Premium Essay

Starbucks Article

In:

Submitted By raghul
Words 436
Pages 2
News Paper Article

Date of Publication: August 18, 2009, 7:30 am

Source: The New York Times.
Starbucks Workers Protest Rise in Health Premiums
By A. G. SULZBERGER
Mario Tama/Getty Images At a picket organized by the Industrial Workers of the World, Starbucks employees and their supporters protested a rise in their out-of-pocket health care expenses.
Updated, 2 p.m. | Saying it spends nearly as much on health insurance for its workers as it does on coffee, Starbucks recently announced that it would increase the amount that eligible employees need to contribute to keep their health care coverage.
On Monday evening, newly unionized Starbucks baristas gathered at the company’s regional headquarters in Manhattan to protest the move, which they said would effectively double the cost of their health insurance.
The change would increase the cost of the most basic plan to $20 from $12.50 each paycheck and the annual sign-up cost to $200 from $100, according to Liberte Locke, a barista who has been active in unionization efforts with the Industrial Workers of the World.
“If they’re going to charge us this amount, our pay needs to increase,” she said. She added that a growing number of employees were ineligible for the health insurance because they worked fewer than 20 hours a week.
A Starbucks spokesman said in a statement that the protest was the work of “a small group of people with an outside agenda aimed at promoting itself and its interest.”
The coffee company has battled with the union repeatedly, and in December, the National Labor Relations Board judge ruled that Starbucks had illegally fired three baristas and otherwise violated federal labor laws at several of its nearly 600 locations in New York City, in an effort to halt the unionization efforts.
A letter to all employees from Starbucks’s chief executive, Howard Schultz, dated July 27,

Similar Documents

Premium Essay

Starbucks‘S Success

...VanillaLemon Article Review and Analysis ----The Secret of Starbucks’ Success in China The current event article I found tells about the successful marketing strategies that the Starbucks Corporation takes to enter into the market of China, and simultaneously the problems and difficulties it has in the process of market expanding. The Starbucks Corporation is the global leader in specialty coffee consumption. Arising almost overnight from a market in Seattle, Washington, the company today provides quality premium coffees with a superior level of customer service and at a premium price, around the globe. Starbucks is an excellent example of a company that has successfully embraced a differentiation focus strategy tailored to providing a high quality, focused product, of which, for the company customers, price is in essence, no object (Isidro, 2004). Based on the stateside success, Starbucks begins to expand its international market. Additionally, the current coffee consumption of China is much lower than the average level in the world, therefore a huge commercial space existing there. Starbucks realizes this great development potential, hence it hopes to make China becomes the largest international market except U.S. in the future. However, this is a big challenge for Starbucks Corporation, and therefore the article analyzes the SWOT and 4Ps strategies of Starbucks by taking this entering into China’s market as an example. Besides, the article also summarizes the major problems...

Words: 1175 - Pages: 5

Premium Essay

Organizational Behavior

...of Organizational Behavior 2. Instructions Post one article this week relating to dealing with Organizational Behaviors in the Workplace. 3. Due Date January 13, 2013 11:59:00 PM CST 4. Points Possible 1.333 5. Student Name Allissa Wilson 2. Review Submission History 1. 1. * Submission ( January 13, 2013 5:28:34 PM CST ) Submission Materials Submission Field : Organizational Communication in the Starbucks organization is exceptionally successful. Although Starbucks goes to no great lengths to define or list their organizational structure, recent changes in the organization define the organization as a matrix structure. Maintaining effective communication, Starbucks uses a model of communication used generally by smaller group networks, all channel communication. Starbucks employees always have a time table for important decisions that must be made for the company. Starbucks does an excellent job of illustrating pros and cons of future and current decisions. The model of communication used by Starbuck empowers all employees to think outside of the box, and employees are rewarded for innovative ideas as well as the ability to exceed customer satisfaction expectations. The use of technology, marketing tactics, and their employees to communicate success, goals, and vision to the customer has given the Starbuck Corporation a valued business model. The Starbucks organization list in its guiding principles the importance...

