Table of Contents• Introduction: Then and Now

• Mission Statement (1990-2008)

• Ethics

• SWOT Analysis

– Strengths, Weaknesses, Opportunities, Threat

• Strategies, Competition, Charts

• Mission Statement (2008-Present)

• Action Plan & Recommendations

• Conclusion

Starbucks

Then…

• First Starbucks opened in Seattle Washington

• March 30, 1971

• Jerry Baldwin-English Teacher

• Gordon Bowker-Writer

• Zev Siegh – History Teacher

Then…

• Entrepreneur Howard Schultz joined the company

in 1982

• Director of Retail Operations and Marketing

• Idea of selling beverages

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Then…

• April, 1984 first store to sell beverages was opened

• Served 400 customers – over the 250 customer

average at their best store

• II Giornale Acquires Starbucks

• Howard Schultz – Starbuck’s President and CEO

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Now…• World's premier roaster and retailer of specialty

coffee

• 8,812 company-owned stores

• 7,852 licensed stores in more than 50 countries

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Now…

• Annual sales of about $10 billion as of April 2010

• Sell : beverages, pastries, whole bean coffee,

ground coffee, and coffee-related products

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Mission Statement1990 – October 2008

• Establish Starbucks as the premier purveyor of the

finest coffee in the world while maintaining our

uncompromising principles as we grow.

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EthicsStarbucks™ Shared Planet™ is committed to doing business

responsibly. A better way to help each other and the planet.

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SWOT Analysis

Strengths

Weaknesses

OpportunitiesThreats

Strategies

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Strengths• Leading retailer and roaster for brand specialty

coffee in the world

• Known for providing superior products and services

• Number 7 on Fortune Magazine's "100 Best

Companies to Work For" for 2008

• Consistent high quality of service

• Limited number of strong competitors

• High market share and market growth

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Weaknesses• High pricing because of the quality ingredients used

• Starbucks refuses to guarantee that milk, beverages, chocolate, ice cream, and baked goods sold in the company’s stores are free of genetically-modified ingredients

• Strong presence in the U.S. - more than three quarters

of its cafes located in the domestic market

• In order to reduce business risk, expansion is needed

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Opportunities

• High growth of economy and market in Indonesia,

especially in urban areas

• Could diverse their product not only in coffee

• The potential employees are educated people which

make it easier to train them

• Strong financial support

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Threats• Competitors and copycat brands could pose potential

threats

• Sentimental issue to the bad effect of coffee from society

• Global financial crisis - makes people tend not to spend

• Threats of substitute products and services such as colas,

teas or juices that are sold in retails

• Exposed to rises in the cost of coffee and dairy products

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Strategies• Maximize market penetration

• Provide a relaxing social atmosphere

• Offer high-quality products

• Encourages a great working environment

• Achieve profitability

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Competition

McDonalds Dunkin Donuts

Second Cup New World Coffee

Caribou Coffee

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Product Diversification

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Mission StatementOctober 2008 - Present

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Action Plan & Recommendations

• Enhance atmosphere

– Entertainment to attract more customers

• Increase marketing

• Advertise

• Sales promotions

• Promote healthy products

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