Starbucks

The Starbucks LogoThe idea of the siren used in the Starbucks logo originates from Herman Mellvilles Moby DickShe is designed to mesmerize the coffee drinkers; to lure them to the cup A slightly different logo was created for each coffee, and appeared beside it on the menu board as well as on the package of the coffee.

Starbucks ObjectiveTo establish Starbucks as the most recognized and respected brand in the world.

Starbucks Mission StatementTo establish Starbucks as the premier purveyor of the finest coffee in the world, while maintaining our uncompromising principles while we grow.

Guidelines to Reach Mission StatementProvide a great work environment and treat each other with respect.Embrace diversity as an essential component in the way we do business.Apply the highest standards of excellence to the purchasing, roasting, and fresh delivery of our coffee.

Guidelines to Reach Mission Statement (continued)Develop enthusiastically satisfied customers all the time.Contribute positively to our communities and our environment.Recognize that profitability is essential to our future success.

Starbucks Timeline

In the beginningStarbucks first opened in 1971 in Seattles Pike Place Market.

In 1982, Starbucks began providing coffee to espresso bars and fine restaurants.

In 1987, Starbucks became Starbucks Corporation.

And this, of course, was just the beginning of the astounding growth that we have witnessed over the last decade.

So, does anyone remember where the Starbucks logo (the siren) came from?Moby Dick, by Herman Mellville

The Growth of Starbucks

Starbucks TodayStarbucks now has approximately 6,294 coffeehouses in North America alone,And they have approximately 900 locations outside of North America.

They grow up so fastbut how?

In 1991, Starbucks became the first privately owned company to offer a stock option program to all of their employees.

Higher employee satisfaction leads to lower turnover rates, which in turn leads to lower employee training costs, which leads to greater profits.

Starbucks also gives back to the community, both local and abroad.

This provides Starbucks with plenty of good publicity.

Starbucks also takes great interest in its suppliers well-beings.

Foreign ExchangeStarbucks opened its first store outside of North America in 1996, in Tokyo, Japan.

Starbucks sometimes faces fierce opposition when trying to enter certain markets.

In 1999, when Starbucks came to downtown Athens, many locals and college students objected.

What major bookstore is a Starbucks most likely to be found inside?In 1993, Starbucks Corporation started a relationship with Barns and Noble, Inc.

Since, they have won accounts with many other companies, such as:Sheraton Hotels (now Starwood Hotels)United AirlinesNordstromCanadian Bookstore ChapterWestin HotelsCanadian AirlinesKraft Foods (to extend into grocery stores)Hyatt Hotels Corp.

Starbucks Gives Back

CAREStarbucks distributes funds in response to any natural disasters that may occur in countries where their coffee and tea originate.

Starbucks FoundationCreated by the Chairman of Starbucks, Howard Schultz.Dedicated to creating hope, discovery, and opportunity in communities where Starbucks are located.

Support Conservation Internationals Conservation Coffee ProgramEncourages ecologically sound coffee growing practices.

FY 2002 Revenue by Division

FY 2002 Net RevenuesMillions

Starbucks Vs. Top CompetitorsAnnual RevenueFY 2002Source: Hoover's Online ServicesMillions

FY 2002 Specialty Operations % Revenue By Business Unit

FY 2002 % Retail Sales Mix by Product Type

Now for a tough oneAbout how many Starbucks stores are open?There are approximately 6,294 Starbucks stores currently in operation

Your last chance to answer! Name the two Starbucks beverages available at most (non-Starbucks) retail centers:Frappuccino Double Shot

Keeping it FreshStarbucks tries to introduce a few new beverage ideas every year, just to keep things interesting.

Notable Additions for 2002Cream FrappuccinoGeared more towards non-coffee drinkersStarbucks CardName GameEffort to get to know customers

They say, Dont mess with a good thingbut what if we did?Say Starbucks wanted to introduce a new, very aromatic coffee beverage. Is the observation method the best way to go?Of course! Personal observation should be used to evaluate peoples reaction to the new flavor and aroma.Mechanical observation should be used to track the sales of the new product.

Survey Results

Growth Chart

17

55

116

272

676

1412

2135

4707

6294

Years

Number of Stores

Growth

198717

198955

1991116

1993272

1995676

19971412

19992135

20014707

20036294

Class Survey

Why do you go to Starbucks?Rate Stabucks beverages compared to others

RatingFrequencyRatingFrequency

Quality of Drinks11Better than Others17

2726

3437

41246

5152

6260

Atmosphere71Not as Good as than Others70

Rate Starbucks' Atmosphere compared to othersHow Likely are you to choose Starbucks over others?

