Starbucks

Prince of Songkla University 460-771 Strategic Management Miss Keanika Ridleun ID: 5310520002

2 Starbucks

Content
Content.................................................................................................................................2 Company Description..........................................................................................................3 Business Mission.................................................................................................................4 Marketing Objective............................................................................................................6 Situation Analysis................................................................................................................6
Industry Analysis...........................................................................................6 Trends...........................................................................................................6 Competitors..................................................................................................7 SWOT Analysis .............................................................................................8 Strengths......................................................................................................8 Weaknesses..................................................................................................9 Opportunities..............................................................................................11 Threats........................................................................................................12

Marketing Strategy.............................................................................................................13
Target Market Strategy...............................................................................13 Marketing Mix..............................................................................................14 Product........................................................................................................14 Place/Distribution........................................................................................16 Promotion....................................................................................................17 Price............................................................................................................18

Implementation, Evaluation, and Control..........................................................................19

Marketing Research....................................................................................19 Organizational Structure and Plan...............................................................20

Summary............................................................................................................................20

3 Starbucks

Company Description
In 1971, three friends, Jerry Baldwin, Zev Siegel, and Gordon Bowker decided to open a coffee store at Pikes Place Market in Seattle, Washington. They named this store, Starbucks Coffee, Tea and Spice. This store sold coffee beans and dependable, high quality coffee making equipment. At this time, Starbucks was considered a private company. In 1972, the trio hired Howard Schultz to manage the sales of retail and to take charge of the marketing of the company. After a trip to Italy, Schultz opened another store, called Il Giornale, which was eventually combined with Starbucks Coffee, Tea and Spice. Once these two companies merged, they became known as Starbucks Corporation. In 1992, Starbucks became a public company, partnering with other companies, such as Barnes & Noble, Inc. and PepsiCo. Starbucks Corporation grew quickly, opening many stores throughout the world. Starbucks Corporation seemed to be on its way to achieving its goal of becoming the most well-known coffee company in the world. In 1999, Starbucks acquired the tea company by the name of Tazo. Also in this year, Starbucks signed a contract with Albertsons that would allow them to open multiple coffee stands inside of the grocery store. There, they would also sell their newer bottled drink, the Frappuccino, Tazo tea, and other Starbucks merchandise. By 2002, Starbucks had about 4,709 (a few years later this has more than doubled) stores throughout the world, in almost thirty countries, selling ice cream, supermarket coffee beans, coffee brewing equipment, coffee flavored drinks, teas, books, and compact discs (Kembell, 2002).

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Business Mission
Starbucks vision is to become the most recognized coffee brand in the world. In order to accomplish this goal, Starbucks follows four guidelines. The first of these is to use the finest coffee beans to make their drinks. Starbucks prides itself on using the best quality supplies to make their products. The second component is to make sure that consumers think of their store first, over all of the other coffee companies by creating a memorable image. The third component is providing a summary of the role of what Starbucks does. The company lacks in this component because it does not specify what business the company is in. It assumes that as a recognized brand it does not need to, be specific. (Kembell, 2002). The fourth and final component is to strive and to reach the companies full potential. These guidelines are in an effort to make Starbucks the most recognized and the most respected brand of coffee. Starbucks mission statement is to, establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining [their] uncompromising principles [as they] grow (www.starbucks.com). Starbucks has six guidelines that they follow when making marketing decisions. The six principles are: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way they 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.

5 Starbucks Contribute positively to our communities and our environment. Recognize that profitability is essential to our future success.

(www.starbucks.com). Starbucks is also concerned with the well being of the environment, so they have a second mission statement concerning the environment. This mission statement says, Starbucks is committed to a role of environmental leadership in all facets of our business (www.starbucks.com). In order to achieve this mission, Starbucks has stated that it will: Gain an understanding of environmental issues and share that information with their partners. Developing innovative and flexible solutions to bring about change. Strive to buy, sell and use environmentally friendly products. Recognize that fiscal responsibility is essential to their environmental future. Instill environmental responsibility as a corporate value. Measure and monitor progress for each project. Encouraging all partners to share in their mission (www.starbucks.com).

Starbucks mission is meant to benefit both its employees and its customers. Starbucks believes that it is important to make their employees happy, so they will, in turn, to please their customers. Starbucks is known for the good treatment of their employees and for their high level of customer service. Their high quality products also make their name well known and respected by their customers.

