...08 Fall 08 Fall A LOOK INTO IMPROVING BING’S BRAND IMAGE USING CAUSE BRANDING STRATEGIES Sheri Quek (14333) LASALLE College of The Arts BADCN3C A LOOK INTO IMPROVING BING’S BRAND IMAGE USING CAUSE BRANDING STRATEGIES Sheri Quek (14333) LASALLE College of The Arts BADCN3C The birth of Bing was supposed to mark the advent of a new competitive era amongst search engines. Through its evolutionary stages, from the humble beginnings of MSN Search to the revamped Bing, Microsoft have been preparing for their default engine to generate a larger share search engine oligopoly – one in which Google holds an overwhelming power in. Ultimately, Bing failed because of a wide variety of reasons, most notable of which had to do with the brand loyalty and association people had with Google and the lack of trust as well as the negative image that Bing had generated through its head-on collision with Google in the ‘Bing It On’ campaign where they made constant comparisons to the search giant in an attempt to portray Google’s lack of proficiency; and the emergence of news about them copying Google’s search results (Singel, 2011). Brand loyalty is very much based on the establishment of trust consumers have for the particular brand (Sirchuk, 2012) and companies like Google target this aspect by aiming to become a “brand for life” (Oneto, 2013). They (Google) allowed consumers to see how the brand could play a part in every stage of a person’s life and this in particular is crucial especially...
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...those neighboring, as the company attracts people from nearby as well as people who may pass through certain areas or locations. Starbucks the company seeking to touch the world one cup at a time, also likes to find itself creating opportunities to embrace diversity, and a quote found on their website sums up what they look to have on a daily basis, "It's critical that our employees reflect the diversity of Britain and its visitors Starbucks has taken many of the necessary steps towards ensuring that the growing trends of diversity will not have a negative impact on the company, and instead have a positive impact on the company, community, and culture as a whole. Strengths * Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year. * It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries. * Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. * The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.' Weaknesses * Starbucks has a reputation for...
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...Consumer Culture Theory, Consumer Agency and the Importance of Brands Summary of the Importance and Relevance of Topic Consumer Culture Theory (CCT) refers to the classification of a certain approach to studying consumers and the way that they consume. It was first coined in 2005 by Arnould and Thompson, and it specifically addresses the sociocultural, symbolic, experiential and ideological facets of consumption. Their work is the culmination of over a quarter century of research that treats consumer behaviour as a phenomenon worth studying. As we have come to develop the field of CCT, so too are we developing our understanding of the consumer, and the broader economy. The work of Arnould and Thompson has provided students of consumer behaviour with the necessary environment to debate, innovate and advance the field of study.1 CCT is important within the scope of consumer behaviour because it places a focus on meaning and identity creation; it delves deeper in the mentality that surrounds consumers in the marketplace, and an understanding of this mentality is useful to all that engage the market (buyers, sellers, producers, etc...). “CCT explores how consumers actively rework and transform symbolic meanings encodes in ads, brands, retail settings, or material goods to manifest their particular personal and social circumstances and lifestyle goals.”2 In understanding CCT, we understand the market in a broad sense, for example, acknowledging that marketing symbols are significant...
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...enjoyed by many people around the world. Here is just a small selection of their comments :Thank you very much for your wonderful presentation. Rocye Chua, Marketing Executive.So professional and comprehensive presentation.... Zabi Moqim, Marketing Consultant.Beautiful presentation and very nicely organized. Thanks! Raor Sini, Marketing Specialist.Thank you very much for the very thorough and superb presentation.. I really appreciate it. Doc Fely, Marketing Executive.Excellent tool for trainer and managers !! Tahir Chaudry, Marketing ConsultantWhen you download all of those 14 brilliant marketing slides, you also will get 5 Exclusive Reports on Marketing Strategy Best Practices :1. Marketing Strategy of Apple 2. Marketing Strategy of Starbucks 3. Marketing Strategy of Samsung 4. Marketing and Branding Strategy of NIKE 5. Marketing and Branding Strategy of...
