I. EXECUTIVE SUMMARY

This study will focus on the success-marketing segment of Starbucks. The study

is to determine if a milk tea brand extension for Starbucks is feasible. The researchers

made use of a survey to determine the target market and its current situation.

By looking at the industry and company situational analysis, the researchers will

determine whether milk tea will be a successful brand extension for Starbucks. The

researchers will then discuss why Starbucks is a successful international business and the

implications of being an international business and effect of the milk tea in the beverage

market under the Starbucks Company.

This cold drink “samalamig” addiction started with sago’t-gulaman made with

little tapioca “bubbles”, panutsa or palm sugar and often a hint of vanilla in stalls to pearl

shakes made be with fruits just like Zagu. This milk tea craze with the courtesy of

Taiwan’s was brought to the Philippines by a entrepreneur couple founders Juliet D.

Herrera-Chen and Peter L. Chen the people behind to blame for this milk tea addiction

who thought of bringing the concept of “milk tea” or also knowing as bubble tea here in

the Philippines. The milk tea craze started in Taiwan back in the 1980’s experimented

with cold milk tea by adding fruit, syrup, candied yams, and tapioca bubbles and was

brought here to the Philippines in 2008 with its stall Serenitea.

Cha Time brought by French Baker Johnlu Koa and his family brought members

observed a line was very long line for their very hot and cold drink that catered a wide

selection of consumers old to young that has a market with untouched potential that

brought Cha Time here in the Philippines and believed that that the Filipino market has

similarities.

II: THE CHALLENGE

Starbucks Corporation is an American coffee company and coffeehouse chain.

Starbucks sell products like coffee, tea, frappuccinos, pastries and merchandise. As of

september, 2018, the company has made a huge following with 15, 341 stores worldwide

according to the fiscal annual report of 2018. Products are being sold in cafes and

retailers offer products at the Starbucks online store and a mobile application called the

Starbucks App. The website and mobile app gave the company an opportunity to adapt to

its surroundings by being able to reach out to their customers through social media and

the internet international. This also is convenient for the customer so customers do not

need need to go to the actual Starbucks cafe to line up and buy a cup of coffee since they

can have one without lining up with just a single click away. According to Roberta

Greenspan, Starbucks makes use of a premium pricing strategy where they try to take

advantage of the behavioral tendencies of people to purchase products that are more

expensive and base on the perception of higher price correlates to higher value.

Compared to its competitors, it is higher which in turn makes the customer feel like

they’re paying a premium price for high quality. For promotion, they make use of

advertisements, sales promotions and public relations where they make use of social

media to reach out and communicate to customers. Being heard is an important for a

business so customers will increase. Starbucks was able to promote themselves by

adapting to trends like social media and made use of the internet as another platform to

promote their brand or products.

Market Share

According to an article in The FORT City(2016), “The Philippines is the most

concentrated market with 96% market share”. The Philippines particularly city areas like

Manila, Makati and Fort Bonifacio have not only a lot of Starbucks cafes, but also

Starbucks customers. One close competitor of Starbucks is Coffee Bean & Tea Leaf but

Starbucks still dominates the area.

Current Market Strategies

According from the study of Abhijeet Pratap with regard to market strategies of

Starbucks (2019), Starbucks uses the formula of quality through the differentiation of the

product which led to customer loyalty and became popular. This product differentiation

separates them among the rest and leads customers to thinking their brand is the

“premium brand”.

Annual Revenues and Income

In 2017, the annual net income of Starbucks was $2.885 billion. While in 2018, it

was $4.518 billion which was a 56.63% increase from 2017. For net income, Starbucks

had a net income of $0.761 billion for the quarter ending December 21, 2018 and a net

income of $3.029 billion for the twelve months ending December 31, 2018.

III. SITUATIONAL ANALYSIS

A. Company Background

Mission and Vision

“To inspire and nurture the human spirit – one person, one cup and one

neighborhood at a time.” (Starbucks.ph)

Core Values

With our partners, our coffee and our customers at our core, we live these

values:

• Creating a culture of warmth and belonging, where everyone is

welcome.

