DEC-2023

STARBUCKS
BRAND AUDIT REPORT

MKT 4154 - BRANDING IN THE DIGITAL AGE

MIDDLESEX UNIVERSITY - DUBAI

PRESENTED BY:
AMRITA WHABHI
(M00978498)
Table of
Contents

1 SUMMARY OF THE REPORT

2 WHO ARE WE? WHERE SHOULD WE BE?

3 WHERE ARE WE NOW?

4 WHY ARE WE HERE? (CURRENT BRAND PLAN

EVALUATION)

5 WHERE DO WE WANT TO BE?

6 HOW DO WE GET THERE? (RECOMMENDATIONS)

7 CONCLUSION

8 REFERENCES

STARBUCKS | Brand Audit Report 2023

 Table of
FIGURES

1 KAPFERRER’S BRAND IDENTITY MODEL

2 KELLER’S BRAND EQUITY MODEL

3 KEY COMPETITORS COMPARISON TABLE

4 SWOT ANALYSIS

5 MARKETING MIX 4P’S

STARBUCKS | Brand Audit Report 2023

 SUMMARY
The following strategic report provides a brief analytical overview of Starbucks as a
global coffeehouse chain. Highlighting key milestones, missions, company culture,
and values.
Followed by a brand identity analysis of the visual elements, including logo, design,
and wordmark; those elements are their brand assets. Kapferrer’s brand identity
model has been utilized to enhance better understanding. Keller’s brand equity
model highlights the positives of the brand and how it voices and lives in society,
forming a social image.
Assessment of Starbucks' recognition and presence in the market with
consideration to customers' perspective of the brand. A thorough competitive
analysis compares major coffee and beverage industry key competitors with
Starbucks. More research is done to gain knowledge of Starbucks' position in the
market and evaluate how the brand distinguishes itself from competitors.

Furthermore, there is discussion on the market share and statistics have been
shared to prove how well the brand is doing in the industry, around the competitive
market. The brand is even more evaluated by emphasizing the main issues that
hinder its performance. There is Porter’s 5 forces model and the Identification of
strengths, weaknesses, opportunities, and threats that have been analyzed and
focused upon for the in-depth audit that can provide solutions.
The current company strategies have been overviewed and the vision of the
company has been supported through context.

Finally, reaching toward the recommendations that advice actionable suggestions

for enhancing brand strength and addressing identified challenges.
The conclusion summarizes the key findings and overall brand health while
emphasizing the brand's potential for future success.

STARBUCKS | Brand Audit Report 2023

 WHO ARE WE?
2.1 INTRODUCTION
Pike Place Market in Seattle was
the location of the first Starbucks
business, which debuted in 1971.
At that time, the company offered
freshly roasted coffee beans, tea,
and spices. The firm had only a
few outlets when it first began,
but by 1990, it had spread
worldwide. (About us: Starbucks
coffee company, 2023).
Source: Peiper (2023)

Its business culture is the primary distinguishing feature of the corporation, as

highlighted on its social media platforms. The kind and cheerful demeanor exhibited by
the baristas towards their colleagues and customers, together with the inviting and
amiable atmosphere within the coffeehouse, plays a pivotal role in achieving its
organizational culture triumph. An environment that fosters a sense of belonging,
embraces inclusivity, and values diversity (Ferguson, E.,2015) .

In March 2023, Laxman Narasimhan took over the reins

Our Mission: as Starbucks CEO and unveiled a new mission
“With every cup, with
statement that recognizes the depth of human
connection while evolving toward a new future.
every conversation,
with every community
Recognizing the increasing incidence of loneliness as a
- we nurture the
public health concern, the organization has
limitless possibilities of
reformulated its goal to promote human connection. It
human connection.”
currently focuses on communities, allowing individuals
to participate in conversations in real and digital venues,
and its influence has expanded beyond neighborhoods
(Peiper, 2023).

Source: A New Mission for

Starbucks (2023)

STARBUCKS | Brand Audit Report 2023

 WHERE SHOULD WE BE?

2.2 BRAND VALUE AND IDENTITY

2.2.1 BRAND VALUE

Starbucks adheres firmly to these principles, fostering a culture of inclusivity and
hospitality, demonstrating bravery, and seeking innovative methods to advance
the company and society. They prioritize being engaged and establishing open
and honest connections, treating others with dignity and respect.
Furthermore, they consistently strive for excellence in all endeavors and take
responsibility for the results. Their ideals prioritize achievement while considering
the perspective of humanity (Peiper, 2023).

