Starbucks Business Report - Analysis, Recommendations, and Competitive Landscape

This business report provides an in-depth analysis of Starbucks, including its external and internal factors, such as PESTEL analysis and VRIO analysis. It also offers recommendations for the company's growth and expansion. Additionally, the report includes a competitive landscape analysis, highlighting the major competitors in the coffee industry.

Starbucks Business Report

TABLE OF CONTENTS
PART 1............................................................................................................................................3
1.1 INTRODUCTION.....................................................................................................................3
1.2 EXTERNAL ANALYSIS..........................................................................................................4
1.2.1 PESTEL Analysis...............................................................................................................4
1.2.2 5 Forces Analysis................................................................................................................6
1.2.3 Industry Life Cycle Model..................................................................................................7
1.3 INTERNAL ANALYSIS...........................................................................................................8
1.3.1 Apply VRIO........................................................................................................................8
1.3.2 Value Chain......................................................................................................................10
1.3.3 Resources..........................................................................................................................11
1.3.4 Capabilities and Competencies.........................................................................................12
1.4 RECOMMENDATIONS.........................................................................................................13
PART 2..........................................................................................................................................14
2.1 Stakeholder Report...................................................................................................................14
2.1.1 Starbucks Stakeholders.....................................................................................................14
2.1.2 Appropriate Communication Strategy..............................................................................15
REFERENCES..............................................................................................................................17

PART 1
1.1 INTRODUCTION
Starbucks Corporation is worldwide famous for its Coffee. Starbucks is a coffee company
of United States, it was established in 1971 at Seattle, Washington. It becomes a wide chain in
the coffee industry operating at approximately 30,000 places. It was founded by Jerry Baldwin,
Zev siegl, Gordon Bowker. Chairperson Myron E. Ullman, and Kevin Johnson is the President
CEO of Starbucks till now. Company mainly represents the 'second wave coffee' it is movement
which is done the artisanal coffee (roasted coffee). Third wave coffee is launched due to the
concern of the consumers and manufacturers for the quality coffee, for light roasting the coffee
as previously they were using dark roasted coffee. Now Automated espresso machines are used
by the Starbucks for preparation of coffee which maintains the quality and safety. Starbucks
sales the Caffee latte, espresso, Fresh Juices, Frappuccino beverages, hot and cold coffee, snacks
like chips, crackers, biscuits, more over food products like sandwiches, drink-ware like mugs,
also they select the beer, appetizers, wines in evening such products provided by that company
according to the season or timing (Glowik, 2017). As they provide the branded coffee, bottled
coffee, ices creams at grocery stores with packaging for their brand. Revenue generated by the
company is US$24.71 billion, operating income US$3.88 billions and net income is US$4.51
billion in 2018 (Voigt, Buliga and Michl, 2017). Starbucks subsidiaries are Ethos Water,
Evolution Fresh, Hear Music, La Boulange Bakery, Seattle's Best coffee, Teavana, Torrefazione
Italia. All these possess high demand in market. It has employed 291,000 people.
As Starbucks is the leading name in the coffee industry, it has strong competition s which
are in race to take competitive advantage. Dunkin Donuts, Tim Hortons, Costa Coffee, Mc
Donalds etc. these competitors share has high value in market. As talking about the Dunkin
Donuts it has 10,000 outlets in the world which generates US$ 132 billion 2018. As it is
expanding their business in more countries and proved the highest competitor for the Starbucks.
Tim Hortons has opened 4300 outlets in Canadian quick service restaurants which generates
US$3.29 billion in 2018 (Zhang, Chien and Ma, 2015). Mc Donalds is the strongest competitor
of the Starbucks, it has 38000outlets worldwide, which serves 68 million customers all around. It
generates US$28.11 billion in 2018. Costa Coffee operates 1700 stores at different locations and
it generates revenue approximately US$1.29billion which is less than Starbucks. It is trying to
take growth and expansion.

