marketing plan for starbucks星巴克市场分析Word格式.docx

marketing plan for starbucks星巴克市场分析Word格式.docx

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Beierholm

Groupmembers:

CristinaAlexandraGrindei,AlishaKhatri,YunjingLu,

ListofContents

1.Introduction……………………………………………………………………………………………………..….3

2.Problemformulation………………………………………………………………………………………..….3

3.MethodologyandLimitation………………………………………………………………………………..3

4.MacroandmicroAnalysis………………………………………………………………………………..…..4

-4.1Countryprofile……………………………..………………………………………………………………....4

-4.2panyprofile…………………………………………………………………………………………….....5

-4.3FinalDecision…………………………………………………………………………………………………..7

5.Remendation……………………………………………………………………………………………………….….7

-5.1Entrymode………………………………….…………………………………………………………..……….7

-5.2Segmentationandtargetmarket……………………………………………………………….……….9

-5.3Suggestedpositionandlocation………………………………………………………………………..10

-5.4SuggestedValuechain…………………………………………………………………………………..…..11

6.Conclusion………………………………………………………………………………………………………..….12

7.Reference……………………………………………………………………………………………………….…….13

8.Appendix………………………………………………………………………………………………….…….……14

1.Introduction:

StarbucksCorporationhasbeenthemostsuccessfulcoffeechaininthepastyears.ThepanyhasfocusedoncreatinganetworkofstoresinUSwhileopeningnewlocationsaroundtheworld.

Nowadays,therecessioniseffectingtheeconomyoftheentireworldbadly,noexceptionforthecoffeemarket.Starbucks,asthecoffeechaingiant,isseekingforanewmarketinordertokeeptheleaderpositionintheindustry.Meanwhile,attheothersideoftheworld,inIndia,acountryknownfortheteaconsumption,coffeeisbeingmoreandmorepopular.AccordingtoEuromonitorInternational,in2009,thetotalvolumeofcoffeeintheIndianmarketwas44,209.8tones,thefifthlargestcoffeeconsumptioncountryintheworld.SoisIndiaapossiblefuturemarketforStarbucks?

2.Problemformulation:

StarbucksisconsideringgoingtoIndia.HowcanStarbucksentertheIndianmarket?

∙IsIndiaanattractivemarketforStarbucks?

∙WhatcouldbethebestentrymodeforStarbucksinIndia?

3.LimitationandMethodology:

Thelimitationsoftheprojectarethepagelimitandtherestrictionincontactingthepany.Regardingthepanydata,thelimitationisinfocusingontheentireproductrangeofStarbucks,soasaconsequencewehavechoosetofocusonlyonthetwomainproducts:

coffeeandtea.

Wehaveappliedsecondarydatasources/quantitativedatasources.Theresearchmethodwasthedeskresearch.Thetheoriesusedintheprojectare:

themicroandmacroanalysis,theSWOTanalysis,theentrymodeanalysis,segmentationandpositioning,targetmarketandvaluechain.Wehaveusedthetheoriestocreateanoverviewofthesubjectfieldandapplyitforsolvingtheprojectproblemformulation.

4.Macroandmicroanalysis

4.1Countryprofile

Economy

In1991,theIndianeconomyexperiencedadramaticallygrowthafterthegovernmentliberalizednumberofindustriesopentoforeigninvestment,loosenedapprovalrequirementsandallowedmajorityforeignequityownership.Theeconomyhadagrowthrateof5-7%inaveragesince1991till2007,butanindustrialslowdownearlyin2008,followedbytheglobalfinancialcrisis,ledannualGDPgrowthtoslowto6.1%in2009（Appendix1）,butitisstillsecondhighestgrowthintheworldamongmajoreconomies.

Ine

TheinepercapitaofIndiansincreasedby14.2%in2006-2007.PercapitaineatcurrentpriceswasestimatedatRs29,642in2006-2007,paredtoRs25,956forthepreviousyear.Asaresultoftheincreaseintotaline,themeanannualdisposableinealsoincreasedbyalmost150%from1995-2007.

Governmentandlaws

TheintroductionofVATinIndiahasbeenakeydevelopment.InApril2005,itwasthevatwasimplementedinatastandardrateof12.5%.ThisnewsystemBusinesseswillconsequentlyhavetoraisepricestopensateforhigherproductioncostsandthiswillaffectconsumerspending.

petitivelandscape

InternationalpaniessuchasNestleIndiaandHindustanUnileveraretheleadersinthecoffeeindustryinIndia.DomesticplayerssuchasTataCoffeeorBaristaCaffeeareactiveinfreshgroundcoffee.Nootherdomesticplayerwasabletobeeestablishedasan<

IndianbrandwiththeirpresencerestrictedtothesouthernstatesinIndia.

GeographicsandDemographics

Indiaisthesecondmostpopulatedcountryintheworldwithapopulationofabout1.03billionpeople.

TheagestructureofIndialookslikethis:

0-14years:

30.5%（male187,197,389/female165,285,592）

15-64years:

64.3%（male384,131,994/female359,795,835）

65yearsandover:

5.2%（male28,816,115/female31,670,841）（2009est.）

“Geographicallyspeaking,IndiaislocatedinSouthAsiaintheEasternHemisphere.Thereare25statesandNewDelhiisthecapital.ThenationallanguageisHindiandabout83%ofthepopulationspeaksit.Otherthanthat,Indiahas18officiallanguagesprimarilyassociatedwiththedifferentstates”.

