Submitted by

ujala

PraPurna

arun

vijay
 Introduction
 SWOT analysis

 Competitors

 CBBE model

 Suggestions
 Specialty Eatery in the Quick-Service
Restaurant sector

 Established in 1971 in
Seattle,Washington

 Logo: twin tailed siren.

 Named after the first mate in Moby

Dick

 Known for its quality coffee and

stylish atmosphere

 Over 9,000 locations in 35 countries

 Products sold include:
beverages, pastries,whole coffee
beans,coffee-related retail
items.
 New CEO: Howard schultz
Mission statement:
“Establish Starbucks as the premier
purveyor of the finest coffee in the
world while maintaining our
uncompromising principles while we
grow.”
Strategy:
 Maximize market penetration
 Provide a relaxing, attractive
social atmosphere
 Offer high-quality products
 Create a great working
environment
 Achieve profitability
 Volume of Sales vs. Contribution Margin %

$300,000 100.0%

90.0%

$250,000
80.0%

70.0%
$200,000

60.0%

$150,000 50.0%

40.0%

$100,000
30.0%

20.0%
$50,000

10.0%

$0 0.0%
Espresso Whole Drip Coffee Pastries Blended Other Serveware Packaged Media Brewing
Drinks Beans Beverages Beverages Food/Tea Equipment

Dollar Volume Sold Product Contribution Margin %

 Strengths
 Largest market share in industry

 Differentiated atmosphere

 Weaknesses
 Aggressive expansion could lead to
managerial / financial problems
 Opportunities
 Whole bean sales in supermarkets

 Threats
 Lack of ownership of coffee farms
can lead to price fluctuations
Top Starbucks Competitors:

Company Location
 Dunkin Canton, MA
 McDonald's Oak Brook, IL
 Nestlé Switzerland
 
 
 
 
  
 
 Dunkin’ Brands is a premier quick service restaurant franchisor with a
portfolio of powerful brands consisting of Dunkin’ Donuts and Baskin-
Robbins.
 
 Quick Quality Strategy The objective of Dunkin’ Brands is to be the Quick
Quality leader in its industry, offering a higher evolution of the standard
quick dining experience, with innovative product choices at the right price,
served fresh, meeting the needs of people who are busy living.
 McDonald's...
Is the leading global foodservice retailer with
more than 30,000 local restaurants serving 52
million people in more than 100 countries each
day. More than 70% of McDonald's restaurants
worldwide are owned and operated by
independent local men and women.

 
 Is one of the world's most d valuable brands and
holds a leading share in the globally branded
quick service restaurant segment of the informal
eating-out market in virtually every country in
which we do business.
 New product
development,
creativity

Resonance

sub-standard drink quality, Lack of

and an unfriendly standardization,
atmosphere. cleanliness
judgments Feelings

High price, poor

customer service
Imagery Out door, want coffein
Performance stimulent

Recall it as
salience 3rd place
environment
 Modificatons in logo.

 Tagline-“we respect our customer’s

proportions choice”
 Standerdization of store outlook,type
of service all over.
 Service according to the customer’s
proportion of chicorimix choice.
 More concentration on POP than
POD.
 Boston UK China

Beijing Peru Trujillo city

Barista
1 Ensure relevance to customer frame work:
 Be fully aware of brand frame of reference so that
repositioning strategy will resonate with customer.
2 Securing the customer permission:
 Recognize the permission amounts to be reasonable
and logical extension of the brands in customer eyes.
3 Delivers on the brand’s new promise.
 Make sure what you say is what you do.