Starbucks is getting popular among the people in different locations of the world as it
gains the attention of the consumers by their promotional strategies. It develops their customers
reach, and they widely use the technology innovation for their increment in revenue. As they try
to take lead among their competitors to take the competitive advantages. It practices innovation
in their products to satisfy the customer's demand. As they take the necessary changes in their
product and according to the season and timing they provide the products. Also, they take the
review and feedbacks from their consumers to build their prestige in the market and treat them
with high priority (Chowdhury, 2016). Starbucks always take initiative to make their base perfect
in terms of the market research they analyse all the external and internal factors which may affect
their business. It growth and expansion is based on their marketing strategies, so they adopt
change it accords to the time and demands of the consumes.
1.2 EXTERNAL ANALYSIS
Starbucks is the leading brand in this industry which leading since there establishment.
Company has the ability to analyses the factors which can affect there business, so they assess
them with priority and take advantage of those factors.
1.2.1 PESTEL Analysis
PESTEL analysis helps to know the factors which influence the business of Starbucks
and how it assesses them to make it their strength.
Political Factors
Illustration 1: Market share of Competitors of Starbucks

Political factors are included majorly n the external environmental factor which affect the
business most in terms of the government rules and regulation. As the government is trying to
support the business and help them to improve the infrastructure. So this make the business
activities smoother. Starbucks have the opportunity from the government concerns and other
factor is regional integration which helps the businesses to promote in the market (Helm, 2017).
It makes the Starbucks to grab the opportunities for expansion in more countries. But as they
have the threat from bureaucratic red tape which is persisting in many countries it creates the
threat for the Starbucks as it may prove a barrier for their expansion.
Economic Factors
Starbucks can be proved leading name in the world in the coffee industry, as the economy
of the world in increasing continuously and it majorly takes place in the developing countries
because they are trying to become the strong and stable economy. So this leads to high growth of
the financial conditions of the people as this creates more opportunities for the company to
expand their business in more countries. Also, the decrement in the unemployment rates create
more opportunity for company as it can hire more employees, so they will be able to generate
higher revenue (Mason, Cole and Goza, 2017). Next Starbucks have the threat from the labour
cost is arising continuously it may higher their expenses as they have invested more. It lower
their profit share.
Social Factors
Individual and communities are growing faster in everywhere in the world. It includes
that people are becoming more health conscious, and they prefer coffee. As the coffee culture is
increasing, it gives the benefits to Starbucks in terms to generate higher revenue. Also, middle
class people are trying to raise their living standards so motivates them to increase in their
business.
Technological Factors
In today's era there are usage of the technology is increasing, like most of the people
prefers smartphones, mobiles for their convenience so it can help the company to provide the
informations about their products and services which enhance their reach to public more. Next it
connects the farming industry as the farmers can connect more for selling raw material it creates
more opportunities for them (Campbell and Helleloid, 2016). Also, innovation are taken in

consideration by the company, as they use the coffee machines which increases the comfort for
the people at their locations.
Environmental Factors
Company focuses on lowering the impact on the environment for their supply chain. As
they follow the environmental laws. As people prefer the environmental friendly products so it
creates the opportunity for Starbucks as they use the recycling packaging for their products.
Legal Factors
Laws and regulation is terms of the product safety is most important and genetic modified
organism (GMO) on ingredients of the products should be under the regulation so the Starbucks
has the opportunity to follow both the rules which create more options (Voigt, Buliga and Michl,
2017). But as the employment laws are strict so it may create threat for the company, as the
labour cost is rising so it may affect the business in developing countries.
1.2.2 5 Forces Analysis
Michael Porter suggested the 5 forces model which affect the businesses most.
Competitive Rivalry- Strong
There are more companies in the market for the competition. Varieties of firms are
established in this industry. As they provide the products at low cost, which may leads the
consumers to switch form Starbucks to another brand (Sisson and Bowen, 2017). It may affect
the company to take the competitive advantage.
Threats of Substitutes- Strong
Starbucks have the threat form the variety of substitutes available in the market.
As people, can switch easily towards the substitutes because its affordability is higher. So this
may impact negatively on the Starbucks.
Threat of New entrant- Moderate
Coffee fashion is increasing in the market so according to the trend people are changing
their mentality. So there are more businesspeople which are thinking to enter this industry as the
investment cost is moderate. Business operation are easily possible like they can easily circulate
the supply chain. But it cost higher to develop the brand image in the market.
Bargaining Power of Customers- Strong