Starbucks is a premium coffee brand, and it knows its target audience is the upper
economic segment with the age group of 22-50 years old. This makes it stand
apart from its competitors, such as Costa, Tim Hortons, Dunkin’ Donuts etc.

Source: Starbucks Equity, Inclusion and Diversity Timeline (2022)

The main goal of Starbucks is to create a culture of warmth and belonging, where
everyone is welcome. The promise of human connection is also their agenda and
with their values, they are building an inclusive community for everyone to share.

STARBUCKS | Brand Audit Report 2023

2.2.2 BRAND IDENTITY
The distinctive emblem of Starbucks
showcases a dual-tailed mythical
creature, influenced by Norse woodcuts
from the 16th century. This symbol
symbolizes the ocean and Seattle, the
birthplace of the business. The siren,
initially mistaken for a mermaid, was
subsequently acknowledged by the
company as a representation of the sea
and Seattle, signifying the brand's roots.
The brand's muse and spokesperson is
the legendary siren (The Starbucks Logo:
History and Why It Works, 2022).

Since its introduction in 1987, the

Starbucks logo has been instantly
recognizable as a narrative about sirens
luring sailors to cliffs. Starbucks embodies
several different characters, and the
combination of the siren and green color
scheme represents all three: honesty,
enthusiasm, and refinement (The
Starbucks Logo: History and Why It Works
2022).
Source: Starbucks, 2023

"
The Siren is our muse,
the face of our brand.
Her image and our
strong wordmark are
our most recognizable
brand assets.

Starbucks Creative Expression (no date)

STARBUCKS | Brand Audit Report 2023

 WHERE ARE WE NOW?

3.1 BRAND PERFORMANCE ANALYSIS

3.1.1 BRAND IMAGE AND IDENTITY

As depicted below by the prism, Starbucks is an adaptive and social brand that
focuses on human relationship and community.

Figure 1: Kapferer’s Brand Identity Model

Starbucks’ mantra is rich and rewarding coffee experience. It has so much to

offer, mainly the locations, consumers, brand image and distribution network.

STARBUCKS | Brand Audit Report 2023

3.1.2 CUSTOMER-BASED BRAND EQUITY ELEMENTS
The brand focuses on providing a lifestyle, not just the functional benefit of coffee.
Over the years, it has nurtured an emotional connection with its customers and built
a loyal relationship through its continuous efforts and dedication.
Customers go to Starbucks for the comforting ambiance and the classic cup of
personalized coffee.

Figure 2: Keller’s Brand Equity Model

STARBUCKS | Brand Audit Report 2023

3.2 COMPARISON WITH KEY COMPETITORS

Starbucks has created a personality of a welcoming and comfortable coffee

house, with a high level of quality products and an alluring environment for
collaborations. They have mastered a total brand experience.

3.2.1 MARKET SHARE

Starbucks is focusing on expanding its reach globally and diversifying its product
line, which will comfortably gain them a significant slice of the market pie in 2023.
The two factors contributing to their success are market growth and emerging
trends (Olivia, 2023).

As the competitors are also proactive with the trends, Starbucks’ commitment to
innovation is key to differentiation. Here are some charts to support the statement:

Source: Starbucks - Statistics & Facts (2023)

By market value, Starbucks is the 2nd highest leading food and drink service
company worldwide in 2023. This graph clearly displays the dominance of the
brand in the market.

STARBUCKS | Brand Audit Report 2023

3.2.2 BRAND IN THE MARKET
i) On the basis of Sales:

Source: Statista (2022)

ii) On the basis of Awareness/Recognition:

Source: Statista (2022)

STARBUCKS | Brand Audit Report 2023

iii) On the basis of people’s most favorite:

Source: Statista (2022)

Starbucks has made its mark globally in today’s buzzing coffee industry. Millions of
people around the world contribute actively to this giant industry on a daily basis.
There has been a massive rise in coffee houses, locally and internationally, from
minor to big businesses in recent years.
In this competitive landscape, Starbucks enjoys a 39.3% share in the US retail coffee
market (Cheddar Flow, 2023). However, the domination must still face intense
competition with various established competitors.

