Professional Documents
Culture Documents
Strategic
Management Report
By Navneet Madan
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Contents
Introduction............................................................................................3
Background.............................................................................................3
Company Analysis..................................................................................3
External Analysis....................................................................................4
Industry Value and Growth.....................................................................4
Porters Five Forces and PESTLE Analysis...............................................6
UK Consumers Brand Perception of Starbucks and Its Competitors....11
Internal Analysis and Competitor Analysis...........................................13
Competitive Analysis and Distinctive Position against Competitors.....16
Concluding Internal and External Analysis............................................18
Competitive Advantage:.......................................................................19
Strategic Options..................................................................................20
Strategic Directions..............................................................................21
Suitability, Acceptability and Feasibility...............................................23
Strategic Method:.................................................................................26
Conclusion............................................................................................26
Recommendation..................................................................................27
Reflection..............................................................................................27
APPENDIX..............................................................................................28
APPENDIX 1...........................................................................................28
APPENDIX 2:.........................................................................................29
Bibliography..........................................................................................30
Executive Summary
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A Fortune 500 company, Starbucks share prices reached its peak in 2006 and declined
unexpectedly in 2008. Although its business has picked up in 2011 with an increase in
operating profits, Starbucks has lost its market leader position to Costa, a chain coffee shop
business owned by Whitbread plc. Starbucks strategic issues are its decrease in marketshare,
negative brand perception that was invoked by its competitors and its devalued Starbucks
Experience that was its competitive advantage. A situational analysis of Starbucks was
conducted to indicate possible opportunities and threats. Internal analysis and competitor
Development and Market development were assessed for their suitability, acceptability and
feasibility. Strategic choices that unravel three issues that Starbucks is challenged with are
Please note that this report contains 3209 words. Figures, captions
and in-text referencing are excluded from the word count.
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Introduction
Background
Starbucks started in 1971 as a small shop but today its diversified business sells everything
from freshly brewed coffees, bakery, tea and coffee consumer products and merchandises
such as mugs and accessories(Starbucks, 2011). Globalization driven, it is one of the fastest
growing businesses today namely 261 on the Fortune 500(Grant, 2010). Its mission statement
is (Starbucks, 2011)
Company Analysis
Reached its peak in 2006(Grant, 2010) it had a stock increase of 26.7% per year over the
period of 1996/2006. There is a high correlation stating that Starbucks brand image
contributes 88.5% to its high stock price(Perera et al., 2009). However, case study analysis
conducted for the first assignment shows frontal attack of Starbucks(Baines et al., 2008) by
major fast food chains including McDonalds and Dunkin Donut after which its stock price
declined(Grant, 2010). A market leader in the coffee industry in 2006 in UK its share prices
decreased unexpectedly and consumers cafe survey in 2008 claimed it had poor quality and
was overpriced(Hickman, 2008). Starbucks marketshare fell in 2009(item1), then its overall
market share increased again but in UK its a different case. UK market hasnt been kind,
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Item 1 Starbucks Stock Price from 2006 to April 2011 (YahooFinance, 2011)
While Starbucks has closed many of its outlets, possibly because of its flawed location-
2011b). The research will address Starbucks issues in regards to its market share, brand
External Analysis
In 2010, the coffee shop market grew to 1.2 million, but UK industry is at a mature
growth stage(Kotler, 2003)(FIGURE1) where growth is evident but slower than the
previous years(Mintel, 2011b). Mintel forecasts positive growth till 2015, but UK is
expected to face another round of recession(Mintel, 2011b) hence, a slower growth till
2012 (FIGURE2).
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UK Coffee
Retailing
While half of consumers who drink coffee visit coffee shops, this figure has remained
unchanged for years supporting that it is certainly in the mature stage (Mintel, 2011b). As
Johnson describes, at the mature stage we should expect low growth, standard products
higher entry barriers, higher marketshare and lowest cost is the key to success(Johnson,
Scholes, & Whittington, 2008). Mintel provides the best and the worst case forecasts
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1.14(worst case). It is depicted that the market will grow to a value of 1.51 billion in
2015.