Words: 553 - Pages: 3

Premium Essay

Starbucks Marketing Mix

...Starbucks Market Segmentation Market segmentation is a common marketing process that divides a large group of an audience into a certain criteria with consumers that have similar needs, according to the online Business Dictionary (WebFinance, 2013). Once a market segment is developed, companies can use the marketing mix to individually approach the most profitable markets with messages specifically designed for them. This makes marketing investments more efficient. If successful, the benefits are higher profit margins, possible market share and revenue growth (Tobak, 2008). Starbucks uses demographic segmentation markets by: age, gender, income, ethnic background, and family life cycle; as well as geographic segmentation markets by: region of a country or the world, market size, market density, or climate; and psychographic segmentation, which can link with demographics. The company positions the business as a highly respected brand, and as such, that can distinguish their products from competition, which gives them an advantage. Starbucks practices a concentrated targeting strategy by focusing only one segment, which is the gourmet coffee drinker. This is how Starbucks defined its niche and labels the company as a high quality product. After establishing their niche, Starbucks continually expanses its product line to their specific segment more enthusiastic (Cachola, 2012). According to the article: “Starbucks and McDonald’s Winning Strategy” by Panos Mourdoukoutas, it...

Words: 1637 - Pages: 7

Premium Essay

Mktg

...Introduction The purpose of this report is to analyse an article regarding a Starbuck’s failure in Australia. The main idea of the article is about Starbuck’s upcoming expansion opening about 1200 stores around the world in 2013. According to the article, Starbuck’s global strategies to international market seems going well considering the fact that it has the biggest coffee-chain in the world over many years. However, the article also points out a retreat of the company in Australia with the number of the stores dropping from 84 to 22 in 2008 (기사). The decreasing popularity of the company in Australia appears to be quite surprising compared to its significant success in the U.S and many other countries such as Canada, Japan and China and so on. In this manner, examining Starbuck’s failure in cross cultural factors rather than identifying reasons of prosperity in other countries can be critical for the company. Moreover, finding out the fundamental reasons of its regressive business in Australian market might lead to developing solutions for cultural markets as well. Surely, the Starbuck’s failure in Australian market can be explained by various cultural factors. In this report, however, global strategy will be discussed as a major theoretical principle and finally there will be recommended solutions for the problems. Starbucks Struggling In Australia With the growing trend of globalisation, many companies has been trying to expand their business globally for past...

Words: 1303 - Pages: 6

Premium Essay

Starbucks a Strategic Analysis

...Starbucks a Strategic Analysis Past Decisions and Future Options 1 Contents Introduction ......................................................................................................................... 4 Michael Porter’s 5 Forces Analysis (Past) .......................................................................... 7 Industry Rivalry ............................................................................................................................ 8 Potential for new entrants ........................................................................................................ 10 Substitute Products ................................................................................................................... 12 Bargaining Power of Buyers ...................................................................................................... 13 Bargaining Power of Suppliers................................................................................................... 14 Summary: The Five Market Forces in Specialty Coffee in 1987 ..................................... 15 Specialty Coffee Industry Attractiveness.......................................................................... 16 Starbucks’ Original Generic Strategy ............................................................................... 19 Starbucks’ Success Factors ............................................................................................... 22 First-mover...