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... 08 Fall 08 Fall Exercise A - Starbucks in US: strategies and core competencies GROUP 6 Exercise A - Starbucks in US: strategies and core competencies GROUP 6 Thijs Bavelaar - 091698 Carlijn Swagemakers - 120014 Sam Verlaat - 111449 Bas Vliegen - 122959 Thijs Bavelaar - 091698 Carlijn Swagemakers - 120014 Sam Verlaat - 111449 Bas Vliegen - 122959 Executive summary Within this report the Starbuck’s Corporation is being analyzed, in this way the company can be positioned on how they are performing within the competitive set. Through research Starbucks’ core competencies are found, and on elaborated. Those competencies are researched in the competitive set with the main competitors of Starbucks’ as well, via basic benchmarking there has been determined where Starbucks is within the market. Table of Contents Introduction 4 Core competencies 5 Key competitors 9 Competitive advantages 11 Communication within organization 12 Competency - strategy matrix 13 Conclusion and recommendations 14 Bibliography 15 Appendices 19 Appendix 1: Value chain analysis 19 Appendix 2: SWOT analysis 22 Appendix 3: Functional analysis 25 Appendix 4: VRIO analysis 26 Introduction The purpose of this paper is to analyze both Starbucks’ strategies and core competencies, and use this analysis to assess the degree of synergy between the two. First, the core competencies of Starbucks, specified to the US, are identified and presented...
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...situation in which a market-driver loses its footing? Take Starbucks for example: Can you imagine a future in which Starbucks no longer enjoys the prominence it has at the moment? Why, or why not? “Market-driving companies are usually new entrants to the industry, although there are exceptions. The history of innovation is a pattern in which bursts of breakthrough innovation that reshape an industry are interspersed by flows of less dramatic incremental improvements.” According to that I generally do believe that companies that drive the market have enduring competitive advantages compared to e.g. market-driven companies because they focus on a vision for the future, unhampered by traditional thinking and industry norms for product or service development. Market-driving companies are poised to make discontinuous leaps in innovation in terms of customer value. Moreover they also have a mission to build unique business systems through technology and business model innovation or rather entrepreneurial capabilities. As most of the market-driving companies, STRABUCKS started small but its market-driving potential was inscribed in its DNA. Starbucks will always continue to be a market-driving company because it achieves long-run equilibrium with supra-normal profits and hences a sustained competitive advantage. The secret behind this success or rather behind becoming an “owner of the market”, is the fact that STARBUCKS is a company with revolutionary ideas, not products, which again...
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...[pic] INTRODUCTION TO BUSINESS PROCESSES (BUSI 1333) [pic] ASSESSMENT GUIDE 2012-13 NB The assessment details contained in this document are the definitive details of your assessment for this course 2012-13. Please follow this guide and disregard information on assessment from any other document. Contents Page |Recommended texts |2 | |Course schedule |3-4 | |Assessment 1 |5-6 | |Assessment 2 |7-14 | |Generic Assessment criteria level 1 |15-16 | Recommended Course Texts: |Blythe, J. |2009 |Essentials of Marketing / 4E (4th Ed) |Pearson Education ltd | | | |E BOOK |978-0-273-7173-2 | |Slack, Johnson & |2011 |Essentials of Operations Management |Pearson Education ltd | |Brandon-Jones | |E BOOK |978-0-273-75242-4 | Course Schedule ...
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...business. The answer is CSR aims to ensure that companies run their business in a ethical way. This mean they need to look at economic and environmental impact and consideration of human benefits. CSR is important to the companies because the demand from labour, consumers and the Government have been increased to be more open about their activities and they can reach the acceptable standards in their business. For the labour, CSR is an important way to increase competitive advantage, protect and raise brand awareness and build trust with consumers and labour. CSR is one of the important way to improve marketing in make the brand become popular in business. The aim of the essay is going to discuss about the rise of CSR policy and an example of Starbucks coffee and Mark & Spensers with their CSR's performance. First of all, The rise of CSR includes five trends to demonstrate the theory of CSR policy. There are Transparency, Knowledge, Sustainability, Globalization and The Failure of the Public Sector. The first trend is Transparency , it deals when most of the companies have become increasingly transparent because of the modern information technology world nowadays. The internet, online newspaper are update very frequency . That why every things the companies do whether good or bad will be known immediately in all over the world. That why the businesses look after their transparency almost carefully. The second trends is Knowledge. Consumers and investors can be more discerning...