• Acting with courage, challenging the status quo and finding new

ways to grow our company and each other.

• Being present, connecting with transparency, dignity and respect.

• Delivering our very best in all we do, holding ourselves

accountable for results.

• We are performance driven, through the lens of

humanity. (Starbucks.ph)

B. Competitor Analysis

Starbucks Corporation has a net income of $4.518 billion in 2018 with 182,000

employees across 19,767 company operated & licensed stores in 62 countries.

Starbucks with its known as top quality of coffee, great customer services,

excellent coffee, fresh taste coffee made from its espresso machine, Starbucks has

its coffee franchises competitors in America. In the year 2018 of

September, Costa Coffee, Mcdonalds Mccafe, Dunkin Doughnuts, Café Coffee

Day, Independent Fast food chains, Bakeries, McDonalds, Tazo, Twinings,

Dilmah, etc. are Starbucks’ top 11 competitors not only with coffee, but other

beverages and food too. (marketing 91) As of 2016, Starbucks has 59.2% of the

market share in the coffee industry according to a Forbes article. It is projected to

grow at 12.14% on 2020 and will grow at 18% on 2021(Nasdaq). In 2018,

Starbucks has reported better than expected in earnings during the fiscal fourth

quarter according to Sarah Whitten in a CNBC article.

‘Market Share of Leading Players in the Coffee Industry

Projected Growth of Starbucks

PORTER’S FIVE FORCES MODEL OF STARBUCKS

Summary

Threat of New Entrants Low

Bargaining Power of Suppliers Moderate

Bargaining Power of Buyers High

Threat of Substitute Products High

Rivalry Among Competitors High

Threat of New Entrant

According to an article written by Brian Stoffel, Starbucks is investing

aggressively in store growth. It will be difficult for smaller businesses to penetrate the

coffee industry. Competitors will have difficulties keeping up with the number of stores

that Starbucks have. Therefore, threat of new entrants is low.

• Moderate cost of doing business

• High cost of brand development

• Moderate supply chain cost

• New brands lower prices

Bargaining Power of Suppliers

According to Eric Goldschein in his Business Insider article, “90% of the world’s

coffee production in developing countries”. It is also said in the article that the top three

producers of coffee are Brazil, Vietnam and Columbia. There are a few countries that

produce coffee along with the high demand of coffee, it will be difficult to shift from one

supplier to another. Therefore, Bargaining Power of Suppliers is high. Aside from that

demand coffee is a global level and coffee beans can be produced in certain geographical

areas.

• Can provide coffee beans.

• Rising price of the product due to high demand.

• High Capital Investment

Bargaining Power of Buyers (Customers)

Success and failure of a business depends on the purchasing power of its

customers. Competitors that offer the same products at a lower price can affect the

company but to counter this, Starbucks has a large variety of drinks. Thus, Bargaining

Power of Buyers is moderate.

• More options of the product due to many competitors that offers same

product with Starbucks.

• Has a large variety of drinks.

Threat of Substitute Products

Starbucks has a large of variety of drinks to offer to its customers but at a

premium price. But these customers are also given the option to choose a cheaper and

affordable alternative. Thus, Threat of Substitute Products is moderate

• Consumers can buy same product in other coffee retail brands at lower

price.

• Retailing stores already offers 3-in-1 coffee or instant coffee so consumer

can prepare their own coffee at their house with minimal expense.

• Consumer can buy flavored-alternatives like tea, juices, smoothies or soft

drinks.

• Pubs and bars can a substitute customers to meet someone and spending

their time outside home and work environments.

Rivalry Among Competitors

Most businesses in the coffee industry are very competitive because there is a huge

demand for coffee. Starbucks constantly face competition against international companies

and even small businesses due to the different offerings of every establishment. Thus,

Rivalry Among Competitors is high.

• Many competitors that sells high quality coffee similar to Starbucks would

be Seattle’s Best.