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Marketing Objective
As of March 17, 2007, the company has about 13,000 stores, and plans to have at least 40,000 stores worldwide. Within the next few years the company plans on attaining this goal. Currently, Starbucks has stores in thirty-six different countries including United Kingdom, Canada, Thailand, Australia, and Singapore (Starbucks 2007). Starbucks believes it is important to have a good relationship with their customers wherever they are located. For this reason, the company insists on using high quality goods and services. The company also prides itself on being very open to diversity because they believe that without diversity, their company would not be as successful as it is now. They are known to be accepting of diverse groups of people because they bring in ideas for new growth opportunities. Jim Donald, President and CEO of the Starbucks Corporation states, When we embrace diversity, we succeed (www.starbucks.com). Starbucks believes that without diversity, their company would not have grown into the highly successful international company that it has grown into today.

Situation Analysis
Industry Analysis Trends Currently, Starbucks has begun to look to international markets to further its sales and growth. The company is now pushing their brand name internationally and it is very optimistic about their potential growth. Starbucks will attempt to add stores in cities where its logo are already commonly recognized. Sometimes, this means putting two different Starbucks locations within a

7 Starbucks block of the other. However in order to do this Starbucks risks cannibalization. Starbucks does admit to seeing see some cannibalization of their stores when two are operating within close proximity of each other. Another reason for opening two stores close to each other is so people do not have to wait in long lines to purchase Starbucks products. This close proximity strategy helps to aid Starbucks in reaching their global store location goal. During this last fiscal year, Starbucks added 665 stores internationally. Starbucks does not plan to stop when they will have a presence in 36 countries outside of the United States. They are also looking to expand into more European countries such as Russia, where they have a strong brand name recognition base. Yunker (2007) says, Starbucks, in the fourth quarter of the 2007 fiscal year, has opened its first store in Moscow, Russia. Russia is one of the largest and most rapidly developing countries in Europe. This type of growth presents an opportunity for international expansion for Starbucks. According to Starbucks gossip (2006), Starbucks plans to open their first store in Sao Paulo, Brazil. This will be done through a joint venture company, called Starbucks Brazil Comercio de Cafes. Brazil is the worlds largest coffee producing country and coffee is widely drunk it Brazil. It also is the largest market in Latin America. Competitors In Starbucks annual report, Starbucks largest competitors are McDonalds, Dunkin Donuts, Dietrichs coffee, Petes coffee, Tullys coffee, and Caribou Coffee Company, Inc. However, there is also the threat of substitution which includes everything consumers drink that does not involve going to a Starbucks. This can be as simple as a consumer brewing their own pot of coffee at home, getting a cup of coffee from a gas

8 Starbucks station or simply drinking tea, soda, milk, and water. The switching cost for the consumer is virtually nonexistent because there are other options for the consumer to choose from. SWOT Analysis Starbucks global presence provides the organization with widespread brand recognition and a strong customer base. Currently, the company is extremely strong, and has numerous opportunities. However, just as there are constant new opportunities that Starbucks can observe, assess, and experiment with, there are frequent threats as well. Each of these threats has to be taken seriously. Starbucks must continue to recognize that our world is in a cycle of continual change. They have to understand their companys strengths and weaknesses in order to evolve with their changing desires of the market. Starbucks needs to analyze their internal issues, recognizing their strengths and weaknesses, building upon their strengths, and working through their weaknesses. Furthermore, and most importantly, they need to focus externally and concentrate on the wants and needs of their customers. Starbucks needs to take advantage of all available opportunities and protect themselves from potential threats. Strengths With all of the competition in the coffee industry, Starbucks sets itself apart from all other coffee manufacturers through their ability to brand their products through product differentiation. This is Starbucks single greatest differentiation strength and is the main reason why they have been able to maintain a competitive advantage over the coffee industry. Starbucks has currently taken over the coffee industry in the US. Starbucks offers a vast range of coffee drinks, bagged coffee beans, pastries, fruit drinks, and even music.

