1. “In the People Business serving Coffee”

2. Mission Statement
Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.
Provide a great work environment and treat each other with respect and dignity.
Embrace diversity as an essential component in the way we do business.
Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.
Develop enthusiastically satisfied customers all of the time.
Contribute positively to our communities and our environment.
Recognize that profitability is essential to our future success.

3. Marketing Campaign - The 4 A’s
Acceptability
Consistent Quality
Availability
Ubiquitous – number and location of stores
Affordability
Price for a premium product
Awareness
Branding – high quality items sold under Starbucks brand name

4. Advertising Mainstream Media Partnerships Branding
TV commercials for new products
Partnerships
Barnes Noble, Albertsons
Branding
Sells high quality items with Starbucks logo

5. Keys to Starbucks’ Success
Quality
Corporate-Owned and Employees are Shareholders
Innovation
Customer Experience
Starbucks Bingo
Sample a Mocha Frappuccino to a customer working on a laptop
Sample Tazoberry to a customer wearing a red article of clothing
Conversation inspiring blurbs on cups
Efficiency
Process Engineers shave seconds off wait time (floaters, scoops)
Don’t swipe credit card for bills under $25

6. Products Music Barista Espresso machines Warm food
Sells Custom music track compilations
Barista Espresso machines
Warm food
Large variety of specialty beverages

7. Competition – Impact (Need for Speed)
Dunkin’ Donuts
Faster and cheaper coffee
Lower quality
Better donuts
Starbucks
Must continue to innovate
Not alienate customers with cornucopia of growth
Corporate culture
Employee incentive programs
Servant Leadership – shared vision, interdependence, managing with respect, honesty, and empathy

8. Profitability
Starbucks has grown quite rapidly in the last 10 years

9. Future Growth Prospects
Significantly increase number of stores abroad (outside North America)
Currently only 7 % of coffee consumption in North America
Believe that they could have 10,000 stores in the N. America and 15,000 stores outside N. America
Increase marketing scope
Replace coffee at work
Increase the number of times people drink coffee during the day
Increase the number of people drinking coffee

10. Questions