• Small coffee shops at local areas can compete with similar offers as

Starbucks.

• Bars and Pubs can also provide the following products Starbucks sells; tea,

fruit juices, soda, water, energy drinks as an alternative for coffee.

C. SWOT Analysis, PESTEL analysis and Value Chain analysis.

SWOT ANALYSIS

STARBUCKS SWOT ANALYSIS

STRENGTH

WEAKNESS

· Strong brand image

· Customer Centric - Consistent quality

over all their stores.

· Strong financial performance

· High Quality products

· Variety of products - Food,

beverages, cups, mugs,and planners.

· Wide Global chain supply

· Highly dependent on its main and

key input - Coffee Beans

· High Price for products

· US Dependent Market

· Slow Expansion in Europe

OPPORTUNITIES

THREATS

· Global Expansion

· Alliances with firms

· Co Branding

· Expand product production

· Technological Advancement

· Product range diversity

· Cheaper Alternative

· Rise of Coffee Bean Prices due to

demand

· Competition for Local Coffee

Businesses

· Economic Development of a

Country

· Biotechnological developments

· Breaking of machines

PESTEL ANALYSIS

Political

Factor

Economic

Factor

Social

Factor

Technological

Factor

Legal

Factor

Environmenta

l

Factor

-The level

of political

stability

within the

-Local

currency

exchange

rates that

-Consumer

preference

s in terms

of location,

-

Biotechnologica

l developments

-Strict

customs

-Trade

-Global

warming and

other

environmental

country

-The

relationshi

p between

the US and

countries it

gets coffee

produce

from.

are

fluctuating

will affect

the revenue

of the

business,

especially

with its

local

supplier.

-The local

economic

environmen

t in different

markets

beverage

offered by

other

coffee

shops that

starbucks

can’t offer.

-Different

lifestyle

per

location

-Level of

education

of the

population

in local

markets

-Agriculture in

terms of climate

change will

affect the

farming of

coffee which

could cause in

low quantity and

high in price

-Innovative

technology

regulation

s

-Licensing

regulation

s in the

coffee

industry

issues which

can lessen

supply of

coffee and not

be able to keep

up with

demand of

coffee.

-Environmental

disasters in

countries that

supply coffee

beans for

Starbucks

PORTER’S VALUE CHAIN ANALYSIS ON STARBUCKS CORPORATION

PRIMARY ACTIVITIES

Inbound Logistics

Conservation International Starbucks’ partnership on a foundation

on protecting nature that has help develop buying guidelines to help

the farmers produce a sustainable, transparent way to grow 99%

ethically sourced coffee beans good for the people and the

environment.

Operations

Starbucks invests in loan programs for coffee-growing communities

and work onsite with farmers to help improve coffee quality.

Employees who work for starbucks must undergo training and

interviews before getting the job. Drinks are made to order while for

the food they are to go and good for reheating.

Outbound

Logistics

Starbucks is very well known for their beverages, they store them in

plastic cups for cold drinks and papers cups for hot beverages with

size of Tall (12 ounces), Grande (16 ounces), Venti (20 ounces)

(Eater,2011). When you are a registered Starbucks card owner or

you have the mobile app, Starbucks will allow you for refills for

brewed coffee and tea when at the same visit. (Starbucks Customer

Service). The delivery of the product can also be signified once the

customer receives their drink and pays for the said drink. That then

results to a successful transaction.

Marketing and

Sales

A Strong brand image and quality of products was the first way

starbucks had to market their products. At first Starbucks was not

into investing in marketing because they believed in their strategy

of “strong brand imagine and quality of products would do the

work” until the marketing strategy of their environment has changed

to a visible view ads like televisions. In 2015 starbucks invested

more than $351 million in marketing and advertising. (Starbucks

corporation fiscal report 2016 annual report) An example would be

the starbucks planner every year were you need to purchase at least

purchase (18) eighteen a tall, venti or grande stickers as you buy the

drink. Being a company that cares for the environment if you bring

your own cup you get a P5 (five pesos) discount.

