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Starbucks Case Study

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Introduction of Starbucks Case Study

A renowned international coffee firm, Starbucks, will have its current strategic position examined in this paper. It will concentrate on the company's vision and mission statement, the industry structure and economic features, strategic plans at both the business and corporate levels, competitive analysis and advantage in the industry, SWOT analysis, PESTLE analysis, target market analysis, marketing mix, critical success factors, problems and issues, and financial analysis. The company's current strategic predicament will be thoroughly understood when this report is finished.

Introduction of Starbucks Case Study

Vision and Mission Statement of Starbucks

Vision statement on starbucks is dedicated to igniting and nourishing the human spirit, one person, one cup, and one neighbourhood at a time.
Mission statement on to make starbucks the leading global supplier of the highest-quality coffee while upholding our unwavering ideals as we expand. They are committed to giving our partners a fantastic workplace, fostering a sense of community where everyone is welcomed, and being good neighbours in each town we serve. They will keep trying to do better to serve our customers better, have an excellent workplace, and be a great place to shop.

Vision and Mission Statement of Starbucks

Starbucks Situation Analysis

Since 1971, starbucks has been a significant player in the speciality coffee industry and a chain of coffee shops. Over 30,000 outlets are operated by the corporation internationally, with a considerable presence in more than 75 nations.
Espresso, cappuccino, macchiato, frappuccino, and other speciality beverages are just a few of the coffee products starbucks offers, and the company has developed a strong brand identification in the sector. Along with providing culinary items like pastries, cookies, and other treats, starbucks also has a loyalty programme that rewards patrons.
The large, devoted, and engaged customer base that starbucks has is one of its primary strengths. The business is also quite active on social media platforms and in digital channels, including its website and mobile app. Starbucks' high pricing has drawn criticism as a weakness since it may be a barrier to admission for some customers. Additionally, starbucks is up against stiff competition from fast-food franchises that sell coffee-related items and other speciality coffee businesses.

Industry Structure and Economic Feature 

Industry structure on starbucks is a member of the specialty eateries industry, which comprises several eateries specialising in serving things like coffee, tea, and pastries. With major global competitors like mcdonald's and dunkin' donuts vying for market share, the speciality restaurant sector is highly competitive.
Economic features on starbucks operates in more than 50 countries and has a global presence in terms of economics. With a cagr of 10.5% since 2016, the business has shown consistent growth over the years. With a devoted following of customers prepared to pay more for its goods, starbucks has a strong brand presence. Starbucks has reduced costs and increased efficiency by using its global reach as a final measure.

Starbucks Companies Strategies

Business-Level Strategies

Product/Service Differentiation: Starbucks takes a differentiated approach to give its consumers a unique experience by providing a wide range of drinks, foods, and exclusive goods.

Expansion: Expansion to seize new markets and boost its reputation as a globally renowned brand, starbucks has kept up the development of its international presence.

Innovation: Starbucks has consistently attempted to innovate to offer new goods and services, maintain its competitive advantage, and appeal to a larger spectrum of customers.

Corporate-Level Strategies

Acquisition: Starbucks has used acquisitions to broaden the scope of its offers in terms of goods and services and to have a more global footprint.

Vertical Integration: Vertical integration To have complete control over its supply chain and uphold a high standard of quality control, starbucks has adopted vertical integration.

Diversification: Diversification To appeal to a broader spectrum of customers, starbucks has expanded its range of products and services.

Competitive Analysis and Advantage in the industry

Competitive Analysis: Competitive analysis large coffee chains like dunkin' donuts and mcdonald's, as well as independent small-town cafés, are competitors of starbucks. Starbucks must set itself apart from its rivals for its market portion to remain. 
Advantage: Starbucks enjoys several benefits in the market, including its well-known brand, the practicality of its product options, and its emphasis on customer service. To stay one step ahead of its rivals, starbucks has built a solid loyalty programme and keeps coming up with new ideas. Starbucks has also effectively produced a high-end experience that clients are ready to pay for.

SWOT analysis

  • Established and Well-Recognised Brand
  • Extensive Menu Selection
  • Positive Customer Experience
  • Excellent Coffee Quality
  • Innovation in Product Offerings.
  • Over-reliance on coffee products
  • Expensive compared to competitors
  • Limited store locations
  • Expansion into international markets
  • Increase in product offerings
  • Increase in digital presence
  • Intense competition
  • Increasing coffee prices
  • Changing consumer tastes

PESTLE Analysis

Political: Political actions impact starbucks' operations because of the high level of regulation it operates in. This includes decisions about trade, labour laws, taxation, and rules governing the production and sale of food and beverages.
Economical: Despite the economic slump brought on by the pandemic, starbucks is seeing high demand for its products.
Social: Starbucks still reaps the rewards of coffee's rising appeal and the globalisation of the coffee industry.
Technological: Starbucks has adopted digital technologies to boost productivity, including deploying kiosks to take orders and smartphone apps to handle payments.
Legal: Governments and regulators are scrutinising starbucks' practises, including its labour and environmental standards, with increasing frequency.

Environmental: Starbucks is concentrating on sustainability initiatives, such as using recyclable materials for its packaging and cutting back on single-use plastics.

Target Market Analysis of Starbucks Companies

Demographic Characteristics of the Market

Starbucks caters to a diverse clientele, which includes young professionals, college students, and business executives. The company's primary target market is persons between 18 and 34, although they also serve people of various ages, socioeconomic levels, and cultural backgrounds. With an extensive product selection to suit different tastes, starbucks also has a significant presence in metropolitan areas.

Psychographic characteristics of the market

Starbucks appeals to a broad spectrum of psychographic traits, such as people who value their health, are tech-savvy and care about the environment. The company also provides a wide selection of items to meet various demands and lifestyles.

