Mise en place d'une stratégie d'innovation sur 50 ans: Analyse interne -Analyse externe -Facteurs clés de succès -Chaine de valeur -Matrice BCG -Historique de la marque -Analyse des piliers de la marque -Perception de la marque -Mix marketing à l'heure actuelle -Mix marketing de la marque souhaiter après la mise en place des innovations -Positionnement de la marque à l'heure actuelle -Détail des innovations par tranche de 10 ans -Plan de communication pour chaque innovation -Positionnement de la marque souhaiter après la mise en place des innovations -Mix marketing à l'heure actuelle Mon profil: http://www.viadeo.com/fr/profile/audrey.rouquette Twitter: https://twitter.com/AudreyRouquette Aliaz: http://aliaz.com/audrey-rouquette

1. EXTERNAL ANALYSIS

3. (TO BE DEFINED) NETWORK ECONOMY Source : Industrial marketing management, Schau, Smith 2005 (originally used on healthcare industry) CONSUMERS EMPLOYEES SOCIAL MEDIA COMPETITORS STATE DESIGNERS SHAREHOLDERS SUPPLIERS

4. (TO BE DEFINED) COMPETITIVE FORCES Threat of New Entrants Brands experimental and passionate about coffee. They can be attached to a fast food. This new brands offer exciting experiences (MEDIUM) Bargaining Power of Buyers Perception of brand image Presence of social networks Customer relationship (LOW) Bargaining Power of Suppliers Change in price of coffee Impact of fair trade Risk of vertical integration (LOW) Threat of Substitutes Vending machines can deliver functional benefits, home espresso machines,coffee pod, provide different experience at lower price, as can premiumized customizable power coffee. (HIGH) Rivalry among Existing Competitors Predominance of large chains know internationally. Poor differentiation in products. The differentiation is done by location, service and value proposition (MEDIUM)

6. INTERNAL ANALYSIS

9. STARBUCKS MANAGEMENT Howard Shultz, 58 years old Chief Global Strategic Nothern Michigan University Xerox , Hammerplast ENFP William Bradley 67 years old Director since 9 years University of Maryland Director of A&C investment banking firm, Mc Kinsey Company Olden lee 69 years old Director Partner Ressources since 9 years Pepsi Co Business school of university Arizona Javier Teruel 60 years old Director since 7 years Pepsi Co Director General manager of colgate Nielsen Holding Melody Hobson 41 years old Director since 7 years Director of Ariel investment Dreamworks animation, Esthée Lauder… Princetown University Myron Ullman 64 years old Director since 7 years Group managing director of LVMH University of Cincinnatti Craig Weatherup 65 years old Director since 15 years Chief Executive Officer of its world-wide Pepsi-Cola business Arizona University Sheryl Sandberg 41 years old Director since 3 years Chief operating officer Facebook Mc Kinsey Company, Disney Harvard University ENFP James Shennan 69 years old Director since 22 years old Chief executive Adidson Consultant University of Stanford Kevin Johnson 50 years old Director since 3 years Chief executive officer of network Microsoft Corporation University of California

10. PORTFOLIO ANALYSIS Relative position (market share) Business growth rate high low high low ? % Industry growth (%) % BEVERAGES (Coffee and Tea) COFFEE MAKING EQUIPMENT AND OTHER MERCHANDISE WHOLE BEAN COFFEES FOOD

11. STARBUCKS HISTORY TIMELINE Communication Products Brand Revenues Distribution 1971 2011 1982 1986 1987 1989 1990 1996 2000 2007 Starbucks Brand Creation Sales Coffee bean and machines Howard Shultz arrival in the company Redemption of Starbucks by Howard thanks to Henri gates (business angel) New Logo New : Espresso bar comfortable + quality Coffee bean sales 118 Starbucks Chicago, Seattle Vancouver A shop in Seattle European market Asia Market. Barbara Bass ex CEO Magnim joined Starbucks Casblanca Creation : Label hear Music Fair Trade Jeff Brotman business angel arrival 14400 Starbucks coffee in the world Introducing semi skimmed milk in their beverages California 6 shops Seattle, Chicago “ Starbucks Corporation” was born “ The third Place” Coffee Expert, traditional End of Manual Espresso PIO New Logo

12. 1 . Competitive Environment Friendly & relaxing place and experience but the uncontrolled development of Starbucks coffee cause a standardized and undifferentiated performance. 2. Target Hedonist people who want to spend a good time, but target undefined, mass market. 3. Consumer Insight I like to consume coffee and enjoy a good cake in a relaxing atmosphere and stay connected thanks to WIFI. 4. Benefits Customizable food in a home-like atmosphere . 5. Values & Personality Welcoming, self confident . 6. Reasons to Believe Large range of coffee in which you can add extra. 7. Consumer Discriminator Combining quickness of service + customizable flavor + relaxing atmosphere. 8. Essence Individualized customizable coffee . Creation : 1971 Revenues : $m Brand value : $m STARBUCKS POSITIONING STATEMENT VISION

16. STRATEGY FORMULATION

22. INNOVATION FUNNEL

24. SELECTED BRAND CODES does the brand own a colour, a shape, a texture, type of material , a sound, a type of taste (well above the brand identity and logo)

29. Inspiration

32. Inspiration

37. GROWTH PROJECTION First Pasta Shop in Seattle, 1 shop/ year Pasta market (world): 8 billions dollars, +10%/year