Entry Objectives

This post is divided into two categories, non-financial and financial objectives. The non-financial objectives include Starbucks experience, customer satisfaction and loyalty objectives. Financial objectives concentrates on figures and benchmarks its forecasted success in Finland.






Non-Financial Objectives

Starbucks non-financial objective is to offer the Starbucks experience, which is why their brand name is known on every continent. They want to offer the best quality coffee in the business. They source the finest coffee beans and roast them with great care to offer consumers the best blends. Customer satisfaction is key to the Starbucks experience, and engaging in laughing, connecting, and uplifting the lives of customers is what makes Starbucks what it is. Promising the best coffee on the market is a great start, however, the true value comes with the human interaction.The goal is that customers see Starbucks as a bridge between work and home, a sort of haven where you can meet friends and have a break from the worries outside. The community feel, atmosphere, interaction, and friendly neighborhood environment is what the company is based on. If Starbucks succeeds in meeting the customer expectations or even exceeding them, it creates customer satisfactions. Through continuous iteration customer satisfaction turns into customer loyalty which is the ultimate non-financial objective which ironically is the key factor affecting financial revenue streams.The goal is to make people combine the word coffee with Starbucks.

Financial objectives

Starbucks has used the same entry strategy all over Scandinavia. Bringing the coffees into stores and "letting people to chew on them" before making the grand entry. After the first step into the stores, the second step is to enter the airports. Based on the data received from these pilot test the financial strategy plan and objectives can be created.

As Finns drink about 25% more per capita per year than the number 2 country in the world, financial objectives should not be considered exactly the same as for other entry markets. Starbucks should be ambitious and aim for high market share. After few carefully located stores in Helsinki downtown and shopping centers (Iso-Omena, Sello, Itäkeskus etc ) further expansion to other major cities in Finland is something to be considered. Starbucks should crunch the data they have received from store sales of Starbucks coffees and hit the cities which have had the most sales. A five year plan how to conquer Finish street coffee culture could include how to open up 20 new shops in Finland.

The minimum requirements should at least meet the average Starbucks figures: 24,54% ROI and ROE 29.16%.

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