Retail Marketing Scan Assignment: The SWOT Analysis Of Starbucks

Great Essays
The purpose of retail marketing scan assignment is to understand how various marketing strategies, including SWOT analysis, marketing mix and environmental scanning affect retail environment. We have chosen Starbucks Corporation as an object to be scanned, as it is one of the most well-known coffee company, and visited several Starbucks coffee houses in Barrie.
After that we came up with Starbucks SWOT analysis. Starbucks obviously has a great quantity of strengths, such as high-quality product, global brand recognition, using technology and perfect customer service. They are sure that coffee is grown under the best standards, as their “coffee buyers personally travel to coffee farms in Latin America, Africa and Asia” (Starbucks Company Profile,
…show more content…
In 1981, Starbucks chairman, president and chief executive officer Howard Schultz had first visited a Starbucks store. He joined company year later. In 1983, Howard traveled to Italy and really liked Italian coffee houses, so he hoped to bring the Italian traditions back to the United States. Howard wanted his cafes to be third place between work and home. He left Starbucks for a short period of time but then purchased it in August 1987 with the help of local investors. (“Our Heritage”, n.d.) Starbucks is named after Moby Dick.
Logo is inspired by the sea – a twin-tailed siren from Greek mythology. Firstly, founders drew just single mermaid on their logo, but after several months they changed it to double-tailed one from nautical mythology. Nevertheless, people can still see original logo on the walls of first Starbucks’ shop in Seattle. (Marshall, 2015).
Years from 1990 to 2007 were the most profitable for Starbucks. They already had stores in western parts of USA and British Columbia, so they started expanding in California. That time Starbucks seemed to be the biggest coffee corporation, opening approximately two new stores every
…show more content…
For Starbucks it is more than 50 countries and 17,000 shops. Although, most outlets are situated in the USA. Starbucks place their stores where people with higher income lives, as they are sure that if the customers got premium quality product they would not mind paying little bit more. They also locate their stores in airports of different countries as tourists see the well-known brand and will buy their products. Another placing strategy is catering to the consumer traffic by opening coffee bars, which means people just come in and buy products, and there is no place to sit. In fact, Starbucks have their teas and coffees available in more than 40,000 grocery stores. (Bhasin, 2016) After visiting different Starbucks stores and coffee houses it becomes clear that all of them are warm, comfortable and clean, great place to gather with friend or family or just to work or study on you

Related Documents

  • Decent Essays

    Secondly, the identification of its own brand. It has always been, and will always be, about the quality that Starbucks brings to the consumer. The company is passionate about ethically sourcing the finest coffee beans, roasting them with expertise, and improving the lives of people who grow them. Starbucks is committed to significantly reducing and diverting the waste that the stores generate, and recycling is just one way in which they accomplish this goal. In 2006, Starbucks launched the industry’s first hot beverage paper cup with a 10% post-consumer recycled fiber.…

    • 903 Words
    • 4 Pages
    Decent Essays
  • Improved Essays

    In the United States, some of the well known places to buy coffee are at Caribou Coffee, Starbucks, Dunkin Donuts, and Dutch Bros. These businesses are found all over the United States creating jobs for many americans. There are also small business coffee shops that are usually run and handed down by family like Coffee Rush. Both teens and adults are allowed to work at coffee shops creating more job opportunities. Coffee shops aren’t the only places you can get coffee.…

    • 1157 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    All mugs are hand made and tested for stability and uniqueness. The brewing machines like the French presses are also hand made, but the electronic brewing machines are bought from distributors. Brands in the coffee shop range from Keurig-Tassimo. The reason for going towards big name brands on the single serve coffee makers is due to brand loyalty. When it comes to the coffee industry so many brands have such a following that having these brands in the shop is a must to actually sell coffee makers.…

