Premium Essay

Starbucks Description

In: Business and Management

Submitted By lillina
Words 425
Pages 2
1. Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. It is the largest coffeehouse company that buys, roasts, and sells whole bean specialty coffees and premium specialty coffee drinks through an international chain of retail outlets. Inspired to the Italian espresso culture, it was started by Howard Schultz in 1985 and has impressively grown in the past 20 years form the first shop Il Giornale to the existing 5,688 outlets in 28 countries. The company is organized into two business units that correspond to the market segments: North America and International.

The main guidelines of the business have always been commitment to aggressive expansion, the refusal of sacrificing “long-term integrity and values for short term profit” and the idea that the stores are the biggest source of advertising (1% of annual revenue is devoted to advertising, against the 10% of other retailers). This strategy has permitted to Starbucks to be one of the fastest growing companies in the world: the company’s net revenues increased at a compounded annual growth rate of 20% , to $3.3bn in 2002. The business mission is to provide the finest quality coffee (the Exclusive Supremo Bean) “while maintaining uncompromising principles”. Starbucks achieves this by a high grade of vertical integration, (in 1992 Starbucks outbid European buyers for the Narino Supremo Bean) supported by strong relationships with the countries they export from, by the Starbucks-everywhere approach, that is a deep geographical penetration (even if this means 30% decrease of the sales of a nearby shop), by multiple channels distribution (stand-alone shops, set up cafes in hospitals, banks, shopping centers, office, hotel and airlines coffee supply), increasing brand extension characterized by carefully selected joint ventures (packaged and prepared teas and coffee,

Similar Documents

Free Essay

Manoying the Manoy

...DESCRIPTION is one of four rhetorical modes (also known as modes of discourse), along with exposition, argumentation, and narration. Each of the rhetorical modes is present in a variety of forms and each has its own purpose and conventions. Description is also the fiction-writing mode for transmitting a mental image of the particulars of a story. Description as a fiction-writing mode Fiction is a form of narrative, one of the four rhetorical modes of discourse. Fiction-writing also has distinct forms of expression, or modes, each with its own purposes and conventions. Agent and author Evan Marshall (agent) identifies five fiction-writing modes: action, summary, dialogue, feelings/thoughts, and background (Marshall 1988, pp. 143–165). Author and writing-instructor Jessica Page Morrell lists six delivery modes for fiction-writing: action, exposition, description, dialogue, summary, and transition (Morrell 2006, p. 127). Author Peter Selgin refers to methods, including action, dialogue, thoughts, summary, scene, and description (Selgin 2007, p. 38). Currently, there is no consensus within the writing community regarding the number and composition of fiction-writing modes and their uses. Description is the fiction-writing mode for transmitting a mental image of the particulars of a story. Together with dialogue, narration, exposition, and summarization, description is one of the most widely recognized of the fiction-writing modes. As stated in Writing from A to Z, edited by Kirk...

Words: 1898 - Pages: 8

Premium Essay

Reader Response

...the author is retelling the events of an early childhood experience from the viewpoints of herself as an adult. Ms. Dillard’s essay uncovers the differences between how adults and children view the world and seek happiness. However, there are a couple points to this essay. It seems as though, one of the author’s main points was to convey the message that some of the simplest moments in her life were also the happiest and most memorable. For example, she says, “I got in trouble throwing snowballs, and have seldom been happier since”. Also, I noticed that the author seemed to be motivated to inspire readers to chase life’s experiences passionately until one is satisfied. In the essay the author uses two rhetorical modes: narration and description. Ms. Dillard uses narration to describe her perspective of what it was like to be a child in America. In addition to using narration she also describes the intricate details of that particular winter day “Six inches of new snow had just fallen. We were standing up to our boot tops in snow on a front yard trafficked Reynolds Street slowly and evenly; they were targets all but wrapped in red ribbons, cream puffs.” (91). In relation to the unit theme: The shaping of Identity this writing piece uses an autobiographical narrative and flashback writing techniques to portray the American Childhood. Ms. Dillard’s perspective of an American childhood was quite accurate and helped me to remember my own childhood. I really enjoyed that her essay...