There are lots of option available in the market, so people switch easily towards them.
Customer prefers the quality and affordable products, so they find the substitutes easily because
it costs lower for them (Du, 2016). This impact the Starbucks in terms to achieve the success
they have lower their price due to strong negotiation power of the buyers.
Bargaining Power of Suppliers- Weak
As there are lots of the suppliers present in the market for providing the raw materials at
low prices. Starbucks can easily negotiate with the suppliers as they found better deals in the
market. According to this fact, it weakens the bargaining power of the suppliers.
1.2.3 Industry Life Cycle Model
Industry life cycle is go through with several stages which distinguish each stage from
other. From the introduction stage to decline stage, it keeps circulation in the market. Life cycle
of the products may be last for weeks or years. Starbucks main products is coffee and coffee
industry if continuously arising (Hutt, 2016). It benefits the company.
Introduction Stage
Coffee prices in the Starbucks is relatively high for the consumer, so they face the lower
sales in the market. As the initial stage of the products introduced in the market, it always
generates lower revenue in starting. Also, it includes the promotional, advertising, selective
distribution in market costs high.
Growth Stage
As the products introduced in the market then it gains the rapid growth as people prefer to
buy the product so it increases the revenue. As products are appreciated by the people, they
attract more consumers for the purchase of the products. In this period it gains the high revenue
as the price become stable as the demand increases (Paik, Kwon and Chen, 2017). Starbucks gain
more profit during their growth stage as it gains the eye of the consumers.
Maturity Stage
It includes the brand awareness, prices may cost lower due to higher competition in
market, wide distribution, innovative product launch are featured in the maturity stage of the
products. As the coffee industry is still at the growth stage, so the Starbucks still remains at
growth stage. It has to expand their business in more countries which lead them to their maturity
stage.

Decline Stage
According to some sources, coffee industry is safe form the declining stage so the threat
of declining in Starbucks is low (Steinfield and et.al., 2019). As they provide new offers and
discount, continue innovation and surprising expansion takes place in the Starbucks which lead
the business to be in demand in the consumers as well as in market.
1.3 INTERNAL ANALYSIS
1.3.1 Apply VRIO
Starbucks focus is providing the quality products and excellent customer service s which
help them to sustain the competitive advantage in the market. VRIO analysis of the Starbucks
gives the best way to analyse their resources deeply (Sisson and Bowen, 2017). VRIO stands for
the Valuable, Rare, Imitable and Organised, this study will give the deep understanding about its
internal environment.
STRENGTHS OF STARBUCKS
Brand Image- Starbucks has strong brand image which is developed due to the proper
maintenance of the quality of the products, ethics and moral values, excellent customer services
provided to the consumers.
Quality and flavours of products- It serves the extra ordinary taste of the coffee to their
consumers with different flavours (Kemmeren, 2017). It gains the customer attention.
Exceptional Customer Service- Starbucks provides best and exceptional customer services
which attract the customers most.
Environment of store- Starbucks concern for the environment of store should be friendly for the
consumers (Kay, 2019). So this attracts the consumers most.
Supply Chain- It includes the best Cocoa which is sourced from the different location in the
world and it maintains the supply chain as well.
Global Presence- As the company has more than 30000 store all around the world. So the global
presence of the brand is main strength of the company.
VRIO Analysis
VALUABLE

 Brand image is strong, as it grow all over the world. It helps in creating the customers
base and it possesses the good image in market.
 Quality and flavours are exceptional, it is the most valuable for the company.
 It possesses the supply chain which is highly valuable for the company, this helps in
maintaining their quality of the products as they choose the qualitative raw materials
(Kimball, 2016).
 Global presence is strong in the international market.
RARE
 Quality and flavours of the products are rare because they have invested a lot in
innovation of the flavours and achieve significant product.
 Supply chain is rare to achieve by other as they have different strategies and investment
criteria and sources for the supply chain.
 Global presence if difficult for achieving by others, it needs huge investment to cover the
international market.
IMITABLE
 Brand image is strong and can't be imitated by others.
 Quality and Flavours not possible to imitate by others as they have exceptional taste and
their procedure for the preparation of the products.
 Supply chain is not achieved by other to imitate (Atzori, Shapoval and Murphy, 2018).
 Global presence for the imitation is hard because it requires huge amount of investment.
ORGANISED
 Brand image is strong and organised.
 Quality and Flavours of the products of the company are well manages so that it
attracts the customers and help the company in marketing strategies.
 Customers services are important factor for which the Starbucks is famous (Koh,
Singer and Edmondson, 2019).
 Store environment is major part for the customer retention strategy for the
company. So it is managed in well manner.
 Supply chain in which the coffee is sourced ethically up to 99% by the company
for the exceptional quality of the coffee beans.
 Global presence is high which generates high revenue for the company.