    • 1824 Words
    • 7 Pages
    Improved Essays
  • Superior Essays

    No doubt about it, America is a nation of coffee drinkers. The numerous chains and coffeehouses built every day in this country is a testament to the staggering number of people who just love the look, feel, and smell of a hot cup of coffee to get them going in the morning or calm them in the evening. Any type of coffee drinker can find a coffee service that they like, and they can have any kind of specialty gourmet brands overnighted to their home or office. Search online for Internet coffee clubs that cater to your specific tastes, or else try the coffee of the month club that lets you sample a new blend every month. It 's time to evaluate what type of coffee drinker you are.…

    • 1946 Words
    • 8 Pages
    Superior Essays
  • Great Essays

    This famous coffee chain uses an Oracle Siebel CRM service by way of its loyalty scheme that is connected to the Oracle ERP policy. This made Starbucks have large data and numbers secured in one system specially its point of sale data to increase vision and streamline determinations. For the reason that there are many divisions especially in the Middle East Area, Starbucks aims to have always its systems running and connected to be aware of how its operation going. Likewise, it facilitated knowing the customers’ average spending time in their store in order to improve their experience and make them stay more in the store. Most specialists decided that placing the systems in the main phase for a business will lead to a healthy practice and sustainable business.…

    • 1149 Words
    • 5 Pages
    Great Essays
  • Improved Essays

    Starbucks also has 19 people who make up the Starbucks leadership team. Fiscal year 2013 was a big year for Starbucks as they opened 1,701 new stores around the globe. With the changes and growth in 2013, came wonderful things for Starbucks’ shareholders, the earnings per share for fiscal year 2013 was $2.26 which was up 26 percent from fiscal year 2012. “Through dividends and share repurchases, Starbucks returned a record $1.2 billion of cash to you, the shareholders” (Starbucks Annual Report). Starbucks also has over 200,000 partners (employees) and in 2013, Starbucks compensated and invested in their full and part-time employees by helping them to realize more than $230 million in value from equity awards, and by keeping Starbucks’ industry-leading health care benefits regardless of the changes to the U.S. health care laws.…

    • 1322 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    Human Resources Starbucks has a strong commitment to investing in their employees, which they feel is their greatest competitive advantage. The Company values its employees and considers them as important stakeholders in the business. Compensation plans such as performance bonuses and employee stock ownership plans help in retention of employees as well as recognition programs and emphasizing an open-door policy with management. 3. Technological Mobile Order & Pay allows Starbucks customers to order in advance via an app and pick up their order from their chosen location, thus eliminating queues and making coffee-to-go even more convenient.…

    • 1473 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Realignment What if we do not have high enough popularity for Starbucks coffee in BRICS? We strongly believe that our coffee is able to satisfy any customer no matter what country it is because Starbucks has a unique taste and atmosphere that no other place does. We know that BRICS is not an exemption, people love coffee all over the planet and we know for fact that those countries consume coffee as well. Below is the list of countries by coffee consumption per day (Worldatlas): 10 – Brazil: 4.8kg per capita (1.32 cups/day) – part of BRICS 9 – Belgium: 4.9 kg per capita (1.35 cups/day) 8 – Germany: 5.2 kg per capita (1.43…

    • 1610 Words
    • 7 Pages
    Improved Essays
  • Improved Essays

    Moka Joe's Case Study

    • 1888 Words
    • 8 Pages

    It is a huge building, so it is nearly impossible to miss. Next, the best coffee shop I have found in Savannah so far: The Gallery Espresso. This coffee shop is located on Chippewa Square at 234 Bull Street, and Chippewa Square is the famous bench square from Forrest Gump. The coffee shop has wi-fi access for customers and a rich blend of coffees for a decent price. The coffee shop caters mostly to customers that like coffee instead of customers that like a little coffee with their cream.…

    • 1888 Words
    • 8 Pages
    Improved Essays
  • Improved Essays

    Whichever market Starbucks entered, it involved local business partners. Joining hands with local players has a crucial role in understanding the local conditions, consumer preferences and gives greater confidence to global player to play long term. The business partners were engaged in hunting local talent, their training and development and retention policies. Another major challenge before Starbucks is to develop deeper understanding of local taste especially food. Japanese and Chinese had a strong market of local teas and a strong tea-drinking legacy.…

    • 1938 Words
    • 8 Pages
    Improved Essays