STARBUCKS | Brand Audit Report 2023

3.2.3 KEY COMPETITORS COMPARISON CHART

Notwithstanding these obstacles, Starbucks had a revenue of over $32.914 billion in

2022 and aims to increase its stores to over 55,000 by 2030. Notable competitors of
this company include McDonald's, Dunkin' Donuts, Tim Hortons, McCafé, Peet's Coffee,
Lavazza, Folgers, Costa Coffee, The Coffee Bean, and Global Tea Brands (Pereira,
2023).
The top 3 that will be compared on the list are Costa, Dunkin Donuts, and Tim Hortons.
An overview of these brands will guide us towards analyzing the relationship among
the competitiveness.

Figure 3: Key Competitors Comparison Table

STARBUCKS | Brand Audit Report 2023

 Costa Coffee is strategically positioned to
successfully rival Starbucks in the global coffee
sector. Costa Coffee, a major coffee brand in
Europe, has seen significant expansion since its
inception in 1971 as a wholesale roaster. Costa
Coffee has successfully rivaled Starbucks on a
worldwide level in terms of product diversity and
market control, mostly because of its substantial
impact in Europe (Pereira, 2023).

Dunkin' Donuts, despite having a smaller annual

revenue, is a significant competitor to Starbucks in
both local and national markets, with key
differences being product selection and pricing.
Although consumers seeking inexpensive daily
coffee products take cost into account, many
consider the convenience of paying a higher price
for Starbucks' superior ingredients and distinctive
recipes as more valuable than the cost reductions
offered by competitors such as Dunkin' Donuts
(Pereira, 2023).

Tim Hortons is a prominent rival of Starbucks,

especially in Canada, where it has a revered
position. The primary advantage for customers in
selecting Tim Hortons over Starbucks is their cost-
effectiveness. This feature attracts cost-conscious
clients who may savor an exceptional cup of
coffee at a more affordable price than Starbucks
(Pereira, 2023).

STARBUCKS | Brand Audit Report 2023

 WHY ARE WE HERE?

CURRENT BRAND EVALUATION

Starbucks continues to have a leading position in the coffee business, but,
competitors such as Dunkin' Donuts and Costa Coffee have successfully built a
significant presence by offering distinctive products, implementing effective
pricing tactics, and strategically locating their stores. These corporations provide
an extensive range of affordable coffee beverages, but smaller coffee shops
provide specialized coffees and a more individualized encounter in contrast to
bigger chain establishments such as Starbucks (Pereira, 2023).

4.1 MAIN ISSUES AFFECTING THE BRAND PERFORMANCE

INCREASED COMPETITION IN THE COFFEE INDUSTRY

01 Starbucks is competing with other specialized coffee companies,
individual coffee shops, and even fast food restaurants and
convenience stores that serve coffee. The market is becoming
too crowded as years pass.

INADEQUATE MARKETING STRATEGIES

02 Starbucks' ineffective advertising approach, which involves

promoting beverages on a cup-by-cup basis to consumers,
hampers the potential to attract valuable customers as the
campaign ends after they finish their coffee. This maneuver
hinders the possibilities for company expansion (Critical Analysis
of Strategic Issues Faced by Starbucks 2021).

03 HIGHER PRICES THAN COMPETITION

Starbucks focuses on premium quality and relationships with its
customers, although the competitors are much more affordable and
able to provide similar quality, if not the same, which is a hard
challenge to overcome.

STARBUCKS | Brand Audit Report 2023

4.2 PORTER’S 5 FORCES MODEL

COMPETITIVE RIVALRY
Starbucks holds a dominant position in the global specialty coffee
sales and roasting market, seeing very little competition. The level
of coffee consumption is influenced by factors such as product
differentiation, customer service quality, brand recognition, and
corporate image.
Therefore, Starbucks is mostly unaffected by the actions of other
companies in this industry (Dudovyisky, 2022).

THREAT OF NEW ENTRANTS

Starbucks employs disciplined distribution systems, fosters
innovation, and distinguishes its goods against new competitors.
Yet, its low entry barrier does provide the possibility for entrance
by well-capitalized major enterprises. Notable and persistent
threats from new competitors include fast food giants like
McDonald's and Burger King, which have the potential to pose
significant challenges in the foreseeable future. (Critical Analysis
of Strategic Issues Faced by Starbucks 2021).

