I'm Ricky Fyles-Tillman CEO and Co-founder of Farley's Coffee, Inc.The Coffee With a Classic Taste! We have been around now for ten years and seen companies come and go. I understand most of you have never heard of us. And that's because our marketing focus has been internet purchasers, non-profits, and select businesses. We have always used our roast-on-demand-process, we like our consumers to received our specialty coffee at its freshest point. This being another reason you haven't seen our coffee's in stores. All off our gourmet coffee's has been from $11.99 to $14.99 per pound. Current we have all of our coffee's priced at $10.99 per pound. Save the $4.00 dollars for your gas tank. For all those interested please visit www.farleyscoffeeinc.com to view more.
We are planning on opening up a small chain of locations (250) called "Caffe' Alexis. Unlike Starbucks with all company own stores, we're franchising opportunity with our biggest competitor being Biggby Coffee with 100 locations. For more on Caffe' Alexis, please see YouTube.Com presentation and visit www.caffealexis.com
We have started the process of evaluting some locations Starbucks is closing to see if it fits our concept and format for a Caffe' Alexis. We understand that we are not your current brand. But since Caffe' Alexis has a community based operations format. We believe that not only our great, other selections and customer service will set us apart. But what will really surprise all lot of people will be how we connect totally with the over viable economic infrastructure of the community.
Starbucks Unique Strategy
It is simple: saturate the market. The accepted business model at the time was to spread out the location of your chain outlets so as not to cut the profits of one store from another. Typically, stores would place their retail outlets in locations based on demographics, traffic patterns, the location of competitors as well as the location of its own stores. However, the Starbucks strategy went against the grain. Instead of following the trend, CEO Howard Schultz had a different idea. He decided that the Starbucks strategy would be to blanket an area completely.
Instead of worrying about stores eating up each otherâ€™s business, the Starbucks strategy focused on heavily increasing the foot traffic in one specific part of town. Not only would this cut down on the companyâ€™s delivery and management times, but also it would shorten the waiting lines for customers at each individual store and hopefully increase overall traffic. Schultz knew that his Starbucks strategy was a risk, but it was one he was willing to take.
In the end, the unique Starbucks strategy paid off. Clustering its stores in one area helped Starbucks quickly achieve market dominance. With over 20 million regular customers per week, no other American retailer can claim a higher frequency of visiting customers. Since the company went public, sales have risen roughly 20% each year. Even when the rest of the economy seems to be in a slump, loyal patrons keep returning to Starbucks for their regular cup of Joe. Of course this has changed now.
What makes this Starbucks strategy all the more amazing is the fact that the company spends less than 1% of its annual revenues on advertising, versus the typical 10% of most other retailers. Instead, the Starbucks strategy relies on word of mouth advertising. They believe that by creating an intimate and welcoming environment in their stores, as well as providing a great cup of coffee, patrons will not only keep coming back for more, but will tell all their friends and family about it too.
The Starbucks strategy has always involved thinking outside the box. In addition to clustering its outlets, the Starbucks strategy involves engaging in smart joint ventures with the right companies, such as their successful alliance with Pepsi-Cola Co., and rolling out fresh, new initiatives, including a new product line of hot sandwiches and breakfast food and new drinks such as coffee liqueurs. The Starbucks strategy is now also expanding online, allowing customers to pre-order and prepay for products via the Internet.
Starbucks continues to keep its customers happy and rely on non-traditional means of attracting new customers; that is the Starbucks strategy. Are they worried about over-saturation? Absolutely not, says Schultz. â€œThose who talk about saturation obviously donâ€™t understand our business strategy.â€ But again thinking back, not being able to see the eonomic future Mr. Schultz made the right decisions to move Starbucks forward.
I hope this information has provided everyone who reads it a little more insight on Starbucks business strategy.