Starbucks Hbr Case Study
Starbucks Case Study
Compiled By:
Outline
Introduction Problem Identification Situation Analysis Alternative Actions Recommendation and Implementation Conclusion
Introduction
Starbucks’ brand strategy was captured by its “live coffee” mantra. Branding strategy:
coffee itself service atmosphere
Areas of focus:
ethical sourcing environmental stewardship community involvement
The way I see it # 263 – Run when you can, walk when you have to, crawl if you must; just never give up. Dean Karnazes Runner and author of Ultramarathom Man.
Products
Coffee Handcrafted beverages Merchandise Fresh food Consumer products Brand portfolio
History
Starbucks story began in 1971. Back then Starbucks were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market. The logo is inspired by the sea – featuring a twin-tailed siren from Greek mythology.
Year
1971 1982 1983 1984
Starbucks History
Starbucks opens first store in Seattle’s Pike Place Market. Howard Schultz joins Starbucks as director of retail operation and marketing. Howard travels to Italy, where he’s impressed with the popularity of espresso bars in Milan. Howard convinces the founders of Starbucks to test the coffeehouse concept in downtown Seattle, where the first Starbucks Café latte is served
1987 1988 1991
Starbucks opens first store outside of Seattle area in Chicago and Vancouver, B.C. Offers full health benefits to full- and part-time employees. Becomes the first privately owned U.S. company to offer a stock option program that includes part-time employees.
1992 1995 1996
Completes initial public offering (IPO), with common stock being traded on the Nasdaq (SBUX). Begins serving Frappuccino blended beverages. Joins with Pepsi-Cola to begging selling bottled Frappuccino coffee drink.
Opens first store outside of North America in Japan. 1997 1998
Compiled By:
Outline
Introduction Problem Identification Situation Analysis Alternative Actions Recommendation and Implementation Conclusion
Introduction
Starbucks’ brand strategy was captured by its “live coffee” mantra. Branding strategy:
coffee itself service atmosphere
Areas of focus:
ethical sourcing environmental stewardship community involvement
The way I see it # 263 – Run when you can, walk when you have to, crawl if you must; just never give up. Dean Karnazes Runner and author of Ultramarathom Man.
Products
Coffee Handcrafted beverages Merchandise Fresh food Consumer products Brand portfolio
History
Starbucks story began in 1971. Back then Starbucks were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market. The logo is inspired by the sea – featuring a twin-tailed siren from Greek mythology.
Year
1971 1982 1983 1984
Starbucks History
Starbucks opens first store in Seattle’s Pike Place Market. Howard Schultz joins Starbucks as director of retail operation and marketing. Howard travels to Italy, where he’s impressed with the popularity of espresso bars in Milan. Howard convinces the founders of Starbucks to test the coffeehouse concept in downtown Seattle, where the first Starbucks Café latte is served
1987 1988 1991
Starbucks opens first store outside of Seattle area in Chicago and Vancouver, B.C. Offers full health benefits to full- and part-time employees. Becomes the first privately owned U.S. company to offer a stock option program that includes part-time employees.
1992 1995 1996
Completes initial public offering (IPO), with common stock being traded on the Nasdaq (SBUX). Begins serving Frappuccino blended beverages. Joins with Pepsi-Cola to begging selling bottled Frappuccino coffee drink.
Opens first store outside of North America in Japan. 1997 1998