1.3.2 Value Chain
Value chain model is every important in terms to analyse the company's business
operation from starting to end in which the production and sales the products (Robles, 2018).
This model consists of the primary and supportive activities which are taken in consideration by
the businesses. Starbucks generic value chain model is discussed as follows
PRIMARY ACTIVITIES
Inbound Logistics
Starbucks sources the coffee beans from different producer but it includes the good and
strong relationship of the company with their supplier which help them to maintain their supply
chain and work efficiently (Paik, Kwon and Chen, 2017).
Operations
Company have various stores across the world so they need to control over the stores for
the operations. So they model them as the company operated and stores which are licensed.
Outbound Logistics
Illustration 2: Value Chain Model

Starbucks sell their products in stores and to various retailer through distribution channels
(Kang and Namkung, 2018). As they manage the payments by giving the option of prepaid cards
of Starbucks, payment via mobile on point of sale.
Marketing and Sales
Marketing strategies are not so much followed by the Starbucks. They only focus on the
Starbucks Experience for the consumers which gains the potential buyers towards their stores.
Also, they provide excellent customer services which enhances the customer loyalty (Lee, Moon
and Song, 2018). It drives the customers automatically, so they don't need to promote their brand
name, as customers are able to identify it.
Services
It provides exceptional customer services.
SUPPORTIVE ACTIVITIES
Infrastructure of the Company
Firm has the beautiful and pleasant stores which has maintained on the efficiency of the
financial cost and legal section support to design the infrastructure.
Human Resource Management
Starbucks supports amazing organisational culture and employee empowerment which
drives to managing the human resources for the company (Robinson, 2016). Also, they give the
salary benefits, bonus, and other motivational factors to the employees of the company.
Technology Development
They continue try to develop the technology for the benefits of the company, innovation
like applications for the smartphones are keep going on. They invest good amount in these
innovations (Smithson, 2017).
Procurement
Starbucks has agreement with their suppliers and their source of the coffee beans are
strong as they have wide variety of the supplier for procurement process.
1.3.3 Resources
Resources for the business are consider as anything which help the bushiness to perform
and do business activities. It is categorised as tangible and intangible. Starbucks have various
kind of resources which are discussed as-

Tangible Resources
 Coffee beans are exclusive which they source form various suppliers
 Production machineries like they have espresso automated machines for the preparation
of the coffee (Clinton and Whisnant, 2019).
 Infrastructure like furniture or machines at their stores.
 Computer system which helps them to manage the inventory, customers, sales and profits
etc.
 Cash liquidity is important asset for the company as it counted as major resource.
 Human resources are the employees of the company which performs the given tasks.
Intangible Resources
 Customer services, Starbucks provides exceptional service to their customers which help
to maintain the customer retention and brand loyalty of the customer.
 Quality of the products, company maintains the quality of their coffee, it is the major
resource for them to gain profitability (Devia, Aisjah and Puspaningrum, 2018).
 Skills of the employees, as they provide training and development to the employees
which help them to gain competitive advantages. So improving the skills for the
employees is main concern of the company.
 Brand image, company has high brand value in the market. Starbucks maintains its image
in the customers mind so that they can achieve more buyers and collaborations form the
other company which enhance their market share.
1.3.4 Capabilities and Competencies
Starbucks provides the fresh and quality coffee to their customers which helps in building
the customer loyalty. They consistently sell coffee and drinks basically. As they use the
innovation in their product so hat they gain the consumers attention and generate high revenues.
It strives to take the competitive advantage by possessing the set of core competences which
includes strong leadership, motivation of employees are at high level, quality products, focus on
regular improving the customer services (Hutt, 2016).
Other Competencies and capabilities possessed by Starbucks:
 It possesses strong financial condition as they generate high revenue.

 Acquisition of Evolution Fresh is proved beneficial for the Starbucks to enter into global
market as they provide juice.
 Expansion of the Starbucks takes growth, as they introduced the Blond Roast in the
market and increase their products ranges (Pratap, 2018).
 Starbucks participate in the social programs which are for the benefits of the poor and
needed people, like they support the Youth Action Grants program, DonorsChoose.org,
etc.
 They also launch the customized drinks for their consumers.
 Product mix is primarily focused point for Starbucks, so that they provide high quality
beverages.
 Customer service improvement is their first choice in terms to build brand equity in
market, they take the customers review by Starbucks Experience (Du, 2016).
 It's maintains better human relationships with their suppliers and other clients, as they
have to maintain the relations internally and externally which gains the high degree of
support for their international expansion.
1.4 RECOMMENDATIONS
 Starbucks is leading in the coffee industry by providing the best quality products, but as
their acquisition proved right like Evolution Fresh, so they have to continue the products
line with the juices and tea as well. As should choose these products along with the core
products.
 Company should think to offer more options in their menu, as the public demands
changes and increases with time. So they have to consider other healthy food and
beverages products in their menu.
 Quality of coffee major aspect for the company to be considered. As the raw coffee prices
are fluctuated due to the low availability in the market. So supplier raise their prices. To
mitigate this point, they to prepare a strong strategy and agreement with the supplier to
provide the raw material at low prices which it is swing in the market. It helps to maintain
their investment cost.

