...Robyn Schneider explained “I don’t see the point in caffeine without coffee. Or coffee without caffeine, for that matter.”I went to the store and I had the decision between coffee and energy drinks. Coffee has more caffeine to get me a lot of energy. But I don't really like coffee. Energy drinks have less caffeine than coffee but energy drinks have more sugar and salt. Energy drinks have 2 servings and coffee has 3 servings.I would rather pick energy drinks than coffee. Coffee would make me as crazy as a monkey trying to get a banana and eat it. Coffee and Energy drinks have some things in common. One thing is that they both give you a lot of energy. They give you energy because they are supposed to wake you up and give you a kick of energy....
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...Valerie Bauer Case #1 Starbucks Due: 9/23/12 1. Based on the case information and your personal experiences, list at least five things you know about Starbucks. This list offers you some idea about your cognitions concerning the coffee shop chain. After reading the case I have a greater amount of knowledge about Starbucks. From my personal experience and from reading the case I know that starbucks is a fortune 500 company since the year of 2003. I know that Starbucks has expanded to over 16,000 stores worldwide. From reading the case I learned that Starbucks is trying to expand internationally and that they are trying to have 500 stores operating in Asia. I also know that starbucks not only sells coffee but they sell hot sandwiches, bakery items, a variety of games, and other great products. I also learned from reading the case that 63% of their employees are women. Cognition refers to what a person thinks and believes about a particular product. Consumers develop knowledge, meanings, and beliefs based on their experiences (Peter & Olson, 2010, P 21). These things that I know about Starbucks are based on my cognitions about this coffee shop chain. Knowledge about a company is important to me so facts such as Starbucks being a fortune 55 company since 2003, having over 16,000 stores, and trying to have 500 stores in Asia would be things that I would remember and find fascinating. My personal memories and experiences of going to Starbucks I always remember them being...
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...and supporting various strategic decisions taken by company to expand its business scope and explore new business opportunities. The market research is performed by the companies to solve certain specific business objectives, among which the exclusive purpose can be mentioned as: assess the revenue generation prospect of the business opportunities, evaluate the competitiveness of the company, identification of the expectations or demand of customers and corresponding capabilities of the company. Corresponding to such objectives, this specific paper intends to perform an exclusive market research for assessing the market opportunities for the Red Bull with respect to its product line of chilled coffee drinks. In present scenario the Red Bull holds a strong market position in the energy...
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...thousand shops in 40 countries, Starbucks is clearly the world's top coffee retailer. The coffee house has become so well known by their endless list of delicious drink that they no longer have to print their name on the cups and people will still know the logo. The average Starbucks customer visits the store 6 times per month while a loyal 20% of customers go to the stores 16 times per month. But what is it about this coffee that has customers constantly coming back for more? It’s not only the delightful taste, or the pick-me-up that it provides, but it’s addictive use of caffeine in the ingredients. Caffeine is a bitter, white crystalline xanthine alkaloid that acts as a stimulant drug. Caffeine is found in many plant and seed species such as the cocoa leaf, coffee beans, and tea leaves which explains why it is found in many drinks such as coffee, tea, soda, energy drinks and even chocolate. Caffeine has been found to have addictive tendencies and can also lead to different psychological illnesses. Caffeine was first isolated from coffee in 1820 by the German chemist Friedlieb Ferdinand Runge, and then independently in 1821 by French chemists Pierre Robiquet. Although caffeine was discovered in early 1800’s people have been drinking coffee as far back as the early ninth century. During that time, coffee beans were only available from where they originated from, Ethiopia. Legends trace the discovery of coffee either to a Sufi dervish named Omar, or to a goatherder named Kaldi...
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...Strategic Initiative Paper Iam Anonymous FIN/370 January 8, 2013 Dr. Finance Strategic Initiative Paper A business with a competitive edge, growth and financial stability is usually developed with the proper strategic and financial plans. This process starts by clearly defining your business goals, objectives and determining how much money it will take to accomplish them. In the process of Strategic and Financial planning certain steps or developed, implemented and followed through as an outline in determining the direction you want your business to go into as well as how the goals you have set, and who will be assigned to assist in monitoring the process and accomplishing those goals. Strategic planning is also a process of that involves investigating and assessing the competitions strengths, weaknesses, accomplishments and threats and applying them according to the plans of your business. Financial Planning is managing the finances over a period of time so that the business will and can continue to operate, Plans for the company and employees future. When the strategic plan is developed for the business having the adequate finances play the most important role in getting started, company and organization without the adequate funding and financial guidance, goal and plans set for the business are limited and will not be beneficial and could result in a failing company. Businesses that usually follow their business outline eliminate areas of inefficiencies...
