Starbucks_Technology_Review

Our Starbucks Mission Statement Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time Name City Address Phone Starbucks - -- Suntec City Mall in Sinagpore Sinagpore 01-126 Tower 2 Suntec City Mall Starbucks - -- West Coast Plaza in Sinagpore Sinagpore 154 West Coast Road #01-01 Starbucks - Sinagpore -- Shaw House Sinagpore 1 Scotts Road #05-13 Shaw Centre Starbucks - Singapore -- 3 Jalan Jamal Singapore 3 Jalan Jamal Starbucks - Singapore -- 587 Bukit Timah Road Singapore 587 Bukit Timah Road Starbucks - Singapore -- Bugis Junction Singapore 230 Victoria Street #01-15 Seiyu Dept St Starbucks - Singapore -- Bukit Panjang Singapore 1 Jelebu Road Starbucks - Singapore -- Capital Towers Singapore 61 Robinson Road Starbucks - Singapore -- Cathay Singapore 2 Handy Road Starbucks - Singapore -- Centerpoint SC - Main Atruim Singapore 176 Orchard Road Starbucks - Singapore -- Changi T1 Transit Lounge East Singapore T1 Transit Lounge East Starbucks - Singapore -- Cintech 4 Singapore Science Park Drive Starbucks - Singapore -- City House Singapore 36 Robinson Road, Level 1 Starbucks - Singapore -- City Link Singapore 1 Raffles Link Starbucks - Singapore -- Compass Point Singapore 1 Sengkang Square #01-13 Starbucks - Singapore -- DBS Tower 2 Singapore Shenton Way Starbucks - Singapore -- East Point Singapore 3 Simei Street 6 787 4993 Starbucks - Singapore -- Fusionopolis Singapore 11 Ayer Raja Ave. Starbucks - Singapore -- Great World CIty Singapore 1 Kim Seng Promenade Starbucks - Singapore -- HarbourFront Centre Singapore 1 Maritime Square #01-60 Starbucks - Singapore -- Holland Village Singapore 255 Holland Avenue 463 9320 Starbucks - Singapore -- ION Orchard - B3-73a/b Singapore 2 Orchard Turn Starbucks - Singapore -- Jurong Point - Level 3 Singapore 1 Jurong West Central 2 Starbucks - Singapore -- Kallang Leisure Park Singapore 5 Stadium Walk Starbucks - Singapore -- Liang Court - G/F #01-11 - Reloc Singapore 177 River Valley Road Starbucks - Singapore -- Liat Towers Singapore 541 Orchard Rd 736 2665 Starbucks - Singapore -- Marina Square Singapore Raffles Bouldevard #02-168 Starbucks - Singapore -- Marina Square II Singapore 6 Raffles Boulevard #03-217/218 Starbucks - Singapore -- Millenia Walk (Relocation) Singapore 9 Raffles Boulevard Starbucks - Singapore -- Northpoint - Relocation Singapore 930 Yishun Avenue 2 Starbucks - Singapore -- OCBC Centre East Singapore 63 Chulia Street OCBC Centre East Starbucks - Singapore -- Ogilvy Center Singapore 35 Robinson Road Starbucks - Singapore -- One Fullerton - Kiosk Singapore 1 Fullerton Road Starbucks - Singapore -- One Fullerton-Unit #01-05 Singapore 1 Fullerton Road Starbucks - Singapore -- Orchard Parade Hotel Singapore 1 Tanglin Rd #01-02 Orchard Parade Hotel 738 8391 Starbucks - Singapore -- Pacific Plaza - Main Entrance Singapore 9 Scotts Road Starbucks - Singapore -- Parkway Parade - Relocation Singapore 80 Marine Parade Road Starbucks - Singapore -- Playground @ Big Splash Singapore 902 East Coast Parkway Starbucks - Singapore -- Plaza Singapura Singapore 68 Orchard Road 837 0501 Starbucks - Singapore -- PSA Building Singapore 460 Alexandra Road 274 7102 Starbucks - Singapore -- Raffles City Singapore Singapore 252 North Bridge Rd 333 3083 Starbucks - Singapore -- SB Tampines Mall Singapore 4 Tampines Central 5 #01-50 Tampines Mal Starbucks - Singapore -- Sembawang Shopping Centre Singapore 604 Sembawang Road Starbucks - Singapore -- Shaw Towers Singapore 100 Beach Rd 392 9327 Starbucks - Singapore -- SIN - Changi Airprt T2 - Relocation Singapore Departure Hall Level 2 Starbucks - Singapore -- SIN - T2-Depart-Transit LoungeCon A Singapore Terminal 2, Departures Starbucks - Singapore -- Singapore Land Tower Singapore 50, Raffles Place Starbucks - Singapore -- Specialists Shopping Centre Singapore 277 Orchard Road Starbucks - Singapore -- Suntec City Singapore 1 Raffles Blvd Starbucks - Singapore -- Tan Tock Seng Hospital Singapore 11 Jalan Tan Tock Seng 358 0967 Starbucks - Singapore -- Tanglin Mall Singapore 163 Tanglin Road Starbucks - Singapore -- Temasek Tower Singapore 8 Shenton Way 224 9175 Starbucks - Singapore -- The Central Singapore Eu Tong Seng Road Starbucks - Singapore -- The Concourse - Office Lobby Lvl 1 Singapore 300 Beach Road Starbucks - Singapore -- The Paragon Singapore 290 Orchard Rd #B1-34 Paragon Starbucks - Singapore -- Thomson Plaza - Front of Bldg Singapore 301 Upper Thomson Road Starbucks - Singapore -- UE Square Singapore #01-22, 205 River Valley Road Starbucks - Singapore -- United Square Singapore 101 Upper Thomson Road Starbucks - Singapore -- Valley Point Singapore 491 River Valley Road 734 9062 Starbucks - Singapore -- Vivo City - 2nd Floor Singapore 1 Harbourfront Walk 6271 5634 Starbucks - Singapore -- Vivo City 2 - 1 st Floor Singapore 1 Harbourfront Walk Starbucks - Singapore -- Wilkie Edge - Level 1 Singapore 8 Wilkie Road Starbucks - Singapore -- Wisma Atria Singapore 435 Orchard Road #03-35-40 Wisma Atria Starbucks - Singapore -- Woodlands Civic Centre Singapore 900 South Woodlands Drive 24 Hour Cafes Store Address Business Hours Airport Terminal 2 Departure / Check-in Hall South Unit No: 026-049 Terminal 2 Singapore Changi Airport Singapore 819643 Tel: 6543 4489 Everyday 24 hrs Airport Transit 1 Departure / Transit Lounge East Unit No. 021-022 Terminal 1 Singapore Changi Airport Singapore 819642 Tel: 6542 5793 Everyday 24 hrs Airport Transit 3 Unit no. 02-K4 Departure/Transit Lounge South Terminal 3 Singapore Changi Airport Singapore 819642 Tel: 6242 2816 Everyday 24 hrs Liat Towers 541 Orchard Rd #01-01A Liat Towers Singapore 238881 Tel: 6736 2665 Everyday 24 hrs Northpoint 930 Yishun Ave 2 #01-07/08 Northpoint Singapore 769098 Tel: 6482 3541 Everyday 24 hrs Pacific Plaza 9 Scotts Road #01-01A Pacific Plaza Singapore 228210 Tel: 6736 4315 Everyday 24 hrs Playground @ Big Splash 902 East Coast Parkway Blk B, #01-13 Playground @ Big Splash Singapore 449874 Tel: 6346 5285 Sun - Thu Fri, Sat & eve PH 0800 - 0000 hrs 24 hrs Plaza Singapura 68 Orchard Road #01-34 Plaza Singapura Singapore 238839 Tel: 6837 0501 Mon - Thu & Sun Fri, Sat & eve of PH 0730 - 0000 hrs 24 hrs Raffles City 252 North Bridge Road #01-46 / 47 / 48 Raffles City Shopping Centre Singapore 179103 Tel: 6333 3083 Everyday 24 hrs Tampines Mall 4 Tampines Central 5 #01-50 Tampines Mall Singapore 529510 Tel: 6787 3640 Sun - Thu Fri, Sat & eve PH 0730 - 2300 hrs 24 hrs The Cathay 2 Handy Road The Cathay #01-05 Singapore 229233 Tel: 6835 7490 Everyday 24 hrs Product Line Starbucks stores offered a choice of regular or decaffeinated coffee beverages, a special "coffee of the day," and a broad selection of Italian-style espresso drinks. In addition, customers could choose from a wide selection of fresh-roasted whole-bean coffees (which could be ground on the premises and carried home in distinctive packages), a selection of fresh pastries and other food items, sodas, juices, teas, and coffee-related hardware and equipment. In 1997, the company introduced its Starbucks Barista home espresso machine featuring a new portafilter system that accommodated both ground coffee and Starbucks' new ready-to-use espresso pods. Power Frappuccino—a version of the company's popular Frappuccino blended beverage, packed with protein, carbohydrates, and vitamins—was tested in several markets during 1997; another promising new product being tested for possible rollout in 1998 was Chai Tea Lattè, a combination of black tea, exotic spices, honey, and milk. The company's retail sales mix was roughly 61 percent coffee beverages, 15 percent whole-bean coffees, 16 percent food items, and 8 percent coffee-related products and equipment. The product mix in each store varied, depending on the size and location of each outlet. Larger stores carried a greater variety of whole coffee beans, gourmet food items, teas, coffee mugs, coffee grinders, coffee-making equipment, filters, storage containers, and other accessories. Smaller stores and kiosks typically sold a full line of coffee beverages, a limited selection of whole-bean coffees, and a few hardware items. In recent years, the company began selling special jazz and blues CDs, which in some cases were special compilations that had been put together for Starbucks to use as store background music. The idea for selling the CDs originated with a Starbucks store manager who had worked in the music industry and selected the new "tape of the month" Starbucks played as background in its stores. He had gotten compliments from customers wanting to buy the music they heard and suggested to senior executives that there was a market for the company's music tapes. Research that involved looking through two years of comment cards turned up hundreds asking Starbucks to sell the music it played in its stores. The Starbucks CDs, created from the Capitol Records library, proved a significant addition to the company's product line. Some of the CDs were specifically collections designed to tie in with new blends of coffee that the company was promoting. Starbucks also sold Oprah's Book Club selections, the profits of which were donated to a literacy fund supported by the Starbucks Foundation. Store Ambience Starbucks management