is starbucks still a star?
TRANSCRIPT
Tomas Blazek
MARKETING MANAGEMENT
AGENDA: IS STARBUCKS STILL A STAR?
Introduction of Starbucks Principles
Place and Price
ComparisonConclusion
INTRODUCTION: PRODUCTSP R O D U C T S
Coffee
Handcrafted Beverages
Merchandise
Fresh Food
Consumer Products (Coffee and Tea + „Ready-to-Drink“)
INTRODUCTION: HISTORY
• 1971: Single store in Seattle• 2002: Open stores in Germany (5,886 retail stores)• 2015: 21,000 retail stores in 66 countries• Coffee from Latin America, Africa and Asia• Employees = Partners
„MISSION: To inspire and nurture the
human spirit – one person, one cup and
one neighborhood at a time.“
INTRODUCTION: LOCATION
INTRODUCTION: THE STARBUCKS EXP.
6 KEY ELEMENTS
1. Predictability
2. Consistency
3. Ritual
4. Routine
5. Community
6. Service recovery
PRINCIPLE MAKE IT YOUR OWN
• BE WELCOMINGBe cordial when you meet and greet other people and know their names.• BE GENUINE Connect, discover and respond when interacting with others because you care.
PRINCIPLE MAKE IT YOUR OWN
• BE CONSIDERATE.Consider the needs of other above your needs.• BE KNOWLEDGEABLEAdd value to your effort.• BE INVOLVEDActive participation in all aspects of the project and not just your tasks, thus going beyond expectations.
PRINCIPLE: EVERYTHING MATTER
• THE PHYSICAL ENVIRONMENT
• THE QUALITY OF PRODUCTION
• EVERYONE MATTER
• THE PHYSICAL ENVIRONMENT
PRINCIPLE: EVERYTHING MATTER
WARM & FREINDLY MUSIC
BIG STOP
FELT SENS COLORS
LIGHTNING
CLEANMINI VACATION
SPEND TIME
ADAPTIBILITYOPENNESS
MENU
THREAT OF RETAILING
ESCAPE
CONSCIOUS
• QUALITY OF THE PRODUCT
PRINCIPLE: EVERYTHING MATTER
„We would have the freshest coffee in the market.“
Richard Soderberg
QUALITY
INNOVATION
DETAIL STRATEGIC
MICRO LEVEL
FARMERS
CONTROL
ENVIRONMENT
REPUTATION
• EVERYONE MATTER
PRINCIPLE: EVERYTHING MATTER
NOTHING TRIVIAL
MANAGER
MANAGEMENT
WORK IN STARBUCKSDISCIPLINE
CHECKLIST
REFLEX
REGULAR CUSTOMER
STAFFCOLLECT
STORY TELLINGRECOGNITION
MOTIVATION FUN
COMPARISON: PRODUCTS
COMPARISON: PRIZE
COMPARISON: PLACE
Conclusion
BUT…let us share with you our
OPINION:
According to internet survays, we found out that:
Conclusion
• Has it‘s own audience.• Highly developed brand loyalty.• Expensive prices (people still willing to pay for that).• Ritual – Ideall place for business meetings.• Predictability – same friendly place, quality guaranteed
every day.• Routine – to pleasure people everyday• Gaps regarding to interiour.
STARBUCKS IS A STAR!
Based on our research…
Thank you for your attention!Tomas Blazek