 Starbucks should focus on the distribution channels. As they provide the packages coffee
and bottled drinks, so they have to establish good relationships with the retailers who
provide them big space on their shelf. It helps in terms of growth in local market as well.
 Marketing and promotional strategies are major concern for the Starbucks, as the
competition arises in the market, so they have to change their advertisements and take
necessary imitative to enhance the reach towards potential buyers.
 Company should consider the beta concept for the home delivery of the products so it
helps to retain customer loyalty and increase in their sales.
 Starbucks have to consider the mobile app integration for the easy payment process, it
helps them to reduce the customer waiting time in the queue at the stores. Also, this will
increase their efficiency of the work.
 Starbucks is growing in the global market by covering the market in US, Asia, South
Africa etc. also they are trying to expand in the developing countries because their
customer segments are majorly middle class people. But they have to think about the
potential market in the country, as they have already located their stores but some places
are not covered. They need to prepare the list of such untapped road and then think for
the expansion. It has lots of potential for the growth.
 Starbucks have to transfer their core competencies and capabilities from one country to
another. As this chain continues till their objective is not achieved.
 They have to consider the local product mix and customised products according to the
demands of the consumers. They have to focus on the price strategy as well which help
them to minimise the cost of production.
PART 2
2.1 Stakeholder Report
2.1.1 Starbucks Stakeholders
Starbucks is a huge brand that involve numerous stake holders that become essential part
of the company. Stakeholders can be internal as well as externals. Internal stakeholders of the
company include employees, manager and shareholders (Steinfield and et.al., 2019). External
stake holders of the company may involve supplier, society, government, creditors, shareholders

and customer's. Amongst all the stakeholders of the Starbucks customers are the most priority
stakeholder for the company. Customer base of Starbucks will include all the food enthusiasts.
Characteristics of Customer's of Starbucks:
Customer base of Starbucks will generally involve all the food enthusiasts. It will also
involve the public as well.
Urban Customers:
Starbucks has a huge customer base in urban part of the countries. In urban areas people
generally prefer to go out and try Starbucks products. All the target customer's for the company
are mostly located in urban part of the country (Sisson and Bowen, 2017).
High Income High Spenders:
Customer base of Starbucks is mostly a high income group because of its prices.
Starbucks is well-known for its culture that attract the high income background people. The
potential market for Starbucks is even describes as affluent.
Socially Conscious Customer base:
Starbucks has a customer base that is very much conscious about the environment and its
related aspects. Starbucks as an organisation involve in multiple campaigns related to the social
activities to attract its customer base.
Demographics of Starbucks Customer's:
Customer base of Starbucks is majorly based in urban part of the country. Starbucks
provide a very comfortable environment to all class of the people and that is the main reason
Starbucks is well-known in upper class people or high income group of people (Hutt, 2016).
Urban sector is the majorly potential area for the Starbucks and its business related aspects.
Size of the Stakeholders:
Starbucks is well-known brand in the restaurants business. In the recent past years
Starbucks has seen the majorly growth in the business and it became a very preferable choice of
the people specifically for the high income group people. Customers become the major
stakeholders for the company because of the immense growth in the customer base.
2.1.2 Appropriate Communication Strategy
Investors: Company should keep informing about all the activities and it should convey about
all the future plans and strategies of the company to grow and expand the business. Investors

play the key role in company's operations and it is important to inform about every future aspect
of the company. Meetings should be consistent with investors.
Shareholders: Company should more communicate with all the share holders of the company.
An effective communication channel can be used to communicate with the shareholders of the
company.
Suppliers: Company should interact with all the suppliers with an effective communication
medium. Supplier plays the huge role in company's operation so it is important to use proper
communication with all the suppliers (Voigt, Buliga and Michl, 2017).
Target Customers: Target customers are the most dominating factor for the company. Company
should conduct more activities to interact with all the target customers. Target customers must be
connected with the company and with the marketing company can covey all the policies to the
target customers.

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