Competitive Analysis Project
Starbucks
Vs
Coffee Bean & Tea Leaf
Presentation Outline
• Introduction
• SWOT Analysis
• Marketing Mix Analysis
• Strategic Recommendation
• Conclusion
Introduction
Starbucks
one of the most popular
coffee houses in the world
Coffee Bean & Tea Leaf
SWOT Analysis
SWOT analysis Starbucks Coffee Bean & Tea Leaf
Strengths -Brand name & reputation -Changing the menu
-beverages sold at retail -Providing variety of products
-Location -Breakfast meals & light lunch
-Free internet wireless access meals
-On-line store at -On-line store at
www.starbucks.com www.coffeebean.com
Weaknesses -Little promotion / offers -Locations
-Considering more on coffee -Small awareness of brand name
products
SWOT Analysis
SWOT analysis Starbucks Coffee Bean & Tea Leaf
Opportunities -Widen Product Range -Expand branches
-Improve the speed and efficiency -Apply marketing strategy
of service
-Promotions & offers
-Internet wireless access grabs
new market
Threats -Change in consumer tastes and -Customers prefer recognized
interest brand
-Increase in competition -Local competition
Marketing Mix Analysis (7 P’s)
(7 P’s) Starbucks Coffee Bean & Tea Leaf
Product / hand-crafted beverage hot and cold beverages
Service pastries Sandwiches
sandwiches selection of pastries and cakes
cakes and cookies
coffee related accessories
Price -middle range -Middle range prices
Example : -lower a little than Starbucks
(Frappuccino = 15 AED) Example :
(Cappuccino = 12 AED) (Ice blended drink = 14 AED)
(Cheesecake = 14 AED) (Cappuccino = 11 AED)
(Cheesecake = 10 AED)
Promotion -Advertise for new products -promotion for Breakfast Meal
-Seasonally products -Promotion banners in the shop
-banners and brochures in shop -on-line website
-on-line website -Free drink after 12 purchases
-limited Belgium coffee for this season
Marketing Mix Analysis (7 P’s)
(7 P’s) Starbucks Coffee Bean & Tea Leaf
Place 41 branches around the UAE 11 branches in the UAE
27 in Dubai 5 in Sharjah 9 in Dubai
5 in Abu Dhabi 2 in Al Ain 1 in Al Ain
1 in Ajman 1 in Ras Al Khaimah 1 in Sharjah
People -Employees are trained to work in -Staff are well trained to serve
Starbucks customers
-friendly polite customer service -welcoming and friendly
-Employees are trained to satisfy
customer’s wants
Marketing Mix Analysis (7 P’s)
Process Order, pay and get the order The ordering takes normally maximum
takes 2 – 3 minutes normally 4 minutes
Physical -international uniform and -Coffee Bean apply a relaxing
evidence decoration atmosphere
-Starbucks trade mark is -Employees wear practical uniform
appearing all over the Café -The logo appears everywhere in the
-the atmosphere is unique and café
comfy
Strategic Recommendation
• Menu
• Price & quality
• Promotion &
Advertisement
Conclusion