CURRENT AND FUTURE STRATEGIES
Mariagracia León Aguayo
INDEX
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Brief history
How is Starbucks today
General Strategies
Local Strategies
Sales
Reborn
A Brief History of Starbucks
1970´s
1971 Opens the first Starbucks in Seattle. The name
comes from Herman Melville´s Moby Dick
1980´s
Howard Schultz joins Starbucks in 1982. He visits
Milan´s famous espresso bars. He was impressed
with their popularity and culture and he saw their
potential in Seattle. Seattle quickly becomes coffeecrazy.
1990´s
Starbucks expanded beyond Seattle.
FIRST STARBUCKS
How is Starbucks TODAY?
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More than 21 000 Stores
In more than 55 Countries
Offers the best service client
Sells a nice experience to customers while buying
You can stay in Starbucks as long as you will
The average consumer visit Starbuck 6 times per
month, while the loyal one goes more than 16
times.
Business Model
• Starbucks has initiated a marketing model
called “Experiential Marketing”, which
generate their competitive advantage in front
of their competition.
Experiential Marketing
Local
Establishments with
decoration, lighting, clean
olfactory marketing
Starbucks welcomes
customers with a pleasant
aroma of coffee
Personalization of the
beverage
Personalization of flavors
and of the cup
Product
High quality coffee. Package
with protective anti burns
Direct responsibility to the community
-Starbucks Foundation
-Support Coffee growing communities
-Support For the recovery of places
affected by natural disasters
Strategies - LOCAL
• Starbucks often announces new products on their
doors
• Starbucks puts his counter orders in the middle or
in the back of the store to ensure that customers
pass through the area of the stores chairs
• Starbucks use lighting to guide customers in
the shop. Lighting also serves to attract the
attention of customers to Starbucks products
• Starbucks puts its publicity between the order
counter and the counter where you pick up
your coffee
Starbucks Sales
75 %
Beverages
19 % Food
sales
4 % Sale of
packaged and
single serve
coffees
2% Others
Starbucks REBORN
• Starbucks have made a five-year growth plan:
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New and varied food offerings, including alcohol
New store formats
Food and beverage delivery
Mobile platform enhancements
Global growth
- The coffee shop expects to double U.S. food revenues to over
$4 billion.
- It expects the new food items, along with the alcohol, to
generate about $1 billion in new sales.
Delivering the goods
• Starbucks will begin
food
and
8 million
members
7 million
beverage delivery GENERATES
to
enhance
weekly mobile payment
transactions
its ties to customers, extend
their loyalty, and meld the
process with its mobile apps
for ordering and payment