9 Starbucks Having such a broad range of items allows Starbucks to customize their products to meet the consumers demands. Along with their beverages, they have also created bottled coffee drinks and ice creams that have added to Starbucks brand recognition and product portfolio. Because of this strong brand name recognition, Starbucks has been able to build a strong customer loyalty base. A second strength to Starbucks is that it provides its customers an unique atmosphere. Starbucks offers its customers a place to sit and hang out, complete with comfortable lounge chairs, where music is playing, and magazines are available, as well as wireless internet being offered at many locations. By having this comfortable atmosphere Starbucks sets itself apart from its competitors. A third strength to Starbucks is how it has diversified into other products other than coffee and confections. One such example is Starbucks entrance into the music and film industry with the creation of Starbucks Entertainment. Media Korea (2007) says that, the company has been in the music industry since 1995, operating under the name of Hear Music. Starbucks created Hear Music with Concord Music Group, and has sold their products in their stores, creating additional revenue for their company. A final strength of Starbucks is that it is one of Fortune Top 100 Companies to Work For in 2005 (SWOT Analysis: Marketing Teacher, 2000-2007). Starbucks provides their employees with great benefits. The company is a reported to be one of the better companies to work for. They promote the idea of sustainability in the environment and they also seem to be a highly ethical company. Employees are often satisfied with the company because it is very stable and takes good care of them. Weaknesses

10 Starbucks One critical weakness that Starbucks faces is relying too heavily on the suppliers of its products. The most critical being its source of coffee beans. While it has spent years building up strong relationships with its coffee bean suppliers from foreign nations, any type of disruption within its supply chain could hurt their bottom line. These disruptions include bad crops, social, economic and political upheaval within the supplier countries. High fuel costs and disruptions on their shipping operations are all potential weakness as well for Starbucks. Buchanan (2007) gives an example of one of these disruptions when he states that there will be shortage of fresh coffee beans in the winter of 2007 because of smaller coffee harvest in Brazil. Another example of a single and shortsighted weakness within the Starbucks supply chain is the Italian supplier of its espresso machines. This company service machines for both its daily operations and those sold within its retail stores for its consumers. This particular small supplier is currently the sole source for all of the Starbucks espresso machines and parts. This supplier is vulnerable to the same threats as the other suppliers and recently had production problems due to the high demands of Starbucks. Briefly, this company had troubles keeping up with the demands of the Starbucks Company. While it was eventually able to catch up, this shortage did have an adverse affect on Starbucks new store openings and operations for a short time. Another weakness of Starbucks that has to be considered is its cultural associations with the West (in particularly America). The company has expanded their business into many countries throughout the world. Recently, Beijing, the capital of China, announced that some of their people wanted Starbucks out of their country (Beijing, 2007). Starbucks sees China as its most potential market, so the company

11 Starbucks thought they should expand into it. However, the Chinese people do not drink very much coffee. Instead of drinking coffee, they drink tea, which is the most common beverage in China. Starbucks is, therefore, promoting a product that does not appeal to the people they are trying to target. This promotion backfired on them and now groups of people in China want the company out of their country. The people of China also want Starbucks out of their country because they view Starbucks as an American company. They do not want to lose their culture to American companies, such as Starbucks. Opportunities With Starbucks continuous growth, many opportunities have surfaced for the company. In fact, Starbucks has already acquired over 40% of the specialty coffee market, which accounts for 15% of the US market retail of coffee. Starbucks appears to be bound for further growth and expansion in the future. Starbucks has recently signed an agreement with the wine and spirit group Jim Bean Brands to develop and market a Starbucks branded coffee liqueur drink (Datamonitor, 2005). Liqueurs flavored with coffee represent a good share of the liqueur market, and this new product line will expand its product mix. It will also attract new customers and significantly increase revenues. Starbucks also has to continue utilizing their opportunities of entering the global market. The company wants to expand in areas such as Brazil, India, and Russia (Datamonitor, 2005). As mentioned earlier, Starbucks believes Brazil and Russia could be great markets for them. The company is focusing on the cities where the company has a lot of room for growth.

