STARBUCKS Fama Mbengue Viola Bersini Carolina Mazzoni Mirko

STARBUCKS Fama Mbengue Viola Bersini Carolina Mazzoni Mirko Fiorelli Lorjana Tahiraj Eliina Ahlroth

What is Starbucks’ goal and strategy? Starbucks’ goal is to provide coffee and bring people together and making profit at the same time. Starbucks was the first coffee shop of this kind in the US where people could sit and enjoy their coffee. During it’s expansion, Starbucks coffee shops opened all over the world.

Some of Starbucks’ strategies for growth are: - Invest in partners capable of delivering a superior customer experience - Build our leadership position around coffee - Increase the scale of the Starbucks store footprint with disciplined expansion - Create new occasions - Consumer product brand growth - Build teavana - Extend digital engagement

Strategy and financial performance The strategy of the company has increased the profits. By making changes depended on the market each time, the numbers have changed through the years.

The company concentrates to the following ideas: Based on these ideas, the approach to human resource management was build on participation, selfmanagement and open communication. Investment in equipment and the introduction of advanced technologies developed new manufacturing capabilities.

Regarding its external environment: Starbucks makes sure to promote its products, even outside the assigned shops by cooperating with other companies. Starbucks products are also sold at supermarkets and other shops worldwide. Focuses on the younger demographics and its on the top of the coffee market.

Shareholders Starbucks is a huge company of which the profits are distributed to its shareholders. Who play a significant role in providing capital and helping the company thrive.

Possible threats Starbucks might face: The coffee market is competitive However, the Starbucks is holding the largest market share among its competitors

Who are starbucks’ customers? Starbucks’ customers are mainly young adults aged 18 to 24 representing 40% of its sales. The young adult audience grows 4. 6% each year.

What key benefit are you providing? Starbucks is providing free wi-fi in every coffee shops. it’s a place where customers can do their jobs or use wi-fi while drinking coffee, because of customers need some place where they can use it.

Who are your primary competitors? Our primary competitors are: - - Dunkin’ Donuts that began putting more emphasis on the growth of its coffee business the company introduced its first specialty coffees and drinks in the early 2000 s and slowly began making a name for itself as more of a destination coffee shop Mc. Donald’s has traditionally been known as a fast food restaurant and isn’t nearly as well-known for its coffee However, after introducing flavored and iced coffees in the mid-2000 s, Mc. Donald’s put its hat in the ring alongside starbucks and Dunkin’ Donuts

What is your primary competitive advantage? Starbucks want appeals to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a cool image.

What is the value of your product or service to the buyer? Starbucks is a place where people can socialize. Nowadays coffee is essential part of daily life of people.

Where do your customers look to buy product or service? The products are available at the coffee shops all around the world and at the shops of the companies cooperating with Starbucks, such as some coffee shops and supermarkets.