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...Analysis of the Coffee Industry History of Coffee The coffee industry provides its customers with coffee and sometimes other beverages (tea, soft drinks, snacks, etc.) According to Myers, coffee is the world’s most valuable agricultural commodity. Coffee consumers drink different types of coffee, including cappuccino, espresso, mocha, and latte. The coffee industry is in high demand, and the more people drink coffee, the more the quality and value of coffee become more important. Starbucks is in this coffee industry because it meets the consumers demand for a quick way of energy to get their day started. 69% of Americans consider coffee to be an “affordable luxury”. It is available in a variety of beverages and flavors to satisfy the most discriminating tastes. Starbucks missions statements states “Our mission: to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time” Starbucks coffee has always been and always will be about quality, according to them. In the five years to fiscal 2013, Starbucks revenue is expected to grow at an average rate of 7.5% per year, with an increase of 11.9% in fiscal 2013 to total $14.9 billion. In the Ethiopian highlands is where coffee trees were originated. The Arabs were the first to cultivate coffee as well as to start its trade. It was then brought to Europe, then in the mid 1600’s coffee was brought to New Amsterdam, which is now called New York by the British. In 100 years, coffee was established as...
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...different geographic regions. Thus competing with these firms is quite hard. As there is no differentiation and switching costs for customers, competition is dominant. As firms invest millions and billions into this business, they fight till the last cent. 2. Potential Entrants- There are two ways to look at potential entrants. First thought would be the threat of Mom and Pop Coffee houses. They seem to be pretty high as it is easy for anyone to start a coffee house with less available resources. Second thought gives us an idea that if we compare the size of new entrants to the size of Starbucks the same threat seems negligible, as it requires vast amount of resources and time to be in competition with Starbucks. 3. Bargaining power of buyers- Products offered by different firms is identical and undifferentiated, moreover there are no switching costs for customers so bargaining power of buyers is apparently high. 4. Bargaining power of suppliers- Bargaining power of suppliers is high as coffee beans are the single most important ingredient to Starbucks and there is no substitute product for coffee beans. If Starbucks choose to switch to a new supplier, switching costs and other hassles would be high. Quality of service of the new supplier is unknown and integrating this supplier in the Starbucks supply chain is a big challenge for Starbucks. 5. Threat of substitute products- Threat of substitutes is relatively high. Increasing consumption of...
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...Red Bull is an Austria-based company started in 1987 by Dietrich Mateschitz that sells one product: an energy drink containing taurine (an amino acid) that’s sold in a slim, silver-colored 8.3-ounce can. The drink has been an enormous hit with the company’s target youth segment around the globe. For the year 2001, Red Bull boasted sales of $51 million in the United States alone and captured 70% of the energy-drink market worldwide. From Stanford University in California to the beaches of Australia and Thailand, Red Bull has managed to maintain its hip, cool image, with virtually no mass-market advertising. However, today, due to certain health issues and the growth in competitors in the market, several doubts and issues have come across for Red Bull such as Whether Red Bull is able to maintain its lead and its point of differences or the brand may simply lost its edge and become “slate”, Whether the concern of health and bloggers might have a huge negative impact on Red Bull, Whether Red Bull’s target audience move on as it ages is an issue due to its limited product line, and so on. The matter of maintain a company lead in the market is always present as same as for its point of differences in products. In the case of Red Bull, according to recent records of energy drinks product companies in 2015, Red Bull owned 60% to 70% market shares which means globally Red Bull is one of top brands, establishing over 167 countries with approximately 5 million cans selling per year in...