Better than Others17Very Likely18

2627

3633

4845

5153

6060

Not as Good as Others70Not at all Likely72

How Frequently do you Visit Starbucks?Why do you go to Stabucks? (All that apply)

OptionFrequencyOptionFrequency

More than Once a Week2Socialize with Friends7

Once a Week4To do office/school work12

Once a Month13To read4

Once a Year7Just to get some coffee and leave20

Never1

Survey #1

1

7

4

12

1

2

1

Why do you go to Starbucks?

Survey #2

7

6

7

6

2

0

Starbucks' Beverages as Compared to Others

Survey #3

7

6

8

1

0

Starbucks' Atmosphere as Compared to Others

Survey #4

8

7

3

5

3

0

2

How Likely are You to Choose Starbucks over Others?

Survey #5

More than Once a Week2

Once a Week4

Once a Month13

Once a Year7

Never1

How Frequently do you Visit Starbucks?

Survey #6

7

12

4

20

For What Purpose do You go to Starbucks?

Growth Chart

17

55

116

272

676

1412

2135

4707

6294

Years

Number of Stores

Growth

198717

198955

1991116

1993272

1995676

19971412

19992135

20014707

20036294

Class Survey

2726

3437

41246

5152

6260

2627

3633

4845

5153

6060

Never1

Survey #1

1

7

4

12

1

2

1

Survey #2

7

6

7

6

2

0

Survey #3

7

6

8

1

0

Survey #4

8

7

3

5

3

0

2

Survey #5

Once a Week4

Once a Month13

Once a Year7

Never1

Survey #6

7

12

4

20

Growth Chart

17

55

116

272

676

1412

2135

4707

6294

Years

Number of Stores

Growth

198717

198955

1991116

1993272

1995676

19971412

19992135

20014707

20036294

Class Survey

2726

3437

41246

5152

6260

2627

3633

4845

5153

6060

Never1

Survey #1

1

7

4

12

1

2

1

Survey #2

7

6

7

6

2

0

Survey #3

7

6

8

1

0

Survey #4

8

7

3

5

3

0

2

Survey #5

Once a Week4

Once a Month13

Once a Year7

Never1

Survey #6

7

12

4

20

Growth Chart

17

55

116

272

676

1412

2135

4707

6294

Years

Number of Stores

Growth

198717

198955

1991116

1993272

1995676

19971412

19992135

20014707

20036294

Class Survey

2726

3437

41246

5152

6260

2627

3633

4845

5153

6060

Never1

Survey #1

1

7

4

12

1

2

1

Survey #2

7

6

7

6

2

0

Survey #3

7

6

8

1

0

Survey #4

8

7

3

5

3

0

2

Survey #5

Once a Week4

Once a Month13

Once a Year7

Never1

Survey #6

7

12

4

20

Growth Chart

17

55

116

272

676

1412

2135

4707

6294

Years

Number of Stores

Growth

198717

198955

1991116

1993272

1995676

19971412

19992135

20014707

20036294

Class Survey

2726

3437

41246

5152

6260

2627

3633

4845

5153

6060

Never1

Survey #1

1

7

4

12

1

2

1

Survey #2

7

6

7

6

2

0

Survey #3

7

6

8

1

0

Survey #4

8

7

3

5

3

0

2

Survey #5

Once a Week4

Once a Month13

Once a Year7

Never1

Survey #6

7

12

4

20

Growth Chart

17

55

116

272

676

1412

2135

4707

6294

Years

Number of Stores

Growth

198717

198955

1991116

1993272

1995676

19971412

19992135

20014707

20036294

Class Survey

2726

3437

41246

5152

6260

2627

3633

4845

5153

6060

Never1

Survey #1

1

7

4

12

1

2

1

Survey #2

7

6

7

6

2

0

Survey #3

7

6

8

1

0

Survey #4

8

7

3

5

3

0

2

Survey #5

Once a Week4

Once a Month13

Once a Year7

Never1

Survey #6

7

12

4

20

Starbucks Snapshot

Starbucks

Documents

starbucks corporation

chairman of starbucks

starbucks objectiveto

starbucks foundationcreated

starbucks timelinein

starbucks mission statementto

finest coffee

coffee drinkers