Words: 4868 - Pages: 20

Premium Essay

Marketing Strategies of Starbucks China

...Case Study of Starbucks in China 姓 名 (中文) 李佩琪 (拼音) LiPeiQi 学 号 20100301336 所在学院 国际商务英语学院 年级专业 国际商务管理 指导教师 侯香勤 职称 讲师 完成时间 2014 年 2 月 28 日 A Research on the Marketing Strategies of Coffee Chain Business --- A Case Study of Starbucks in China Li Peiqi School of English for International Business Abstract In this article, the writer summarizes the marketing strategies of Starbucks by applying the basic theories of marketing, the SWOT analysis method with the theory support from a lot of reading and information searching. This article argues that the factors which distinguish Starbucks from its competitors in the market positioning are: the pursuit of coffee quality, the well-trained staff, the enthusiasm for making the world better, the attention to it pays to the community and the environment, innovation and the one and only “Starbucks Experience”. Starbucks puts coffee business in primary place, its core competiveness is its culture and values. Since the company locates the business in inspiring human’s spiritual beauty, it is necessary for their marketing means to come from the mental and psychological level. One innovative side of this article is that in addition to using the most basic marketing theory to the analysis of Starbucks' marketing strategy, the writer analyzes the success factors of Starbucks’ marketing from...

Words: 6771 - Pages: 28

Premium Essay

Starbucks’ Target Market

...Starbucks’ Target Market Abstract/Synopsis Perhaps the most important task for marketing is identifying the consumer base. This is done through market segmentation or STP analysis. Being people oriented is essential because developing long time relationships is what drives successful businesses. Understanding who it is that a company is trying to reach is essential as not everyone is interested in every product or service (Grewal, p.245). While there are many ways to establish a segmenting strategy, as outlined by Grewal and Levy, depending on the company’s unique product line or service, there may be a variety of viable strategies to consider. Starbucks has been successful in part because of their ability to identify who their majority of consumers is, with relation to demographic and psychograpic segmentation, and worked to target those types of individuals in an effort to establish long term relationships. Primary Target Market To identify Starbucks’ target audience for their brand-name, high quality coffee roast, one may look at the demographic distribution of Starbucks consumption. One important demographic-segmentation characterizing within a company’s consumer base is customer income. When a company produces a product, they must market the product price in accordance with their target audience (Grewal, p250). Porsche for example would not market their automobiles on billboards in low-income neighborhoods, because their target audience has to be able to afford...

Words: 1258 - Pages: 6

Premium Essay

Starbucks

...Starbucks’ Company History Starbucks was formed in 1971, in a single store in the state of Seattle. From just a small store, it offers the world best quality coffees with stores across the globe. The Chairman, Howard Schultz in 1981 had his first coffee Sumatra and has been drawn ever since. A year later he joined the company and went to Italy to see how their coffee shops operate and the varieties it offered. The owners back then did not agree to his ideas because he wanted to change things to be same like in Italy. He then left the company and three years later in 1987 he bought the company from its owners. From the start he set out a different tradition. One that will let customers enjoy coffee from different parts of the globe and they would interact while enjoying coffee. Today the company has over 16000 stores around the world and it’s operating in 63 countries. Starbucks is known to have specialty coffee from different parts of the world. Our mission  To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Identifying Consumer Base Identifying consumer base is the most important goal in marketing. This is done through market segmentation. Stabucks company is a peoples- oriented company and this is important for their success in the long-run. Understanding and knowing who they are trying to reach is important. This is because not everyone is interested in the company product or service, (Grewal, p.245). There are a number of...

Words: 1336 - Pages: 6

Premium Essay

Starbucks Innovation

... From a digital perspective, the Starbucks Digital Network (SDN) offers new, localized, and valuable content from the biggest names in news and entertainment. The SDN offers free subscriptions to The Economist, Wall Street Journal, for example. Brotman (Chief Digital Officer) states that SDN coupled with world class mobile platforms and the company’s in-house Wi-Fi strategy offers customers an experience second to none (Kanani, 2012). The company pays heed to customer preferences. For years Starbucks has maintained that dark roasts are much better than light rendering the business with the formidable task of convincing internal and external audiences that its lighter roast “Blonde” stood up to the company’s high standards. R&D revealed through the consumer research “sensory preference” map that 40% of U.S. coffee drinkers prefer lighter blends and dark roast drinkers fall within a small area on this map Starbucks seized the opportunity because it recognized a huge long-term growth prospect (Gertner, 2012). The company pays particular attention to its environments. When the economy took a downturn and employment sky rocketed, the company initiated its Starbucks’s Job for U.S.A program – an endeavor to sell wristbands as a way of fund raising for job creation initiatives in the most hard- hit communities (Gertner, 2012). Sustainability is one area that could the company could focus on. Here too the company is making head way. Starbucks...

