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Analysis of success strategy of Starbucks

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Acepublisher .
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documents in English
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presentations
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12 pages
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Advanced
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  1. Introduction.
  2. Presentation.
    1. From grain (engineering) to cup.
    2. Starbucks: A new player in the third market.
    3. Coffee bar: When America takes the Italian accent.
    4. Competitors of Starbucks.
    5. Starbucks: More than a brand, an experience.
  3. Strategy of Starbucks.
    1. Strategic objectives.
    2. Will of directorsa.
    3. Strengths and weaknesses of the company.
    4. Positioning and target.
    5. Company values.
    6. Strategy to establish abroad.
  4. International marketing mix.
    1. Distribution.
    2. Starbucks products.
    3. Price.
    4. Communication.
  5. Bibliography.

On 26 January 2004, a true "culture shock" had occurred in avenue de l'Opera in Paris. The American Starbucks Coffee has grappled with the French market with the opening of a shop and a coffee bar, causing controversy in a country with an ancient culture of "little black coffee" at cafes or bistros. But nevertheless, Starbucks Corporation was able to impose, as in each of its locations, with a flawless strategy which we think is important to study. More than just a mark found on the cardboard cups or bags of coffee bean, more than just a sign found in every street corner in major cities worldwide, Starbucks Coffee is a concept, the concept of coffee bar in America. How has Starbucks Corporation been successful in this fabulous bet to be a full-fledged coffee shop, the leader of specialty coffee? That is what we will try to analyze by studying its strategy of local and particularly international implantation, with the desire to understand how fledgling in the United States, without a coffee culture, Starbucks can prevail in the country with an ancestral culture of coffee or tea.

Tags: Starbucks strategy, Starbucks success story, Starbucks marketing success, Starbucks marketing analysis

[...] Its rapid success and skyrocketing turnover earned it banner the nickname of "Mc Coffee." Since then, Starbucks Coffee International has been widely established in its territory of origin and in 1996, the group opened its first store outside the American continent, in Japan. The expansion of Starbucks in the world has steadily increased, from Asia to Europe (since 1998, starting with the United Kingdom), via Latin America and the Middle East. Thus, the creator of the coffee bar has managed to impose its green and white logo on every street corner, on mugs, thermos, coffee grinders, ice creams and cold drinks sold in supermarkets. [...]


[...] Strategy of Starbucks The Starbucks strategy is international, it applies double centralization. This strategy is virtually the same locally, in USA and abroad. There are some discrepancies that we will see in this section. The overall strategy is diversification in terms of product and expansion in terms of locations. The mark is often described as "Mc Do of coffee" but with a view focused on the authenticity and varieties of products. Add to this that Starbucks has several objectives with regard to the image it wants to show Strategic objectives First, Starbucks is committed to providing the highest quality coffee and work at providing social and economic guarantees to different countries and cities of implantation. [...]


[...] Starbucks Coffee has become a product of everyday consumption in USA. Example of price: France Japon Mocha Café Latté With these two products, it may be noted that prices in these two countries are no different (the difference is the result of conversion errors). Some examples of prices for 250 grams bag of coffee: USA Japan (Latin America) (Africa) (Asia) (Mixture of coffees of different origins) In Japan prices are generally slightly higher than in USA. We will also note the practice of psychological price in the United States but not enforced in Japan. [...]

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