Presentation on theme: "From Bean to Cup Starbucks Channel Strategy Jennifer Brinkman Donnych Diaz Rian Miller Yelena Tupitsyna Greg Welch Jennifer Brinkman Donnych Diaz Rian."— Presentation transcript:
From Bean to Cup Starbucks Channel Strategy Jennifer Brinkman Donnych Diaz Rian Miller Yelena Tupitsyna Greg Welch Jennifer Brinkman Donnych Diaz Rian Miller Yelena Tupitsyna Greg Welch
Roasting http://www.starbucks.com/whatmakescoffeegood/good_coffee.html Roasts beans in 3 domestic roasting plants and 1 in Amsterdam
Tasters http://www.starbucks.com/whatmakescoffeegood/good_coffee.html Starbucks’ professional coffee tasters may taste up to 800 cups of coffee a day.
Distribution http://www.starbucks.com/whatmakescoffeegood/good_coffee.html Packaged Coffee is then stored in Distribution Centers Then picked up by Partners filling store orders
Stores Starbucks Partner or Barista is the company’s contact with the customer The process ends at the store where customers enjoy freshly prepared coffee drinks
Intermediate Functions INTERMEDIARIES Starbucks depends upon both outside brokers and its direct contact with exporters for the supply of green coffee Channel Members are part of a “Dependent channel arrangement” Starbucks operates its own distribution system Coffee is traded on a negotiated basis, usually quite a bit higher in price Reduce risk of unpredictability of coffee price and supply, Starbucks enters into long-term fixed price contracts with its suppliers
Intermediate Functions INTERMEDIARIES Starbucks sells a wide variety of whole and ground bean coffees in grocery and warehouse club stores as well as Frappucinos and coffee-flavored ice creams Other channel of delivering coffee is through direct distribution, the selling and distributing product to account members in airports, hotels, schools, restaurants and hospitals
Channel Strategy Factors Customer/Market Served Focus Market Region: United States In the United States, some 78% of consumers drink coffee 7 Of that percentage, females are more likely to be the consumers rather than males The higher frequency of consumption tends to be older people Focus Market Region: China Coffee consumption in China is highly concentrated in large cities Coffee appeals to adventurous, open-minded, young, affluent, urban consumers Many of these returnees have lived in Western countries for a decade and they have become accustomed to the coffee culture
Channel Strategy Factors Product Service Characteristics Starbucks’ whole business is driven by their strong brand image They strive to have a knowledgeable staff and unique, recognizable packaging Starbucks also has the image of being known for $5 cups of coffee but you’re also getting some image for your $5, too Starbucks also uses an intensive distribution strategy to make their logo and coffee ubiquitous around the world
Channel Strategy Factors Product Life Cycle Most items Starbucks sells are consumables, representing their core business (77%) Coffees, teas, Frappacino’s, etc. They also distribute at-home coffee in-store as well as through convenience and grocery stores Starbucks strives to keep its coffee drinks fresh by changing menu Many drinks are cash cows, while others are seasonal with limited life
Competition Channel Strategy Factors Biggest threat MacDonalds threat to market share Dunkin Donuts Competes with both direct channel and retailer channel through website, their stores and grocery stores Multiple distribution gives competitive advantage over smaller coffee chains and at-home coffee companies
Channel Strategy Factors Environmental Factors Eliminates competition via Cluster bombing tactics, buyouts and cannibalization Open several stores next to competition Aggressive advances increased revenue by 24% in one year alone
Human Resource Considerations Channel Strategy Factors Employees offered stock Health Benefit (including part time) 1 LB free coffee per week Special/Continuous Training Turnover Rate 50% Starbucks vs 400% Coffee Industry 401k
Distribution Strategy Starbucks’ level of distribution is intensive via retail stores Starbucks has Direct Retail System through operation of its own Retail outlets Accomplishes direct marketing of product while maintaining marketing strategy and mission statement Maintains high level of customer service via product offerings and vast number of locations
Distribution Strategy S.B. has control/power over channels of distribution S.B. imports high quality coffee beans S.B. developed socially responsible coffee buying guidelines called C.A.F.E. Exclusive contracts from growers usually 5 years out High level of cooperation amongst growers/suppliers leads to rapid inventory replenishment Reduces total costs of marketing channel and improves customer service Roasts beans in its roasting plants Stores beans in warehouse for distribution to retail outlets.
S.B. has Corporate Dependent Channel Arrangement Operates its own distribution system in a manor that produces an integrated channel S.B. imports and processes coffee then sells it under their own brand name in their own stores Has other ways to distribute products via groceries stores and mail order using a multi-channel structure to market products Channel relationships are increasingly important in creating market value; maintain brand image and a sustainable competitive advantage Distribution Strategy
Are the distribution decisions in order to facilitate an effective and efficient distribution system accomplishing this and are the results in line with the marketing strategy? Channel Strategy Assessment Distribution Strategy At the direct retail system level yes, the current channel strategy and decisions are facilitating the marketing at the retail level delivering a high quality product to the customers. S.B. also accomplishes integration of marketing and distribution via mail order as well as grocery stores. Other partner relationship dependent on a multi-channel strategy have been successful i.e. PepsiCo – Frappucino product.
The marketing strategy of offering a differentiated product is supported by the purchase of high quality coffee along with high quality controls/standards applied to growers/suppliers. Expansion of retail outlets promotes further marketing and brand image S.B. has seen extensive growth in the international markets. Developing retail units as well as licensed units abroad. This again strengthens the company’s position as a global purveyor of quality coffee drinks. Is marketing strategy supported by the channel strategy? Distribution Strategy
Specialty Coffee Segment RECOMMENDATIONS Expand Multi-channel Relationships Expand and re-strategize how it markets and brands specialty coffees. Expand and develop new domestic channels focus on Specialty soft drinks, energy drinks, and ready-to-drink products Nutritional and Health drink segment. Acquire company whose product lines offer nutritional/health drinks and ascribe to principles of sustainability and environmental stewardships re- enforcing the company’s mission statement, brand image and positioning. Distribution Strategy