Words: 1279 - Pages: 6

Premium Essay

Mg303 Swot Sample

...MISSION STATEMENT Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.(Starbucks Mission, 2008) Another strength that contributes to Starbucks success is their dedication in providing a good work environment for their employees. Starbucks provides their employees with a great work environment and they treat them with the up most respect. More importantly, Starbucks provide 24 hour training for all their employees that Is very thorough about the company. They learn about coffee making and how to offer excellent customer service to their customers. Learning how to remember customer’s names has proven to improve customer satisfaction. Starbucks employees have an eighty-two percent job satisfaction rate according to a Hewitt Associates Starbucks Partner View Survey (Hammers, 2003). Starbucks also motivates their employees. They offer full health care benefits to all their employees, and also limited stock options. One incident in Japan, Starbucks employees came up with a new product , green tea frappuciono. Management grasps the idea and offered it resulting in the product becoming a big winner. This example shows that the company takes their employees ideas in consideration. Starbuck is also highly visible in different locations that attract their customers. Starbucks stores are found in every area, in urban and suburban areas, as well as rural communities. The...

Words: 1923 - Pages: 8

Premium Essay

Starbucks

...1.0 INTRODUCTION Name : Starbucks Corporation (NASDAQ: SBUX) Headquarters : Seattle, Washington, U.S. Employees : 176,000 in 2008 Revenue for 2008 : US$10.383 billion CEO : Howard Schultz (Founder of Starbucks coffeehouse) Starbucks Corporation is an international coffeehouse chain based in Seattle, Washington, United States. Starbucks is the largest coffeehouse company in the world, with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. Starbucks’ Italian style coffee, espresso beverages, teas, pastries and confections had made Starbucks one of the greatest retailing stories of recent history and world’s biggest specialty coffee chain. In 2003, Starbucks made the fortune 500. 1.1 BACKGROUND OF THE COMPANY 1.1.1 Era before Howard Schultz In 1971, three academics, English Teacher Jerry Baldwin, History Teacher Zel Siegel and writer Gordon Bowker opened Starbucks Coffee, Tea and Spice in Touristy Pikes Place Market in Seattle. The three were...

Words: 499 - Pages: 2

Premium Essay

Starbuck History

...THE HISTORY OF STARBUCKS * Founder: The corporation of the History teacher – Zev Siegel, the English teacher – Jerry Baldwin and the Writer – Gordon Bowker, has established Starbucks. * The man behind Starbucks’s success - Howard Schultz In 1981, Howard Schultz is now Starbucks chairman, president and CEO. From his first time trying a cup of Sumatra, he was impressed by Starbucks and became a member of it in the following year. In 1983, Howard traveled to Italia and decided to leave Starbucks for a short period to set up his own business namely Il Giornale coffeehouses and returned in August 1987 to acquire Starbucks with the support of local investors. In 1996, Starbucks opened their first stores outside of North America in Singapore and Japan. In 1998, Starbucks expanded to grocery store across US and launch their website Strabucks.com. In 2000, Starbucks established license agreement to put up for sale the Fairtrade certified coffee in the US and Canada. In 2008, Starbucks launched their first online community – My Starbucks Idea. In 2010, Starbucks customers had an access to free unlimited wifi at the stores. Until now, Starbucks has build up to over 21,000 stores all over the world, and the company is the leading roaster and retailer of specialty coffee in the world. With every cup of coffee, Starbucks aims to bring their signature tradition and an exceptional experience to life. Since the first time, Starbucks has set out to be dissimilar type of company...