looked upon each store as a billboard for the company and as a contributor to building the company's brand and image. Each detail was scrutinized to enhance the mood and ambience of the store, to make sure everything signaled "best of class" and that it reflected the personality of the community and the neighborhood. The thesis was "Everything matters." The company went to great lengths to make sure the store fixtures, the merchandise displays, the colors, the artwork, the banners, the music, and the aromas all blended to create a consistent, inviting, stimulating environment that evoked the romance of coffee, that signaled the company's passion for coffee, and that rewarded customers with ceremony, stories, and surprise. Starbucks was recognized for its sensitivity to neighborhood conservation with the Scenic America's award for excellent design and "sensitive reuse of spaces within cities." To try to keep the coffee aromas in the stores pure, Starbucks banned smoking and asked employees to refrain from wearing perfumes or colognes. Prepared foods were kept covered so customers would smell coffee only. Colorful banners and posters were used to keep the look of Starbucks stores fresh and in keeping with seasons and holidays. Company designers came up with artwork for commuter mugs and T-shirts in different cities that was in keeping with each city's personality (peach-shaped coffee mugs for Atlanta, pictures of Paul Revere for Boston and the Statue of Liberty for New York). To make sure that Starbucks' stores measured up to standards, the company used "mystery shoppers" who posed as customers and rated each location on a number of criteria. Starbucks selected a large city to serve as a "hub" Product Supply Dave Olsen, Starbucks' senior vice president for coffee, personally spearheaded Starbucks' efforts to secure top-notch coffee beans to supply the company's growing needs. He traveled regularly to coffee-producing countries—Colombia, Sumatra, Yemen, Antigua, Indonesia, Guatemala, New Guinea, Costa Rica, Sulawesi, Papua New Guinea, Kenya, Ethiopia, Java—building relationships with growers and exporters, checking on agricultural conditions and crop yields, and searching out varieties and sources that would meet Starbucks' exacting standards of quality and flavor. Reporting to Olsen was a group that created and tested new blends of beans from different sources. Although most coffee was purchased in the commodity market—coffee was the world's second largest traded commodity—coffee of the quality sought by Starbucks was usually purchased on a negotiated basis at a substantial premium above commodity coffees, depending on supply and demand at the time of purchase. Coffee prices were subject to considerable volatility due to weather, economic, and political conditions in the growing countries, as well as agreements establishing export quotas or efforts on the part of the International Coffee Organization and the Association of Coffee Producing Countries to restrict coffee supplies. Starbucks entered into fixed-price purchase commitments in order to secure an adequate supply of quality green coffee beans and to limit its exposure to fluctuating coffee prices in upcoming periods. When satisfactory fixed-price commitments were not available, the company purchased coffee futures contracts to provide price protection. Nonetheless, there had been occasions in years past when unexpected jumps in coffee prices had put a squeeze on the company's margins and necessitated an increase in the prices of its beverages and beans sold at retail. And they offers products such as coffee, hand crafted beverages, merchandise, fresh food, consumer products, brand portfolio Menu They Offers MENU • Espresso and Coffee Classics • Chocolate Beverages • Frappuccino® Blended Beverages • Starbucks on Ice • Full Leaf Tea • Make It Your Drink • Starbucks petites Promotions of star bucks: They offer seasonal foods Holiday and festival seasonal foods They offers customer for a complementary usage of an ipod for 2 hours @every weekend Promotions STORIES ARE GIFTS – SHARE The holidays are the perfect time to celebrate the spirit of sharing. Starbucks is a place where stories are shared, where the holiday spirit is brought to life. Each story is a thread in the tapestry of holiday. And every story starts somewhere. In Starbucks, it starts over yourfavorite holiday cup. • • skip to Main Content • skip to Footer Starbucks Coffee Company Central Business District Area Store Address Business Hours Capital Tower 168 Robinson Road #01-01/02 Capital Tower Singapore 068912 Tel: 6423 0211 Mon - Fri Sat Sun & PH 0700 - 2100hrs 0730 - 1700hrs CLOSED City House 36 Robinson Road #01-02 City House Singapore 068877 Tel: 6227 5253 Mon - Fri Sat Sun & PH 0730 - 2000hrs 0800 - 1500hrs CLOSED DBS Tower II 6 Shenton Way DBS Tower 2 #01-01 Singapore 068809 Tel: 6223 1657 Mon - Fri Sat Sun & PH 0700 - 2100hrs 0730 - 1700hrs CLOSED Marina Bay Link Mall No. 8A, Marina Boulevard #B2-38-36 Singapore 018984 Tel: 6634 4055 Mon - Fri Sat, Sun & PH 0700 - 2200hrs 0800 - 2200hrs OCBC Centre 63 Chulia Street #01/01A/01B OCBC Centre East Singapore 049514 Tel: 6532 4225 Mon - Fri Sat Sun PH 0700 - 2100hrs 0730 - 1700hrs 0900 - 1700hrs CLOSED Singapore Land Tower 50 Raffles Place #01-02B Singapore Land Tower Singapore 048623 Tel: 6221 1528 Mon - Fri Sat Sun & PH 0700 - 2100hrs 0800 - 1800hrs CLOSED Temasek Towers 8 Shenton Way #B1-12/13 Temasek Towers Singapore 068811 Tel: 6224 9175 Mon - Fri Sat Sun & PH 0700 - 2000hrs 0730 - 1400hrs CLOSED PH - Public Holiday STORE LOCATOR • 24 Hour Cafes • Central Business District • East • Orchard • Marina • North • South • West Share • COFFEE Beans Blends Brewing o Whole Bean Coffee Latin America Africa/Arabia Asia/Pacific Multi-Region Blends Dark & Specialty Roast o The Coffee Experience History of coffee Growing story Roast story Coffee preparation Coffee tasting techniques Coffee in Singapore • Starbucks Asia-Pacific Coffees Espresso and Coffee ClassicsFrappuccino® Blended BeveragesMENU Drinks Food o Drinks Espresso and coffee classics Chocolate Beverages Frappuccino® Blended Beverages Starbucks on ice Full-leaf teas Make it your drink o Food Starbucks Petites Featured food • Have It Your Way Whole Bean CoffeeCOFFEE HOUSE Starbucks Singapore stores o Store locator Find your nearest Starbucks coffee house o Merchandise Gifts, mugs, tumblers and more o Green stores Green initiatives in stores o In our stores Wireless Internet • Green initiatives in stores DrinksWhole Bean CoffeeAbout UsRESPONSIBILITY Ethical Local Global o Commitment to origins Sustainability and Sourcing o Commitment to environment Mission statement o Commitment to communities What we do in Singapore o Commitment to partners Suppliers • Starbucks™ Shared Planet™ Goals & Progress About UsCoffeeCARD Register Reload Rewards • WHAT'S NEW Keep up to date o Promotions However-you-want-it Frappuccino Perfect breakfast pairings o New happenings Supporting Our Local Talent The Starbucks Card Green initiatives in stores • Green fact DrinksWhole Bean Coffee East Area Store Address Business Hours Airport Terminal 2 Departure / Check-in Hall South Unit No: 026-049 Terminal 2 Singapore Changi Airport Singapore 819643 Tel: 6543 4489 Everyday 24 hrs Airport Transit 1 Departure / Transit Lounge East Unit No. 021-022 Terminal 1 Singapore Changi Airport Singapore 819642 Tel: 6542 5793 Everyday 24 hrs Airport Transit 3 Unit no. 02-K4 Departure/Transit Lounge South Terminal 3 Singapore Changi Airport Singapore 819642 Tel: 6242 2816 Everyday 24 hrs East Point 3 Simei Street 6 #01-21/22 East Point Singapore 528833 Tel: 6787 4993 Mon - Thu & Sun Fri, Sat & eve of PH 0730 - 2300 hrs 0730 - 0000 hrs Jalan Jamal (Siglap) No. 3 Jalan Jamal Singapore 457802 Tel: 6242 9465 Mon - Thu Fri Sat & eve of PH Sun & PH 0730 - 2300 hrs 0730 - 0030 hrs 0730 - 0100 hrs 0730 - 2300 hrs Kallang Leisure Park 5 Stadium Walk #01-11 Leisure Park Kallang Singapore 397693 Tel: 6348 0171 Mon - Thu Fri, Sat & eve PH Sun 0800 - 2230 hrs 0800 - 0030 hrs 0800 - 2230 hrs Parkway 80 Marine Parade Road #01-10A/B Parkway Parade Singapore 449269 Tel: 6344 8713 Everyday 0800 - 2300 hrs Playground @ Big Splash 902 East Coast Parkway Blk B, #01-13 Playground @ Big Splash Singapore 449874 Tel: 6346 5285 Sun - Thu Fri, Sat & eve PH 0800 - 0000 hrs 24 hrs Tampines Mall 4 Tampines Central 5 #01-50 Tampines Mall Singapore 529510 Tel: 6787 3640 Sun - Thu Fri, Sat & eve PH 0730 - 2300 hrs 24 hrs PH - Public Holiday STORE LOCATOR • 24 Hour Cafes • Central Business District • East • Orchard • Marina • North • South • West Orchard Area Store Address Business Hours 313@somerset 313 Orchard Road 313@somerset #02-38/39 Singapore 238895 Tel: 67357957 Sun - Thu Fri - Sat 0800 - 2200 hrs 0800 - 2330 hrs Centrepoint 176 Orchard Road #01-41/42 Centrepoint Singapore 238843 Tel: 6732 5916 Mon - Thu Fri, eve of PH & PH Sat 0800 - 2200 hrs 0800 - 2200 hrs 0800 - 2300 hrs ION Orchard ION Orchard 238 Orchard Blvd #B3-59 Singapore 248652 Tel: 6509 8028 Everyday 0800 - 2300 hrs Liat Towers 541 Orchard Rd #01-01A Liat Towers Singapore 238881 Tel: 6736 2665 Everyday 24 hrs Orchard Parade Hotel 1 Tanglin Road #01-07 Orchard Parade Hotel Singapore 