Service In the Philippines Starbucks has value cards reward program in

which the balance does not expire but the stars does this can be

redeemed at the company and licensed stores.(Starbucks corporation

fiscal report 2018 annual report)

As soon as you enter staffs will greet you with as smile and say “ Hi!

Or hello! Welcome to starbucks, may I take your order?” or

personnel would mention their name then take your order. After as

for your name so they would call your name as your order is done.

That is the aim of starbucks to create an environment friendly area

where you enjoy leisure.

SUPPORT ACTIVITIES

Procurement

What keeps Starbucks going is they buy coffee from local farmers

The Procurement team involves purchasing items needed for the

final products or services offerings. Starbucks would be coffee bean,

tea, as fixed assets such as buildings, machinery etc.

Human Resources

Human resources must recruit, develop, and retain employees who

possess the skills and vision. It must seek the opportunity to make

positive changes to compensation, benefits, and reward and

recognition programs and additionally provide training and

development opportunities to its employees (Mathis & Jackson,

2009). Not only customers are starbucks’ value prize, Partners

(employees) are also valuable to the company. Starbucks has training

and development to enhance the skills of the employees to further

help them with their professional goals. Rewards are given to

employees who have exceed the expectations of the company.

(starbucks 2017)

Technology

Development

Starbucks social media, mobile applications, invoice, and Mastrena

High Performance Espresso Machine. (expertmarket)

The Technology team relies on technology for cost-saving purpose

ensuring the consistency of quality of products and offering at a high

level customer experience. One example is the coffee roasters

consistent taste of Coffee that has contributed the level of customer

retention for the company.

Infrastructure

Starbucks infrastructure as a wide range of general support just like

the accounting department, Human Resources department, a finance

department, retail operations team, Marketing and Creative team,

Public Affairs and Communications, Research and Development,

Sales and Account Management, Store Development and Design,

Strategy team, Supply Chain, Technology, Administrative Support

and legal support the work of the entire value-chain.

IV. Market Segmentation and Target Market

A. Segmentation

The were 53 people that participated in the survey. 24 out 53 were male

while 27 out of 53 were female. 2 people chose not to disclose their sex. There are

only 4 people that are employed. The participants were mostly students. There

were 48 students and one graduating student. 41 out of 53 participants are around

the age of 15-20. 10 participants are at the age range of 21-29 while 2 people are

around the age of 30-39. 34 out of 53 participants have a budget of P1,000-

P5,000. 12 people have a budget at the range of P10,001 and above while 7

people have a budget around P5,001-P10,000. The top 5 milk tea shops that

participants usually buy from are: Chatime, Gong Cha, COCO, Infinitea, Dakasi

and Serenitea respectively (Dakasi and Serenitea are both tied at 5). The three

factors that will most likely influence the customer's decision the most would be:

Quality of drink, Size of serving and How fast they make it. This is according to

the highest number of "most likely" answers. 45 out of 53 participants order milk

tea 1-2 times a week. 40 out of 53 participants are most likely to order milk tea

during the afternoon. Pearls and Jelly are the most preferred toppings for milk tea

while there are 8 people who do not like toppings in their drinks. 32 out of 53

participants are willing to purchase milk tea around the maximum price range of

P100-P150. Lastly, the three most preferred media for updates on offerings were:

Facebook ads, text messages and mobile apps.

B. Target Market

The marketing strategy used by Starbucks in general is Differentiated.

Being an international corporation, it has different strategies to reach their target market

in various locations. Thus, a Starbucks of each country would a slight difference among

others. Which is evidenced by the survey, the market within the Taguig area ranges from

students to employed workers at around the age of 15-39.

C. Differentiation

Starbucks branded milk tea is a premium milk tea that you can customize

to your own tastes or preferences like less sugar, more pearls or less pearls. It will

be served fast and have the same quality as Starbucks’ coffee products. Starbucks

is partnered with ETP Ethical Tea Partnership that helps farmers who have

generations of technical expertise and equipment to produce top quality

teas. Customers can enjoy their tea at comfort of their home, they can different

sacethes made

D. Positioning

For milk tea lovers who wanted premium milk tea, the Starbucks branded

milk tea is a milk tea that brings you premium quality and great taste. Unlike

competitors, our product is made from the finest ingredients.

