What is the product in this business and its value? What type of business is it and why? 4
What is a competitive advantage for the company? How can the management use it? Make SWOT analysis for the company. 5
What types of decisions did the owners have to make? Why you think they had to make those decisions? 7
Which are the reasons of success for a coffee shop in Greece? 9
What can we assume for the BDI (Brand Development Index) and CDI (Category Development Index) of the company? 10
How can the environment influence the company? How can the current environment influence the company? 11
Bibliography . 12
'Starbucks ' mission statement is 'Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. ' (www.starbucks.com ). Having that in mind, Starbucks have indeed invaded the world and is now a powerhouse in the coffee shop business, this case study will try to shed some light into what has made the company such a worldwide success.
What is the product in this business and its value? What type of business is it and why?
Starbucks is the largest coffee importer and roaster of specialty beans and the largest specialty coffee bean retailer in the United States. The firm is aggressively moving into several different foreign markets.
“Today Starbucks have more than 16.226 stores in various countries.
Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks and items such as mugs and coffee beans. Through the Starbucks Entertainment Division and Hear Music Brand the company also markets books, music and films. Many of the company’s products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also sold out at grocery
Bibliography: Wikimedia Foundation, Inc.2008. Starbucks [online]. [Accessed 14th December 2008]. Available from World Wide Web: http://en.wikipedia.org/wiki/Starbucks Starbucks Coffee Company.2008. Starbucks Diversity [online]. [Accessed 14th December 2008]. Available from World Wide Web: http://www.starbucks.com/aboutus/SB-DIVERSITY-FIN.pdf Kirbyson, G. August 30, 2004. ‘Howard Schultz uncommon grounds’ Brandchannel [online]. [Accessed 14th December 2008]. Available from World Wide Web: http://www.brandchannel.com/careers_profile.asp?cr_id=47 Marketing Teacher Ltd. 2008. SWOT Analysis Starbucks [online]. [Accessed 14th December 2008]. Available from World Wide Web: http://www.marketingteacher.com/SWOT/starbucks_swot.htm Griffin, Ricky W. 2003. Fundamentals of Management, 3rd edn, Houghton Mifflin Company, U.S.