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Figure 4 SOURCES OF INFO (Grant, 2010; Keynote, 2010a, 2010b, 2010c; Mintel, 2011b;
Porter, 2004)
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Figure 5 PESTLE ANALYSIS
A tea drinking nation, UK has also experienced tea price rises which have set the highest
record this year(Mintel, 2011b). However, tea suppliers have differentiated their products
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to increase value and charge a higher price, by offering specialty tea for different
moods(Mintel, 2011b).Energy drinks have gained importance since they are better energy
boosters than coffee itself(Mintel, 2011b). Energy drinks are popular with the young, who
are also users of coffee shops(Keynote, 2010b). Buyers who are ABC1 social
products(Mintel, 2011a; Porter, 1979), and consumer needs that can be fulfilled by non-
2011)
Supplier power is elevated by Fair-trade coffee where beans are made from growers who
depend on demand and supply causing small farmers to sometimes get deficient
collaborate with coffee farmers in order to source the finest coffee available. Due to large
amounts required - Starbucks, Costa and Cafe Nero still buy from independent farmers
who have unions backing them(Porter, 1979), hence suppliers have medium power.
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Prices of the coffee depend on environmental factors such as weather conditions, coffee
producing nations economy, and given that bad weather conditions and diseases have
ever(Emergingmarketsmonitor, 2011). Current coffee shops are unable to absorb the price
increase due to VAT increase and extremely high coffee prices(Mintel, 2011b), this is
unlikely to attract new small entrants. Ability to buy in bulk, increase in capital
requirements, and access to target market specific locations will discourage small
who want a piece of the low growth and there is fear that coffee shops are losing their
unique selling point(USP)(Mintel, 2011b). Direct competitors as Costa, Cafe Nero and
Coffee Nation are extremely competitive and are expansion minded(Porter, 1979).
Although the product has high differentiation there is variety of differentiated options
available and combined with lower disposable income this contributes to medium buyer
power. These competitors are also very innovative with their menus and have changed
menus in the two years to follow consumer increasing unmet needs(Mintel, 2011b).
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Figure 7 Market Share, Intense Competition (Mintel, 2011c)
The intensity of competition is high where Costa presents strong rates of sales and
operating profit and shown in Figure7 Costa has higher market share. UK is a tea drinking
nation, and increase in ageing population does not have a positive effect on coffee shop
lifestyles in the next years will unquestionably have a positive effect since women prefer
seated coffee bars than they prefer restaurants and pubs(Keynote, 2010a).
Competitors
value for money due to lower disposable income has lead consumers to perceive
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Starbucks to be overpriced (picture2). Although CSR is not effectively conducted by
Costa(Mintel, 2011b), consumers are unaware, and therefore perceive Costa higher,
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Picture 3 (Mintel, 2011b)
The key success factors for this industry is strong relationship with coffee suppliers(Grant,
2010), strong brand loyalty(Clark, 2009), positive brand perception, fast paced innovation for
new product creation and location which is ability to secure new distribution channels where
competitors havent been located in. They should also have a unique selling point that isnt
easily imitated. Most importantly, quick coffee on the go will certainly benefit due to
increase in number of working women who are about to have busier lifestyles(Keynote,
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Figure 8 Capabilies (Grant,2010)
Since Starbucks has continuously raised consumer expectations for years(Mintel, 2011b), it
has become the benchmarking point for all coffee companies including Costa. Extensive
training of Baristas to be friendly, their ability to make coffee and develop relationship with
consumers is now just a Threshold resource(Johnson, et al., 2008). Starbucks has successfully
associated corporate social responsibility, high quality and inspiring to its brand name
(picture1, 2, and 3). Nevertheless, its extremely overpriced coffee constitutes to consumers
perception that it cares only about profits not excluding the fact that it supports huge causes
extremely high prices, as quality is established by all competitors including Costa (Mintel,
2011b), espresso machines(Grant, 2010) and instant coffees. For example: exactly the pattern
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faced in U.S where McDonalds coffee was rated to taste better than Starbucks. Similarly, UK
agency Tangible tested 157 samples and concluded that 7 out of 10 consumers prefer Costas
Mocha Italia beans over Starbucks(Mintel, 2011b). As shown in Item2, tastes for all strategic
Although criticised on quality, the core strength behind Starbucks brand is still the quality of
its products due to its ability to continuously innovate. Starbuckss strong R&D capability in
being a first mover at the gourmet coffee shop market(Grant, 2010). In addition, Starbucks
also has intangibles such as established relationships with Kraft foods(Datamonitor, 2010),
An advocacy brand that attracts repeat consumers, it creates a strong brand with a healthy use
strong bonds with a consumer which further translates into profits(Woodward, 2011).