Behaviours of the target market

Customers of Starbucks are more likely to be brand loyalists and to patronise the company than they are to do so with other coffee shops. Coffee, tea, and snacks are just a few of the many things the business provides to meet varied demands.


To reach its target market, starbucks has used a variety of tactics. These include advertising initiatives, in-store product placement, social media marketing initiatives, and loyalty schemes. The business runs sales and promotions as an additional incentive for clients to make larger purchases.

Marketing Mix of Starbucks 

Product Strategy (Product Mix)
Coffee, tea, pastries, and other culinary products are just a few of starbucks' many offerings. The business also sells seasonal drinks like eggnog and pumpkin spice lattes. Additionally, the company has added fresh items to its lineups, including nitro cold brew, iced coffee, and cold brew. Additionally, starbucks sells various accessories like mugs, tumblers, travel cups, and gift cards.
Pricing Strategy
Starbucks bases its pricing approach on the calibre of its goods. The company wants to offer premium goods at competitive prices. Starbucks also provides customers discounts, specials, and loyalty programmes. Additionally, the business offers loyalty programmes for loyal consumers and deals on large orders.
Promotional/ Advertising plan
Starbucks promotes and advertises its products using a variety of strategies. The business has a sizable following on facebook, twitter, and instagram, demonstrating its robust social media presence. Additionally, the company runs advertisements on radio, print, and television. Further, starbucks' "starbucks experience" locations, which give customers a distinctive, immersive experience, have helped the company establish a strong brand presence. The business has forged ties with other companies and organisations to provide clients with discounts and promotions.
Starbucks Competitive Analysis 
Starbucks is a well-known international network of coffee shops renowned for its superior coffee and contemporary store designs. Since its thorough competition study, the company has successfully established a competitive advantage in the coffee sector.
Starbucks sells high-quality goods, one of the factors contributing to the business's success. Starbucks' goods are distinctive and offer a variety of flavours and coffee varieties that no other company can match. Additionally, they sell various goods, including food, snacks, and merchandise. Although starbucks is significantly more expensive than its rivals in terms of price, it is still reasonably priced. The business has also effectively established a distinctive ambience in its stores, which has assisted it in setting itself apart from rivals.
In terms of geography, starbucks has a significant presence in numerous nations, and its stores are situated in accessible areas for clients. Additionally, the business has a strong web presence, which it has successfully used to attract a larger audience. Starbucks has effectively reached its target customers by utilising various marketing methods, including advertising, promotions, and loyalty programmes.
Starbucks has some advantages over its rivals in several areas. It is well-known in many nations and offers a wide variety of items. To reach a larger audience, it also has a strong internet presence. Additionally, the target audience has been successfully acquired through its marketing techniques.
Conversely, starbucks is not without weaknesses. For instance, it may be challenging for clients on a budget to buy its items because they are more expensive than its rivals. Additionally, while most of its stores are inaccessible, it could be challenging for clients who live far from one to buy its goods.
Starbucks has a distinct product offering, a significant global footprint, and effective marketing methods that give it a competitive edge. The business has successfully used its advantages to set itself apart from its rivals and develop a distinctive ambience in its stores. It has also effectively expanded its audience by using its web presence.

Key success factors

The first element that makes starbucks successful is its superb coffee. Customers can always count on starbucks to serve them a fantastic cup of coffee because the company roasts its beans and sells them in-store and through partners. Starbucks ensures its consumers get the best coffee experience by utilising only the best ingredients.

Starbucks's dedication to customer service is another element of the company's success. Starbucks offers a warm, welcoming environment to its patrons, and all its staff members have received training to be informed and helpful. Starbucks is a well-known location for coffee enthusiasts because of its dedication to customer service.

Third, starbucks has been able to profit from its well-known brand. Starbucks has elevated its brand recognition worldwide due to innovative marketing strategies. Starbucks has grown in new markets while maintaining its competitiveness because of this brand familiarity.

Finally, starbucks has effectively adjusted to its customers' shifting needs. To make it simpler for customers to buy and enjoy their favourite drinks, starbucks has embraced new technology, such as smartphone ordering and payment. Because of its dedication to innovation, starbucks has been able to remain relevant in the rapidly changing coffee industry.

Problems and Issues in Starbucks Organization

Starbucks has come under fire for over-expanding, which has caused a lack of consistency and quality among its outlets. Its employment methods have come under fire for paying inadequate wages and offering insufficient perks to employees. Additionally, its pricing and marketing practices have come under fire for being exploitative, and its whole company culture has been criticised for being unnecessarily formal. The business has also come under fire for its environmental policies, such as its reliance on single-use packaging and its lack of commitment to using materials that are obtained responsibly.

Financial Analysis

The majority of Starbucks' "annual revenues" of $29,1 billion during the "fiscal year" that concluded on September 30, 2021, were produced by company-operated shops. The corporation announced a share buyback programme and dividend increases that will return more than "$20 billion" to shareholders between 2021 and 2024 after reporting its 2021 results. Since the 2019 "fiscal year," Starbucks has accumulated more debt. The coffee chain's immediate obligations might be satisfied before 2020. But in 2020, due to the "COVID-19 pandemic," these numbers skyrocketed and stayed high through 2021.


Due to its purpose and vision statements, strategic positioning, target market analysis, and marketing mix, Starbucks has a strong position in the industry, according to the report. Understanding the company's internal and external environments has been more accessible due to its SWOT and PESTLE analyses. Additionally, the organisation has obtained a competitive advantage due to the 4Ps comparison and strengths comparison with rivals. The company is doing well, according to the financial study. As a result, Starbucks is well-positioned to dominate the market in the long run.

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