Starbucks : Internationalisation Process to Eastern Europe

9590 Words39 Pages
TABLE OF CONTENTS

STARBUCKS CORPORATION PRESENTATION 4

1. STARBUCKS COMPANY 4

1.1. Company Overview 4

1.2. Business Description 4

1.3. The core product 5

1.4. A few financial data 5

1.5. Starbucks mission statement 7

1.6. The vision 7

1.7. SWOT analysis 8

STARBUCKS MARKET: THE ANALYSIS OF THE COFFEE MARKET 10

1. INTRODUCTION 10

2. GLOBAL HOT DRINKS MARKET 10

3. THE US HOT DRINKS MARKET IN 2003 12

4. STARBUCKS MAIN COMPETITORS 13

4.1. Competition tree - direct and indirect competition - 15

4.2. Market share 16

4.3. Porter 5 forces Model 17

4.4. The perceptual map 18

THE DECISION WHETHER TO INTERNATIONALIZE OR NOT 20

1. INDICATORS OF INDUSTRY GLOBALITY 20

2. INDICATORS OF PREPAREDNESS FOR INTERNATIONALIZATION 21

3. THE
…show more content…
Its stores also offer a selection of fresh pastries and other food items, sodas, juices, coffee-making equipment and accessories, a selection of compact discs, games and seasonal novelty items.

1.3. The core product

The Starbucks' core product is coffee. Starbucks offer a large and diversified range of products about the coffee theme: hot and cold coffee beverage, ice cream...

Beverages:

Italian-style espresso beverages

Roasted whole bean coffees

Tea Products

Fruit juice

Frappuccino

Starbucks Double Shot

Sodas

Food:

Sandwiches

Salads

Pastries

Premium ice creams

Non food items:

Mugs

Travel tumblers

Coffeemakers

Coffee grinders

Storage containers

Compact Discs

Games

Seasonal novelty items

1.4. A few financial data

Starbucks market share of the coffee-drinking market in the US is 7% and 1% share internationally.

The coffee chain has become a public company in 1992 and its stock value has been growing from $3 in 1994 to $53.60 in 2004.

In 30 September, 2003, Starbucks operating income was $ 424.71 million (source: financial and operating summary, 1998-2003).

1.5. Starbucks mission statement

"Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow."

The following six guiding principles

More about Starbucks : Internationalisation Process to Eastern Europe

Get Access