247905 Tel: 6738 8391 Mon - Thu & PH Fri, Sat & eve of PH Sun 0700 - 0000 hrs 0700 - 0130 hrs 0700 - 2330 hrs Orchard Point 160 Orchard Road #BK-01 Orchard Point Mall Singapore 238842 Tel: 6734 5605 Mon - Thu Fri & Sat Sun & PH 0730 - 2300 hrs 0730 - 0100 hrs 0730 - 2300 hrs Pacific Plaza 9 Scotts Road #01-01A Pacific Plaza Singapore 228210 Tel: 6736 4315 Everyday 24 hrs Paragon 290 Orchard Road #B1-34 Paragon Shopping Centre Singapore 238859 Tel: 6235 5721 Everyday 0730 - 2300 hrs Plaza Singapura 68 Orchard Road #01-34 Plaza Singapura Singapore 238839 Tel: 6837 0501 Mon - Thu & Sun Fri, Sat & eve of PH 0730 - 0000 hrs 24 hrs Tanglin Mall 163 Tanglin Road #01-13 Tanglin Mall Singapore 247933 Tel: 6836 1524 Mon - Thu Sat & Sun 0700 - 2200 hrs 0730 - 2200 hrs The Cathay 2 Handy Road The Cathay #01-05 Singapore 229233 Tel: 6835 7490 Everyday 24 hrs Wilkie Edge 8 Wilkie Road #01-19/20 Wilkie Edge Singapore 228095 Tel: 6334 2579 Everyday 0700 - 2230 hrs Wisma Atria 435 Orchard Road #03-35 to #03-40 Wisma Atria Singapore 238877 Tel: 6732 1768 Everyday 0800 - 2300 hrs PH - Public Holiday STORE LOCATOR • 24 Hour Cafes • Central Business District • East • Orchard • Marina • North • South • West Share • COFFEE Beans Blends Brewing o Whole Bean Coffee Latin America Africa/Arabia Asia/Pacific Multi-Region Blends Dark & Specialty Roast o The Coffee Experience History of coffee Growing story Roast story Coffee preparation Coffee tasting techniques Coffee in Singapore • Starbucks Asia-Pacific Coffees Espresso and Coffee ClassicsFrappuccino® Blended BeveragesMENU Drinks Food o Drinks Espresso and coffee classics Chocolate Beverages Frappuccino® Blended Beverages Starbucks on ice Full-leaf teas Make it your drink o Food Starbucks Petites Featured food • Have It Your Way Whole Bean CoffeeCOFFEE HOUSE Starbucks Singapore stores o Store locator Find your nearest Starbucks coffee house o Merchandise Gifts, mugs, tumblers and more o Green stores Green initiatives in stores o In our stores Wireless Internet • Green initiatives in stores DrinksWhole Bean CoffeeAbout UsRESPONSIBILITY Ethical Local Global o Commitment to origins Sustainability and Sourcing o Commitment to environment Mission statement o Commitment to communities What we do in Singapore o Commitment to partners Suppliers • Starbucks™ Shared Planet™ Goals & Progress About UsCoffeeCARD Register Reload Rewards • WHAT'S NEW Keep up to date o Promotions However-you-want-it Frappuccino Perfect breakfast pairings o New happenings Supporting Our Local Talent The Starbucks Card Green initiatives in stores • Green fact DrinksWhole Bean Coffee Marina Area Store Address Business Hours Bugis Junction 230 Victoria Street #01-15 Seiyu Dept Store Singapore 188024 Tel: 6334 7671 Everyday 0730 - 0000 hrs CityLink Mall 1 Raffles Link #B1-01/02 CityLink Mall Singapore 039393 Tel: 6884 9141 Mon - Fri Sat, Sun & PH 0700 - 2300 hrs 0900 - 2300 hrs Marina Square 6, Raffles Boulevard #02-168 Marina Square Singapore 039594 Tel: 6334 5331 Mon - Thu Fri, Sat & Sun 0800 - 2230 hrs 0800 - 2330 hrs Marina Square II No 6 Raffles Boulevard #03-217/218 Marina Square Singapore 039594 Tel: 6339 7482 Mon - Thu Fri, Sat & eve of PH Sun & PH 0900 - 2300 hrs 0900 - 0000 hrs 0900 - 2300 hrs Millenia Walk 9 Raffles Boulevard #01 - K5 Millenia Walk Singapore 039596 Tel: 6338 9721 Mon - Fri & eve of PH Sat, Sun & PH 0700 - 2200 hrs 0800 - 2200 hrs One Fullerton #01-04 One Fullerton 1 Fullerton Road Singapore 049213 Tel: 6327 9245 Mon - Thu Fri & eve of PH Sat Sun & PH 0730 - 2330 hrs 0730 - 0030 hrs 0800 - 0030 hrs 0800 - 2330 hrs One Fullerton Kiosk 3 Fullerton Road #01-04A Singapore 049275 Tel: 6536 5629 Everyday 0830 - 2200 hrs Raffles City 252 North Bridge Road #01-46 / 47 / 48 Raffles City Shopping Centre Singapore 179103 Tel: 6333 3083 Everyday 24 hrs Shaw Tower 100 Beach Road #01-57/60 Shaw Leisure Gallery Singapore 189702 Tel: 6392 9327 Mon - Thu Fri Sat Sun 0730 - 2230 hrs 0730 - 0000 hrs 0800 - 0000 hrs 0800 - 2230 hrs Suntec Convention Unit 139, Suntec Sgp Int'l Convention & Exhibition Centre 1 Raffles Boulevard Singapore 039593 Tel: 6238 1534 Mon - Thu Fri, Sat & eve of PH Sun & PH 0730 - 2350 hrs 0730 - 0050 hrs 0730 - 2350 hrs Suntec City Mall 3 Temasek Boulevard #01-126 Suntec City Mall Singapore 038983 Tel: 6339 3519 Mon - Fri & PH Sat, Sun & eve of PH 0730 - 2300 hrs 0800 - 2300 hrs The Concourse 300 Beach Road 1st Storey Lobby The Concourse Singapore 199555 Tel: 6298 2087 Mon - Fri Sat Sun & PH 0730 - 2100 hrs 0900 - 1900 hrs CLOSED The Gateway 150 Beach Road #01-01 The Gateway West Singapore 189720 Tel: 6396 7907 Mon - Fri Sat Sun & PH 0700 - 2100 hrs 0800 - 1500 hrs CLOSED PH - Public Holiday STORE LOCATOR • 24 Hour Cafes • Central Business District • East • Orchard • Marina • North • South • West Share • COFFEE Beans Blends Brewing o Whole Bean Coffee Latin America Africa/Arabia Asia/Pacific Multi-Region Blends Dark & Specialty Roast o The Coffee Experience History of coffee Growing story Roast story Coffee preparation Coffee tasting techniques Coffee in Singapore • Starbucks Asia-Pacific Coffees Espresso and Coffee ClassicsFrappuccino® Blended BeveragesMENU Drinks Food o Drinks Espresso and coffee classics Chocolate Beverages Frappuccino® Blended Beverages Starbucks on ice Full-leaf teas Make it your drink o Food Starbucks Petites Featured food • Have It Your Way Whole Bean CoffeeCOFFEE HOUSE Starbucks Singapore stores o Store locator Find your nearest Starbucks coffee house o Merchandise Gifts, mugs, tumblers and more o Green stores Green initiatives in stores o In our stores Wireless Internet • Green initiatives in stores DrinksWhole Bean CoffeeAbout UsRESPONSIBILITY Ethical Local Global o Commitment to origins Sustainability and Sourcing o Commitment to environment Mission statement o Commitment to communities What we do in Singapore o Commitment to partners Suppliers • Starbucks™ Shared Planet™ Goals & Progress About UsCoffeeCARD Register Reload Rewards • WHAT'S NEW Keep up to date o Promotions However-you-want-it Frappuccino Perfect breakfast pairings o New happenings Supporting Our Local Talent The Starbucks Card Green initiatives in stores • Green fact DrinksWhole Bean Coffee Marina Area Store Address Business Hours Bugis Junction 230 Victoria Street #01-15 Seiyu Dept Store Singapore 188024 Tel: 6334 7671 Everyday 0730 - 0000 hrs CityLink Mall 1 Raffles Link #B1-01/02 CityLink Mall Singapore 039393 Tel: 6884 9141 Mon - Fri Sat, Sun & PH 0700 - 2300 hrs 0900 - 2300 hrs Marina Square 6, Raffles Boulevard #02-168 Marina Square Singapore 039594 Tel: 6334 5331 Mon - Thu Fri, Sat & Sun 0800 - 2230 hrs 0800 - 2330 hrs Marina Square II No 6 Raffles Boulevard #03-217/218 Marina Square Singapore 039594 Tel: 6339 7482 Mon - Thu Fri, Sat & eve of PH Sun & PH 0900 - 2300 hrs 0900 - 0000 hrs 0900 - 2300 hrs Millenia Walk 9 Raffles Boulevard #01 - K5 Millenia Walk Singapore 039596 Tel: 6338 9721 Mon - Fri & eve of PH Sat, Sun & PH 0700 - 2200 hrs 0800 - 2200 hrs One Fullerton #01-04 One Fullerton 1 Fullerton Road Singapore 049213 Tel: 6327 9245 Mon - Thu Fri & eve of PH Sat Sun & PH 0730 - 2330 hrs 0730 - 0030 hrs 0800 - 0030 hrs 0800 - 2330 hrs One Fullerton Kiosk 3 Fullerton Road #01-04A Singapore 049275 Tel: 6536 5629 Everyday 0830 - 2200 hrs Raffles City 252 North Bridge Road #01-46 / 47 / 48 Raffles City Shopping Centre Singapore 179103 Tel: 6333 3083 Everyday 24 hrs Shaw Tower 100 Beach Road #01-57/60 Shaw Leisure Gallery Singapore 189702 Tel: 6392 9327 Mon - Thu Fri Sat Sun 0730 - 2230 hrs 0730 - 0000 hrs 0800 - 0000 hrs 0800 - 2230 hrs Suntec Convention Unit 139, Suntec Sgp Int'l Convention & Exhibition Centre 1 Raffles Boulevard Singapore 039593 Tel: 6238 1534 Mon - Thu Fri, Sat & eve of PH Sun & PH 0730 - 2350 hrs 0730 - 0050 hrs 0730 - 2350 hrs Suntec City Mall 3 Temasek Boulevard #01-126 Suntec City Mall Singapore 038983 Tel: 6339 3519 Mon - Fri & PH Sat, Sun & eve of PH 0730 - 2300 hrs 0800 - 2300 hrs The Concourse 300 Beach Road 1st Storey Lobby The Concourse Singapore 199555 Tel: 6298 2087 Mon - Fri Sat Sun & PH 0730 - 2100 hrs 0900 - 1900 hrs CLOSED The Gateway 150 Beach Road #01-01 The Gateway West Singapore 189720 Tel: 6396 7907 Mon - Fri Sat Sun & PH 0700 - 2100 hrs 0800 - 1500 hrs CLOSED PH - Public Holiday North Area Store Address Business Hours Compass Point No. 1 Sengkang Square #01-13 Compass Point Singapore 545078 Tel: 6315 9530 Sun - Thu & PH Fri, Sat & eve of PH 0800 - 2300 hrs 0800 - 2400 hrs NEX 23 Serangoon Central #02-K01/02 Singapore 556083 Tel: 66344650 Sun-Thu Fri, Sat & eve of PH 0800 to 2200 hrs 0800 to 2330 hrs Northpoint 930 Yishun Ave 2 #01-07/08 Northpoint Singapore 769098 Tel: 6482 3541 Everyday 24 hrs Novena Square (office tower) 238 Thomson Rd Novena Square #02-K5 S'pore 307683 Tel: 62592097 Mon - Fri Sat Sun & PH 0700 - 2200 hrs 0800 - 1600 hrs Closed Sembawang Shopping Centre 604 Sembawang Road #01-24/25 Sembawang Shopping Centre Singapore 758459 Tel: 6752 9641 Everyday 0900 - 2200 hrs Tan Tock Seng Hospital 11 Jalan Tan Tock Seng #01-16/17/18 Tan Tock Seng Hospital Singapore 308433 Tel: 6358 0967 Mon - Fri & eve of PH Sat Sun & PH 0730 - 2100 hrs 0800 - 2000 hrs 0900 - 2000 hrs Thomson Plaza 301 Upper Thomson Road #01-37A Thomson Plaza Singapore 