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...that is made up of water and Gatorade vitamin energy drink. This is the inside part of HeWaDe Vitamin C - May help prevent cell damage and reduce risk for certain cancers,heart disease and other diseases. Helps heal cuts and wounds and keeps gums healthy. Protects you from infections by keeping your immune system healthy. Increases the amount of iron your body absorbs from some foods. Conflicting Research Drinking high levels of unfiltered coffee may increase your risk of slightly higher cholesterol levels, according to MayoClinic.com. Drinking at least two cups of coffee per day may also increase your risk of heart disease if you have a genetic mutation that slows down how quickly your body breaks down caffeine. The Harvard School of Public Health, however, examined the relationship between mortality and coffee consumption in two separate studies -- a combined study of about 130,000 volunteers -- and found no correlation between coffee consumption and increased risk of dying from any cause or condition. The 2004 study even accounted for people who consumed up to six cups of coffee every day. Risky Coffee Drinks Most research pertaining to coffee and its health effects is based on coffee that is black or contains some sugar or milk rather than the fancy coffee beverages you can buy at a coffeehouse. These beverages contain coffee but also are frequently high in calories. For instance, a 24 oz. mocha iced blended coffee drink with whipped cream may contain up to 500 calories;...
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... Summary After a long day at the office, many find themselves looking for their second wind once they punch that clock at the end of their shift. All work and no energy for play can lead to a dull and monotonous life. Finding balance between responsibility and luxury is essential in steadying our own happiness equilibrium. We all tend to have a to-do list a mile long that grows by the second, yet after eight-plus hours in our enclosed workplace we tend to yearn for our pillow, blanket, and bed. Instead of pressing pause on our day and waiting on our alarm clock to press play, let’s fast-forward right into the more exhilarating part of our day and make the most of our free-time. And to begin, what better way is there to rejuvenate our vitality than with an alcoholic-caffeinated beverage? Marketing Plan Phase I After a long day at the office, many find themselves looking for their second wind once they punch that clock at the end of their shift. All work and no energy for play can lead to a dull and monotonous life. Finding balance between responsibility and luxury is essential in steadying our own happiness equilibrium. We all tend to have a to-do list a mile long that grows by the second, yet after eight-plus hours in our enclosed workplace we tend to yearn for our pillow, blanket, and bed. Instead...
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...24 oz Monster Energy drinks within one 24 hour period. This is the equivalent of 6 servings for an adult. She went into cardiac arrest the night of December 17th and died the evening of December 18th. Her parents sue Monster for damages on the basis of Strict Liability and Negligence. Monster is sold as dietary supplements instead of food item, so it is not as strictly regulated. It is marketed as a supplement that increases energy, promotes focus, and helps with weight loss. The drink contains an excessive amount of caffeine and other drugs that combine to increase heart rate, body temperature, and neural stimulation. Two 24 oz servings of Monster is above a safe dose of caffeine for most bodily demographics. Within 15 minutes of consumption the effects of the caffeine kick in. Due to increased neural sensitivity and dehydration, painful headaches are very common. 24 oz of Monster is also a lot of liquid to drink. Drinking 12 oz causes most people discomfort and would cause a reasonable person to stop drinking. The body naturally feels the danger because it is under a lot of stress from the beverage. For most reasonable people this bodily danger is obvious. Despite this physical discomfort, many people continue to abuse Monster. Thousands have ended up in the ER, and tragically there have been over 5 fatalities involving Monster. Comparison to McDonald's Hot Coffee Case In the McDonald’s Hot Coffee case, an elderly woman spilled a scalding hot cup of coffee on her groin area...
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...entrepreneurs started the Starbucks Corporation in 1971. Their prime product was the selling of whole bean coffee in one Seattle store. By 1982, this business had grown tremendously into five stores selling the coffee beans, a roasting facility, and a wholesale business for local restaurants. Howard Schultz, a marketer, was recruited to be the manager of retail and marketing. He brought new ideas to the owners, but was turned down. Schultz in turn opened his own coffee bar in 1986 based on Italian coffee cafes, selling brewed Starbucks coffee. By 1987, Schultz had expanded to three coffee bars and bought Starbucks from the original owners for $4 million. He changed the name of his coffee bars from Il Giornale to Starbucks. His intention for the company was to grow slowly with a very solid foundation. He wanted to create a top-notch management by wooing top executives from other well-known corporations. For the first two years, Starbucks losses doubled as overhead and operating expenses increased with Starbucks' expansion. Schultz stood his ground and did not sacrifice long term integrity and values for short-term profit. By 1991, Starbucks' sale increased by 84% and the company was out of debt. Starbucks brought back founder Schultz to lead daily operations in 2008, closed hundreds of stores and cut jobs. It reemphasized training for employees, allowed customers to customize drinks more, opened stores with more local flavor, increased its Wi-Fi offerings and launched a rewards...
