Starbucks
International Marketing Strategy of STARBUCKS Corporation
“We’re not in the coffee business serving people…We’re in the people business serving coffee.”
Introduction
• Is an international coffee and coffeehouse chain based in Seattle, Washington. • Is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and over 150 in Turkey. • Sells brewed coffee, espressos, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and paninis, pastries, snacks, and items such as mugs and tumblers. • The company markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. • Through the 1990s and 2000s Starbucks has expanded rapidly and was opening a new store every workday. The first store outside the United States or Canada opened in the mid-1990s, and overseas stores now constitute almost one third of Starbucks' stores. • The company planned to open a net of 900 new stores outside of the United States in 2009, but has announced 900 store closures in the United States since 2008.
Mission Statement: “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
International Marketing Environment Analysis
A. Demographic Factors: - Urban dwellers - Ages: 15-60 - Gender: Men & Women - Income: Depends on life-stage, but relatively high - Occupation: Depends on life-stage, ranges from college students, faculty members, as well as persons in managerial, executive, and professional positions. - Values: People who care about their employees, global issues, and the environment for example. They also care a great deal about having a high standard for customer service
B.
“We’re not in the coffee business serving people…We’re in the people business serving coffee.”
Introduction
• Is an international coffee and coffeehouse chain based in Seattle, Washington. • Is the largest coffeehouse company in the world, with 17,009 stores in 55 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and over 150 in Turkey. • Sells brewed coffee, espressos, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and paninis, pastries, snacks, and items such as mugs and tumblers. • The company markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. • Through the 1990s and 2000s Starbucks has expanded rapidly and was opening a new store every workday. The first store outside the United States or Canada opened in the mid-1990s, and overseas stores now constitute almost one third of Starbucks' stores. • The company planned to open a net of 900 new stores outside of the United States in 2009, but has announced 900 store closures in the United States since 2008.
Mission Statement: “Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
International Marketing Environment Analysis
A. Demographic Factors: - Urban dwellers - Ages: 15-60 - Gender: Men & Women - Income: Depends on life-stage, but relatively high - Occupation: Depends on life-stage, ranges from college students, faculty members, as well as persons in managerial, executive, and professional positions. - Values: People who care about their employees, global issues, and the environment for example. They also care a great deal about having a high standard for customer service
B.