574408 Tel: 6459 5865 Mon - Thu Fri, Sat & eve of PH Sun & PH 0730 - 2300 hrs 0730 - 0000 hrs 0730 - 2300 hrs United Square 101 Thomson Road #01-01 United Square Singapore 307591 Tel: 6252 4731 Mon - Thu Fri, Sat & eve of PH Sun & PH 0730 - 2300 hrs 0730 - 0030 hrs 0730 - 2300 hrs Woodlands Civic Centre 900 South Woodlands Drive #02-09 Woodlands Civic Centre Singapore 730900 Tel: 6269 2769 Mon - Fri Sat & Sun Eve of PH 0730 - 2300 hrs 0800 - 2300 hrs 0800 - 2300 hrs PH - Public Holiday South Area Store Address Business Hours Great World City 1 Kim Seng Promenade #02-21A/B/C Great World City Singapore 237994 Tel: 6732 3061 Mon - Thu Fri, Sat & eve of PH Sun 0730 - 2230 hrs 0730 - 0000 hrs 0730 - 2230 hrs Harbourfront Centre 1 Maritime Square #01-76/77 Harbourfront Centre Singapore 099253 Tel: 6274 1914 Mon - Fri & eve of PH Sat, Sun & PH 0700 - 2200 hrs 0730 - 2200 hrs Holland Village 255 Holland Avenue Singapore 278983 Tel: 6463 9320 Mon - Thu Fri & eve of PH Sat Sun & PH 0730 - 2300 hrs 0730 - 0000 hrs 0800 - 0000 hrs 0800 - 2300 hrs Liang Court 117 River Valley Road #01-13 Liang Court Singapore 179030 Tel: 6338 1461 Mon - Thu Fri, Sat & eve of PH Sun & PH 0730 - 2230 hrs 0730 - 0000 hrs 0730 - 2230 hrs Mapletree Business City 20 Pasir Panjang Road Mapletree Business City #02-11 Singapore 117439 Tel: 6570 8936 Mon - Fri Sat, Sun & PH 0730 - 1900 hrs CLOSED Sentosa (Imbiah Lookout) 42 Imbiah Road #01-K1 S'pore 099701 Tel: 6276 0136 Everyday 0900 - 2100 hrs The Central 6 Eu Tong Sen Street #01-29 The Central Singapore 059817 Tel: 6534 7748 Everyday 0730 - 0000 hrs UE Square 83, Clemenceau Ave #01-31 UE Square Singapore 239918 Tel: 6235 8679 Mon - Thu Fri Sat & eve of PH Sun 0700 - 2200 hrs 0700 - 2230 hrs 0730 - 2230 hrs 0730 - 2200 hrs Valley Point 491 River Valley Road #01-22/23 Valley Point Singapore 248371 Tel: 6734 9062 Mon - Thu Fri, Sat & eve of PH Sun & PH 0730 - 2230 hrs 0730 - 2330 hrs 0730 - 2230 hrs VivoCity 1 HarbourFront Walk #02-60/61 VivoCity Singapore 098585 Tel: 6271 5634 Mon - Thu Fri, Sat & Eve of PH Sun & PH 0900 - 2300 hrs 0900 - 0000 hrs 0900 - 2300 hrs VivoCity II 1 Harbour Front #01-168/169/170 VivoCity Singapore 098585 Tel: 6376 9073 Mon - Thu Fri, Sat & eve of PH Sun & PH 0800 - 2300 hrs 0800 - 0000 hrs 0800 - 2300 hrs PH West Area Store Address Business Hours Bukit Panjang Plaza 1 Jelebu Road #01-48 / 49 / 50 Bukit Panjang Plaza Singapore 677743 Tel: 6769 3704 Mon - Thu Fri, Sat & eve of PH Sun & PH 0800 - 2230 hrs 0800 - 0000 hrs 0800 - 2230 hrs Bukit Timah 587 Bukit Timah #01-03 Coronation Plaza Singapore 269707 Tel: 6463 5492 Everyday 0730 - 2300 hrs Cintech IV 79 Science Park Drive #01-03, Cintech IV Singapore Science Park I Singapore 118264 Tel: 6872 4737 Mon - Fri Sat, Sun & PH 0730 - 2000 hrs CLOSED The Clementi Mall 3155 Commonwealth Avenue West #03-K1/K3 Singapore 129588 Tel: 6659 9548 Everyday 0730 - 2300 hrs Fusionopolis Connexis No. 1 Fusionopolis Way #01-20 Singapore 138632 Tel: 6469 8761 Mon - Fri Sat & Sun 0730 - 2130 hrs 0900 - 1930 hrs Jurong Point 63 Jurong West Central 3 #03-52/52A Jurong Point Singapore 648331 Tel: 6790 8376 Mon - Thu Fri, Sat & eve of PH Sun & PH 0800 - 2300 hrs 0800 - 0000 hrs 0800 - 2300 hrs Singapore Polytechnic Singapore Polytechnic 500 Dover Road Food court 5 Singapore 139651 Tel: 6774 4950 School term: Mon to Fri Sat Sun Vacation term: Mon to Sat Sun 0700 - 2100 hrs 0700 - 1400 hrs CLOSED 0700 - 1400 hrs CLOSED West Coast Plaza 154 West Coast Road #01-01 West Coast Plaza Singapore 127371 Tel: 6779 2145 Everyday 0800 - 2230 hrs PH - Public Holiday • skip to Main Navigation • skip to Main Content • skip to Footer Starbucks Coffee Company Espresso and Coffee Classics Selections • Espresso • Caffè Americano • Cappuccino • Caffè Latte • Vanilla Latte • Caramel Macchiato • Caffè Mocha • White Chocolate Mocha • Brewed Coffee • Frappuccino® Blended Beverages • Selections o Caramel Frappuccino® Blended Coffee o Espresso Frappuccino® Blended Coffee o Mocha Frappuccino® Blended Coffee o White Chocolate Mocha Frappuccino® Blended Coffee o Dark Mocha Frappuccino® Blended Coffee o Java Chip Frappuccino® Blended Coffee o Tazo® Green Tea Crème Frappuccino® Blended Beverage o Chocolate Chip Crème Frappuccino® Blended Beverage o Raspberry Black Currant Frappuccino® Blended Juice Drink o Mango Passion Fruit Frappuccino® Blended Juice Drink • • skip to Main Navigation • skip to Main Content • skip to Footer Starbucks Coffee Company Starbucks on Ice • Selections o Iced Caffè Americano o Iced Caffè Latte o Iced Caffè Mocha o Iced Caramel Macchiato o Tazo® Shaken Iced Green Tea Lemonade o Tazo® Iced Green Tea Latte o Tazo® Shaken Iced Passion Tea Lemonade o Tazo® Passion™ Brewed Tea o Tazo® Zen™ Brewed Tea • Full Leaf Tea • Selections o English Breakfast Tea Latte o Tazo® Earl Grey Tea Latte o Tazo® Green Tea Latte o Tazo® Chai Tea Latte o English Breakfast Tea o Tazo® Earl Grey Brewed Tea o Tazo® Full Leaf Chai Tea o Tazo® China Green Tips Brewed Tea o Tazo® Jasmine Orange Tea o Spearmint Green Tea o Chamomile Blend Tea o Mint Blend Tea • Starbucks: Marketing Plan Anthony Arola, Jin Kim, Machaela Manning Principles of Marketing, BUSA 308 Professor Harmon May 10, 2007 Company Description In 1971, three friends, Jerry Baldwin, Zev Siegel, and Gordon Bowker decided to open a coffee store at Pikes Place Market in Seattle, Washington. They named this store, Starbucks Coffee, Tea and Spice. This store sold coffee beans and dependable, high quality coffee making equipment. At this time, Starbucks was considered a private company. In 1972, the trio hired Howard Schultz to manage the sales of retail and to take charge of the marketing of the company. After a trip to Italy, Schultz opened another store, called Il Giornale, which was eventually combined with Starbucks Coffee, Tea and Spice. Once these two companies merged, they became known as Starbucks Corporation. In 1992, Starbucks became a public company, partnering with other companies, such as Barnes & Noble, Inc. and PepsiCo. Starbucks Corporation grew quickly, opening many stores throughout the world. Starbucks Corporation seemed to be on its way to achieving its goal of becoming the most well-known coffee company in the world. In 1999, Starbucks acquired the tea company by the name of Tazo. Also in this year, Starbucks signed a contract with Albertsons that would allow them to open multiple coffee stands inside of the grocery store. There, they would also sell their newer bottled drink, the Frappuccino, Tazo tea, and other Starbucks merchandise. By 2002, Starbucks had about 4,709 (a few years later this has more than doubled) stores throughout the world, in almost thirty countries, selling ice cream, supermarket coffee beans, coffee brewing equipment, coffee flavored drinks, teas, books, and compact discs (Kembell, 2002). Business Mission Starbuck’s vision is to become the most recognized coffee brand in the world. In order to accomplish this goal, Starbucks follows four guidelines. The first of these is to use the finest coffee beans to make their drinks. Starbucks prides itself on using the best quality supplies to make their products. The second component is to make sure that consumers think of their store first, over all of the other coffee companies by creating a memorable image. The third component is providing a summary of the role of what Starbucks does. The company lacks in this component because it does not specify what business the company is in. “It assumes that as a recognized brand it does not need to,” be specific. (Kembell, 2002). The fourth and final component is to strive and to reach the companies full potential. These guidelines are in an effort to make Starbucks the most recognized and the most respected brand of coffee. Starbuck’s mission statement is to, “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining [their] uncompromising principles [as they] grow” (www.starbucks.com). Starbucks has six guidelines that they follow when making marketing decisions. The six principles are: • Provide a great work environment and treat each other with respect and dignity. • Embrace diversity as an essential component in the way they do business. • Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. • Develop enthusiastically satisfied customers all of the time. • Contribute positively to our communities and our environment. • Recognize that profitability is essential to our future success. (www.starbucks.com). Starbucks is also concerned with the well being of the environment, so they have a second mission statement concerning the environment. This mission statement says, “Starbucks is committed to a role of environmental leadership in all facets of our business” (www.starbucks.com). In order to achieve this mission, Starbucks has stated that it will: • Gain an understanding of environmental issues and share that information with their partners. • Developing innovative and flexible solutions to bring about change. • Strive to buy, sell and use environmentally friendly products. • Recognize that fiscal responsibility is essential to their environmental future. • Instill environmental responsibility as a corporate value. • Measure and monitor progress for each project. • Encouraging