_SLIDE_1_
_SLIDE_2_
Introducing Starbucks
Five forces model
Coffee Industry
SWOT Analysis
Marketing Strategy
Table of contents
Table of contents
_SLIDE_3_
Company started in 1971 in Seattle, Washington
Products sold include:
beverages
- pastries
whole coffee beans
- coffee-related retail items
Introduction of Starbucks
_SLIDE_4_
More than25 years ago, Howard Schultz hit on
the idea of bringing a European-style coffeehouse to the rest of the word.
Introduction of Starbucks
_SLIDE_5_
The Starbucks Experience
Starbucks gives customers what it calls
¡° third place ¡±
A place away from
Home & work
Introduction of Starbucks
_SLIDE_6_
Introduction of Starbucks
Our mission : to inspire and nurture the human spirit one person, one cup and one neighborhood¡¦(»ý·«)
1.1 trillion
0.2 trill
|
ial entrants
Threat of potential entrants
_SLIDE_10_
Five Force Model
Trendy drink
Premium water, health
tea, tea drink
Advent of substitute
products as image
But, low threat of substitute
products because of
uniqueness of coffee
industry
Threat of substitute products
_SLIDE_11_
Five Force Model
- Usual consumption of coffee
Development of high coffee
culture
- High consumers¡¯ band slut
Very low Consumers¡¯
bargaining power
Bargaining power of customers
_SLIDE_12_
Five Force Model
- Exclusive milk supply of
Mae-il Milk
- Arabica coffee beans which
head office central managed
Strong supplier¡¯s bargaining
power
Bargaining power of suppliers
_SLIDE_13_
2015
2xxx
400cups
350cups
In 2xxx 117thousands tons, 420 million dollars
Coffee in Korea
Coffee Industry in Korea
The average annual consumption of coffee
_SLIDE_14_
(unit : trillion)
1.1 trillion
0.55 trillion
0.2 trill