Positioning Maps:

V. Marketing Mix

Product

I. Service Attributes

• Fast service

• Customizable flavour of drinks

• Customer Friendly Services

• Various flavours

• Promo’s

• Price

• Premium ingredients

II. Branding

• Simple and minimalistic logo design

• Modern, casual and simplistic design

• Customers will think of quality and premium products when they

hear the brand’s name or see the logo

• Bobastar

III. Logo and Labeling

Starbucks has been always about sustainability customers have a choice on

where they want their beverage to be. Bobastar could be sold in glass

bottles, or reusable cups depending on what the customer wants.

• Starbucks has simplified its logo and has a minimalistic feel to

it compared to the brand’s previous logo designs

• The label of the brand will be “Take a break. Refresh.” Milk tea is

a drink that one would drink when taking a break. It is a drink that

makes you feel refreshed when drinking it.

Sample Logo/Label

IV. Product/Service Support

• 6am-12am (Monday-Sunday)

• Contact Information:

Email

Phone Number

Social Media (Facebook, Twitter, Instagram)

Quality

1. Best service

2. Personal & Skilled marker with technology & machine

3. Environmental Awareness:

4. People the baristas and their connection with customers

5. Place the physical stores, their design and aroma

6. Product the beverages, food, and merchandise

7. Better customer relationship

B.Price

Pricing Strategy

Starbucks will use Value-Added Price strategy because Starbucks’ key is quality.

Starbucks is very known for their great customer service so when it comes to paying for

its premium products price, service & quality justifies its price.

Benchmark Data:

Boba Star Tiger Cha Time

130 Tall

145 Grande

160 Venti

Brown Sugar Boba Milk with Cream Mousse (Php 120) Regular 75

Large 85

Cost Estimate:

We expect to 15,000 pieces a week, the total amount of sales vary on size of the cup the

customer desires

Fixed Cost:

• Salary - 10,000.00

• Utilities -8,000.00

• Rent - 5,000.00

Variable Cost:

Raw materials 15,000

Total 23,000 Total 15,000

Total Cost

(Total fixed cost + Total variable cost = Total Cost)

23,000+ 15,000 = 38,000

Monthly profit - =

(Total assumed sold prices - total cost = Monthly Profit )

1,950,000.00 - 38,000.00 = 157,000.00

C. Place

Starbucks new extension will be following multichannel marketing it will be

direct and retail channel to promote a close bond towards its consumers just as how

Starbucks is well known to be hands on with their customers this will not change.

Starbucks has since provided comfort and peace at their store and feel free to stay for

however many hours as you’d like and no one will say anything, you will almost feel at

home when taking a break and chilling at Starbucks. Since Starbucks is a either beverage

or food everything will be paid directly as you order just like most coffee shop. Payment

are accepted in the mode of cash/credit card/debit card/ gift/loyalty card. Starbucks is a

coffee house chain it cannot collect personal information such as email or phone number

from most of their consumers unless they avail loyalty card which lasts for over 12

months, with this card consumers can go to grocery stores or actual Starbucks store itself

and have to ability to retrieve a record of what they have purchased in the span of its

availability. Through this, Starbucks can gain a great insight and analyze the data

consumers used to accrue loyalty points. Also in order for starbucks to remind their

customers of any new promotion such as new brand extension for Bobastar. Starbucks

will rely heavily on word of mouth for the next extension and social media posts from

Facebook, Instagram, Twitter and pop up ads on all social media platform to increase-

instore traffic and drive awareness for its latest campaign.

