Professional Documents
Culture Documents
Introduction
In 1971; Starbucks is founded by Jerry Baldwin, Gordon Bowker and Zev Siegel in Seattle. It sold only whole-bean coffee and coffee brewing machines. It is establised as a coffee and coffeehouse chain. In 1980s; Howard Schultz joined Starbucks in 1982, Then Schultz became CEO and changed the vision of Starbucks. He expanded the scope and exposed the brand wider. Now; Starbucks is the largest coffeehouse company in the world with 17,009 stores in 50 countries, including over 11,000 in the United States, over 1,000 in Canada, and over 700 in the United Kingdom. From coffee Business to salad, hot&cold sandwich, ice-cream, tea, music and film
Coffee: Always with high quality Partners: Starbucks employees are passionate in what they are doing. Customers: Uplifting the lives of the customers, creating a special bond. Neighborhood: Social responsibility and leading the way for progress
By the way, Starbucks must be extremely careful to avoid losing the brand identity and core values while diversificating the product. So, Starbucks must focus on maintaining the leader position in coffee business.
Partnershiping is the main and also successful part. It is no coincidence that 14% of Starbucks customers had their first Starbucks coffee in United Airlines flights. This is a good example for desicion of cooperation. On the other hand ,its a clever venture to expand the distribution network with a strong business partner such as Kraft and Apple.
Advantages
In the next step, Starbucks may improve new products which will be related with core business of coffee and its store chain more qualfied and enhanced
Competition Threats
The biggest threat for Starbucks in the market is the strong competitor, Dunkin Donuts... Donkin Donuts is one of the most famous food and beverage company that headquartered in New York, in international markets.
In Feb.2011, Dunkin' Donuts earned the No. 1 ranking for customer, Loyalty in the coffee category by Brand Keys for the fifth year,
Dunkin' Donuts has more than 1,000 donut varieties along with other products, especially with a wide varieties of coffee beverages. In 2010, Dunkin' Donuts' global system-wide revenue was $6 billion.
Brand Keys is active in predictive brand equity, loyalty, and engagement metrics since 1984.