Starbucks Strategy

STARBUCKS

• Starbucks - the largest coffeehouse company in the world - 20 500 stores! • Mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time!

INDUSTRY'ANALYSE

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Five key trends affecting the coffee industry

Cocooning - Creating "insperiences" that bring traditional outof-home experiences into the comfort of the home. Sensory Fusion - Pursuit of exciting and novel sensory experiences that combine taste, texture, smell, sound, and/or shapes. Made for Me - Innovation centred around customizing the consumption experience is booming. On-The-Go - Increased demand for on-the-go products Weight Management - Consumers are adopting a purposeful approach to nutrition and their physical appearance

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INDUSTRY'TRENDS

Source: Datamonitor's Consumer Survey 2011; *20 countries surveyed

CURRENT'STRATEGY

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Strategy is based on customer experience and sustaining innovations! Focuses on quality, flexibility, time and costs ! Service strategy - strong, high quality service! Business expansion - global worldwide! Store / Retail OutletStrategy! Accelerated Global Growth plans

CAPABILITIES

• Well developed resources, processes and priorities ! • Stable and strong value-based Corporate Organization! • Highest standards of excellence to the purchasing, roasting and fresh delivery of their coffee! • Dominant position in the industry, first movers advantage and strong brand image ! • Commercialization know-how (marketing, IT, social, digital)

FUTURE'STRATEGY

Sustaining innovations! •Greater tea experience •Packaging innovations - "thermospot" so consumers don't burn lips •Home consumption (channel development)

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FUTURE'STRATEGY

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“Break through” innovations! • Healthy lifestyle - possibility to have access to warm drink after morning trainings in the park • "Hand made" water with unique flavours! As alternative to soft drinks. • Nutritional hot drink as alternative to...