Starbucks Coffee Company: �The International Art of Coffee��(International Marketing)
By: Joel Fontana
Angelo Jasa
Norlene Remolatta
Chelsie Ross
Starbucks Coffee Company: �The International Art of Coffee��(International Marketing)
By: Joel Fontana
Angelo Jasa
Norlene Remollata
Chelsie Ross
Agenda
Background Information (United States of America)
- Founded in 1971 in Seattle, Washington.
- Howard Shultz is the CEO of Starbucks.
- Travelled to Italy, inspired by the “Italian” coffee
house model and selection of menu items.
- Brought Italian inspired coffee drinks (Lattes, Cappuccinos, etc.) and Italian coffee house model back to the U.S.
Marketing Mix (4 P’s)
- Product: Coffee (for home and store consumption), espresso based drinks, high end-pastries, and Tazo tea
- Price: Higher end products means a higher price. Coffee is expensive compared to their competitors
- Place: Densely populated in larger cities like New York City, Portland, and Los Angeles. Also sparsely located in smaller cities and large towns.
- Promotion: Relies highly on social media and word of mouth advertising. Offers discounts, and special deals, through their rewards program and online advertisements.
Starbucks S.W.O.T Analysis
India
(CNN Money - Starbucks CEO on Opening in India).
http://www.youtube.com/watch?v=gGl-kr7LXf0
Europe: Focus on the Netherlands
- Background Information:
-Population
-Economy
-Traditional Coffee Drinkers
- “The Bank”: A Starbuck Concept Store
- Creating Opportunities
- The Coffee Company
Colombia
- Background Information:
-Population
-One of the largest producers of coffee beans
- Drinking Culture
- Colombians vs. the rest of the world
- Starbucks’ expansion until 2018
-Partnerships
- Juan Valdez
- Federacion Nacional de caferos (National Federation of Coffee)
Fair Trade Movement
- A movement to institute fair wages and sustainable work practices to all people
- Has been around since the 1940’s
Europe
- Max Havelaar Foundation (Fair Trade in the Netherlands)
“Leadership on a large scale” (Coffee Company, 2004, para. 13).
- Starbucks first incorporated fair trade products in 2000
- 95% of their product is currently fair trade
- By 2015, Starbucks Coffee will be 100% fair trade
Conclusion
- The Starbucks Company continues to expand throughout parts of the world - Vision: innovation, originality, and determination that is helpful in their global presence.
It can be expected the company will continue to expand to meet goals and implementing new ideas.
References
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