Words: 2145 - Pages: 9

Premium Essay

Starbucks Case Study

...com/od/retailbestpractices/ig/Company-MissionStatements/Starbucks-Coffee-Mission-Statement.htm) Strengths Strong Brand:  Global presence: Starbucks are currently the largest chain in the coffeehouse industry. Operating with more than 20,000 stores in 62 countries gives the company a strong presence in the industry, arguably ahead of its competitors.  Consistent messaging: Starbucks consistently communicates its vision as a ‘Third Place’ between home and work place through its communications, product and store development, and customer service. This coordinated effort has built Starbucks not only as a powerful brand for coffee, but also the coffee experience that extends beyond the coffee and cafe.  Unique value proposition: By positioning itself as the ‘Third Place’ and offering a ‘coffee experience’, it also provides a somewhat unique value proposition to customers.  Engaging and personalized communication and marketing: My Starbucks Idea – Starbucks’ own version of a social network where customers are asked to share their ideas. The brand has created a digital dialogue with its customers, enabling people to give their feedback and receive a response back from Starbucks addressing their concerns/comments. It also has over 705,000 followers on Twitter and over 5,428,000 fans on Facebook. The company also invites people to events. On YouTube it has 4800 people subscribers. (Noff 2010, http://thenextweb.com/2010/01/11/starbucks-formula-social-media-success/. accessed 15th Mar 2014)...

Words: 2295 - Pages: 10

Premium Essay

Starbucks

...From Wikipedia, the free encyclopedia Starbucks Starbucks Starbucks Subsidiaries Starbucks Coffee Company Tazo Tea Company Seattle’s Best Coffee Torrefazione Italia Hear Music Ethos Water Starbucks.com Website Type Founded Founder(s) Headquarters Key people Public (NASDAQ: SBUX) In 1971 across from Pike Place Market in Seattle, Washington Zev Siegel, Jerry Baldwin and Gordon Bowker Seattle, Washington, USA Howard Schultz, Chairman, President and CEO Martin Coles, President, Starbucks International Troy Alstead, Chief Financial Officer Stephen Gillett, Chief Information Officer Restaurants Retail Coffee and Tea Retail Beverages Entertainment Whole Bean Coffee Boxed Tea Made-to-order beverages Bottled beverages Baked Goods Merchandise Frappuccino beverages Smoothies Coffee ▲ US$9.411 billion (2007) ▲ US$1.053 billion (2007) ▲ US$672.64 million (2007) US$5.343 billion (2007) US$2.284 billion (2007) 172,000 (2008)[1] Industry Products Starbucks Corporation (NASDAQ: SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington, USA. Starbucks is the largest coffeehouse company in the world,[2] with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan.[3] Starbucks sells drip brewed coffee, espressobased hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. Through the Starbucks Entertainment division and Hear Music brand...

Words: 8723 - Pages: 35

Premium Essay

Starbucks Colombia

...Starbucks goes to Colombia Starbucks the biggest coffee shop in the United States decided to expand their business to Colombia. Starbucks goal is to open around 50 stores by 2019. This is bringing a lot of positive and negative feedback to the Company Starbucks and to the country Colombia. This is happening because Starbucks will be competing with the biggest company shop of coffee in Colombia. According to the article Starbucks to Invade Colombia, Home of Juan Valdez, the Iconic Coffee Man by John Otis, says “Starbucks’ decision comes at a low point for Colombia’s coffee industry. Growers are struggling to recover from massive flooding, diseased trees, diminished yields, cratering international prices and an overvalued Colombian peso that reduces the value of coffee exports.” So this might help the country economies. At the same time the competition might also have a high risk of failure to take their market to the biggest country of coffee because Colombians are not so happy with the decision of taking an American coffee to their country while they already have a great one. Also according to the article As Starbucks heads to Colombia, growers have grounds for regret says that 18,000 coffee farmers, declined the offer of Starbucks which according to the University in Miami might be a big mistake to the Colombia coffee farmers. The article also mentions the comments from the CEO of Juan Valdez, he says that he welcomes the company Starbucks to the country, he mentions that this...

Words: 1298 - Pages: 6