Starbucks-marketing.pptx

Charles Bongrain - Camille LesagEFrederic Montoir – XXX XXX
STARBUCKS
IT IS NOT JUST COFFEE, IT IS STARBUCKS COFFEE
History of Starbucks
Starbucks customers
STARBUCKS IN THE WORLD
SWOT ANALYSIS
MARKETING MIX
STARBUCKS IN KOREA
CONCLUSION
CONTENT
HISTORY
STARBUCKS NAME
MOBY DICK
BALDWIN – BOWKER – SIEGL
SEATTLE, 1971 - FIRST STARBUCKS
58 years old
Grew up poor
His father had a hard life
Excelled at sports and won an athletics scholarship
Graduated in Business & Marketing
Joined pany in 1982 as Diector of Marketing
HOWARD SCHULTZ – CEO OF STARBUCKS
1983 he went on a trip in Milan:
Coffee bars existed on every street
in the country
Served as meeting places
His idea: bring the Italian coffeehouse tradition back to the United States
The pilot coffee concept was essful but the owners refused to develop the concept
HOWARD SCHULTZ – VISION OF A CEO
1985: Started his own coffeehouse: Il Giornale Coffee
1987: purchased Starbucks Coffee (6 stores)
Renamed Il Giornale Coffee with the Starbucks name
Expended aggressively first across the United States and then around the world
HOWARD SCHULTZ – VISION OF A CEO
HOWARD SCHULTZ – HIS PHILOSOPHY
2008: regained his status as a CEO of Starbucks
Co-authored: “Pour Your Heart Into It”
“Starbucks may e another soulless big chain”
HOWARD SCHULTZ – HIS FEAR