brand coffee makers have some market power to set prices above the generic value brands, Starbucks operates under monopolistic completion where there are many small firms that sell similar products, therefore they do not exert complete market power in the industry.
Starbucks has, up until now, been able to take advantage of premium pricing but according to an article in Business week, “Starbucks is looking to rebound from dismal US sales as more consumers cut back on spending. In its first-quarter report last week, same-store sales - a key indicator of a retailer's performance - dropped 10 percent. That's worse than the 8 percent decline in the fiscal fourth quarter.”
Because there are a lot of options for the more cost conscious consumer looking to save money on coffee purchases, Starbucks felt the need to make a price change. After all McDonald’s Corp is offering new, lower-priced specialty coffee drinks and Dunkin' Donuts is advertising value-minded deals. So when Starbucks founder ,Howard Schultz, decided to offer a $1 cup of coffee in certain stores to compete with McDonald’s and to increase existing store sales, some critics thought it may have done more harm than good. Their thoughts were that the decrease in price may have implied that there is nothing more to Starbucks than coffee. By offering a cheap cup of coffee, Schultz may be reducing the company to commodity status, and the natural result being a price war. No longer is buying a cup of Starbucks coffee an experience. But because coffee is an elastic product in which price controls demand, Starbucks may want to consider a small decrease in their price to increase demand which will increase revenue and allow them to be more competitive.
Pricing decisions also serve as a marketing tool and is one of the most compelling attributes of product positioning. It makes a very clear statement about how a consumer should perceive a product. Starbucks cannot become the low price leader; it takes away from the brand image and ambience that they are known for.
When Starbucks became a major competitor, it was because the company’s environment was like none other and focuses on the benefit of the customer. People considered Starbucks as a “third place” after home and work. Howard Schultz’s vision was not to build a coffee shop, but instead build a company that treats people with dignity and respect. He wanted to establish a place where you can go relax and have a delicious coffee and smother yourself in a comfortable seat that makes you feel like you’re sitting on your living room couch. Ear pleasuring music will be consuming your background and make a customer feel as if they are at their home away from home. Or a place where you can bring your laptop and get some work done if there were any distractions at home or work. Starbucks is also the type of place where you can meet a friend, stay and talk for hours, and feel like you’re the only two people in the place. Customers and employees as well receive an experience for Starbucks, in which Starbucks constantly strives to pleasure everyone around them. The environment is so inviting, relaxed, and probably trendier than most people’s living room, and at the same time, quick paced if you need a coffee to-go. Starbucks has set an environment where the relationship between customers and employees sets the company apart from other coffee shops. Starbucks sets a different type of trend than any other coffee house that seems to be contagious to customers and even other companies.
One area of business that Starbucks spends the least amount of their money on is its advertisements compared to competitors. Schultz believes that experience beats ads. In an article from Businessweek.com “Starbucks: Keeping the Brew Hot”, explains that given that philosophy of experience beats ads, conventional advertising has been no real significance to the growth of the Starbucks brand. Rather, it has been the store experience
Starbucks case study Everyday thousands of people wake up early in the morning usually with the same routine day after day and usually with the thought of coffee on their minds. For most people find it far more convenient to swing by their favorite coffee shop or closest convenient store on their way to work. Lucky enough there is a Starbucks on just about every corner, as the saying goes. Starbucks is one the most popular coffee shops around the world, and has been ever since the early 1980’s.…
“Starbucks: Delivering Customer Satisfaction” case analysis Intro Starbucks is a dominant specialty-coffee brand in North America. The company has had 5% and higher comparable store sales growth for 11th consecutive year. However, the recent market research had shown that the company fails to meet its customer expectations in terms of service. In order to solve this issue Starbucks plans to invest $40 million annually in the company’s stores to increase the amount of labor, thus improving speed-of-service…
Case Write Up 1) General Calculate common-size income statements for Starbucks’ fiscal years 2011, 2012 and 2013. Describe any tr major revenue streams. $ FY2012 FY2013 FY2011 Net revenues: Company-operated stores Licensed stores CPG, foodservice and other Total net revenues $11,793 $1,361 $1,739 $14,892 $10,535 $1,210 $1,555 $13,300 $9,632 $1,008 $1,061 $11,700 COGS (incl. Occupancy Costs) Store operating expenses Other operating expenses D&A Expenses G&A Expenses Litigation charge Total…
Starbucks Case Study After creating a name for themselves and undergoing vast expansion in the past 20 years, Starbucks has hit somewhat of a standstill. At the turn of a global recession, they must find a way to still successfully supply coffee at over $3.00 a cup. The strategic issue in this case is Starbucks ability to maintain a high level of demand and innovation in a world where so many close and valuable alternatives exist. A Porter’s five forces analysis was utilized to interpret Coke’s…
Starbucks case Starbucks is a household name when it comes to coffee. It seems there’s one on every corner. In the early morning, practically the whole city commutes to work with a Starbucks coffee in hand. Why is Starbucks basically the only game in town? Some, including myself, would say it is because of their convenience and customer service. In the early 1990s, Starbucks really rocketed to the top. In the 1980s, Howard Schultz bought the company from the original founders. He had a vision…
CASE REPORT 1: STARBUCKS Team 8 – Jahanzeb Zafar, Justin Pugel, Satyam Bharadwaj, Anthony Pece CAUSES OF SUCCESS Howard Schultz started from group up In 1981, Howard Schultz (Current Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into Starbucks and joined a year later as the Director of Marketing. A year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee bars and…
INTRODUCTION OF STARBUCKS 3 II. MAIN ISSUES OF THE CASE 3 1. Situations: 3 2. Strategy: 4 III. ANSWERS TO QUESTIONS 5 Question 1 5 Question 2. 6 Question 3 7 Question 4 9 Question 5 11 Question 6 12 Question 7 14 Question 8 15 Question 9 16 IV. CONCLUSION & RECOMMENDATIONS 18 EXECUTIVE SUMMARY Our report is about analyzing Case 24: Starbucks in 2012: Evolving into a Dynamic Global Organization in the lecture Crafting & Executing Strategy. Starbucks case analysis…
Christine Day, Starbucks’ senior vice president of administration in North America is facing a dilemma. In two days she’s scheduled to meet with Howard Shultz, Starbucks’ Chairman, and Orin Smith, Starbucks’ CEO, to offer her recommendation on whether the company should move forward with a plan to invest $40 million annually, adding 20 hours per week of labor to each of the company’s 4,500 stores. The aim of the investment is to improve speed of service and customer satisfaction. As the case reveals…
Starbucks: Delivering Customer Service 1) At the time of the case, why had Starbucks been so successful? Committed to quality and customer satisfaction Accessibility, many stores in many locations Good distribution and high visibility locations for stores Low advertising expenditures Good corporate values, strict coffee standards, good service, quality products Good atmosphere i.e. seating areas and layouts that encouraged lounging Diversity of coffee beverages (77% of sales from…
Continuing Case: Starbucks – Introduction Discussion Questions 1. What management skills do you think would be most important for Howard Schultz to have? Why? What skills do you think would be most important for a Starbucks store manager to have? Why? 2. How might the following management theories/approaches be useful to Starbucks: scientific management, organizational behavior, quantitative approach, systems approach? 3. Choose three of the current trends and issues facing managers and…