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...MCHEMT No later than : 07/02/2011 Word Limit: 1500 words Assignment 01 Course Work Brief Starbucks Coffee Company was established in 1971 and has grown to be the leading retailer roaster and brand on specialty coffees in the world with 15,000 retail outlets across the world. Its common goal is to provide its customers with the finest product and customer experience whilst combining this with their business principles of which involve them incorporating social, environmental and economic responsibilities and benefits in the communities in which they do business. The company’s mission statement states ‘to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.’ They have sought throughout their history to achieve this goal through a number of intrinsic principles which incorporate respect, dignity, diversity, excellence, enthusiasm and desire to create an environment, a product and an unparalled customer experience. The foundations of Starbucks success has been built around an aggressive retailing strategy, Starbucks successfully entered the European market in May 1998 through the acquisition of 65 Seattle Coffee Company stores. The layout of Starbucks retail outlet is designed to create a comfortable laid back sociable but also private surroundings for consumers to relax and unwind. These values have seen the company...
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...Grande Latte, Frappuccinno, and Espresso Regalo all words related to the specialty coffee business. Chances are, if you've been to an airport, grocery store, mall, or the downtown area of a large city, you've been to or seen a Starbucks. Without a doubt, Starbucks is the de facto leader in the specialty coffee market, and not just in the United States. In 1999, Starbucks expanded into China. Today, their expansion continues in China and around the world. Starbucks now has stores in 47 countries. Their global expansion strategy and performance is stellar. Let's examine some possible components of Starbuck's global expansion strategy that enables them to determine how, why, and where they expand. According to their Annual Report, Starbucks opened up 2,571 new stores in 2007 (www.starbucks.com). They now operate over 15,000 stores around the globe. In China, their aggressive expansion continues. In 2006, Financial Times quoted Howard Schultz as saying "China has emerged as the strategic priority within the company today and in the long term. The opportunity we have in China is like no other" (17). To succeed globally, companies must analyze and choose from many strategic plans. One way they do this is by using a SWOT analysis a strategic planning tool used to evaluate Strengths, Weaknesses, Opportunities, and Threats. The goal of a SWOT analysis is to identify key internal and external factors that affect the desired outcome. Strengths and...
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...Introduction In this report I will be comparing two businesses/organisations that I have analysed in task 1: McDonalds and Calderdale College. McDonalds is a business that is part of the private sector that is there to make a profit, whereas Calderdale College is part of the public sector where they mainly provide service and think less or even at all of profit. I will compare the growth strategy, survival strategy, branding and the relationship marketing between the two organisations. Growth Strategy: McDonalds and Calderdale college both have a different approach to growth strategy, due to them being in complete opposite sectors, with McDonalds being a private organisation and the college being part of the public sector, they differentiate in many ways also considering the fact that there purpose are not a like as they are specialists in different occupations. McDonalds needs to grow like every other business out there today, no matter how big your organisation is, there always has to be a growth strategy in the plan of the business. So in order for the McDonalds organisation to grow and compete with other similar businesses who are on the same path as McDonalds, such as: KFC, Costa, Starbucks, and Burger King, they have to do what every other competing organisation is doing in order to grow and consume more customers like going into festive season, as that’s what McDonalds has done in order to grow. McDonalds has participated in the festive season, one of the ways they...
