Etude de cas Starbucks

Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment -- primarily through its company- operated retail stores

Starbucks Corporation is the leading retailer, roaster and brand of specialty coffee in the world

Consolidated net revenues of $5,3 Billion (increase of 30%

compared to fiscal 2003), Net earnings for fiscal 2004 increased 46% to $392 million from $268 million for fiscal 2003.

Starbucks does not see itself in the coffee business, but rather in the

"people business selling coffee."

Product strategy in France: begin with the core assortment of products, and later move to the full assortment as it is found in the United States.

Clientele varies between locations (as do opening hours, etc.): the store in La Défense is open only during business hours.

Starbucks stays close to its clients by using the comment cards, listening to expectations and recommendations

The most important constraint turned out to be the administrative complexity (eg. Authorizations required in order to open a retail store)

These constraints differed from the other locations in that the number of documents as well as the time frame required to obtain them is much more important in France.

As a result of this complexity, the opening of several stores was delayed but this did not cause adverse consequences to other subsidiaries