all partners to share in their mission (www.starbucks.com). Starbucks’ mission is meant to benefit both its employees and its customers. Starbucks believes that it is important to make their employees happy, so they will, in turn, to please their customers. Starbucks is known for the good treatment of their employees and for their high level of customer service. Their high quality products also make their name well known and respected by their customers. Marketing Objective As of March 17, 2007, the company has about 13,000 stores, and plans to have at least 40,000 stores worldwide. Within the next few years the company plans on attaining this goal. Currently, Starbucks has stores in thirty-six different countries including United Kingdom, Canada, Thailand, Australia, and Singapore (Starbucks 2007). Starbucks believes it is important to have a good relationship with their customers wherever they are located. For this reason, the company insists on using high quality goods and services. The company also prides itself on being very open to diversity because they believe that without diversity, their company would not be as successful as it is now. They are known to be accepting of diverse groups of people because they bring in ideas for new growth opportunities. Jim Donald, President and CEO of the Starbucks Corporation states, “When we embrace diversity, we succeed” (www.starbucks.com). Starbucks believes that without diversity, their company would not have grown into the highly successful international company that it has grown into today. Situation Analysis Industry Analysis Trends Currently, Starbucks has begun to look to international markets to further its sales and growth. The company is now pushing their brand name internationally and it is very optimistic about their potential growth. Starbucks will attempt to add stores in cities where its logo are already commonly recognized. Sometimes, this means putting two different Starbucks locations within a block of the other. However in order to do this Starbucks risks cannibalization. Starbucks does admit to seeing see some cannibalization of their stores when two are operating within close proximity of each other. Another reason for opening two stores close to each other is so people do not have to wait in long lines to purchase Starbucks products. This “close proximity” strategy helps to aid Starbucks in reaching their global store location goal. During this last fiscal year, Starbucks added 665 stores internationally. Starbucks does not plan to stop when they will have a presence in 36 countries outside of the United States. They are also looking to expand into more European countries such as Russia, where they have a strong brand name recognition base. Yunker (2007) says, Starbucks, in the fourth quarter of the 2007 fiscal year, has opened its first store in Moscow, Russia. Russia is one of the largest and most rapidly developing countries in Europe. This type of growth presents an opportunity for international expansion for Starbucks. According to Starbucks gossip (2006), Starbucks plans to open their first store in Sao Paulo, Brazil. This will be done through a joint venture company, called Starbucks Brazil Comercio de Cafes. Brazil is the world’s largest coffee producing country and coffee is widely drunk it Brazil. It also is the largest market in Latin America. Competitors In Starbuck’s annual report, Starbucks largest competitors are McDonald’s, Dunkin Donuts, Dietrich’s coffee, Pete’s coffee, Tully’s coffee, and Caribou Coffee Company, Inc. However, there is also the threat of substitution which includes everything consumers drink that does not involve going to a Starbucks. This can be as simple as a consumer brewing their own pot of coffee at home, getting a cup of coffee from a gas station or simply drinking tea, soda, milk, and water. The switching cost for the consumer is virtually nonexistent because there are other options for the consumer to choose from. SWOT Analysis Starbucks global presence provides the organization with widespread brand recognition and a strong customer base. Currently, the company is extremely strong, and has numerous opportunities. However, just as there are constant new opportunities that Starbucks can observe, assess, and experiment with, there are frequent threats as well. Each of these threats has to be taken seriously. Starbucks must continue to recognize that our world is in a cycle of continual change. They have to understand their company’s strengths and weaknesses in order to evolve with their changing desires of the market. Starbucks needs to analyze their internal issues, recognizing their strengths and weaknesses, building upon their strengths, and working through their weaknesses. Furthermore, and most importantly, they need to focus externally and concentrate on the wants and needs of their customers. Starbucks needs to take advantage of all available opportunities and protect themselves from potential threats. Strengths With all of the competition in the coffee industry, Starbucks sets itself apart from all other coffee manufacturers through their ability to brand their products through product differentiation. This is Starbucks’ single greatest differentiation strength and is the main reason why they have been able to maintain a competitive advantage over the coffee industry. Starbucks has currently taken over the coffee industry in the US. Starbucks offers a vast range of coffee drinks, bagged coffee beans, pastries, fruit drinks, and even music. Having such a broad range of items allows Starbucks to customize their products to meet the consumer’s demands. Along with their beverages, they have also created bottled coffee drinks and ice creams that have added to Starbucks’ brand recognition and product portfolio. Because of this strong brand name recognition, Starbucks has been able to build a strong customer loyalty base. A second strength to Starbucks is that it provides its customers an unique atmosphere. Starbucks offers its customers a place to sit and “hang out,” complete with comfortable lounge chairs, where music is playing, and magazines are available, as well as wireless internet being offered at many locations. By having this comfortable atmosphere Starbucks sets itself apart from its competitors. A third strength to Starbucks is how it has diversified into other products other than coffee and confections. One such example is Starbucks entrance into the music and film industry with the creation of Starbucks Entertainment. Media Korea (2007) says that, the company has been in the music industry since 1995, operating under the name of “Hear Music.” Starbucks created Hear Music with Concord Music Group, and has sold their products in their stores, creating additional revenue for their company. A final strength of Starbucks is that it is one of Fortune Top 100 Companies to Work For in 2005 (SWOT Analysis: Marketing Teacher, 2000-2007). Starbucks provides their employees with great benefits. The company is a reported to be one of the better companies to work for. They promote the idea of sustainability in the environment and they also seem to be a highly ethical company. Employees are often satisfied with the company because it is very stable and takes good care of them. Weaknesses One critical weakness that Starbucks faces is relying too heavily on the suppliers of its products. The most critical being its source of coffee beans. While it has spent years building up strong relationships with its coffee bean suppliers from foreign nations, any type of disruption within its supply chain could hurt their bottom line. These disruptions include bad crops, social, economic and political upheaval within the supplier countries. High fuel costs and disruptions on their shipping operations are all potential weakness as well for Starbucks. Buchanan (2007) gives an example of one of these disruptions when he states that there will be shortage of fresh coffee beans in the winter of 2007 because of smaller coffee harvest in Brazil. Another example of a single and shortsighted weakness within the Starbucks supply chain is the Italian supplier of its espresso machines. This company service machines for both its daily operations and those sold within its retail stores for its consumers. This particular small supplier is currently the sole source for all of the Starbucks espresso machines and parts. This supplier is vulnerable to the same threats as the other suppliers and recently had production problems due to the high demands of Starbucks. Briefly, this company had troubles keeping up with the demands of the Starbucks Company. While it was eventually able to catch up, this shortage did have an adverse affect on Starbuck’s new store openings and operations for a short time. Another weakness of Starbucks that has to be considered is its cultural associations with the West (in particularly America). The company has expanded their business into many countries throughout the world. Recently, Beijing, the capital of China, announced that some of their people wanted Starbucks out of their country (Beijing, 2007). Starbucks sees China as its most potential market, so the company thought they should expand