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...ee lovers in general, or r is a specific portion of t the populat tion signific cantly more e attracted to the atmo osphere Starbuck ks exudes? Is going to Starbucks a ritual‐like e compulsio on for some e people in n our post‐mo odern era? I I wanted to know the a answers to these questions. In this report, I analyze the brandin ng choices of the most t famous co offee shop in the world d. After rea ading and analyzing the q quotes featu ured on the e back of St tarbuckʹs to o‐go cups (ʺThe Way I See Itʺ quote es), which a are submitt ted by custo omers and s selected by y Starbucks, , I argue tha at Starbuck ksʹ subtle branding tec chniques en ncourage a specific life estyle for th heir target market. Overview Skylar, a wealthy British student at Harvard, approaches Will, an Irish‐American janitor from South Boston, hands him a slip of paper, and says, “There’s my number. So maybe we can go out for coffee sometime.” Taking her number, Will replies coyly, “All right, yeah, or maybe we can just get together and eat a bunch of caramels.” “What do you mean?” Skylar asks. “Well, when you think about it, it’s as arbitrary as drinking coffee.” ~Good Will Hunting It doesn’t really matter where in the world you go these days, because you can probably still get your grande non‐fat latte at Starbucks as if you had never left home at all. For many people, their latte is an indispensable part of their day. Or perhaps their espresso...
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...STARBUCKS QUESTIONS For Question 3, provide financial calculations to support your recommendation. I recognize that it is early days in the program so do your best to consider the numbers. 1) At the time of the case, why had Starbucks been so successful? Reasons; 1. With the public offering, raising $25 million. The proceeds allowed Starbucks to open more stores across the nation. 2. From a retail perspective, a successful branding strategy by creating an “experience” around the consumption of coffee. To enforce its exacting coffee standards, Starbuck; : controlled as much of the supply chain as possible in high-traffic, high-visibility settings such as retail centers, office buildings, and university campuses : worked directly with growers in various countries of origin to purchase green coffee beans, : oversaw the custom-roasting process for the company’s various blends and single-origin coffees : controlled distribution to retail stores around the world. : by creating an effective atmosphere and customer service, referred to as “customer intimacy” 2) Summarize the research presented in the case in terms of the key implications for Starbucks management. What concerns should they have about the results? 1. Sound financial records. Starbucks profitability has been rising for the past few years. 2. Starbucks has a strong brand reputation associated with quality coffee and excellent customer service. Its brand...
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...Globalization and Starbucks Globalization has impacted almost every organization currently in operation. Even when organizations choose to limit their activities and operations to a specific geographical region, globalization becomes part of operations as new technologies bring international attention and customers to the company. In the end, few organizations are able to escape the impact of globalization. Given the importance of globalization on the organization, there is a clear impetus to consider how this reality will impact business operations in both the short and the long-term. Using this as a basis for investigation, this research considers the impact the globalization is having on the Starbucks organization. Through a careful consideration of how globalization has impacted this organization, it will be possible to provide salient policy recommendations for change that will improve operations in the organization. Starbucks-An Overview In order to begin this investigation, it is first helpful to consider a review of the Starbucks organization and critical issues currently impacting its development. Reviewing this history of this organization, Lyons (2005) reports that Starbucks originated in Seattle, Washington as a premium coffee retailer. In an effort to foster the success of the organization, leaders chose an aggressive business model that would allow them to permeate and saturate local markets. The business model used by the organization was novel, prompting...
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...Chapter 9 Assignment: Starbucks vs. McDonald’s Strategies | 1. How does Starbucks enter foreign markets? Do you agree with its rapid growth strategy? (Consider what has happened to the number of stores and locations during the last few years in answering this question). Consider where Starbucks is located, and markets that will be advantageous to Starbucks in the future in answering this question. Discuss how Starbucks entry approach is different/similar from strategies that McDonald’s uses to enter foreign markets. Are both companies currently competing head-to-head in certain markets? Explain. Be specific in your explanation and consider recent press releases and information from annual reports in responding to these questions. (9 points) Starbucks expands into global markets through joint ventures. A joint venture is, “an agreement under which two or more partners own or control a business” (Luthans & Doh, 2012 p. 625). Two businesses partners come together to pursue the same goal and opportunity. Starbucks entered a joint venture with Tata Global Beverages to begin opening and operating Starbucks cafes throughout India. An article titled Strategies for Researching Global Markets says, “In the U.S. close to two-thirds of Starbucks cafes are owned by Starbucks while outside the U.S. about two-thirds of their stores are partnerships” (Virginia’s Community Colleges, p. 1). We agree that Starbucks rapid growth strategy to join international joint ventures is...
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