12 Threats Although Starbucks has experienced many opportunities and much growth throughout its history, there are many potential threats that the company has to be aware of. The supply and prices of coffee experience high volatility. The companys requirements for quality standard coffee exposes it to multiple factors in the producing countries, including weather, political and economic conditions which may adversely affect the companys business. Green coffee prices have been affected in the past, and may be affected in the future (Datamonitor, 2005). The world coffee market is very competitive and is growing. The specialty coffee market has had many new entrants in recent years. As mentioned before, Starbucks major competitors include McDonalds, Wendys, and Tim Holtons. Any of these competitors with operating, marketing, and financial resources could enter this market at any time and compete directly against Starbucks. Starbucks is aware of their competition and seems to be planning accordingly (Datamonitor, 2005). The company also faces threats of rising dairy costs. Raw milk price is increasing day after day. Milk and other dairy products represent between 3-5% of Starbucks sales and sustained increase in prices could affect the companys profit (Datamonitor, 2005). Starbucks

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Marketing Strategy

Starbucks

Target Market Strategy Starbucks bases its overall marketing strategy on providing their customers with an unique experience. The company found that its customers come not only for its coffee but for the atmosphere that Starbucks provides. Its customers come to talk with friends, read, study, listen to music, enjoy a quick snack, and drink their coffee. Thus Starbucks focuses on the image that it projects to the public. It wants each store to be comfortable and unique yet still feel like a coffee shop, a place where customers enjoy coming to and stay longer than they plan. (Kembell, 2002). Starbucks main target market is people who are educated and tend to read more than average. But although their typical customer tends to be more educated their website says that, Starbucks customers are people of diverse ethnic, income, and age groups with varying tastes and interests. (www.Starbucks.com). However, recently, Starbucks has begun inadvertently appealing to a younger demographic. This younger demographic includes students who are in junior high and high school. Some critics even think that the company is targeting children in an attempt get them as customers when they are young. This would give Starbucks a secure future because as this generation continues to grow older, they will continue to do business with Starbucks. Starbucks denies that they are targeting children but, as critics point out, they continue to sell products that appeal to children. (Adamy, 2006). Overall Starbucks tries to reach its customers wherever they might be. Whether they are shopping, driving to work, or taking a leisurely day off Starbucks wants a convenient location nearby. If the customer does not like stopping by its retails stores,

14 Starbucks they offer ways to order their products online and through the mail. Even if an individual does not drink coffee, Starbucks offers other products such as tea. Starbucks tries to appeal to as many people as they possibly can with quick and easy-to-use channels. Marketing Mix Product Starbucks offers its customers a broad array of products to try and satisfy many of its customers various needs and wants. These products that they offer include coffee, tea cappuccinos, CDs, DVDs, books, ice cream, and coffee accessories. However with all these different products Starbucks main focus is on their coffee. Starbucks offers its customers a, fresh rich-brewed Italian style espresso. (Kembell 2002). These espressos are made of high quality coffee beans whose purchasing and roasting are oversaw by Starbucks employees. Furthermore each espresso is required to have a thick, uniform cream at the top of [the] Espressos, strong flavor that is maintained [so] that the freshness of the beverage stays longer while undesirable flavors are minimized. (Kembell, 2002). Starbucks believes that these requirements are a major part of their appeal. They think that the less they satisfy these requirements the less likely the customer will want to go there. They also use many different types of coffee such as Colombia Narino Supremo, and Caf Verona to appeal to a broad range of people. In addition to coffee Starbucks also serves tea. Tazo Tea, based out of Portland Oregon, supplies the company with many premium and herbal teas as well as tea accessories. Starbucks chose to acquire this company in 1999 because it wanted to attract a different demographic of customers. A lot of people who did not drink coffee could not come to Starbucks. Starbucks saw that they were excluding some consumers. After

15 Starbucks finding out that these consumers who will not drink coffee usually drink something very similar such as tea, they decided to start selling it. (Kembell, 2002). At Starbucks stores they offer a variety of pastries and confections to satisfy their customers need for a snack. These snacks are there so the customer can have something to eat with their drink. Or if that customer is late for work and forgot to eat breakfast, they can grab something quick to eat while they are getting their coffee. In the Seattle area Starbucks has also begun selling Top Pot Donuts at their store. Many of the customers in that area enjoy these donuts and Starbucks chose to make this part of their pastries and confection section. Top Pot Donuts is the only non-Starbucks product that the company sells and they chose to break their company policy to include it in their store. (Shultz, 2005). Starbucks has whole and ground up coffee beans available for its customers to purchase. They sell these beans for both drip coffee and for espresso machines. Starbucks also sells sweets and chocolates. The sweets include after-coffee mints and lollipops. They decided to include chocolate in their products, such as gift boxes and chocolate bars, because chocolate and coffee often compliment each other. When one is bought the other one is often bought with it. At each Starbucks store there is coffee related accessories and equipment available. These include accessories such as espresso machines, stainless steal coffee filters, cleaners, and canisters. (Kembell, 2002).However Starbucks is having a hard time finding ways to sell these products. They are often at high prices and the customers who usually come into the store do not need the products. They come to Starbucks because they enjoy coming and they do not want to spend the much money on an espresso