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...Today, there are many kind of soft drinks that produced by many company such as Pepsi, Coca Cola, and 7-up. These drinks are loved by the customers and these drinks are the bestselling drinks on the market. Another type of drinks that also very popular and loved by customer is energy drinks such as Monster, Redbull, and RockStar. These drinks became very popular not only because of the taste of them, but also because of the stimulant inside the drinks which is caffeine. Caffeine is a stimulant can damage the nervous system if it’s used too much. Caffeine can also lead to some serious problem such as risk of disease, addiction and sleep loss. One of the most common effects of caffeine is sleep loss. If one uses too much of caffeine, he won’t be able to go sleep. Some of the teenagers use this effects of caffeine to helps stay awake to study or do homework. While some of them use caffeine just because they like the feeling that caffeine gives them. In the article named Energy-Drink Alert written by Cody Crane, Crane mentioned about Quinn Jacobson, a 17 year old teenager of Towson, Maryland who loves using energy drinks when he feels tired. Quinn said that he mostly drink energy drinks at night and these drinks made him feel supercharged and help him stay awake, but they made his morning very miserable. According to Crane, the reason that made Quinn’s morning miserable is because of the caffeine contained in those energy drinks. The caffeine made Quinn couldn’t get enough sleep...
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...55-Hour Energy’s Communication Strategies Living Essentials, a health supplement company, created 5-Hour Energy in a response to the energy drink craze circa 2004 (5-Hour Energy, 2010), which created an entirely new category of beverages. Today, the energy shot market continues to grow (there are nearly 250 brands), accounting for about 11% of the energy drink market (Bevnet, 2009), though the 5-Hour Energy brand owns an overwhelming 81.8% of the market share in the energy shot category (Rouan, 2010). This paper will examine how, through effective communication processes, Living Essentials was able to create and maintain a loyal customer base and get more and more people to try their product. First of all, Living Essentials understood their target market very well. FiveHour Energy is marketed to a group market of working adults, which strays from the norm of marketing similar products to teenage boys. The company learned that these adults simply wanted an energy boost – not an entire drink. Therefore, they made 5-Hour Energy shots 2 ounces, setting the precedent for the entire energy shot sector. They knew that traditional energy drinks caused the users the eventually crash, so the company abstained from adding sugar or excess caffeine. Lastly, they knew that their target market would not be browsing refrigerators for energy drinks, so they created a display that could be placed on counters (Zmuda, 2009). Understand their target market played an integral role in 5-Hour Energy’s...
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...Introduction Coffee and tea can be considered the world’s first energy drinks. Both of them contain caffeine and people have been using these beverages for year to receive an extra boost of energy for their day. I could remember my grandmother would wake up in the morning and the first thing she would do was to start to boil water for her morning tea. As a child I had no idea why she drunk tea. All I knew that if you added lemon and a bunch of the sugar to the tea, then it wasn't so bad. My grandmother was a local babysitter for the neighbourhood and the tea helped to give her energy for the day. My grandmother has passed away for years now but the idea of drinking something to gain energy didn’t pass with her. Tea and coffee has gotten a little out-dated and people today have adopted a new energy increaser, the energy drinks. The energy drinks as we know it today has gotten very poplar. From 2008 to 2012 the energy drink market has grown 60% (wallstreetinsanity.com). Energy drinks of today, besides coffee and tea, have been around for years. From it’s unknown origin, the energy drink has traveled around the world, and have gained substantial market shares in the functional beverage industry of several parts of the world. Europe is one of the largest functional beverages markets in the world. The energy drink has made a sizeable impact on the functional beverage markets in both western and eastern Europe. In this research project we are going to explore a number of objectives...
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