Although it lags behind Costa, its mission to be a community coffee shop and its contribution
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to the community, can help create interpersonal relationships between the consumers and the
Although Starbucks tries to target lower income individuals by decreasing prices of cheaper
drinks by 0.25 and increasing prices of its higher prices by 0.25(Mintel, 2011b), which
shows that it would like to have a broader target, it still holds a differentiation focus since
main targets for coffee shops are ABC1 social grade segment as described above. Shown in
Figure9, when compared to its close competitor Costa, Starbucks has core competences such
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as fast paced innovation, its marketing capability but lowered due to negative brand
perception (picture1,2&3), and its extension line of coffee on the go will be valuable for the
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Figure 11 Porter's Value Chain Analysis Source of Info: (Datamonitor, 2010; Grant, 2010; Starbucks,
As shown in the value chain(Figure10), Starbucks rare and inimitable capabilities include
2010), negative brand perception, market share, taste and accessibility(picture 1,2&3), and
its Starbuck experience does not give high value for money like the price charged. Major
threats include future high coffee prices, ageing population, energy drink popularity and
entrance of more non-speciality shops. Opportunities include working women with busier
lifestyles, significance of social media marketing, value for money trend, and importance of
localisation.
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Figure 12 SWOT MATRIX (Johnson et al., 2008) Reasons for values are justified in the
Appendix 2.
Competitive Advantage:
Starbucks core competencies is its brand awareness, its relationship with suppliers,
relationship with big companies (Pepsi-Cola and Kraft)(Grant, 2010) and its proficiency in
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social media marketing to create higher customer advocacy(Gallaugher and Ransbotham,
2010).
Its Starbucks Experience is rare, inimitable but not as valuable as in 2006 either(Barney,
1995). Shown in SWOT Matrix, Starbucks main issue is its diluted Starbucks Experience
that doesnt express value for money which should improve to create a sustainable
marketing capability, innovative capability and financial resources to create more intangible
branding, advertising, design, service quality and new product development(Grant, 2010).
Strategic Options
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Differentiation
Base
Focused
Market
Penetration
Market
Development
Strategic options Strategic
Directions:
Product
Development
Organic
Development
Strategic Method
Alliances:
Licensing and
Franching
Strategic Directions
Already an industry standard, Starbucks strategic lock in(Johnson et al., 2008) and its strong
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Figure 14 Ansoff Matrix (Johnson et al., 2008) Source of info (Starbucks, 2011, Aaker,
2005)
advertising to gain more consumers and revitalize its brand to hold current consumers.
According to WPP, when a brand reaches the Bonding stage, it has emotional benefits
and is willing to pay much higher. Although Starbucks has reached that stage in US
and with some segments in UK(Clark, 2011), it needs to gather more consumers who
are at the Bonding stage that will be willing to pay high and increase its marketshare.
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Figure 15 WPP Branding (Datamonitor360, 2006)
Starbucks should also develop new products targeted to the emerging working
women who are expected to have busier lifestyles, hence, a low calorie coffee drink
on the go. Apart from this, due to the growing popularity of energy drinks, Starbucks
has already created an energy boosting coffee drink(Starbucks, 2011). Its current
(picture1,2,3) and as stated earlier location is also a KSF. The suitability of the
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Figure 16 TOWS MATRIX (Johnson et al., 2008) Source of information (Grant, 2010,
Suitability is whether a strategy is addressing the key issues of the company in this case:
Suitability for Market Penetration options provided above is that it is advantageous for
opportunities such as maintaining its current high pricing strategy therefore, a superior
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Starbucks to exploit its brand awareness to create a positive perception and also to exploit its
Tazo brand by advertising it in order to gain more market share in a tea drinking nation.
et al,2008) and demands of customers within the market. Starbucks already has an energy
boosting coffee hence, not a suitable choice(Starbucks, 2011). However, Starbucks can
since access is clearly a KSF for this industry. The market in Central London is becoming
mature(Keynote, 2010) and saturated with coffee shops, and moreover, competitors are
expanding to other locations, hence Starbucks has to exploit core competences in new
locations(Johnson et al., 2008) and not allow competitors to gain first mover advantage in
Acceptability
The Companys retail goal is to become the leading retailer and brand of
coffee in each of its target markets by selling the finest quality coffee and
Experience.(Starbucks, 2011).
