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Published byKarin Fitzgerald Modified over 9 years ago
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Issues and Outlook For Next 3-5 Years Become best known brand Move into areas other than coffee Expand beyond retail outlets Develop a Global presence Determine Acceptable Growth Rate
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External Analysis Opportunities International Expansion Different Product Lines Co-Branding Expansion of Target Market
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External Analysis Threats Low Barriers to Entry Extreme Reliance on Commodity Limited Quality Suppliers
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Internal Analysis Strengths National Brand Recognition (Coffee) Skilled/Knowledgeable Employees Perfected Roasting Techniques Product Proliferation Real Estate Strategy Tremendous Growth
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Financial Highlights Net Revenue (in millions)
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Financial Highlights Net Earnings (in millions)
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Internal Analysis Weaknesses Supply Chain Operations Not available in Grocery Stores Limited Market Segment Commodity Reliance Dependent on Debt and Equity to Grow
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Mission To establish Starbucks as the most recognized and respected brand in the world
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Goals Slowed but Continued Growth Expansion of Specialty Lines Selectively Pursue other Opportunities
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Our Plan Enter Grocery Store Market Place Doppios or similar stands in stores for initial entry--Start only on East and West coast( Hire Marketing Executive to Develop National advertising campaign Use Coupons during First Year for all Starbucks Products After Initial Entry--Basic Coffee Line
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Our Plan Establishing new relationships College Vending machine Contracts--at least 1 in each Coastal State Airline Contracts--2 Major Airlines Office Services--Sign on 50 New Offices a Year
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Our Plan Specialty Operations Expand ShopStarbucks.com Expand Brewing Equipment lines Develop 4 New Ice Cream Products Develop Teas and Juices Lines Develop liter bottle of Frappucino
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Our Plan Strengthen Distribution Channels Conduct Semi-annual Training Seminars with Suppliers to Attune Suppliers to Company’s Needs Integrate Suppliers and Franchisees in Decisionmaking Process Establish a Contract with UPS to be Sole Shipper of Starbucks Products
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Financial Highlights Retail Store Count
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Our Plan Franchise more stores 25% of New Stores will be Franchised 10% of Existing Stores Franchised Each Year Conduct Quarterly Franchisee Training Meetings to Ensure Top Quality and Service
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Our Plan Growth 750 New Stores in US 100 New Stores in International market Branch into one New Country Each Year Co-brand with an International Company to Better Serve Regional Tastes
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What’s New for Starbucks
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