Starbucks
AURORE SARAH
Introduction (Aurore)
If you greet the morning with the aroma of freshly brewing coffee, you are one of billions of people worldwide who indulge in the daily grind of coffee consumption. According to the latest coffee statistics from the International Coffee Organization, we pour about 1.4 billion cups of coffee a day worldwide.
Starbucks is the leader in the coffee retailing market, with purchasing and roasting top quality coffee beans. It has created a well respected brand with a dynamic image.
That’s why we have decided to introduce it to you today.

I.History and founding principles (Sarah)

II.About the company (CEO, industrial sector, current status, presence, turnover...),
In 2008 Schultz regained his status as CEO of Starbucks after a hiatus of 8 years replacing CEO Jim Donald as part of a plan to turn around the struggling chain of coffee houses.

Starbucks is the largest coffeehouse company in the world, with over 16,858 stores and 176000 employees in 2008. Currently Starbucks is present in more than 55 countries.

US coffee chain Starbucks posted a net profit of $241.5 million in the final quarter of 2009, compared with $64.3 million in the same period a year ago.

V.Different kinds of products (S)
III.Starbucks culture (S)

IV.Management strategy management, management style, decisons and strategy over time (diversity), (A)
Starbucks‘ strategy is simple: saturate the market. Instead of following the trend, CEO Howard Schultz had a different idea. He decided that the Starbucks strategy would be to blanket an area completely.

Instead of worrying about stores eating up each other’s business, the strategy focused on heavily increasing the foot traffic in one specific part of town. Schultz knew that his Starbucks strategy was a risk, but it was one he was willing to take.

In the end, the unique Starbucks strategy paid off. Clustering its stores in one area helped Starbucks quickly achieve market