Starbucks Coffee Entering Sweden
Starbucks Coffee Entering Sweden
Alan Diamond 1632135
“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our
uncompromising principles while we grow.”- 2008
"To inspire and nurture the human spirit - One person, One cup, and One Neighborhood at a time.“
- 2012
Starbucks’ Mission Statement
Introduction
Research was conducted into Starbucks to find out if a new
store in Sweden would be feasible.
There were three main objectives:
1) The external environment will be explored
2) The internal environment will be investigated
3) Based on the findings in objectives (1) & (2),
recommendations were made.
Countries that have Starbucks stores are shown above in green.
Methodology
The Focus Group FindingsAttendees Drink Coffee in a Café Already has Espresso House
Swedish Culture to drink in Café Pre-made and packaged goods no “home made” products
See Starbucks as “fast” & “quick” Change menu to suit Swedish coffee culture
Disagree with mission statement – not a “third place”
Would purchase Starbucks from Ireland
Believe that they will be successful American – Very pop culture
Target Students/Tourists Fair Trade – No impact in Sweden
56% Female, 44% Male Little Loyalty to a Coffee Brand
All participants were Swedish Swedish People Will Buy from Starbucks
Majority Aged between 16-24 Gevelia is considered the most popular brand of coffee
Most drink at least one cup of Coffee a day
Majority think Starbucks entering Sweden is a good idea.
Most Drink Their Beverage At Home
Participants believe Starbucks will be most successful in Stockholm
The Survey Findings
The PESTEL Analysis
Political Factors
1. Increase of business participation
2. Strong Existing Relationships
3. Subject to EU Regulations
Economic Factors
1. Swedish Banks are extremely stable
2. Unemployment rate of 7.6% in Jan 2012
3. Sweden is an export-dependant country
Social Factors1. High Average life
expectancy
2. English is widely spoken
3. Aging population, declining birthrate
PESTEL Analysis
Technology Factors1. Leading position in
R& D
2. High level of innovators
3. New developments in technologies
Environmental Factors1. Strong
international environmental image
2. Taxes on waste management
3. Anti-litter laws, & other EU legislation
Legal Factors
1. Foreign investments are strongly encouraged
2. No stated minimum wage
3. Trade unions are extremely strong in Sweden
PESTEL Analysis
Buyer Power:
Buyer power within the Swedish hot drinks market is moderate
Supplier Power:
Supplier power is moderate, however depends on the size of the company
New Entrance:
The Threat of new entrants is moderate
Substitutes:
Threat of substitutes is very low in Sweden
Rivalry:
The overall rivalry due to the cultural aspect in Sweden is strong
PORTER’S FIVE FORCES
The Marketing Mix
Product
Offers a variety of beverages – not just coffee!
Known for its coffee variety, includes more than 30 blends of coffee.
Offers seasonal & holiday beverages e.g. “Pumpkin Spice Latte”
Offers food like pastries, sandwiches & salads.
Price
Raised prices by about 1% due to the increasing price of coffee beans, dairy
produce and other raw material.
Wishes to maintain or lower the price of some of its most popular beverages.
Unlike the coffee, tea prices aren’t based on the size, instead it’s based on the number
of tea bags, since water is pretty cheap in non-bottle form.
Place
Seen as a gathering place in the neighbourhood.
Distributed directly to the customer in the Starbucks Cafes as well as over 3rd parties such as supermarkets.
Starbucks cafes are found (as well as in the city centre locations) in major industrial parks with a large labour
appearance.
Promotion
Starbucks started a community website, My Starbucks Idea, designed to collect suggestions and feedback from customers.
Starbucks stresses quality above price and other features it could emphasize.
Has gone to great lengths to create a “community atmosphere” among premium coffee lovers.
The Starbucks Card.
People Starbucks customers are service orientated.
Starbucks is committed to the principle of equal employment opportunity
The staff at Starbucks are friendly, helpful and polite.
All employment decisions at Starbucks are based on business needs, job requirements and individual qualifications.
Process
Starbucks offers an experience like no other coffee house.
The process is: entering the store, queuing to pay, and then waiting for your order at another counter. The
customers can choose to drink in or take out.
The process that Starbucks have in place is not always the best.
The Starbucks Process
(1) Queue To Order Your Drink (2) Order & Pay For Your Drink
(3) Wait For Drink To Be Made (4) Enjoy Your Starbucks
Physical Evidence
Starbucks staff wear black trousers, a black polo shirt and a green Starbucks apron.
Coffee-master = black apron.
The Merchandise all have the Starbucks logo.
Loyalty Card.
SWOT Analysis
Strengths Weaknesses
Organisational culture is very strong.
Excellent value network.
Strong recognised global branding.
Good corporate social responsibility.
Incentives to progress through company.
Good reputation around the world.
World’s Most Ethical Company in 2012
Increased number of competitors.
Refuses to guarantee that products are free of genetically modified ingredients.
Increases in pricing are not in line with global economic crises.
Management structure is hierarchical and decision making is very slow.
No cultural differences considered.
Opportunities Threats
Advertising environmentally friendly policies.
Advertising local charity drives.
Close working relationships with trade unions.
Job Creation.
Niche Market – “Coffee-on-the-go”
Global Economic Crisis.
Increased waste produced.
Small businesses being pushed out of the market
Huge resistance in international countries.
People are becoming more health conscious.
Huge coffee culture exists - a great number of competitors.
Entry Modes
Entry Mode Options
Licensing
Location
Wholly Owned Subsidiary
Strategic Partnership
Joint Venture
Recommendations
Conclusion
To conclude, the Swedish market has shown to be extremely welcoming for Starbucks to enter and would experience
considerable growth if they were to proceed with this venture.
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