precio

Firm's Actual performanceStarbucks

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.Starbucks mission

• José Fernando Perez
• Juan David Roncancio
• José Mateo Gómez

Professor

Students

• Juan Salazar

27/02/2023

"Don't do things the way they've always been done. Don't try to fit the system, If you do what's expected of you, you'll never accomplish more than others expect"

Howard Shult chairman & cEO starbucks

01

General BRAND STATE

Overall features of starbucks

Global presence

01. General brand state

As the pictures shows starbucks is present in almost the whole world, with more than 35.000 stores around the globe

01. general brand state

Starbucks is nowadays operating in more than 80 countries and can be considered, the biggest global seller of coffee, but all these is due to their expansion is strategy that we'll explain later

Main countries in operation

It's important to note that thanks to a strong identity and rapid growth strategy, Starbucks is able to stand out above other brands and develop authentic empires in countries as diverse as Mexico and turkey

01. general brand state

main products

Iced products

Tea based

Coffee based

Chocolate based

Adding up to the chocolate trend, goes from classic chocolate to white chocolate mocha, a classic for non coffee lovers

At last, and even though it could be based on every other ingredient, the iced products line is an outstanding way to expand the reach of Starbucks, having a complete different concept on term of experience

A softer line, that expands the portfolio and more importantly, relief the pressure gotten from coffee bags and prices

The principal line and the oldest one, it goes from classic expresso to lattes, the original product

01. general brand state

Global target

GENERAL Global profile

• Young adults.
• Income upwards $60.000 a year.
• Eager to try new things.
• Social media active users.
• Diversity & inclusion.

Analysis

In terms of global customer profile, Starbucks seems to have developed a perfect standard of customers that enjoy the whole value proposed. Furthermore, drawing a sinergy based on experience rather than just satisfying coffee needs, welcoming and being the top of mind decision for its principal target.

01. general brand state

In terms of relevance in global industry we think that the best way for analyze it, is through two main activities that the firm does to create and share value the Starbucks way puttting it in the map as a strong firm (if not the strongest)

Relevance in global industry

Business model & innovation

Employee care

The second aspect of relevance for the global industry is the superb standard Starbucks has given to their employees, a smart move, knowing that they hold the direct interaction with customers, Starbucks teaches its employees to be synchronized with the experience process, through practices like, preparing the coffee in a smooth way, writing nice messages to each customer, and so on. Starbucks didn't even call them employees, but partners, an outstanding way to change the mentality of the normal employment interaction, something with great value and relevance for the global consumer

Starbucks is one of the best examples in terms of giving customers an interesting and sophisticated value, through the concept of "experience" translated directly from the cafes in Italy since the start of the company, turning into not just another rapid cafe stop, but a whole moment to relax and enjoy the moment with a tasty coffee. This experience concept is nowadays being implemented in a larger scale with, for example, the Starbucks reserve roastery facilities, with a more touristic scope with the experience essence all around it

02

Local market

Branding and digital channels

02. local market

rivalry of competitors

In Colombia, Starbucks' main competitor is the Juan Valdez brand, a national brand that identifies Colombia in the rest of the world. Similarly, it meets potential competitors such as OMA, Tostao and Cafe Quindio.“We respect the competition a lot. We are an actor who with humility and great respect is entering to participate in this great Colombian market. We also believe that the experience that Starbucks offers can be differentiating and from that experience we intend to build a beautiful business.¨ (Prensa, 2014).

02. local market

product differentiation

In terms of differentiation of its product from that of the competition, it offers the service as the main ally when it comes to competing, since its product is of high quality and seeks to build customer loyalty by allowing him to have the personalization of his product, since be it with syrups, different types of milk, etc.

02 local market

reach the customer

Starbucks knows that the Colombian customer is very patriotic, which is why it seeks to reach them through products made with 100% Colombian coffee, giving a strong message that they support local production and the high quality that the country's coffee represents.

However, not all clients are the same. This is why the brand listens to market requests and sometimes offers varieties of coffee to further expand the experience that the customer may have.

02. local market

Brand of company

The company's brand is not a problem anywhere in the world, and Colombia is no exception. Its image is recognizable everywhere, recognized for being one of the brands with the best coffee quality and service around the world, without a doubt a magnificent reputation among coffee consumers and it is this reputation that leads the Colombian market to continue expanding the big name of the firm.

02. local market

The values

In the same company they identify their fundamental values as:

• Passion for everything we do.
• Integrity.
• Entrepreneurial spirit and claw.
• Pride in our pursuit of success.
• Respect for our "partners".

All these aspects create a strong and clear identity of what the Starbucks coffee chain is, which reflects a feeling of trust towards the customer, customers who will seek loyalty with their high quality products.

02. local market

Digital world

Starbucks also moves through technology, on its website it allows you to look at its entire menu, what's new, and even gives you the option of finding the store closest to your location.

