Starbucks: Overview, History, Products, Market Segment, SWOT Analysis, Recommendations and Conclusion

This presentation provides an overview of Starbucks, the largest coffeehouse chain headquartered in Seattle, Washington. It covers the history of the company, its products and services, market segment, SWOT analysis, recommendations and conclusion. Starbucks is known for introducing a wide variety of coffee flavors and offering premium quality coffee beans, handcrafted beverages, and ready-to-drink products. The company targets middle and high-income employees who are searching for high-quality coffee. The presentation recommends that Starbucks should expand its business with more product diversification and analyze changing market trends to attract a larger customer segment in the market.

STARBUCKS

INTRODUCTION
Starbucks is the American chain of coffeehouses
& headquartered in Seattle, Washington. The
company is known as the largest coffeehouse
chain & founded in 1971 by jerry Baldwin, zev
siegl & Gordon bowker. An organisation had
33,833 stores in 80 nations , 15,444 were
operated in the united states.

OVERVIEW OF THE COMPANY
Starbucks is the company who rise the
culture of coffee & introduced a wide
variety of coffee flavours. The owner sold
the firm to Howard Schultz, after the
company trip to Italy-decided to transform
the store of coffee bean in to coffee shop.

HISTORY
Starbucks opened in Seattle, Washington in 1971.
This was established by company partner’s jerry
Baldwin, Zev Siegl & Gordon Bowker, who fits
met as a student at the University of San Francisco.
These are formed to promote to sell premium
coffee beans. The first store of Starbucks was
established in Seattle at 2000 Western Avenue from
1971 to 1976. Later, they operated the cafe to Pike
place in 1912.

PRODUCTS/SERVICES
Starbucks selling a range of expectation commodities that
customer enjoy in the store, at home & on the go. They are
offering 30 blends & coffees of premium quality. Out of
which they are offering handcrafted beverages such as
fresh-brewed coffee. Starbucks refreshers, hot & iced
espresso beverages, smoothies and Tazo teas.
Furthermore, they are offering Coffee-whole bean &
ground coffee, tea filter bags & tea latte concentrates.
They are also offering ready to drink(RTD) such as chilled
coffee cups, Starbucks Iced Coffee, bottled iced and juiced
teas and many more.

MARKET SEGMENT
Starbuck’s targets market focus on middle
and high income employees who are searching for the
high quality coffee. Since, Starbucks has chains in
global market as well, the organisation makes local
delights showing culture attribute among their
potential customers. They are using product
differentiation approach in order to satisfy the
varying customer groups.

SWOT ANALYSIS
SWOT Analysis is the framework of understanding strengths, weaknesses, opportunities & threats of the company. This basically
analyse the internal factors which is impacting the functionality of the business in the target market. In context to Starbucks, SWOT
Analysis is given below:
Strengths:
• Good brand image & public image: Starbucks is the famous consumer brand. They are operating nearly countless stores across
the United States. In different ways, they are responsible for offering coffee a good product instead of just a coffee. Moreover,
they are continuing to maintain a strong brand image with the help of favourite products and PR efforts.

RECOMMENDATIONS
From the above discussion, it is recommended to the Starbucks that they can expand its
business with more product diversification by which they can attract the large customer
segment in the market. Furthermore, it is suggested to the Starbucks to analyse the
changing market trends so that they can rightly ensure the better working for attracting
more customer group which also help them to grow in new market.

CONCLUSION
From the above report, it is concluded that Starbuck is the company which is operating its
business across the world and fulfilling the demand of the people in order to have variety of
coffee to the people. Due to the global recession, Starbucks is going through major threat for
them so it recommended to the company to manage its resources so that they can rightly
ensures higher profitability and revenue.

REFERENCES
• Liu, X., Tang, Y. and Wang, Y., 2022, April. Consumer Satisfaction for Starbucks. In 2022 7th
International Conference on Social Sciences and Economic Development (ICSSED
2022) (pp. 1475-1482). Atlantis Press.
• City, Q., 2021. STARBUCKS CORPORATION.