To start, Philippines will be introducing Bobastar as a new product extension of

Starbucks and it is a known fact that Boba Milk Tea is growing and evolving as there are

many milk tea lovers just like coffee lovers and this will create a wider range in terms of

flavor and variety of drinks. Nowadays everything goes viral and for sure milk tea lovers

will be alert when it comes to its availability in such a comfortable space like Starbucks

since most Milk tea stores are very small in space and it is mostly to go drinks but at

Starbucks they can sit and relax as they enjoy their Bobastar and will be posting it on

their social media.

D. Promotion

Duration Objective Theme Campaign Cost

First

Year

Promote new

upcoming

product online

and in store

Creative poster to

attract consumers on

the new product

informing of price and

flavor available to

hype consumers.

Social media post and

in store posters/ tarp

P

100,000

Second

Year

Opening/

Introduction of

new product

(launch party)

Invite celebrities and

vloggers to try the

new product and give

feedback for their fans

and invite them to

purchase.

Social media posts

from the Starbucks

official social media

accounts, and social

media influencers like

vloggers and

celebrities.

P

500,000

Third

Year

Introduce new

flavors

New and creative

flavors originally

made by Starbucks

Social media post and

in store posters/ tarps

P

100,000

Advertising: Informing all possible consumer of Starbucks of the new product

Bobastar with the help of social media and few celebrity and influencers to inform their

fans of the new product in the most modern way possible since most people rely on

online announcement to be informed of new products and less cost on Starbucks side.

Sample Promotional Tool/ Advertisement

VI. CONCLUSION

Overall, with being a Starbucks is a strong corporation that is in its growing

industry. The researcher discovered that milk tea in starbucks is taking a strong stand in

the coffee and tea industry and initiating promising strategic and environmental goals. It

is also securing coffee supplies from India as well as China, while for tea from ETP

Ethical Tea Partnership from malawi and indonesia in order to keep its costs under

control. Over the next few years, Starbucks’ milk tea will continue to grow in the

international market. Although two-thirds of its stores are currently domestic, over the

next few years the percentage of foreign stores will escalate. Starbucks is handling the

transition from a domestic to international company very smoothly. It is taking the right

steps to allow it to succeed in its long term goals. Starbucks’ strong business model can

and should be copied by international businesses. Starbucks is a company that takes their

global product and customizes it to fit local and cultural needs of different regions and

communities. They have a transnational business model that allows them to have a

universal product that can be tailored to fit national needs. Starbucks’ system of corporate

learning allows them to gain knowledge of new marketing or product ideas that can then

be transferred to other national areas within Starbucks. Starbucks has to be responsive to

its varying markets as well. Economic crashes and political instability can ruin a business

market. Starbucks has to be aware of the changes in the government and culture in order

to better forecast the problems that they will be facing. It is important for Starbucks to

continue its strong system of communication in order continue growing as a business.

The researcher also examined that there are many organizational and managerial

implications of running an international business, but discovered that Starbucks is

working diligently to overcome those problems. One problem that they had to overcome

is the ability to understand the international context. It is important to understand a

culture before a company begins marketing to a different country or region. The BRIC

nations are going to play a major part in the future of Starbucks as they begin to grow and

influence the coffee market. These nations have millions of people that are begging to

embrace coffee, and it is important that Starbucks has a strong market presence in these

areas. If Starbucks expands internationally through the undertaking of new countries, it

will be difficult and time consuming, but it will also greatly improve their company as a

STARBUCKS AS AN INTERNATIONAL BUSINESS 30 whole. But in the end, the

undertaking of new regions and countries will allow Starbucks to gain a strong hold on

the coffee industry as a whole. By opening additional stores in the countries that

Starbucks already is currently marketing to, Starbucks can expand internationally without

the additional funds for research and without the additional time and money it takes by

expanding into a new market. This would also give them a cultural advantage in opening

the new stores because they are already familiar with the customs and practices of their

target market. Starbucks has a strong international business model, but it still has to

continue building its goals and expectations. Starbucks will never be finished growing as

a business; therefore, it is important to keep its goals in mind and its strategies in place in

order to overcome any obstacle that might stand in its way.

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