into it. However, the Chinese people do not drink very much coffee. Instead of drinking coffee, they drink tea, which is the most common beverage in China. Starbucks is, therefore, promoting a product that does not appeal to the people they are trying to target. This promotion backfired on them and now groups of people in China want the company out of their country. The people of China also want Starbucks out of their country because they view Starbucks as an American company. They do not want to lose their culture to American companies, such as Starbucks. Opportunities With Starbucks continuous growth, many opportunities have surfaced for the company. In fact, Starbucks has already acquired over 40% of the specialty coffee market, which accounts for 15% of the US market retail of coffee. Starbucks appears to be bound for further growth and expansion in the future. Starbucks has recently signed an agreement with the wine and spirit group Jim Bean Brands to develop and market a Starbucks branded coffee liqueur drink (Datamonitor, 2005). Liqueurs flavored with coffee represent a good share of the liqueur market, and this new product line will expand its product mix. It will also attract new customers and significantly increase revenues. Starbucks also has to continue utilizing their opportunities of entering the global market. The company wants to expand in areas such as Brazil, India, and Russia (Datamonitor, 2005). As mentioned earlier, Starbucks believes Brazil and Russia could be great markets for them. The company is focusing on the cities where the company has a lot of room for growth. Threats Although Starbucks has experienced many opportunities and much growth throughout its history, there are many potential threats that the company has to be aware of. “The supply and prices of coffee experience high volatility. The company’s requirements for quality standard coffee exposes it to multiple factors in the producing countries, including weather, political and economic conditions which may adversely affect the company’s business. Green coffee prices have been affected in the past, and may be affected in the future” (Datamonitor, 2005). The world coffee market is very competitive and is growing. The specialty coffee market has had many new entrants in recent years. As mentioned before, Starbucks’ major competitors include McDonald’s, Wendy’s, and Tim Holton’s. Any of these competitors with operating, marketing, and financial resources could enter this market at any time and compete directly against Starbucks. Starbucks is aware of their competition and seems to be planning accordingly (Datamonitor, 2005). The company also faces threats of rising dairy costs. Raw milk price is increasing day after day. Milk and other dairy products represent between 3-5% of Starbuck’s sales and sustained increase in prices could affect the company’s profit (Datamonitor, 2005). Marketing Strategy Target Market Strategy Starbucks bases its overall marketing strategy on providing their customers with an unique experience. The company found that its customers come not only for its coffee but for the atmosphere that Starbucks provides. Its customers come to talk with friends, read, study, listen to music, enjoy a quick snack, and drink their coffee. Thus Starbucks focuses on the image that it projects to the public. It wants each store to be comfortable and unique yet still feel like a coffee shop, a place where customers enjoy coming to and stay longer than they plan. (Kembell, 2002). Starbucks main target market is people who are educated and tend to read more than average. But although their typical customer tends to be more educated their website says that, “Starbucks customers are people of diverse ethnic, income, and age groups with varying tastes and interests.” (www.Starbucks.com). However, recently, Starbucks has begun “inadvertently” appealing to a younger demographic. This younger demographic includes students who are in junior high and high school. Some critics even think that the company is targeting children in an attempt get them as customers when they are young. This would give Starbucks a secure future because as this generation continues to grow older, they will continue to do business with Starbucks. Starbucks denies that they are targeting children but, as critics point out, they continue to sell products that appeal to children. (Adamy, 2006). Overall Starbucks tries to reach its customers wherever they might be. Whether they are shopping, driving to work, or taking a leisurely day off Starbucks wants a convenient location nearby. If the customer does not like stopping by its retails stores, they offer ways to order their products online and through the mail. Even if an individual does not drink coffee, Starbucks offers other products such as tea. Starbucks tries to appeal to as many people as they possibly can with quick and easy-to-use channels. Marketing Mix Product Starbucks offers its customers a broad array of products to try and satisfy many of its customers various needs and wants. These products that they offer include coffee, tea cappuccinos, CD’s, DVD’s, books, ice cream, and coffee accessories. However with all these different products Starbucks main focus is on their coffee. Starbucks offers its customers a, “fresh rich-brewed Italian style espresso.” (Kembell 2002). These espressos are made of high quality coffee beans whose purchasing and roasting are oversaw by Starbucks employees. Furthermore each espresso is required to have a “thick, uniform cream at the top of [the] Espressos, strong flavor that is maintained … [so] that the freshness of the beverage stays longer while undesirable flavors are minimized.” (Kembell, 2002). Starbucks believes that these requirements are a major part of their appeal. They think that the less they satisfy these requirements the less likely the customer will want to go there. They also use many different types of coffee such as Colombia Narino Supremo, and Café Verona to appeal to a broad range of people. In addition to coffee Starbucks also serves tea. Tazo Tea, based out of Portland Oregon, supplies the company with many premium and herbal teas as well as tea accessories. Starbucks chose to acquire this company in 1999 because it wanted to attract a different demographic of customers. A lot of people who did not drink coffee could not come to Starbucks. Starbucks saw that they were excluding some consumers. After finding out that these consumers who will not drink coffee usually drink something very similar such as tea, they decided to start selling it. (Kembell, 2002). At Starbucks stores they offer a variety of pastries and confections to satisfy their customers need for a snack. These snacks are there so the customer can have something to eat with their drink. Or if that customer is late for work and forgot to eat breakfast, they can grab something quick to eat while they are getting their coffee. In the Seattle area Starbucks has also begun selling Top Pot Donuts at their store. Many of the customers in that area enjoy these donuts and Starbucks chose to make this part of their pastries and confection section. Top Pot Donuts is the only non-Starbucks product that the company sells and they chose to break their company policy to include it in their store. (Shultz, 2005). Starbucks has whole and ground up coffee beans available for its customers to purchase. They sell these beans for both drip coffee and for espresso machines. Starbucks also sells sweets and chocolates. The sweets include after-coffee mints and lollipops. They decided to include chocolate in their products, such as gift boxes and chocolate bars, because chocolate and coffee often compliment each other. When one is bought the other one is often bought with it. At each Starbucks store there is coffee related accessories and equipment available. These include accessories such as espresso machines, stainless steal coffee filters, cleaners, and canisters. (Kembell, 2002).However Starbucks is having a hard time finding ways to sell these products. They are often at high prices and the customers who usually come into the store do not need the products. They come to Starbucks because they enjoy coming and they do not want to spend the much money on an espresso machine. It appears that these products are being targeted to people who do not want them. Starbucks bases its whole appeal on the environment that it provides for its customers. It feels so strongly about this that it actually is part of the product that Starbucks is selling. Starbucks believes that its customer do not just come in just to drink their coffee, but to come in, sit down, read, talk, listen to music, study, and drink coffee. There are even conversation topics on the side of each cup so that when they do sit down they have something to talk about. The customers are buying the experience that Starbucks provides with the product. This includes quick service, satisfied employees serving the customers, access to the internet, and an aroma that smells like a coffee house. They are so committed to having their stores feel and smell like a coffee house that they even prohibit their employees from wearing perfume and cologne