16 Starbucks machine. It appears that these products are being targeted to people who do not want them. Starbucks bases its whole appeal on the environment that it provides for its customers. It feels so strongly about this that it actually is part of the product that Starbucks is selling. Starbucks believes that its customer do not just come in just to drink their coffee, but to come in, sit down, read, talk, listen to music, study, and drink coffee. There are even conversation topics on the side of each cup so that when they do sit down they have something to talk about. The customers are buying the experience that Starbucks provides with the product. This includes quick service, satisfied employees serving the customers, access to the internet, and an aroma that smells like a coffee house. They are so committed to having their stores feel and smell like a coffee house that they even prohibit their employees from wearing perfume and cologne because it takes away the aroma of the coffee. In addition to these things Starbucks makes sure that they are environmentally friendly so that it also adds to their image that they are promoting. (Kembell, 2002). Other products that Starbucks sells are ready to drink coffee and premium coffee ice cream. They also sell music on CDs, and DVDs at its stores. The music is part of the Starbucks experience and they have playing in the background of their stores while the customer is drinking their beverage. Place/Distribution Starbucks is the biggest coffee retailer in the world. It operates in a global community with about 13,000 stores in 36 international countries; however most of their stores are in the US. Typically their stores are in high traffic, high-visibility location with the average building size of 1,500 square feet. This includes office building, shopping

17 Starbucks malls, grocery stores, and retail centers. By having their stores these locations it allows them to attract a high number of pedestrian traffic. (Kembell, 2002). In addition to distributing their product they also have agreements with other companies that help out with the distribution of some of there products. Starbucks controls the majority of its coffee sourcing, roasting, and distribution to its retail stores. But when another company, who shares Starbucks values, can provide additional avenues to reaching customer, they often will establish a relationship with them. This is in an effort to reach more of their customers wherever they are. (Kembell, 2002). If a company has a popular retail space, Starbucks will license their operations to them. This is often the case at supermarkets, such as Albertson and Safeway, where Starbuck cafs are in their store. They also have a licensing agreement with Kraft Foods Inc. In this agreement Kraft has the rights to distribute and market their whole and ground up coffee beans throughout the United States grocery stores. Another agreement that Starbucks has is with PepsiCo, Inc. who distributes their ready to drink coffee products; they also have an agreement with Dreyers Grand Ice Cream, Inc. that distributes their coffee ice cream. The PepsiCo, Inc. and the Dreyers agreements are both 50-50 joint ventures. (Kembell, 2002). Starbucks coffee beans and coffee accessories are also sold through mail order and off of the internet. It provides these distribution methods for the convenience of its customer. The products through mail order and the internet are all sold in its retail stores but Starbucks has this avenue to satisfy all of its customers. Promotion Starbucks has typically promoted its products through less traditional advertising than other companies of their size. They rely on print ads and on their image in movie

18 Starbucks and television placement to promote their products. They also do not advertise through television. They do not create commercials because they think that their customers read more than average and they do not think television ads would have a big impact on their target market. They also have found they have more success on advertising on local levels that at national levels, in which they use their print ads to appeal to their customers. The company believes that they will be able to better reach consumers through print ads and billboards. (Kembell, 2002). But more importantly Starbucks believes that its marketing strategy needs to create an emotional connection with its customers. That it needs to be authentic and reach people in their hearts. Shultz, chairman of Starbucks said recently that, Its not good enough to have a good ad, but everything you do helps complete the circle the packaging, the community involvement, the service all help build that emotional connection. (Schultz, 2005).So far it has been this philosophy that has built Starbucks into what it is today. Starbucks has, however, begun to look into more traditional marketing for the future. They have hired a company called, Wieden + Kennedy to create and advertising program. This program will not involve television ads but it does include other channels that are consistent and compatible with the equity of the Starbuck brand. (Shultz, 2005).

