2. Starbucks Coffee
•The first Starbucks location opened in 1971.
•Starbucks original location in Seattle Washington.
•Starbucks has 20,400+ stores in 61 countries.
•Starbucks has 50-50 joint venture with TATA alliances.
3. Starbucks Coffee
Marketing Mix
Marketing
SWOT PLC BCG Matrix
Porters 5
Strategy canvas
Aida model
Product market growth matrixProduct market fit strategy
Business buyer-seller
Porters 6
Market segmentation
5. Starbucks Coffee
Marketing Mix of Starbucks
Product
Variety
Quality Design
Features
Brewed coffee
Attractive ,descent, convenientFresh product
cappuccino, Caramel cappuccino, tea
packaging services
Attractive, easy to handle Just in time ,ready to drink , fair trade policy
6. Starbucks Coffee
List Of Price
Rs. 95 – Rs. 250
Card
Payment card system
Marketing Mix of Starbucks
price
7. Starbucks Coffee
•Social media campaign
•Starbucks iPhone app
• QR Code scanner and start connecting the physical world to your mobile
device
•Gift card to start a relationship
Marketing Mix of Starbucks
Promotion
8. Starbucks Coffee
•Higher income group location place
•Airports ,malls,wel known areas
•Highly visiting areas
•locations of Seattle’s Best or placement of the brand within 30
miles, rebrand some locations as a local shop.
•Location Selection.
Marketing Mix of Starbucks
Place
9. Starbucks Coffee
Marketing Mix of Starbucks
Product
Price
place
Promotion
Customer solution
Customer cost
convenience
communication
4 P’s 4 C’s
To be effective, marketing people have to consider the 4 C’s
first and then build the 4 p’s based on requirements
11. Starbucks Coffee
Aida model of Starbucks
Cognitive stage
Affective stage
Behavior stage
attention
interest
desire
action
Stages Aida model Hierarchy of
effects model
awareness
knowledge
liking
preference
conviction
purchase
12. Starbucks Coffee
Bcg matrix of Starbucks
•International brand
• Joint venture with Tata
alliance
•Customer loyalty
•Brand loyalty
•Less stores are currently
present
•Huge number of competitor
RELATIVE MARKET SHARE
MARKETGROWTHRATE •Newly enter in the India
STAR
COW DOG
?
13. Starbucks Coffee
Swot analysis of Starbucks
Strengths
•High quality of products
•Extensive range of staff benefits contributes
to employee morale
•Effective utilization of information technology
•Strategic relationships with suppliers
Weaknesses
•Tall management structure
•Laissez Faire management style
•Occasional lack of workforce on the floor
•High turnover rate among employees
•Over-saturation of markets
Opportunities
•International market expansion (especially
Chinese and Indian markets)
•Innovate products and services
•Increasing the product ranges
Threats
•Frequent changes in the market trends
•Better value offered by local cafes
•organizations.
•Joint-venture Model
•Competitor intentions
14. Starbucks Coffee
Product market growth matrix of Starbucks
Market
Penetration
strategy
Market
Development
strategy
diversification
strategy
Product
development
strategy
Existing
markets
New
market
Existing
product
New
product
In India
In Settled Market
15. Existing Customers New Customers
a) Reposition
b) Broaden Product
Horizons
c) New Situations
Starbucks Coffee
NewUsesExistingUses
Product market fit strategy of Starbucks
Penetration Through
a) Distribution
b) Extensive Coverage
• Internationalization
• Repositioning
• Concept Marketing
• Market Development
In India
In Settled Market
16. COMPATIBLE STYLE
Starbucks Coffee
COMPATIBLE
CONTENT
Business buyer-seller of Starbucks
IDEAL
TRANSACTION
INEFFICIENT
TRANSACTION
NO
TRANSACTION
INEFFICIENT
TRANSACTION
INCOMPATIBLE
CONTENT
INCOMPATIBLE STYLE
In India
In Settled Market In India
In India
18. Starbucks Coffee
Industry CCD
Potential Entrants
Substitute Products
BuyersSuppliers
Threat of Star Bucks
“Pricing Strategies”
And “positioning of Brand”
Bargaining
Power of
suppliers
Threat of Substitute Such as
Milk, Sugar, Food etc
Bargaining
Power of Buyers
Will Get Good
ambience and
premium product
19. Threads of
new entrants
industries
competitor Less
number of
Target
customer
Compete to
settled
coffee brand
in India
HIGH
MEDIUM
LOW
Threads of
new
entrants
industries
competitor Less
number of
Target
customer
Compete to
settled
coffee
brand in
India
Porters 6