because it takes away the aroma of the coffee. In addition to these things Starbucks makes sure that they are environmentally friendly so that it also adds to their image that they are promoting. (Kembell, 2002). Other products that Starbucks sells are ready to drink coffee and premium coffee ice cream. They also sell music on CD’s, and DVD’s at its stores. The music is part of the Starbucks experience and they have playing in the background of their stores while the customer is drinking their beverage. Place/Distribution Starbucks is the biggest coffee retailer in the world. It operates in a global community with about 13,000 stores in 36 international countries; however most of their stores are in the US. Typically their stores are in high traffic, high-visibility location with the average building size of 1,500 square feet. This includes office building, shopping malls, grocery stores, and retail centers. By having their stores these locations it allows them to attract a high number of pedestrian traffic. (Kembell, 2002). In addition to distributing their product they also have agreements with other companies that help out with the distribution of some of there products. Starbucks controls the majority of its coffee sourcing, roasting, and distribution to its retail stores. But when another company, who shares Starbucks values, can provide additional avenues to reaching customer, they often will establish a relationship with them. This is in an effort to reach more of their customers wherever they are. (Kembell, 2002). If a company has a popular retail space, Starbucks will license their operations to them. This is often the case at supermarkets, such as Albertson and Safeway, where Starbuck cafés are in their store. They also have a licensing agreement with Kraft Foods Inc. In this agreement Kraft has the rights to distribute and market their whole and ground up coffee beans throughout the United States grocery stores. Another agreement that Starbucks has is with PepsiCo, Inc. who distributes their ready to drink coffee products; they also have an agreement with Dreyers Grand Ice Cream, Inc. that distributes their coffee ice cream. The PepsiCo, Inc. and the Dreyers agreements are both 50-50 joint ventures. (Kembell, 2002). Starbucks coffee beans and coffee accessories are also sold through mail order and off of the internet. It provides these distribution methods for the convenience of its customer. The products through mail order and the internet are all sold in its retail stores but Starbucks has this avenue to satisfy all of its customers. Promotion Starbucks has typically promoted its products through less traditional advertising than other companies of their size. They rely on print ads and on their image in movie and television placement to promote their products. They also do not advertise through television. They do not create commercials because they think that their customers read more than average and they do not think television ads would have a big impact on their target market. They also have found they have more success on advertising on local levels that at national levels, in which they use their print ads to appeal to their customers. The company believes that they will be able to better reach consumers through print ads and billboards. (Kembell, 2002). But more importantly Starbucks believes that its marketing strategy needs to create an emotional connection with its customers. That it needs to be authentic and reach people in their hearts. Shultz, chairman of Starbucks said recently that, “ It’s not good enough to have a good ad, but everything you do helps complete the circle… the packaging, the community involvement, the service all help build that emotional connection.” (Schultz, 2005).So far it has been this philosophy that has built Starbucks into what it is today. Starbucks has, however, begun to look into more traditional marketing for the future. They have hired a company called, Wieden + Kennedy to create and advertising program. This program will not involve television ads but it does include other channels that “are consistent and compatible with the equity” of the Starbuck brand. (Shultz, 2005). Price Starbucks prices are more expensive than most of their competitors. They focus more on the quality of their beverages and the experience that their customers get than the actual price. They think that their customers buy their products not because of their price but because of their relationships they have with their customers. It is a “balance between profitability and social consciousness and sensitivity.” (Shultz, 2005). Implementation, Evaluation, and Control Marketing Research Starbucks is constantly working on the research and development of its new products. It is also continuously looking for ideas to make the Starbuck experience more enjoyable for its customers. One of these ideas that was introduced in November of 2001 is the Starbuck card. The Starbuck card is a store value card that can be given as gifts and it is used to reduce time spent paying for drinks. So far this card has been a success and “contributes to the overall enhancement of customer’s experience.” Another idea that was implemented to save on the amount of time it took to make drinks involves ice scoops. Engineers at Starbucks notice that baristas had to take two scoops of ice when making a venti-size cold beverage. They went back and redesigned the ice scoop. Once the stores started using the new scoops it cut off about 14 seconds from the preparation time of the drink. This was in an effort to make sure that the company hits its goal of getting the drink to its customers in three minutes or less. (Gray, 2005). Starbucks is always looking for new ways to improve their services to their customers. If a customer has a problem or a comment they can turn it into the comment page off of their company’s website. By doing this the company has customer feedback to all of its new ideas and products. Organizational Structure and Plan Starbucks “has avoided a hierarchical organization structure and has no formal organizational chart,” for its company. (Kembell, 2002). It views its employees as partners and has outstanding employee benefits and stock ownership programs for its employees. The culture that Starbucks has created is relaxed and supportive. It makes such a huge effort to take care of its employees because it believes that its employees are a big part of their success. Financial Projections Starbucks is a very profitable organization. Their net income and revenues have increased every year since the company’s beginning. Last year, Starbucks earned over $564 million and generated revenues of over $7.7 billion. The regression below shows nearly 100% of R square. This means that the results are almost 100 % reliable. Regression Statistics Multiple R 0.995857675 R Square 0.991732508 Adjusted R Square 0.988976678 Standard Error 188198.8644 Observations 5 Net income Revenue In addition to this, Starbucks’ 2006 return on equity which reveals how much profit a company earned in comparison to the total amount of shareholder equity found on the balance sheet. For the last few years the ROE has been above industry average. SBUX McDonald’s Wendy’s Tim Holton’s Dec 31 2006 25.32% 22.93% 10.88% 48.27% Dec 31 2005 23.65% 17.18% 3.45% 20.07% Dec 31 2004 15.79% 16.04% 16.94% N/A According to this of data, we can expect that the company will continue to generate even more revenue and net income in the future. Summary Starbucks has become the most successful coffee chain in the world. Its multiple stores throughout the world generate great amounts of revenue. Their high quality merchandise and excellent customer service are the reasons why Starbucks is so successful today. Despite its many competitors, Starbucks continues to flourish throughout the world. The large amount of stores throughout the world makes it easier to compete with competitors. Reference: • Adamy, J. (2006, June 27). Getting the Kids Hooked on Starbucks. The Wall Street Journal. pp. D1 • (2007, March 12). Beijing Wants Starbucks Out. The Wall Street Journal. • Buchanan, S. (2007, March 12). Coffee Roasters Stock Up. The Wall Street Journal, pp C6. • Gray, S. (2005, April 12). Coffee on the Double. The Wall Street Journal. pp B1 • Kembell, B., Hawks, M., Kembell, S., Perry, L., & Olsen, L. (2002, April). Catching the Starbucks Fever. Retrieved March 23, 2007, from http://www.academicmind. com/ unpublishedpapers/business/marketing/2002-04-000aag-catching-the-starbucks-fever.html • Lamb, C. W. & Hair J. F. & McDaniel C. (2008). Marketing. Ohio: Thomson Higher Education. • (2007). Starbucks affirms 40,000 total store goal. Retrieved May 2, 2007, From: http://today.reuters.co.uk/news/articleinvesting.aspx'view=cn&symbol=SBUX.O &storyid=205122+13-Mar-2007+RTRS&type=qcna • (2005, January 25). Starbucks Corporation. Retrieved May 2, 2007, From: www.datamonitor.com • (2006, December 03). Starbucks opens its first stores in Brazil. Retrieved May 2, 2007, From: http://starbucksgossip.typepad.com/_/2006/12/starbucks_opens.html • SWOT Analysis Starbucks. (2000-2007). Marketing Teacher. Retrieved May 1, 2007, From: http://marketingteacher.com/SWOT/starbucks_swot.htm • Starbucks Takes a Step to Music industry (2007, March 12). Media Korea. • (2005). The Art of Creating Passionate Consumers: Howard Schultz. Retrieved March 30, 2007, From: know.knowledgenetworks.com/2005/spring/article2.html • Yunker, J. (2007). Starbucks in Russia Retrieved April 30, 2007, From: http://goingglobal.corante.com/archives/2005/06/15/starbucks_in_russia.php SINGAPORE ECONOMIC BACKGROUND According to the 1990 U.S. Department of State, Singapore, otherwise known as the Lion State, has an annual growth rate (1998-in real terms) of 11 percent. The country’s per capita income is $8,782, which is the third highest in Asia after Japan and Brunei. However, Singapore is a country that relies heavily on industry with the industrial sector (including food and beverages) making up about 17 percent of Singapore’s real GDP. It imports about $44 billion in crude oil, machinery, manufactured goods and foodstuff from the U.S., European Community, Malaysia and Japan. In addition, Singapore is constantly looking for new products and new markets to drive its export-led economy. It is attempting to become a complete business center, offering multinationals, a manufacturing base, a developed financial infrastructure, and excellent communications to service region and world markets. However, the late 1990s was was not a very good period for Singapore as the country was affected to some extent by the Asian financial crisis. The economy grew at an annual rate of 8.7% from 1990 to 1996, but has since slowed down significantly. The main sector that was hurt by this slow growth was the manufacturing industry, which grew by less than 3 perrcent, down from 10 percent in 1995. In addition, the commerce sector grew by less than 4 percent, down from 9 percent in 1995. Analysts claim that weak economic growth, global competition, and a very slow tourist season made Singapore’s retail industry very sluggish. The restaurants and hotels also recorded weak growth. LIVING IN SINGAPORE Singapore has one of the best living conditions in Asia. In 1999, its per capita GNP was U.S.$27,480. Furthermore, Singapore is known for its diversity. There are 3.4 million Singaporeans: ethnic Chinese, Malays and Indians make 77 percent, 14 percent, and 7 percent of the population, respectively. The most practiced religions are Buddhism/Taoism (53.9%), Islam (14.9%), Christianity (12.9%) and Hinduism (3.3%). The main languages are Malay, Chinese (Mandarin), Tamil and English. English is the language of administration, while Malay is the national language. With a moderately high cost of living, Singaporeans are able to indulge in luxury goods. Much of Singapore’s entertainment is influenced by Western culture. For instance, many theaters show Broadway musicals such as Les Miserables and pop concerts like Michael Jackson. Television programs are in English, Chinese, Malay, and Tamil. In 1992, pay TV channels such as CNN, Movievision, HBO, and Chinese Variety were introduced. Singaporeans are known to indulge themselves with food. “So discriminating have the Singaporeans become on the subject of quality and price that eating has become a national obsession.” Singapore has an array of restaurants, coffeehouses, fast-food outlets and food centers that are easily accessible and offer a variety of foods at affordable prices. Most of these food places are not air-conditioned except for those located in shopping complexes. However, eating in an air-conditioned restaurant, regardless of income level, is an affordable luxury. “The average lunch or high tea buffet spread offering a wide variety of dishes is available at many hotel coffee houses and restaurants, and it costs about $15 (Singaporean currency) or more per person. Most restaurants and coffeehouses impose a 10 percent service charge, but tipping is not encouraged.” SINGAPORE’S LOVE AFFAIR WITH COFFEE According to Singaporean social commentator Francis Yim, “Coffeehouses are a sign that Singaporeans have achieved the status of a developed nation and we are breaking new ground in the area of becoming a cultured society.” In the past during the construction of Singapore, Singaporeans did not have the time to enjoy their cup of Java. Regardless of their religion and beliefs, Singaporeans went to coffeehouses in the evenings for their meals and drank coffee in order to keep themselves awake. Now coffee is viewed as a beverage instead of a drink. People want to take the time to savor their coffee. It is not just a drink, but a personality altogether. The various flavors that coffeehouses offer reflect the different moods as well as taste. The first Starbucks coffee outlet in Singapore opened on December 14, 1996, in Liat Towers, with the help of BonStar Pte. Ltd., a subsidiary of Bonvests Holding Ltd., a Singaporean company with food services and real estate interests. The store in Liat Towers is located in Singapore’s main shopping district on Orchard Road, which is a very trendy shopping center where the French department store, Gallery Lafayette, and Planet Hollywood reside. There are plans to open ten to twelve more Starbucks in Singapore within the next year. The licensing agreement with Starbucks currently only covers Singapore, but Bonvests hopes to expand the franchises into other Asian markets. Starbucks’ expansion into Singapore is its first expansion into Southeast Asia. Bonvests Holdings anticipates that the Starbucks retail stores will generate at least $40 million in sales over the next five to six years. Bonvests is an ideal partner for several reasons. Bonvests has acquired expertise in running food businesses, like the local Burger King chain. They also know and understand the local consumer market, government regulations, and the local real estate market. Starbucks chose Singapore for its entry in the Southeast Asian market because of the highly “westernized” ideas and lifestyles it had adopted. Some have described Starbucks as being another American icon, like McDonald’s. Some even say that Starbucks has created an American coffee cult. Slowly, but surely, gourmet coffee bars have been penetrating into the food scene in Singapore. It is estimated that Singaporeans drink more than 10,000 gourmet cups a day. In addition, the market in Singapore has tremendous growth potential. According to Bruce Rolph, head of research at Saloman Brothers Singapore Pte. Ltd., “People should increasingly focus on Singapore not as a mature market with low earnings and growth potential, but as a uniquely positioned beachhead to get leverage over what’s happening in Asia.” Finally, the Singaporean market still has no clear leader in the specialty coffee industry. This means that Starbucks still has a good chance to become one of the top contenders in this market. Despite the opportunities that exist for Starbucks in Singapore, there are still obstacles that Starbucks must overcome to be successful in Singapore. Competition is fierce with 14 players and 38 stores between them (see Exhibit 3). With Starbucks’ entry into the Asian market, bigger retail stores, like Suntec Dome Holdings, are already gearing up for a coffee battle. However, smaller companies like Burke’s Cafe and Spinelli are welcoming Starbucks’ entry. Their strategy is to open an outlet right next to Starbucks to attract the customers that overflow from Starbucks. One of Starbucks’ biggest competitors, Suntec Dome Holdings, has already established itself in Singapore. Suntec Dome Holdings already has a good name recognition with Suntec Walk, Suntec City, Dome Cafe, and so on. Suntec is distinctive from the other retail coffee stores in that it is seen more as a restaurant than a coffee chain. It targets a broader market segment with a lower budget range. They are also backed by major supporters with the capital to counter Starbucks’ expansion strategy. In addition to Singapore, Suntec Dome Holdings has plans to expand to other markets such as Malaysia, Indonesia, Thailand, Hong Kong, and China. Spinelli, a smaller competitor, also plans to expand into the region. With these plans of expansion having been completed by the year 2000, Spinelli will be potentially a major threat to Starbucks. More well-known coffee spots to Singaporeans are Coffee Connection and Coffee Club, which are also direct competitors of Starbucks. The customers that go to Coffee Connection and Coffee Club like the atmosphere and the service they receive there. As reflected here, Singapore has seen a proliferation of gourmet coffee outlets in the past few years; therefore, the market is slowly becoming overcrowded. Starbucks will need to turn some heads and create the brand equity they need to stay in competition with their competitors. However, they do have an advantage entering this market. Starbucks packages a coffee-drinking experience that the Singaporeans want, both trendy and American. As mentioned earlier, Singaporeans love American products and hopefully, that will translate into major dollars for Starbucks in Singapore. Second, Starbucks faces a challenge in Singapore amid a prolonged and still-deepening crisis in the retail industry. Major retailers, like Kmart and France’s Galeries Lafayette, have recently left Singapore after much failure.