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Moha

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MARKETING STRATEGY IN ACTION
STARBUCKS – 2006

Starbucks represents something beyond a cup of coffee.
Howard Schultz

NAME: Krishneel Krishna Reddy
STUDENT ID: s11058534
UNIT: MG410 – Consumer Behaviour
SEMESTER: Semester 2, 2014

Introduction and Overview
Starbucks is undoubtedly the No. 1 brand coffeehouse chain in the world. Starbucks is an American company which was founded at Pike Place market in Seattle on March 30th, 1971. The founders of this coffee giant were Jerry Baldwin, Gordon Bowker and Zev Siegel. From humble beginnings in 1971 Starbucks today has 20,519 stores (as of March 30th, 2014) in over 65 countries. Starbucks this year has opened stores in Brunei and Columbia which just goes to show the massive reach of this coffeehouse chain. The mission of Starbucks is to “inspire and nurture the human spirit – one person, one cup and one neighborhood at a time [1]. Starbucks turned into a public company on June 26th, 1992 at a price of $17 per share and at the closing of the first day share prices rose to $21.50 per share. Starbucks is listed on NASDAQ, under the trading symbol of SBUX.
From being a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in 1971, today Starbucks boasts more than 30 blend and single – origin premium coffees, handcrafted beverages (such as Frappuccino and Fresh food (such as baked pastries, salads etc). Starbucks brand portfolio includes Starbucks coffee, Seattle’s best coffee, Teavana, Tazo, Evolution fresh, La Bonlange and Tawefazione Italia coffee. The coffee powerhouse this year has announced collaboration with Oprah Winfrey to co-create Teavana Oprah Chai tea. Starbucks has also announced the landmark Starbucks college achievement plan to help its employees complete their education. As of 30th June, 2014 Starbucks made a Gross profit of over a staggering $7.37 billion....

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