BARGAINING POWER OF BUYERS

Starbucks is confronted with challenges arising from the absence
of barriers to switching in the specialty coffee sector and the
capability of consumers to prepare their own coffee. In response,
Starbucks offers a program called Preferred Office Coffee
Providers, where they give instructions on how to make the ideal
cup of Starbucks coffee at home using ingredients only bought
from Starbucks. In addition, the presence of new participants and
rivals like McDonald's, who assert to provide high-quality roast
coffee at a more affordable cost, empowers consumers with the
ability to bargain. (Garcia, 2022).

STARBUCKS | Brand Audit Report 2023

BARGAINING POWER OF SUPPLIERS

Starbucks buys premium coffee beans from brokers and exporters.

The firm collaborates with suppliers to guarantee high-quality
goods and sustainable sourcing. Only Starbucks-approved vendors
are allowed to supply. The providing sector has few quality
enterprises, but Starbucks' size and prominence as the main
customer constrain suppliers' negotiating strength since it accounts
for a substantial portion of sales (Critical Analysis of Strategic
Issues Faced by Starbucks 2021).

THREAT OF SUBSTITUTION

Starbucks has modified its product lineup in response to the

increasing popularity of alternative beverages such as soft drinks,
tea, energy drinks, and fruit juices in the specialty coffee industry.
The menu now includes a selection of drinks, including hot and cold
coffee, baked products, and desserts. Regular coffee, which lacks
the same level of excellence and does not present any risks, is the
only authentic and direct alternative to specialty coffee (Garcia,
2022).

STARBUCKS | Brand Audit Report 2023

4.3 COMPANY INSIGHTS

Figure 4: SWOT Analysis

STRENGTHS WEAKNESSES
• A prominent and recognizable
brand name
• Dependence on single revenue
• Widespread availability via
source.
extensive retail distribution
• High prices compared to rivals.
• High-quality products
• Significant supplier reliance.
• A diverse and extensive range of
• High retail sales.
products
• Excessive domestic market
• Strong and positive partnerships
dependence.
with suppliers
• Substantial financial resources
• A motivated and dedicated
workforce

S W
O
OPPORTUNITIES
T THREATS

• Powerful rivals such as McDonald's

• Penetration into unexplored and Dunkin Donuts.
markets. • Economic factors may influence
• Diversification of brand name consumers' willingness to pay higher
into other product offerings. prices.
• Expanding the product range to • Geopolitical factors internationally
include a greater variety of food can restrict the potential for
products. company growth.

STARBUCKS | Brand Audit Report 2023

 WHERE DO WE WANT TO BE?
5.1 CURRENT STRATEGIES OVERVIEW
Starbucks caters to a niche market by providing a high-quality environment, excellent
service, and a wide selection of products. Starbucks has seen a fiftyfold increase in its
market worth in the last twenty years. Customers are loyal and willing to pay extra for
comparable coffee since their staff prioritizes offering a delightful and traditional
experience, rather than emphasizing on "what's needed" (the minimal need). Starbucks'
successful research-driven strategy involves meticulously segmenting its target customers
(Dubey, 2023).

Starbucks employs aggressive growth startegies

such as market penetration, market development,
and product creation to increase its company
despite market saturation. Aggressive marketing
efforts and market development may be effective
strategies for reaching the client base in countries
where coffeehouses are not widely embraced. In
addition, product development may synchronize
Starbucks' product assortment with regional or local
customer cultural tastes, thereby guaranteeing
economic growth in these regions (Thompson,
2023).

5.2 OUR VISION STATEMENT

Starbucks desires to be known for more than
Our Vision:
just its coffee. It also wants to be known for its “To establish Starbucks
ethical and environmentally friendly business as the premier purveyor
practices. As the company grows worldwide, it
wants to keep up its high standards of quality of the finest coffee in the
and responsibility and be the best in its world, while maintaining
industry. Starbucks is dedicated to consistently
our uncompromising
inventing and adjusting to fulfill its consumers'
evolving demands and preferences to principles while we
maintain its leading position in the market grow.”
(Periera, Starbucks Mission and Vision
Statement 2023).
Source: Periera, Starbucks Mission
and Vision Statement (2023)

STARBUCKS | Brand Audit Report 2023

 HOW DO WE GET THERE?

