Presented by:

Hesham Elbaharawy.
Nourhan Akram.
Nourhan Selim.
Presented to:
DR. Heba Samer.
 History:
 In 1971 Starbucks' founded as a Seattle coffee
bean roaster and retailer, the company has expanded
rapidly.
 In April 2003, Starbucks completed the purchase of
Seattle's Best Coffee.
 In September 2006, rival Dietrich Coffee sell it’s
owned retail stores to Starbucks.
 History:
 In early 2008, Starbucks
started a community website
(My Starbucks Idea).
 IN 2009, Starbucks began
beta testing its mobile app for
the Starbucks card.
 In January 11, 2011 Starbucks
released its complete mobile
platform.
 In September 2014, it was
revealed that Starbucks would
acquire the remaining 60.5
percent stake in Starbuck
Coffee Japan that it does not
 Organizational design
Elements
1-Specialization:
Jobs at Starbucks are specialized especially at
the retail level.
 Example:
some stores operate with a drive thru windows.
At any given time there will be four employees
working to operate the drive thru window: one to
take orders, one to handle cash, one to work
the espresso machine, and a “floater” who can
fill in where needed.
Organizational design
Elements
2-Span of control:
Having district
managers visit from 8-
10 stores and having
the right number of
employees ,a manager
can handle to be the
most productive.
 Organizational design
Elements
3-Departmentalization:
Organizational design
Elements

4-Centralization and Decentralization:

Organizational design
Elements
5-Chain of command:
Starbucks organization structure consists of
board members who make decisions with the
CEO. The CEO then discusses plans with their
chiefs in order to implement rules .

6-Formalization:
Starbucks does a great job with formalizing
their jobs through training their employees.
Swot analysis:
Strengths:
Global Brand Recognition.
 Human resources management .
High quality products .
Diverse product mix .
Customer base loyalty.
Use of technology.
Weaknesses:
Expensive products.
Overdependence in the U.S. market .
Culture clash in different markets.
Negative large corporation image.
Opportunities:
Expansion into upcoming market.
Technological advances.
Expansion of its product mix.
New distribution channels.
Expansion of retail operations.
Threats:
Developed countries’ economies.
Increased competition.
Changing consumer tastes and
preferences.
Price instability in the coffee market.
Market saturation in developed
economies .
 Segmenting ,Targeting and
Positioning
Segmentation:
 Demographic segmentation (markets by age, gender,
income, ethnic background, and family life cycle).
 Geographic segmentation (markets by region of a
country or the world, market size, market density, or
climate).

 Target Marketing for young adults (aged 18-24 )

Starbucks target this group through the growth of
technology and innovative ideas.

 Market Positioning Starbucks has positioned

 Mission:
To inspire and nurture the human spirit
– one person, one cup and one
neighborhood at a time.
Existing Components of Mission
Statement:
Missing Components of Mission :
Statement
Starbucks is a Multinational Corporation
which has several stores located in
different countries,

It uses polycentric approach stuffed with

host country nationals.