Words: 319 - Pages: 2

Free Essay

Intro to Human Resources Unit 2: Chapter 5 Questions

...Chapter 5 Questions 1. What is a job analysis? Why should a company perform job analysis for the organization's jobs? Job Analysis refers to the various methods that are used to analyze the requirements of the job. Two tools used for this include the job description and mission statement of an organization. Organizations should always perform job analysis for their jobs to ensure their employee selection is valid and defensible; thus accurately measuring the requirements of the job itself in a fair and reliable way. Essentially, a valid selection procedure should effectively measure whether or not the applicant’s qualifications match those that are needed for the job, and not much more or less. 2. Describe three major methods or techniques that organizations use for job analysis process. Three major techniques utilized by organizations and companies in the job analysis process include Narrative Job Analysis, Task-Analysis Inventory, and the Position Analysis Questionnaire. Narrative Job Analysis is a narrative or descriptive set of information about a particular job or position within an organization. The quality of the information contained in the description typically depends on the writing skills of the analyst. Task-Analysis Inventory refers to a set of methods with the goal of analyzing all the tasks performed in the focal job. Once a list of tasks is developed for the job, an analyst will evaluate each task on things such as amount of time spent, frequency, etc...

Words: 456 - Pages: 2

Free Essay

The Necklace

...Title: “The Necklace” Author: Guy de Mauppassant Point of View: Third Person Setting Time: 18th century, over ten years’ time. Place: France Mood: Depressing Conflict: Man vs. Self – a woman’s struggle with wanting what she can’t have, and what she goes through after she tries to be something she’s not. Theme: Don’t be greedy, jealousy/greed can lead to your downfall, Things aren’t always as they seem, be happy with what you’ve got, character is shown through actions and not fancy apparel. Characters: 1. Name: Madame Mathilde Loisel Personality description: Charming, selfish, jealous Physical description: Pretty 2. Name: Monsieur Loisel Personality description: unselfish, wimpy/pushed around, generous, hardworking, loves his wife, likes to hunt 3. Name: Madame Jeanne Forrestier Personality description: Mathilde’s friend, kind, generous, trusting, wealthy Plot Details: Exposition – Learning about Madame and Monsieur Loisel and their background Rising action – Receiving an invitation to the ball, buys a dress and borrows the necklace, has a wonderful time at the ball Climax – Discovers the loss of the necklace, looks everywhere and cannot find it Falling action – They buy a matching replacement and spend 10 years paying it off Resolution – Madame Loisel comes clean to Madame Forrestier and finds out it was a fake. Identify at least five literary elements used and cite examples from the text. Alliteration – “Every possible...

Words: 405 - Pages: 2

Premium Essay

Appendix C

...organizational method that works best with each rhetorical mode. | Tips – Provide two tips for writing in each rhetorical mode. | Narration | The purpose is to tell the reader a story. | You need to understand the four basic components to all narratives which are the plot, character, conflict, and theme. | -It must be fact or fiction.-You are telling the reader a series of events in an exciting way. | Illustration | The purpose is to show the reader a clear picture. | You need to use specific details. | -You want to keep your introduction very interesting to the reader is excited.-Make sure to use clear supporting details so the reader is able to visualize what you are saying. | Description | The purpose is to be able to understand a person, place, or object using sensory details. | Using description you will set the tone and point of your essay. | -You must first chose a subject.-Give a full impression of the chosen subject. | Classification | The purpose is to reduce broad subjects to more specific areas. | You need to show the readers different ways to consider the information. | -Must be able to give your reader examples to illustrate the points you are trying to make.-Keep your thesis at the end after your introduction. |...

Words: 711 - Pages: 3

Premium Essay

Food Narrative Essay

...specific details, descriptions, and perhaps even dialogue. A narrative is a story told from your perspective that includes not only a narration of the event, but also an evaluation of this event. For this essay, I want you to focus on food as the guiding theme behind your narrative. In order to write this essay, please consider some of the following questions: 1) What is your food story? 2) What role does food play in your gatherings with family and friends? 3) How much does your culture influence what/how you eat? 4) Are there recipes that are particularly significant to you? Why? Where did you get them? 5) What is your most significant memory involving food? 6) How does food affect other aspects of your life? The essay will be graded on the following criteria:  1. ASSIGNMENT FULFILLMENT (Basic Elements): Is the essay 2-4 typed, double-spaced pages? Does the title introduce the subject of the narrative? Is this work a clear-cut narrative with a proper timeline? Is it formatted properly (page numbers, MLA manuscript form)? 2. CONTENT (Hook, pacing, conclusion): Does the introduction have a good hook, one that captures the reader's interest? Is the essay's narrative pacing o.k.- neither too fast nor excessively slow? Does the conclusion wrap-up the essay effectively, providing a revelation or a moral? 3. MORAL: Was the moral lesson (established in the conclusion or throughout the essay) clear? Was it well-expressed? 4. DESCRIPTION: Did you include...