RECOMMENDATIONS
In this section of the report, we will collate the overall study, and try to build strategies to
guide Starbucks to achieve its goals, mission, and vision better. Different aspects will be
explored to benefit the cause of the study.

6.1 BRAND POSITIONING STATEMENT

“For individuals who want a high quality,

premium coffee experience, Starbucks leads
the coffee industry with its premium blend of
coffee beans and wide range of products.”

Starbucks has a very expressive positioning statement. It is crisp and clear to the world
and depicts their desire to be the best with innovation and variety in the product line.
Starbucks establishes itself as a "Third Place" with its motto "Bringing People Together."
It provides individuals with a distinct environment apart from their home and workplace,
therefore enhancing the social dimension of the brand (Brand Positioning Statement
Examples: Crafting Your Brand's Essence, 2023).
Hence, they do not require a re-positioning statement as their goals have been prominent
since the beginning.

6.2 MARKETING MIX

Starbucks utilizes its marketing mix (4Ps) to sustain its worldwide dominance as the
foremost coffeehouse business. This approach facilitates the development of its brand
identity and guarantees financial success. The robust brand of Starbucks exemplifies the
success of its marketing tactics in boosting brand expansion and global economic
advancement. The business modifies its 4P marketing mix in response to market issues,
such as competition from rival coffeehouse enterprises and food-service companies like
Tim Hortons, McDonalds, Costa Coffee, Burger King, and others (Greenspan, 2023).

STARBUCKS | Brand Audit Report 2023

 Figure 5 : MARKETING MIX 4P’S

PRODUCT Focus-based strategy and product differentiation should

be used together for the best results.
Innovating and expanding to a new product line should
be used to the maximum leverage in order to increase
profitability.
More market research shall be conducted in routine
time spans, to understand the changing trends and
cater to a larger audience with their new products.
To maintain a competitive edge in international
markets, Starbucks must prioritise both the
advancement of its products and the expansion of their
product offerings to new regions. In the product
development stage, it is crucial for them to be aware of
this information in order to focus only on enhancing their
existing items.

PLACE Implementing a franchising model would enable

Starbucks to expand its operations by establishing
several additional outlets, minimizing the potential for
financial loss and ultimately generating substantial
profits.
Consequently, the company's research and
development expenses would decrease by using the
franchisee's expertise in the local market's specific
geographical, psychographic, and demographic
aspects, as well as their understanding of the local
country's rules.

STARBUCKS | Brand Audit Report 2023

 PRICE Starbucks is known for premium pricing when compared
to its competitors. In order to gain a competitive
advantage impacting low-cost markets, Starbucks can try
these 2 strategies:
1. A new coffee product made with cheaper beans
2. Special sales and marketing as per regions/countries
to reduce cost price
These strategies may reduce final product prices. With
more customers buying their drinks, Starbucks could
expand into other areas at a cheaper cost, increasing
profits.

In order to enhance customer awareness of the brand's

PROMOTION extensive global reach and reputation,
It is encouraged that the brand be marketed via
easily available internet platforms, road shows, and
the distribution of brochures, among other methods.
Market penetration and development may boost
sales.
Advertising in industries that have the ability to reach
larger crowds, such as entertainment, sports, and
many more.
Sponsorships can maximize their profitability and
also guide them to newer opportunities.

STARBUCKS | Brand Audit Report 2023

 6.3 OTHER RECOMMENDATIONS

TECHNOLOGICAL ADVANCEMENTS
The improvements in the coffee machines and the computers that run Starbucks'
cash registers would help the staff work faster and more efficiently. This speeds up
customer service, meaning more people can be helped throughout the day.

DISTRIBUTION CHANNEL
Explore new distribution channels that have not been applied previously to increase
sales and tap into local retailers.

ENVIRONMENTAL FRIENDLY
Starbucks shares its 2030 commitment to building a sustainable future (Starbucks,
2023). They must start today to reach the goal in almost a decade. They shall invest
more in reusable plastic and strategies that help them process waste better.

FIRST-MOVER ADVANTAGE
It is best for Starbucks to have the first-mover advantage with new products and
innovative ideas in the market. This will help maintain brand loyalty and engage new
customer interaction.