02. local market

Digital world

Given all the changes that the digital world has generated, the firm allows customers to place orders through the web and select whether they want to pick it up in the store or have it brought to their table. With this, it seeks that the new client has easy access to all the products that they offer, likewise it allows to expedite waiting processes in the physical points.

02. Local market

Social media

But starbucks not only stays on its website, through social networks it promotes its products and even the participation of citizens in politics. For the 2022 elections, Starbucks Colombia encouraged people to vote with the "Let no one choose for you" campaign. In this case, Starbucks stated that it would give a coffee to everyone who passed by in the morning with the certificate of have voted.

03

competitiveness

opportunity gaps

location

• Reach large population points with an intermediate-high flow of money, segmenting people with a personality that is for socializing and is in entertainment centers such as Starbucks'

consumer perception

• People in Colombia have a thought that starbuk"s is not very accessible due to its distance from one point to another, also it is not a space to consume frequently.

PAYMENT METHODS

• Being able to offer more payment methods is a determining factor for Starbucks when selling, since the consumer public that this franchise focuses on is a youthful public which is constantly changing its forms of consumption, including its finances and economy. .

consumer perception

• Starbuks It must be culturalized with the Colombian economy and its most usual payment methods (nequi, bancolombia a la mano, etc.)

Virtual platform

• A virtual platform makes it easier for customers to get a better perception of the store and what they want. It also makes these consumers more satisfied with their purchase.

consumer perception

• Customers are not aware of its existence, therefore good marketing is lacking.

coffee quality

• Although starbucks is characterized by having good marketing in the impression that the drinks give in the minds of its consumers, you cannot let your guard down and always try to improve.

consumer perception

• Although starbucks is characterized by having good marketing in the impression that the drinks give in the minds of its consumers, you cannot let your guard down and always try to improve.

price

• Although for the most part the prices of starbucks products are high, this is normalized or balanced with the quality and personalization that this company has with each of its clients.

consumer perception

• Customers think that this brand is a bit expensive, and this makes them not a frequent consumer store.

smel

The development of the smell attracts experiences, which attract more and more customers and make them more loyal to your company.

consumer perception

• the consumer thinks that this coffee does not have a particular smell that is different from the rest, it only differs with the personalization that exists with the client, but not with the smell.

04

BIBLIOGRAPHY

BIBLIOGRAPHIC REFERENCES

• How Rappi is constantly experimenting to improve its core product and expand its offerings. (s. f.). Amplitude. https://amplitude.com/case-studies/rappi

• Castro, J. C. (17 de diciembre de 2014). La nueva estrategia de Starbucks Colombia. Obtenido de El Tiempo: https://blogs.eltiempo.com/digital-jumper/2014/12/17/la-nueva-estrategia-de-starbucks-colombia/

• Mora, A. (31 de mayo de 2022 ). "Que nadie elija por ti": la campaña de Starbucks para promover el voto en Colombia. Obtenido de marketingdirecto.com: https://www.marketingdirecto.com/marketing-general/publicidad/starbucks-colombia-accion-elecciones

• Torres, J. C. (s.f.). Starbucks en el mercado de Juan Valdez. Obtenido de https://repository.unimilitar.edu.co/bitstream/handle/10654/6660/STARBUCKS%20EN%20EL%20MERCADO%20DE%20JUAN%20VALDEZ.pdf

BIBLIOGRAPHIC REFERENCES

• EmprendeAprendiendo. (2017, 12 noviembre). ☕ ¿Cómo crear la franquicia más rentable del mundo y ganar millones? | Caso Starbucks [Vídeo]. YouTube. https://www.youtube.com/watch?v=WbktuR2vdro

• Statista. (2022, 28 noviembre). Total Starbucks locations globally 2003-2022. https://www.statista.com/statistics/266465/number-of-starbucks-stores-worldwide/

• Wall Street Journal. (2022, 12 enero). How Starbucks Operates Like a Bank While Serving Coffee | The Economics Of | WSJ [Vídeo]. YouTube. https://www.youtube.com/watch?v=1-OJX1rwnl8
• CNBC. (2019, 10 enero). How Starbucks Became An $80B Business [Vídeo]. YouTube. https://www.youtube.com/watch?v=XUBeH7VQaFY
• Emma Nicole. (2020, 20 agosto). ENTIRE Starbucks Menu EXPLAINED by a BARISTA | What To Order At Starbucks [Vídeo]. YouTube. https://www.youtube.com/watch?v=tQteP4mQ6o8

BIBLIOGRAPHIC REFERENCES

• Onward Howard Schultz Quotes. QuotesGram. (s. f.). https://quotesgram.com/onward-howard-schultz-quotes/

• About Us | Starbucks. (s. f.). https://www.starbucks.co.uk/about-us

• Starbucks Coffee Company. (s. f.). Starbucks. https://www.starbucks.com/

Thanks for your attention

See you next class!