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Pre se n te d
b y:
A rch a n a
B a la ji
Howard Schultz’s
idea with Starbucks
in the mid 1980’s
was to create a
chain of
coffeehouses with a
product
differentiation of
specialty “live
coffee”, service or
customer intimacy
with an
“experience”, and
an atmosphere of a
“third place” to add
to their work and
home alternatives.
Starbuck’s brand image
Dominant specialty coffee brand
Growth rate 40% since it got public
serving 20 million unique customers
opening 3 stores a day
spent nothing on advertising
Objective
To establish Starbucks as the most
recognized and respected brand in
the world.
Differentiation
Strategy
S ta rb u cks p a rtn e rs
Why so successful?
1stto introduce
Italian coffee
house with
premium coffee to
the American
market
Organic growth
Partnerships
Key drivers to future
growth
Expanding core retail opportunity
worldwide
Continued to innovate
Expanded customer base
Increased average unit volumes
Leveraged starbucks brand in
other products and channels