Price Starbucks prices are more expensive than most of their competitors. They focus more on the quality of their beverages and the experience that their customers get than the actual price. They think that their customers buy their products not because of their

19 Starbucks price but because of their relationships they have with their customers. It is a balance between profitability and social consciousness and sensitivity. (Shultz, 2005).

Implementation, Evaluation, and Control

Marketing Research Starbucks is constantly working on the research and development of its new products. It is also continuously looking for ideas to make the Starbuck experience more enjoyable for its customers. One of these ideas that was introduced in November of 2001 is the Starbuck card. The Starbuck card is a store value card that can be given as gifts and it is used to reduce time spent paying for drinks. So far this card has been a success and contributes to the overall enhancement of customers experience. Another idea that was implemented to save on the amount of time it took to make drinks involves ice scoops. Engineers at Starbucks notice that baristas had to take two scoops of ice when making a venti-size cold beverage. They went back and redesigned the ice scoop. Once the stores started using the new scoops it cut off about 14 seconds from the preparation time of the drink. This was in an effort to make sure that the company hits its goal of getting the drink to its customers in three minutes or less. (Gray, 2005). Starbucks is always looking for new ways to improve their services to their customers. If a customer has a problem or a comment they can turn it into the comment page off of their companys website. By doing this the company has customer feedback to all of its new ideas and products.

20 Organizational Structure and Plan Starbucks has avoided a hierarchical organization structure and has no formal organizational chart, for its company. (Kembell, 2002). It views its employees as partners and has outstanding employee benefits and stock ownership programs for its employees. The culture that Starbucks has created is relaxed and supportive. It makes such a huge effort to take care of its employees because it believes that its employees are a big part of their success. Starbucks

Summary
Starbucks has become the most successful coffee chain in the world. Its multiple stores throughout the world generate great amounts of revenue. Their high quality merchandise and excellent customer service are the reasons why Starbucks is so successful today. Despite its many competitors, Starbucks continues to flourish throughout the world. The large amount of stores throughout the world makes it easier to compete with competitors.

21 Starbucks Reference: Adamy, J. (2006, June 27). Getting the Kids Hooked on Starbucks. The Wall Street Journal. pp. D1 (2007, March 12). Beijing Wants Starbucks Out. The Wall Street Journal. Buchanan, S. (2007, March 12). Coffee Roasters Stock Up. The Wall Street Journal, pp C6. Gray, S. (2005, April 12). Coffee on the Double. The Wall Street Journal. pp B1 Kembell, B., Hawks, M., Kembell, S., Perry, L., & Olsen, L. (2002, April). Catching the Starbucks Fever. Retrieved March 23, 2007, from http://www.academicmind. com/ unpublishedpapers/business/marketing/2002-04-000aag-catching-the-

starbucks-fever.html Lamb, C. W. & Hair J. F. & McDaniel C. (2008). Marketing. Ohio: Thomson Higher Education. (2007). Starbucks affirms 40,000 total store goal. Retrieved May 2, 2007, From: http://today.reuters.co.uk/news/articleinvesting.aspx?view=cn&symbol=SBUX.O &storyid=205122+13-Mar-2007+RTRS&type=qcna (2005, January 25). Starbucks Corporation. www.datamonitor.com (2006, December 03). Starbucks opens its first stores in Brazil. Retrieved May 2, 2007, From: http://starbucksgossip.typepad.com/_/2006/12/starbucks_opens.html SWOT Analysis Starbucks. (2000-2007). Marketing Teacher. Retrieved May 1, 2007, From: http://marketingteacher.com/SWOT/starbucks_swot.htm Starbucks Takes a Step to Music industry (2007, March 12). Media Korea. Retrieved May 2, 2007, From:

22 Starbucks (2005). The Art of Creating Passionate Consumers: Howard Schultz. Retrieved March 30, 2007, From:

know.knowledgenetworks.com/2005/spring/article2.html Yunker, J. (2007). Starbucks in Russia Retrieved April 30, 2007, From: http://goingglobal.corante.com/archives/2005/06/15/starbucks_in_russia.php