Words: 688 - Pages: 3

Premium Essay

Comm155

... |factual or fictional and use | | | | |transitional words or phrases.| | |Is to show a point to the reader|Organize the evidence in terms of importance,|Vary the phrases of | |Illustration |and uses evidence to support it |either from least important to most important|illustration you use. | | | |and vice versa |Use the time transitions to | | | | |order evidence | |Description |To make sure their audience is |The organization of description may best |Should set a tone and a point.| | |fully immersed in the words on |follow spatial...

Words: 479 - Pages: 2

Free Essay

Point of View

...Some of you have been using second-person point of view (you) in your papers, so I want to take the time to review point of view and its relevance to your writing. The following is from from p. 41 of your Merickel and James text. So, please read this and apply these to your papers: On occasion, your professor may direct you to write from the first-person point of view. However, the majority of college writing is cast in the third-person point of view. By writing from the third-person point of view, you create a tone of objectivity, and emotional distance between you, the writer, and your subject; moreover, third person focuses the reader’s attention on the subject rather than on the writer. Similarly, when you make word choices (diction), conversational diction might be acceptable in a person narrative, but most college papers demand more formal word choice. For example, when you edit a final draft, the phrase get rid of should be replaced by eliminated, and a phrase like pretty good should be replaced by worthwhile. Read the following two assertions: • I feel that the welfare programs our government offers poor people in this country are so messed up that they should be done away with. • Widespread reports of abuses within this country’s welfare system have led to many people to believe that public assistance programs should be eliminated. While both assertions are clear, notice how the second statement focuses on the subject...

Words: 314 - Pages: 2

Free Essay

Rhetorical Mode

...Explain when or why each rhetorical mode is used. Structure Explain what organizational method works best with each rhetorical mode. Tips Provide two tips for writing in each rhetorical mode. Narration Narration is used to tall a story. The best organizational method is to place examples in chronligical order. 1. Focus on a single event and elinate unimportant details. 2. Use reporters questions such as; Who? What? Where? When? Why? And How? Illustration Illustration demonstrates a point using examples. Use examples to make your point in the strongest and clearest way possible. 1. You should use evidence to support your examples. 2. Make sure concepts that readers are already familiar with are not overly explained. Description Description is creating a picture in words for you reader using sensory details. Organize from specific to general – working from details up to the main idea. 1. You should try yo use all five senses. 2. You should use as many details as possible. Classification Classification is dividing topics into smaller subgroups. You can organize by placing items from important to least important. 1. You should divide topics into categories that do not overlap. 2. Always take a que from categories you are explaining. Process analysis Process analysis describes how something happens or works. Information can be organized in a chronological order. 1. It is best to know your audience. 2. You should always use clear explanations. Definition Definition...

Words: 482 - Pages: 2

Premium Essay

Modes

...Rhetorical Modes Matrix Rhetorical modes are various methods for effectively communicating through language and writing. Complete the following chart to identify the purpose and structure of the various rhetorical modes used in academic writing. Provide at least two tips for writing each type of rhetorical device. | |Purpose |Structure |Tips | |Rhetorical mode |Explain when or why each |Explain what organizational method works |Provide two tips for writing | | |rhetorical mode is used. |best with each rhetorical mode. |in each rhetorical mode. | |Narration |The purpose of narrative writing |A strong narrative essay, containing |--Phrases and words related to| | |is an extensive form or |details of the setting, characters, and |the human senses attract the | | |storytelling. It can either be |situations relevant to the conflict of the|audience’s attention. | | |factual or fictional; it depends |story to engage the audience. It gives the| | | |on the purpose of the author, such|audience a vivid illustration of what is |--Minor characters help | | |as biographies or memoirs. |occurring. An essay of this nature is...

Words: 1000 - Pages: 4

Premium Essay

I Need Help with Persusasion

...each rhetorical mode. Narration The purpose of narration is to tell a story. putting it in the arrangement of things one after another which is Chronological order. Decide if the story is fact or fiction and to use transitional words and phrases Illustration The purpose of an illustration essay is to show or demonstrate a point to your reader. Order of importance is the best way to organize an illustration essay. Differentiate the kinds of arguments and expressions used in order to keep the reader’s attention and use transitional words so the reader can follow the evidence being presented. Description The purpose of a descriptive essay is to describe something using sensual details Spatial order is the best organizational method the structure order is top to bottom, center, or left to right. The author should use sharp and brief details in the description and when describing things the author needs to include the five senses. Classification The purpose of a classification essay is to breakdown a topic into particular parts A classification essay is organized by the subtopics. Use strong details for each subtopic and...

