Revised Mission Statement The primary goal of Starbucks is to inspire and nurture the spirit. (1, 9) We seek to internationally provide the highest quality coffee, while continually striving to improve our products through innovative and exciting ways. (2, 3, 4) We are not only committed to our diverse customers and invaluable employees, but also to growing our environmental goals to reduce our environmental footprint. (1, 6, 7, 8, 9) Starbucks strives to steadily increase growth and profitability by creating new product offers and extending focus on the Starbucks brands in grocery stores. (5) We will make the world a happier place one person, one cup, and one neighborhood at a time. (1, 7, 9) – Customers (6) Philosophy Products or services (7) Self-Concept Markets (8) Public Image Technology (9) Employees Survival, growth and profitability Coffee Industry Overview Coffee is the most commonly consumed beverage worldwide and is continually growing, producing a demand that café owners and coffee exporters are eager to supply. The market is segmented into growers, roasters, and retailers. On the coffee-growing level, South America was ranked as the major coffee-producing region. Brazil produced and exported 43.2 million 60 kg bags of coffee in 2016. Other major producers are Vietnam and Columbia. Importing countries tend to consume less coffee than their importing counterparts. The United States had the largest sales share with 45.8% of retail sales in 2016, followed by single-cup coffee. Coffee chains have become more and more popular among customers who enjoy their coffee to go. Starbucks and Dunkin Donuts dominated this out-of-home retail market, with a combined market share of over 65%. Growth in coffee cup per capita consumption is up 18% in China, 13% in the United Kingdom, and 3.5% in Japan. Consumers on average 1.64 cups of coffee per day, reporting that they drink it at home, on the way to work, and at work, in order to wake up in the morning or receive a burst of energy throughout the day. Additionally, consumers in the United States tend to drink more coffee as they get older. Coffee consumption worldwide continues to increase from 146.98 million 60kg bags consumed in 2012 and 2013 to 155.71 million 60 kg bags consumed in 2015 and 2016. Competitor Overview
Revised Mission Statement The primary goal of Starbucks is to inspire and nurture the spirit. (1, 9) We seek to internationally provide the highest quality coffee, while continually striving to improve our products through innovative and exciting ways. (2, 3, 4) We are not only committed to our diverse customers and invaluable employees, but also to growing our environmental goals to reduce our environmental footprint. (1, 6, 7, 8, 9) Starbucks strives to steadily increase growth and profitability by creating new product offers and extending focus on the Starbucks brands in grocery stores. (5) We will make the world a happier place – one person, one cup, and one neighborhood at a time. (1, 7, 9) Customers (6) Philosophy Products or services (7) Self-Concept Markets (8) Public Image Technology (9) Employees Survival, growth and profitability Coffee Industry Overview Coffee is the most commonly consumed beverage worldwide and is continually growing, producing a demand that café owners and coffee exporters are eager to supply. The market is segmented into growers, roasters, and retailers. On the coffee-growing level, South America was ranked as the major coffee-producing region. Brazil produced and exported 43.2 million 60 kg bags of coffee in 2016. Other major producers are Vietnam and Columbia. Importing countries tend to consume less coffee than their importing counterparts. The United States had the largest sales share with 45.8% of retail sales in 2016, followed by single-cup coffee. Coffee chains have become more and more popular among customers who enjoy their coffee to go. Starbucks and Dunkin Donuts dominated this out-of-home retail market, with a combined market share of over 65%. Growth in coffee cup per capita consumption is up 18% in China, 13% in the United Kingdom, and 3.5% in Japan. Consumers on average 1.64 cups of coffee per day, reporting that they drink it at home, on the way to work, and at work, in order to wake up in the morning or receive a burst of energy throughout the day. Additionally, consumers in the United States tend to drink more coffee as they get older. Coffee consumption worldwide continues to increase from 146.98 million 60kg bags consumed in 2012 and 2013 to 155.71 million 60 kg bags consumed in 2015 and 2016. Competitor Overview
StarbucksProject.docx