4.2panyprofile

Starbuckswasestablishedin1971,InspiredbycoffeebarsinMilan,Italy,HowardSchultzwantedtointroducethecoffeebarculturetoAmerica.Starbucksmissionstatementisto“establishStarbucksasthepremierpurveyorofthefinestcoffeeintheworldwhilemaintainingourunpromisingprincipleswhilewegrow”.

Expansion

Starbuckshasgrownatincredibleratesincetheopeningofitsfirstcoffeebar.NowStarbuckshasmorethan16,000retailoutletsinmorethan50countries.Starbucksownsmorethan8,500ofitsoutlets,whilelicenseesandfranchiseesoperatemorethan6,500unitsworldwide,primarilyinshoppingcentersandairports.Starbucksspecializesinqualitycoffeeandotherrelatedbeverages.“Theysellqualitycoffee,Italian-styleespressobeverages,coldblendedbeveragesandplementaryfooditems,aselectionofpremiumteasandcoffeerelatedaccessoriesandequipment”

Swotanalysis

TheStarbucksbrandgivesthepanyadistinctpetitiveadvantageoverlesserknowncoffeebrands.However,Starbucks’sbusinessishighlysensitivetochangesincustomertraffic,andthecurrenteconomicdownturnwouldputdownwardpressureonthepany’smargins.Thereforeweneedtoanalyzethepany’sperformance,bothinternalandexternal.AnexcellenttoolforthatisSWOT.（Appendix2）

Currentfinancialsituation

ThegeneralfinancialperformanceforStarbucksin2008wasdecliningfrompreviousyears.Thepanyrecordedrevenuesof$10,383million.

Althoughthesalewasincreasedinthelast4years,thenetprofitinehasdecreasedwith53.1percentover2007.

Year

2008

2007

2006

2005

Sales

10,383,000

9,411,497

7,786,942

6,369,300

NetIne

315,500

672,638

564,259

494,467

Starbucksoperatesinthreesegments:

theUS,internationalandglobalconsumerproductsgroup.However,thepanyreporteditsrevenuesbyproducttypein2008.TheFourCategoriesare:

Beverage

Food

Coffee-makingequipmentandother

Wholebeancoffees

64.2%

14.5%

11.8%

9.5

Duringtheyear2008,thebeveragedivisionrecordedrevenuesof$6,663.3million,anincreaseof10.5%over2007.Thefooddivisionrecordedrevenuesof$1,511.7millionin2008,anincreaseof13.4%over2007.Thecoffee-makingequipmentandotherdivisionrecordedrevenuesof$1,220.2millionin2008anincreaseof7.4%over2007.Thewholebeancoffeesdivisionrecordedrevenuesof$987.8millionin2008,anincreaseof8.2%over2007.

GlobalResponsibility

Starbucksismittedtobeingadeeplyresponsiblepanyinthemunitieswhereitdoesbusinessaroundtheworld.Thepany’sfocusisonethicallysourcinghigh-qualitycoffee,reducingitsenvironmentalimpactsandcontributingpositivelytomunities.StarbucksGlobalResponsibilitystrategyandmitmentsareintegraltothepany’soverallbusinessstrategy.Asaresult,Starbucksbelievesitdeliversbenefitstothepanyanditsstakeholders,includingemployees,businesspartners,customers,suppliers,shareholders,munitymembersandothers.

4.3FinalDecision

ConsideringIndiaaveryattractiveandgrowingmarketandtheanalysisofthecountryandpanyprofile,wehavedecidedthatStarbucksshouldentertheIndianmarket.WewillanalyzefurthermorethestrategiesStarbucksshouldapplyinordertoentertheIndianmarket.

5.Remendation

5.1Entrymode

Starbucks’internationalstrategyadaptstodifferentmarketstosatisfyneedsandrequirementsfromeverymarket,respectingitsculturesandtraditions.InordertoenterIndianmarket,wearegoingtousetheRootentrymode（Appendix4）.Themodelisdividedinfourgroups:

Internal,externalfactors,desiredmodecharacteristicsandtransaction-specificbehavior.Underthefourgroupsthereare16factors.WehavedecidedtoonlylookatmostrelevantfactorsforStarbucks,whichareinternationalexperience,productdifferentiationadvantage,intensityofpetitionandMarketpotential.

∙Marketpotential:

Indiahasbeeoneofthemostexcitingeconomiesintheworldwithahugeincreaseinforeigninvestmentandconsumerswhoarewillingtospendandspend.DuetomassiveoutsourcingonthepartofforeignpaniesespeciallyfromtheUnitedStates,educatedIndiansarenowpresentedwithexcitingcareeropportunities,excellentpay,andtheconfidencetospendmoremoney.Timemagazinereportsthatthesenewconsumersmand$10.5billionincashtoburn.TherecouldnotbeamoresuitabletimefortheStarbuckstoentertheIndianmarket.

∙Internationalexperience:

Starbucksisoperatinginmorethan16000locationsinover50coun