1. STARBUCKS
COFFEE

2. COMPANY HISTORY FOUNDERS OF STARBUCKS
Jerry Baldwin, Zev Siegel and Gordon Bowker
opened the first Starbucks coffee shop in seattle’s Pike Place market
1971
COMPANY
HISTORY

3. COMPANY HISTORY CEO Howard Schultz 1971 1982
-Joined the starbucks marketing team
-Set up an espresso bar in downtown Seattle
1971
1982
COMPANY
HISTORY

4. COMPANY HISTORY STARBUCKS Coffee shops 1971 1982 1992
-140 shops in the Northwest of America and Chicago
-They succesfully competed against other small coffee shops
1971
1982
1992
COMPANY
HISTORY

5. COMPANY HISTORY STARBUCKS Coffee shops 1971 1982 1992 1995
-Opened their 676th coffee shop
-increased their product range
1971
1982
1992
1995
COMPANY
HISTORY

6. COMPANY HISTORY STARBUCKS Coffee shops 1971 1982 1992 1995 1996
Opened their first shops in Japan, Singapore and Hawaii
1971
1982
1992
1995
1996
COMPANY
HISTORY

7. COMPANY HISTORY CEO Orin Smith (2000-2005) 1971 1982 1992 1995 1996
-20 million customers in over coffee shops arount the world
-Opened 3 new stores a day in different countries
1971
1982
1992
1995
1996
2002
COMPANY
HISTORY

8. COMPANY HISTORY CEO Jim Donald 1971 1982 1992 1995 1996 2002 2005
-Coffee shops: 9.100
-Target: shops around the world
1971
1982
1992
1995
1996
2002
2005
COMPANY
HISTORY

9. COMPANY HISTORY STARBUCKS Coffee shops 1971 1982 1992 1995 1996 2002
-Rapid expansion
-Enhanced competition from lower price fast-food chains (Dunkin’ Donuts)
1971
1982
1992
1995
1996
2002
2005
2008
COMPANY
HISTORY

10. -The logo has evolved over the years to prevent other cultures to be offended.
-In the original version the Siren’s breasts and lower body were completely visible.
-In a second version the Siren’s breasts were covered with her long hair, but her lower body was still visible.
-In the current version both the breasts and the lower body are covered.
-In 2011 Starbucks marked its 40th year by launching its new logo.
BRAND
IMAGE

11. -According to Howard Schultz’s book “Pour Your Heart Into It: How Starbucks Built a Company One Cup At a Time”, the name of the company is derived from Moby Dick
-One of the founders was a big fan of Moby Dick and suggested the name ‘Pequod’, the ship in the book. The other founders didn’t like the name and suggested ‘Starbo’, a mining town in Mount Rainier
-The original idea and ‘Starbo’ came together in the name ‘Starbuck’, the first crew member of the Pequod
NAME
STARBUCKS

12. PACKAGING STARBUCKS -The white cup has become an iconic and integral
part of the coffeehouse experience
-Starbucks goal is to ensure 100 % of its cups are reusable or
recyclable by 2015
PACKAGING
STARBUCKS

13. They don’t have one slogan, they use different slogans
STARBUCKS

14. -Starbucks’ primary target market is men and woman aged 25 to 40
-They account for almost 50 % of its total business
-Starbucks appeal to this consumer age group through hip, contemporary design that is consistent in its advertising and decor, and working to keep its products current as status symbols.
-Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare.
-This target audience grows at a rate of 3% annually
TARGET
AUDIENCE

15. COMPANY PROFILE Business ethic Community focus Being green Coffee
Atmosphere
COMPANY
PROFILE

16. COMPANY PROFILE Business ethic CUSTOMER INTIMACY PARTNERS
-Make sure customers fully satisfied
-”just say yes” to customer requests
PARTNERS
Business ethic
-Partners’ satisfactions rate consistently range in the 80-90%
-Good compensation and a comprehensive benefit package
-Employees were also encouraged to speak their minds without fear of retribution from upper management
COMPANY
PROFILE

17. COMPANY PROFILE Community focus Community service Youth action
Starbucks red
Starbucks foundation
Ethos water fund
COMPANY
PROFILE

18. COMPANY PROFILE Being green -Reduce environmental impact
-Coffee shops: energy and water conservation and other green building strategies
-Recycling and other forms of waste diversion
COMPANY
PROFILE

19. COMPANY PROFILE Coffee
-Highest-quality coffee from Africa, Central and South America and Asia-Pacific regions.
-Provide many variations of coffee
-Fairtrade coffee: supporting farmers and their communities
COMPANY
PROFILE

20. COMPANY PROFILE Atmosphere
-Since 1991, Starbucks had a team of architects and designers to ensure that each store would convey the right image and character
-Materials and furnishings were used to keep the look consistent and expenses reasonable, no two stores ended up being exactly alike
Atmosphere
COMPANY
PROFILE

21. STARBUCKS COFFEE PORTFOLIO//ASSIGNMENT 2 Romanie Dos Santos Antonio
1 BMC
STARBUCKS
COFFEE