Words: 383 - Pages: 2

Free Essay

Seven Types of Paragraph Development

...Narration Around 2 a.m. something woke Charles Hanson up. He lay in the dark listening. Something felt wrong. Outside, crickets sang, tree-frogs chirruped. Across the distant forest floated two muffled hoots from a barred owl. It was too quiet. At home in New Jersey, the nights are filled with the busy, comforting sounds of traffic. You always have the comforting knowledge that other people are all around you. And light: At home he can read in bed by the glow of the streetlight. It was too quiet. And much too dark. Even starlight failed to penetrate the 80-foot canopy of trees the camper was parked beneath. It was the darkest dark he had ever seen. He felt for the flashlight beside his bunk. It was gone. He found where his pants were hanging and, as he felt the pockets for a box of matches, something rustled in the leaves right outside the window, inches from his face. He heard his wife, Wanda, hold her breath; she was awake, too. Then, whatever, was outside in the darkness also breathed, and the huge silence of the night seemed to come inside the camper, stifling them. It was then he decided to pack up and move to a motel. Comments on narration: • Normally chronological (though sometimes uses flashbacks) • A sequential presentation of the events that add up to a story. • A narrative differs from a mere listing of events. Narration usually contains characters, a setting, a conflict, and a resolution. Time and place and person...

Words: 2198 - Pages: 9

Premium Essay

10 Priorities for a Paper

...Thesis Does the paper have a point? Is the point worth making? Is the point clear to the reader by the time he or she finishes reading the paper? Does every aspect of the paper relate to the main point? Audience Are the point of view, format, diction, and style consistent with the needs and expectations of the audience? Following Does the paper satisfy all of the requirements of the assignment, Directions including length, use of sources, format, etc? Does the paper satisfy the conventions of its kind (does it follow the unique qualities of a term paper, summary, review, research report, narrative, lab report, etc.) Support Is a clear distinction made between assertion and support? Is there sufficient amount of support? Is there a sufficient variety of support, including such facts, statistics, examples, anecdotes, quotations, illustrations, hypotheticals, etc.? Structure Is there an introduction, body, and conclusion? Are paragraphs cohesive? Do transitions signal relationships between ideas Syntax Has the paper maintained logical word order, correct grammatical structure, coordination, subordination, and effective closure of independent or sentence units? Diction Is word choice appropriate for the audience, purpose, assignment, and rhetorical stance? Do the words convey meaning accurately and effectively? Is the style clear, authentic, graceful, and compelling? Standard Is the paper written...

Words: 273 - Pages: 2

Free Essay

Onboarding

...Onboarding Assignment (Job Description) – Due Date: February 15, 2015 at 11:59 pm You are the hiring manager at a major home improvement retailer, Home Improvement Center and need to fill a position for an exempt status night shift supervisor. The applicants should have retail business experience, preferably in housewares, and at least some supervisory experience. You are looking for someone to fill third shift from 10 P.M.-6 A.M. There may be heavy lifting involved. Your company offers the industry standard for salary, benefits, and growth opportunities. Write a comprehensive job description for this position that will help you prepare for the interview process and address any questions you might receive from applicants. Be sure to apply the guidelines for writing job descriptions you learned in the textbook. You are also encouraged to conduct your own outside research on a major home improvement center or O*Net to help you complete this activity. To successfully complete the assignments, the following are the minimum requirements: • Write a comprehensive job description using the information provided. • Apply the guidelines for writing job descriptions, as presented in your reading assignment this week. • Conduct your own outside research to help you create a more realistic job description. • Include a reference page to give credit to your sources.   Instructor Tips for Project Success Make sure that you include all basic categories...

Words: 329 - Pages: 2

Premium Essay

Narrative Check List

...suspense or keep them guessing! • Plan a definite opening and ending. Task : plan a story using this classic five part structure- • Exposition (opening- it sets the scene and kick off the action) • Encounter – a meeting or key event involving two or more characters. • Complication or conflict- the difficulty. • Climax- the most intense moment of the story. • Resolution- the ending- sad, happy, mixed, open ending, surprise ending or ‘twist in the tail of the tale. [pic] CHARACTERISATION AND POINT OF VIEW. • Focus on two or three main characters only. • Try to make them realistic and ‘rounded’ (with depth). • Select key details. • Avoid giving a long, boring description of their entire appearance –pick significant features. • Help the readers...

Words: 551 - Pages: 3