MBA 631: Marketing Management
Presented By
Alankar Kale Y4125006
Chhabad Pavan Y4125016
Jyoti Narang Y4125019
Manjusha Kale Y4125021
Venugopal K.G Y4125047
Vijay Anand Y4125048
Yashodhan Shevade Y4125050
Introduction
"Rewarding everyday moments". The Starbucks Mantra clearly implies that they are not selling just coffee. They claim to be selling the coffee experience. Their coffee bars that sell specialty coffee also gives customers an ambience where they can be themselves. Starbucks advertises themselves as the third place between home and office, where you can escape, reflect, read, chat or listen. They have become the largest player in the coffee industry and is still looking for avenues to expand themselves.
Problem Statement
The two questions that arose in Mr.Schultz's mind captures the problem faced by Starbucks.
"Was Starbucks growing in the best way possible?"
"Was Starbucks overextending in its quest for growth?"
Options in front of Starbucks
The dilemma of Howard Schultz right now is what next?. Where does starbucks go from here? The available options in front of them are the following
1. New Specialty Sales partners: The option currently in front of starbucks is to collaborate with McDonalds who has been approaching them for this joint venture.
2. Expansion of Domestic and International retail markets: With the target of 2000 stores by year 2000, Starbucks is on an expan ...