Analysis of success strategy of Starbucks

Type :

Presentation

Pages :

12 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

Introduction.
Presentation.
1. From grain (engineering) to cup.
2. Starbucks: A new player in the third market.
3. Coffee bar: When America takes the Italian accent.
4. Competitors of Starbucks.
5. Starbucks: More than a brand, an experience.
Strategy of Starbucks.
1. Strategic objectives.
2. Will of directorsa.
3. Strengths and weaknesses of the company.
4. Positioning and target.
5. Company values.
6. Strategy to establish abroad.
International marketing mix.
1. Distribution.
2. Starbucks products.
3. Price.
4. Communication.
Bibliography.

Abstract

On 26 January 2004, a true "culture shock" had occurred in avenue de l'Opera in Paris. The American starbucks Coffee has grappled with the French market with the opening of a shop and a coffee bar, causing controversy in a country with an ancient culture of "little black coffee" at cafes or bistros. But nevertheless, starbucks Corporation was able to impose, as in each of its locations, with a flawless strategy which we think is important to study. More than just a mark found on the cardboard cups or bags of coffee bean, more than just a sign found in every street corner in major cities worldwide, starbucks Coffee is a concept, the concept of coffee bar in America. How has starbucks Corporation been successful in this fabulous bet to be a full-fledged coffee shop, the leader of specialty coffee? That is what we will try to analyze by studying its strategy of local and particularly international implantation, with the desire to understand how fledgling in the United States, without a coffee culture, starbucks can prevail in the country with an ancestral culture of coffee or tea.