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As Starbucks high pricing strategy requires for it to be in a position to exploit superior
advantages than competitors, it is required for Starbucks to become a market leader and
exploit its current resources to create a more valuable Starbucks experience. The statement
provided in the shareholders annual report supports this and this strategy is advantageous as
it will increase share prices if consumers believe Starbucks is a superior brand. As this option
is a must for Starbucks to secure a superior position, the risk is lower than the return.
and this has always been its goal(Starbucks, 2011), if it had to innovate new products for
accepted by the Shareholders(Grant, 2010). The risk is higher than market penetration but the
return is higher as well, since it allows Starbucks to exploit the increasing demand in UK
market effectively.
Acceptability for Market Development: As stated in the Shareholders annual report above,
Starbucks wants to become a market leader in each of its target market, in order to become a
market leader in the UK, it is required for Starbucks to penetrate new locations in UK. Since
this is a KSF, if it does not expand to other locations in every community, it will be at a
Feasibility:
by advertising, Starbucks has to make full use of its financial capability and marketing
capability. As seen in its total assets, Starbucks has high financial capability(Grant, 2010). Its
marketing capability has always been one of its core strength(Starbucks, 2011); hence it is
feasible for Starbucks to advertise to gain marketshare. On the other hand, to increase
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intangible services, it has to make full use of its financial and innovative capability to provide
beverages due to its highly advanced R&D(Datamonitor, 2010, Euromonitor, 2010), however,
this requires high financial capability which Starbucks clearly has. It is also required for
Starbucks to utilize its marketing capabilities to market the products effectively to the
et al., 2008), Since Starbucks has had more than 700 outlets in UK (Mintel, 2011)and 17,009
Strategic Method:
The strategic method utilised will be organic development(Johnson et al., 2008) for market
penetration and product development since Starbucks has the marketing and innovation
capability and direct involvement may help gain competitive advantage(Johnson et al., 2008).
The benefit of developing its marketing and innovation capability is higher than acquiring
any other firm. However, for fast action to compete with Costa, Starbucks should exploit
contractual strategic alliance(Johnson et al., 2008) such as licensing as it has done in the past
since number of stores and accessibility can directly increase its marketshare.
Conclusion
The main issues that Starbucks face is its loss of market leader position due to lower
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Its marketing capability and innovation capability are its core competences, however
as seen in the SWOT Matrix, its financial capability requires Strategic Stretch.
Starbucks has the ability to become a market leader but it requires aggressive strategy
by utilising. Though it will face aggressive retaliation from Costa, Whitbread plc
Recommendation
All strategies provided above to become a market leader in UK must be followed and
2010, and Starbucks have made fast paced decisions and followed most of the
Reflection
The research conducted provided a full understanding of the rationale behind utilising
Porters Five Forces before PESTLE, as it helps identify direct environmental factors
impacting the coffee industry and Starbucks specifically. Moreover, the learning map
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APPENDIX
APPENDIX 1
Calculation of Marketshare for Competitive Grid. Information from marketshare table
Differentiation, medium pricing: Checked the website for prices and made an assumption of
the differentiation level and their pricing strategy. Starbucks has as high differentiation as
Fast paced innovation: Checked the website and made an assumption. Starbucks has an
extremely vast line of product lines and has fast paced innovation, Costas product line is
much shorter.
Financial Capability is higher for Starbucks as it is a global business and Costa is support by
large Whitbread plc. Moreover, Cafe Nero is much smaller than the two.
Brand awareness and Brand Perception: Starbucks scored full in brand awareness but it has
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APPENDIX 2:
Marketing capability score: marketing/advertising can add value for all including increase in
working women and busier lifestyles because marketing capability allows advertising to be
specifically targetted at this group. Marketing can also help increase the value of the product.
Financial Assets can be depleted by higher coffee prices and penetration of non-specialty
Innovative capability: can help Starbucks innovate products and advertising can express its
Negative brand perception: can have an effect on future purchase and does not help with
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