"We aren't in the coffee business, serving people.
We are in the people business, serving coffee"
Howard Schultz, Starbucks Chairman and Chief Global Strategist
Fortune Magazine, Vol. 149 No. 2
Title: Starbucks: "The Non-Coffee Treat"
Submit To: P.V. Sundar Balakrishnan
Completed By:
Matthew CarmeanPartner Julie AnstettPartner Julia ToochettePartner
Joel EnnisPartner Joey EatonPartner Trang P. HuynhPartner
Table of Contents
TABLE OF CONTENTS 2
EXECUTIVE SUMMARY 3
MANAGERIAL PROBLEM 4
SITUATION ANALYSIS 4
Company 4
Customer 4
Competitor 5
Complementors 5
STRATEGY (STP) 5
Segmentation 5
Target 5
PRODUCT LIFE CYCLE 6
Introductory Stage 6
Growth Stage 6
Maturity Stage 7
Decline Stage 7
IMPLEMENTATION PLAN AND RECOMMENDATION 7
Product 7
Price 7
Place (Distribution) 8
Promotion 8
APPENDIX 9
Executive Summary
Starbucks is the leading retailer and roaster for brand specialty coffee in the world. It h ...