ownership Strategy
Our Partners and Partnerships
Shared values and corporate cultureDedicated human resourcesStrong multi-unit retail/restaurant experienceCommitment to customer serviceQuality imageCreative ability, local knowledge and brand-building skills Strong financial resources
Choosing the right partners is critical to our success
Programs
Increasing Competitive Threats• Growth: Develop New Markets
A quick World Tour …
Sydney, AustraliaSydney, Australia
Canberra, AustraliaCanberra, Australia
Auckland, New ZealandAuckland, New Zealand
Shanghai, ChinaShanghai, China
Beijing, ChinaBeijing, China
PhilippinesPhilippines
Beirut, LebanonBeirut, Lebanon
Palm Strip store in DubaiPalm Strip store in Dubai
Kuwait CityKuwait City
Edinburgh, ScotlandEdinburgh, Scotland
Shibuya, JapanShibuya, Japan
Worlds highestWorlds highestvolume Starbucksvolume Starbucks
Shibuya, JapanShibuya, Japan
A glimpse of ourA glimpse of ourfuture...future...
The Potential in Europe:
1450
990
750
725
360
300
140
140
370
0 500 1000 1500 2000
Germany
France
UK
Spain
Italy
Benelux
Scandinavia
Switzerland
Austria
5,225Potential
Stores
Europe
• International Store Growth )’02 to ‘07
‘02361
‘0287
11,,350 350 International Stores by FYE International Stores by FYE 020255,,182 182 International Stores by FYE International Stores by FYE 0707
‘071,821
‘07316
‘07430
‘072,615
‘02865
‘0237
Latin America (incl. Puerto Rico & Hawaii)
Europe
Middle East/AfricaAsia-Pacific
…and the Rest of the World:…and the Rest of the World:
5225
4120
745
110
115
1425
0 1000 2000 3000 4000 5000 6000 7000
Europe
Asia Pacific
Latin America
Middle East
Africa
1111,,740740PotentialPotential
StoresStores
InternationallyInternationally
Still room to grow – even here …
No Stores
More than 100 Stores
Fewer than 100 Stores
(Company-operated North American stores only)
QUESTIONS?
Thank you!
Onion HeadSiriporn Pongvinyoo