STARBUCKS | Brand Audit Report 2023

 6.4 DIGITAL MEDIA TOOLS

SOCIAL MEDIA PRESENCE AND ONLINE ADVERTISING

Starbucks communicates with its consumers using a number of different digital
channels, such as its app for mobile ordering, loyalty programs that give incentives,
Wi-Fi sign-ins at its locations, and a number of other digital channels.
The social media accounts are unique due to the visually attractive and colorful
information posted, which also enhances interactive contact throughout the posts.
There is also a wide variety of information on their website, including recipes, essays,
photographs that are pleasant to the eye, and much more.

The agreement has also been cemented by the advertising campaigns that
Starbucks has run, which focus on the company's products, corporate social
responsibility activities, and community participation via story content. Their fantastic
concept aims to communicate with various groups (Simplilearn, 2023).

Starbucks splits its campaigns into three categories:

1. Product-based campaigns
2. Community-based campaigns
3. Corporate Social Responsibility-based campaigns

Starbucks knows its customers are tech-

savvy because it caters to the upper Facebook: 36 M+
class. Starbucks' digital marketing lets page likes
them talk to customers in two ways, Instagram: 17.9 M
different from handouts, mags, and TV, followers
which only permit one-way interaction. Twitter (X): 11 M
There is much activity on its social media followers
channels, engaging its customers
(Simplilearn, 2023).

STARBUCKS | Brand Audit Report 2023

 One of the main reasons Starbucks is so successful and well-known around the
world is that it has a well-thought-out marketing plan. Additionally, to keep their
word, they offer a distinctly different setting, unparalleled service, and a warm
welcome to all customers who visit their physical shops (Simplilearn, 2023).

Source: Statista (2023)

Since 2022, Starbucks has focused on advertising more than it ever did in previous
years. The brand has built its base to work effectively on its strategies and stay
committed to being the best in the market.

STARBUCKS | Brand Audit Report 2023

6.5 BUDGETARY CONSIDERATIONS
Statista (2023) manages to spotlight the financial strength of the company with
these two charts that prove that Starbucks is actively working towards its goals
and ensuring the strategies are being implemented.

Source: Statista (2023)

Starbucks planned to execute the revenue distribution very tactically, and as the
charts represent, the products have gotten the most attention when compared
to single-use packaging. This highlights the company’s vision for a sustainable
future and builds in uniting the community.

STARBUCKS | Brand Audit Report 2023

 Conclusion

In closing, Starbucks is a fine illustration of a well-managed corporation with

extensive knowledge of its clientele's requirements and preferences. The firm
began as a neighborhood coffee shop but has now expanded into a global
brand committed to providing its clients with elegance and convenience.
Starbucks has established itself as a household brand that makes the intake of
coffee not only desired but also desirable, which has led to an increase in
beverage consumption.

Customers are additionally given the impression that they are a part of the firm's
tremendous efforts to satisfy their wants and needs. Starbucks, along with other
companies, was impacted by the global epidemic due to the restrictions on
mobility implemented by different countries to safeguard the health of their
population.
Several disturbances occurred within the company's corporate structure,
including a fall in net earnings and an increase in employees laid off. Due to a
lack of cash and human capital logistics, the firm's ambitions to grow into
different areas were also adjusted. This has caused the company to face further
challenges. The efforts that have been made to restore the situation include
marketing initiatives that have been conducted via social media, drive-thru
stations, the adoption of cashless payment, enhanced delivery, and incentive
systems.

Nevertheless, the brand has managed to refresh its mission statement and deal
with the challenges in a positive approach. The brand image and identity shine
through the years of efforts and social engagement. The 2030 vision and short-
term goals have also been aligned with the actionable strategies that the
company is focusing on.
Starbucks efficiently survives the storms to thrive in the face of competition and
challenging market demands. They find ways to alter their strategies to grow
and outperform the questionable plans.

Finally, this report provides a detailed understanding of the brand Starbucks and
how it is impacted by macro and micro issues, facing obstacles and falling back
into the growth cycle.

STARBUCKS | Brand Audit Report 2023

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STARBUCKS | Brand Audit Report 2023

 REFERENCES
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STARBUCKS | Brand Audit Report 2023