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"We aren't in the coffee business, serving people.
We are in the people business, serving coffee"

Howard Schultz, Starbucks Chairman and Chief Global Strategist
Fortune Magazine, Vol. 149 No. 2

Title: Starbucks: "The Non-Coffee Treat"
Submit To: P.V. Sundar Balakrishnan
Completed By:


Matthew CarmeanPartner Julie AnstettPartner Julia ToochettePartner

Joel EnnisPartner Joey EatonPartner Trang P. HuynhPartner

Table of Contents

TABLE OF CONTENTS 2
EXECUTIVE SUMMARY 3
MANAGERIAL PROBLEM 4
SITUATION ANALYSIS 4
Company 4
Customer 4
Competitor 5
Complementors 5
STRATEGY (STP) 5
Segmentation 5
Target 5
PRODUCT LIFE CYCLE 6
Introductory Stage 6
Growth Stage 6
Maturity Stage 7
Decline Stage 7
IMPLEMENTATION PLAN AND RECOMMENDATION 7
Product 7
Price 7
Place (Distribution) 8
Promotion 8
APPENDIX 9

Executive Summary

Starbucks is the leading retailer and roaster for brand specialty coffee in the world. It has over 7,500 stores......

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Approximate Word Count: 3176
Approximate Pages: 13 (250 words per double-spaced page)

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