The document outlines Starbucks' six principles which guide the company to provide a great work environment, embrace diversity, apply high standards of excellence, develop satisfied customers, contribute positively to communities and the environment, and recognize profitability is essential for future success. It then provides details on Starbucks' corporate information, marketing mix, macroenvironmental factors including demographics, social/cultural, technological, economic, political/legal, and cultural influences, as well as its finances, competitors, and corporate partnerships.

3. Embrace diversity as an essential component in the way we do business.

4. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.

5. Develop enthusiastically satisfied customers all of the time.

6. Contribute positively to our communities and our environment.

8. Corporate headquarters: Seattle, WA

9. Executive Officers:

10. CEO: Howard D. Schultz

11. CFO: Troy Alstead

12. CIO: Stephen Gillett

13. CMO: Annie Young-Scivner

17. Has begun to offer $1 bottomless 8 oz. cup of coffee, with unlimited refills that cost approx. 50 cents less than any other Starbucks products.

18. “Value strategies" emphasize more on cheaper coffee products rather being perceived as unaffordable to price-skittish consumers.

20. Located in-store of various large chains

21. Locations convenient for individuals on-the-go

22. Starbucks has also been recently testing "stealth outlets",

23. Store is named after the street it is located on.

25. Coffee services delivered to offices without size restrictions.

26. Appealing to a diverse customer base by offering international teas and coffees.

29. Life-style generation

30. Trend-setters,

31. Love custom blended beverages

32. Are price-indifferent,

33. They prefer social experience or ambiance, and new food products.

34. They are excited by oral sensations, have no over-consumption hang-ups.

36. Youth Action- Youth Action Grants

37. (Starbucks) RED- AIDS in Africa Crisis

38. Starbucks Foundation- Teaches literacy to people in China participates in the Gulf Oil Cleanup, Hosts Leadership-Transition programs, and supports small Coffee, Tea, and Cocoa communities.

40. "Akeelah and the Bee" was the first film created by Starbucks Entertainment, which released and sold the DVD at Starbucks stores.

41. Frequently uses QR codes and smartphone applications.

43. S.W.O.T. [INTERNAL] Strengths: Leaders in field: First purveyor of coffee for discerning customers Strong brand image, established logo Coffee is a socially acceptable addiction High customer loyalty Large market share Weaknesses: Market saturation- cutbacks Focus was on expanding; could have been on operational growth Perceived perception Israeli conflict

44. S.W.O.T. [EXTERNAL] Opportunities: Co-branding could present new product expansion. Pacific Rim markets/ Indian markets. Keep brand reputation ethical; people expect this of Starbucks. Branch out in products; wine market. Threats: 1. Susceptible to rises in dairy prices and coffee bean prices. Recession; no $ for luxury items. Competition’s pricing continues to drop as their item selection rises.

46. Starbucks claimed to have closed stores in Israel due to “problems experienced in the Israeli market,” not political reasons.

48. Music (Hear Music), Movies, Books, Gift Cards, partnerships with Apple, Barnes & Noble, and MSNBC.

49. Encourages customers to relax and spend time in their stores, creating a “slow-moving atmosphere” inside of its stores.

50. “Loyalty cards” allow extra benefits, such as no charges on soy milk or flavored syrup upgrades.

52. Finances

53. Finances Stock Prices Price Date

54. Competitors Who: Top three competitors 1.Nestle2.Mcdonald's 3.DunkinWhat: Any alternative substitute for coffee, muffins, and a social area to hang out with friends. Why: All other places are substitutes for Starbucks because they offer very similar products for a cheaper price and some people do not like to hang out while having coffee and like to just get it on the go. How: The competitors of Starbucks are able to take customers from them because they are expanding their company all over the US offering more alternatives to Starbucks at an ease.

55. CorporatePartners 1. Who: JumpstartWhat: A nonprofit organization that pairs tutors withpreschoolers.Why: Starbucks thinks that it is part of the culture of their company to help out ones in need. How: Starbucks contributed $250,000 in 2001 to Jumpstart. 2. Who: Heifer International What: A global nonprofit with a proven solution to end hunger and poverty in a sustainable way. Why: Starbucks is invested in this company because they also believe in helping people and stopping world hunger. How: Starbucks partners exceeded the goal to provide 30 heifers for 30 families in Rwanda. In all, Starbucks raised $55,700 in less than five months to help coffee-growing communities.