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you will know why Starbucks change their baristas to the automatic machine.
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Starbucks Coffee Presented By:
Sales, Kathleen Ann
Torreon, Alison Jojesmary
Alonzo, Mary Lilibeth
Bernardo, Klinton
Valdez, Harvey
Velasco, Vincent
Luzana, Christine Jules
Merencello, CJ
History 1971
The first Starbucks opened in Seattle’s Pike Place Market.
1982Howard Schultz joins Starbucks as director of
retail operations and marketing. 1987
Il Giornale acquires Starbucks assets with the backing of local inventors and changes its names to Starbucks Corporation. 1990
Starbucks expands beyond Seattle. 1994
Opens first drive thru location. 1995
Begins serving Frappuccino and blended beverages.
Introduce Starbucks super-premium ice cream.
Baldwin, Bowker and Siegl
1996Begins selling bottled Frappuccino coffee drink
through North America. December 4, 1997
The Philippines had its first taste of the Starbucks. 2000s
The Starbucks phenomenon continues. 2006
Launches the industries first paper beverage cup containing post-customer recycled fiber. 2008
Acquires coffee equipment company and its clover brewing system. 2009
Launches Starbucks card, iPhone apps and Starbucks card mobile payment.
2010Expands digital offerings for customer with free
unlimited Wi-Fi, Starbucks digital network. 2012
Announces verismo system by Starbucks premium single-cup espresso machine. Present
They expand stores in many countries.
Howard Schultz
Time Context
Problem arise - 2001
View Point
Amid customer complaints that the Seattle-based coffee chain has reduced the fine art of coffee making to a mechanized process with all the romance of an assembly line, Starbucks made new guidelines in which baristas are being told to stop making multiple drinks at the same time and focus instead on no more than two drinks at a time—starting a second one while finishing the first, would probably help reposition from its economic downturn.
- Allison Joyce (Journalist)for The Wall Street Journal
Statement of the Problem
In what ways should the new guideline for the baristas to slowdown the production that
can help reposition on its economic down turn?
Objectives
Short Term To give customers the quality and consistency of drinks
Long Term To completely enforce the new rule all through out the years.
V. Areas of Consideration SWOT analysis
StrengthsGood relationship with suppliersNo. 1 brand in coffee houseLargest coffeehouse chain in the worldBrand name recognition
Weaknesses
Lack of internal focus (too much focused on expansion)
Product Pricing is high Negatively publicity
Opportunities
Extend Supplier range Emerging international markets Increasing product offerings Expansion into retail operations
Threats
Rising prices of coffee beans and dairy products Competition (restaurants, street carts,
supermarkets, other coffee shops, other caffeine based products)
Consumer trends toward more healthy ways and away from sweet coffee beverages and cakes
Change in customer tastes
Alternative Courses of Action
By ensuring the customer it gives them a quality of the beverage in taste, temperature and appearance
Advantage • Customer satisfaction come through
Disadvantage• Requires planning and consumes time
By changing the baristas to automatic espresso machine
Advantage• Less time consuming • Less human errors
Disadvantage• Coffee taste is not traditional• Missing the traditional coffee value
for baristas
By eliminating wasteful activities since it baristas focus only on the drinks they make.
Advantage
Disadvantage
Recommendation
Completely implement the new regulation for making store efficiency. Since the quality of espresso drink is “average” and that its preparation is inconsistent, enforcing all baristas to slowdown will probably make this new drinking method to produce beverages at a more consistent pace. It ensures the quality of the beverage in taste, temperature and appearance.
Conclusion
Overall Starbucks has maintained a competitive advantage since creating its original blue ocean of bringing quality, bistro-style coffee choices to the masses. In order to stay current it will need to focus on its core competencies and avoid spreading themselves to thin. To avoid competitors such as McDonalds and other coffee chains, they will need to create new value innovation by enhancing the customer experience by investing in online content and interactivity. Rather than creating more new products, I think their strength lies in their brand and by enhancing the connection to their loyal customers, they will separate themselves from McDonalds and others.
Plan of Action Plan
Completely enforce the new guidelines in which baristas are being told to slowdown.
Do
To produce beverages "at a more consistent pace."
Check Analyze when focusing on just two drinks at a time reduces possibility for errors and improve essence and firmness of drinks.
Action
Insist new procedures like: Steaming milk for individual drinks , other instructions include rinsing pitchers after each use; staying at the espresso bar instead of moving around; and using only one espresso machine instead of two.
http://philippines.starbucks.com/enUS/_About+Starbucks/History+of+Starbucks.htm http://www.slideshare.net/asfawm/starbuckscasestudy http://www.coffee.org/history-of-starbucks http://www.starbucks.com/ http://nicolelaoutaris.com/?page_id=32 http://www.starbucks.com/about-us http://www.starbucks.com/responsibility/sourcing/store-products
REFERENCES
STORES
VIDEO
MENU
COFFEE
Latte Doppio Cappuccino
Café Mocha Café Americano
FRAPPUCCINO
Java Chip Frappuccino Mocha Frappuccino
Salted Caramel Mocha
Strawberries and Crème Frappuccino
Tazo Chai Frappuccino
DRINKS
Caramel Plan Latte
Caramel Mocha
Vanilla Latte
White Chocolate Mocha
DESERTS
Caramel Desert
PASTRIES
Chonga Bagel8 –Grain Roll Almond
Croissant
Bavarian Style Pretzel
Banana Pecan Loaf Cake
Bountiful Blueberry Muffin
SANDWICHES, PANINIS AND SALADS
Chicken & Greens Caesar Salad Bowl
Chicken BLT Salad Sandwich
Chicken Santa Fe Paninis
Ham and NY Cheddar Sandwich
Hearty Veggie & Brown Rice Salad Bowl