Starbucks Executive Summary

Starbucks Corporation, a global coffeehouse that reformed the coffee industry by introducing high-quality coffee under a pleasing and attractive environment. Coffee is the 5th most widely traded commodity in the world and it is believed that nearly 2.5 billion cups of coffee are consumed every day. Millions of people are directly and indirectly depends on the production, consumption and sales of coffee for their livelihood. The global market for coffee is characterized by volatile prices and production levels which impacts directly on the incomes of producers and prices facing consumers. Starbucks is the number one coffee retailer in the world market. Starbucks markets its coffee through grocery stores and licenses its brand

starbucks Corp., an international coffee and coffeehouse chain based in Seattle, Washington, has expanded rapidly since its opening in 1971. These outrageous success was due to its well-developed strategy vision which lay out the company's strategic course in developing and strengthening its business. Starbucks is a global corporation that sells authentic coffee in 30 countries, reporting revenues of nearly $5.1 billion in 2006. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. Starbucks strives to perfect the relationship with the working class by making the service as fast as possible because they believe that every customer has their own personal rate. One

Coffee is one of the most popular drinks in the world - it is also mega business. Coffee plants are cultivated in more than 70 countries. It is an important export commodity for Latin America, Southeast Asia, and Africa. Half the population in America drinks coffee on a daily basis. Starbucks, founded in 1971, is now the world 's biggest coffeehouse chain with over 20,000 stores in more than 60 countries. In the last five years (2009-2013) alone, Starbucks ' share price has risen more than seven-fold.

Starbucks Corporation, an American company founded in 1971 in Seattle, WA, is a premier roaster, marketer and retailer of specialty coffee around world. Starbucks has about 182,000 employees across 19,767 company operated & licensed stores in 62 countries. Their product mix includes roasted and handcrafted highquality/ premium priced coffees, tea, a variety of fresh food items and other beverages. They also sell a variety of coffee and tea products and license their trademarks through other channels such as licensed stores, grocery and national foodservice accounts.1 Starbucks also markets its products mix with other brand names within its portfolio of companies,

A challenge that Starbucks faces is the competitive market in the industry that shares the similar interest of coffee. With many competitors that serve coffee, Starbucks standouts than your typical fast food world of coffee. With a higher end that delivers a café atmosphere, Starbucks offers their customers more than you average cup of Joe. Staying competitive is imperative to organizations that share the same industry. With relatively higher cost, customers want to spend less and still have the quality of the coffee. Coffee lovers want the lower cost, quality product and the ease of getting their product without too much hassle. “The chains have been playing up their un-Starbucks features — like fast service, easy-to-pronounce sizes and, that all-American mainstay, the drive-through. Then there is the price: an average 12-ounce cup of McDonald 's Premium Roast coffee is 99 cents, well under Starbucks 's standard price for drip coffee and a far cry from some of its drinks that can cost upward of $4” (Bossman, 2006).

Starbucks consolidated global revenues reached a record $13.3 billion, a 14 percent increase, with revenue growth driven by a 7 percent rise in global comparable store sales and a 50 percent rise in revenue from Channel Development. Our operating income was $2 billion, a 16 percent increase, with our consolidated operating

Starbucks was initially not very famous choice but with a little change in strategy it entered into small and large enterprises and hit the market saturation. Today Starbucks is the total coffee supplier and retail market in United State. The company is popular because of being user friendly as it organizes the music and book events and with Wi-Fi connection, which is available at all the outlets just like a home or office. Originally Starbucks target market was white collared, sophisticated people. But with the passage of time new strategies evolved and low budget and class friendly outlets were established, while maintain its initial strategy in its real form, which is to inculcate the desire of having the Starbucks experience in its customers with its affordable luxury, which on the other hand allowed premium for Starbucks products. The company revenue is generated by the sale of whole bean coffees, which are 76%, and secondarily through equipment by

As Starbucks grows, our business model may become obsolete due market saturation. For example, a Starbucks on every corner may not be sustainable if the corners are diagonal from each other. Starbucks’ current market cap is 20 billion (compared to McDonalds 36 billion) and may reach a critical growth point where high levels of expansion are unattainable as a percentage of Starbucks’ size. At this point, our strategy may need to be revised to match the changing environment. For example, diminishing growth may be offset by international growth opportunities including China and India.

Starbucks has a significant geographical presence across the globe. It has been recognized for its high quality coffee and for the exceptional service experience they provide. It is the first coffee retailer in the world with the highest market share (Business teacher organization, n.d). Nowadays, Starbucks has operations in over 60 countries and a total number of 22,519 stores as of June 28, 2015 (Starbucks website). Also, it is the most recognized brand in the coffeehouse sector and is ranked as one of the most admired companies in America in 2015 (Starbucks website). Starbucks effectively strengthen its brand equity by merchandizing products and licensing its brand logo out. This strong market position and brand image has given the company a significant competitive advantage for growing in both national and international markets (Geereddy, n.d).

Has Starbucks has done well in Turkey? What are some of the common growth drivers in terms of consumer characteristics, market characteristics, and entry strategies across USA and Turkey that might account for Starbucks’ success?

In an article published by Forbes (2014), it is estimated that 83% of adults in the United States currently consume coffee, which is up 74% in the previous year, making the coffee market segment highly profitable. Although Starbucks in an industry giant in the coffeehouse segment and has a large influence on the product development and offering of its competitors, its influence in the other market segments within the industry become limited as the market is highly segmented and the majority of the businesses listed under this industry genre are

Starbucks Corporation, an American company founded in 1971 in Seattle, WA, is a leading roaster, vendor and trader of specialty coffee universally. It has about 182,000 employees across 19,767 company functioned & qualified stores in 62 nations. Their produce mix contains baked and handcrafted high quality/premium assessed coffees, tea, a variable fresh food stuffs and extra beverages. They also retail a variety of coffee and tea harvests and licenses their trademarks through other channels such as approved supplies, grocery and national food flair accounts. 1 Starbucks also markets its products mix with

Starbucks Coffee is one of the biggest and most lucrative coffee businesses.For more than 30 years, Starbucks has built

Starbucks is an international brand in the world, there are more than 21,000 stores in over 65 countries including the franchised outlets. Starbucks is the largest coffeehouse chain worldwide. They are holding a top selling coffee market. There have been selling coffees, tea, any type of fresh food and other soft drink. Which is not just selling in Starbucks, they are also selling the product in other place such as franchised outlets even selling on the train. According to Tom and Asha (2015), Starbucks reported the record for net revenue was $16.4 billion in 2014. Which was increasing 11% from last year. It can see Starbucks market still getting developing.

Starbucks is one of the world’s largest success stories when it comes to the business world. What began as a little shop in Seattle has turned into more than a house hold name; it’s a name that everyone everywhere can associate with. Even if you have never stepped foot in a store, or don’t drink coffee at all you know the name. Starbucks has spread into global markets in the last few years, and with its U.S. ventures has been received very well, even in cities that weren’t forecasted to have open arms for the corporate giant. There really is nowhere for the company to go but up, especially at this time, Starbucks survived the recession, and along with a few other businesses all across the