...UNIT IV CASE STUDY: STARBUCKS, BANK ONE, AND VISA BRUCE S. HARRINGTON COLUMBIA SOUTHERN UNIVERSITY The Starbucks Duetto project was approached in four basic stages: the exploratory stage, concept testing stage, product launch stage, and post-launch stage. Each stage used a variety of research types in order to determine the best course of action within that stage, and for the project overall. The exploratory stage consisted of exploring the basic idea of the new product, and exploring possible partners to help develop and bring the product to market. This stage began with early secondary research designed to determine if a similar product already existed in the market place. This was followed by further exploratory research with several possible business partners, and consisted of interviews of possible partners, visits to their sites, and observations of their businesses at work to assess culture-compatibility (Cooper & Schindler, 2011). Starbucks decided to work with Bank One and Visa as a result of early exploratory research. The next stage of product development was the concept testing stage, which started with focus group research designed to better understand the customers’ wants in a new product, and the customers’ ability to understand the product that was being developed (Cooper & Schindler, 2011). The focus groups were used to refine the features and uses of the card, and ultimately the value proposition that the new card had to offer to the customer base...
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...RES/351 Business Research Starbucks, Bank One & Visa Launch Starbucks Card 1. What types of research were done at each stage? Discuss the strengths of each different type given the stage of the project. Starbucks used the scientific method which consists of three different studies based on product functionality, product optimization, and brand tracking. The scientific method used to gather information about the target markets that they had or trying to approach. The product functionality study was carried out at the concept testing stage of the research, through the use of an online survey. The purpose was to understand which of the two credit card concepts customers preferred of the dual-function or two separate cards. This would determine if the product would or would not function as Starbucks desired, the findings of this study would be pertinent information to assist Starbucks and its affiliates in determining the strengths and/or weaknesses of the study’s design. The study of product optimization was used to see the concept stages of research. Starbucks used this study to see if certain features from the dual action card would determine if customer’s decision to apply for a credit card. The brand tracking was used to measure the return on the marketing investments based on the feedback after they launched the card. 2. Build the management-research question hierarchy for this project. The first question Starbucks had to answer was whether or...
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...MONISHA CUNNINGHAM 1. What types of research were done at each stage? Discuss the strengths of each different type given the stage of the project. * The first stage began with the use of exploratory research, which is useful when researchers lack a clear idea of the problems they will meet during the study (Cooper & Schindler, 2014). This stage began with early secondary research of the market and indicated that such a product did not exist in the credit services industry. Starbucks went on to explore possible partners by approaching major card service companies. It conducted interviews with bank executives, visited call centers; even listened in on phone calls to learn how each resolved customer credit card problems. Through exploration researchers develop concepts more clearly, establish priorities, develop operational definitions, and improve the final research design. * After Starbuck identified their perfect partners, stage two was conducting focus groups. They tested the idea of a dual functionality card with four focus groups, using the services of an independent moderator. The focus groups involved two major groups of Starbucks customers who owned a credit card: those who used the Starbucks Card and those who did not. The data obtained from the focus groups proved to be extremely helpful. In exploratory research, the qualitative data that focus groups produce may be used for enriching all levels of research questions and hypotheses and comparing the effectiveness...
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...CSR Within Starbucks [pic] Written By: Ashley Benton Charles Yeung Karin Sigl Krishna Oedjaghir Virginie Laroque Hong Kong Baptist University Cross-cultural and Comparative Management BUS 3690 Prof. Anne Marie Francesco 1 Introduction "The future belongs to those who understand that doing more with less is compassionate, prosperous, and enduring, and thus more intelligent, even competitive." Paul Hawken In a world, where more and more interest in performance in sustainability, in moral defensibleness, in the operational activities of companies is developed, there takes place a change from the only profit-oriented firm to a more environmentally oriented, pro bono targeted firm. This change can be seen all over the world and it has generated the term Corporate Social Responsibility (CSR). CSR is the activity of companies in matter of the environmental, the social and operational responsibilities. While achieving high profits might have been the only interest some years ago, the demand by share- and stakeholders for a good CSR-performance is now gradually increasing. In that matter, stakeholders could be (Ballou et al., 2006): ● Financial stakeholders as shareholders, banking institutions, employees, ● · Supply chain stakeholders as customers, direct suppliers, alliance partners, ● · Regulatory stakeholders as the FDA, Environmental Protection Agency, accounting standard setters, ● · Political stakeholders as federal, state and...
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...Week 7 assinment foe GM 591 8/21/2011 1 GM 591: Leadership and Organizational Behavior Course Project Introduction Starbucks is an international coffee and coffeehouse chain based in Seattle Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 50 countries, including over 11,000 in the United States, over 1,000 in Canada, and over 700 in the United Kingdom. Donald, Jim (2007) Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and Panini, pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the companys products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. http://topics.nytimes.com/top/news/business/companies/starbucks_corporation/index.html Starbucks was founded in 1971 where the first store opened in Seattle, Washington. Part of their mission is to positively contribute back to the community and environment. Many of the employees who work at Starbucks take this mission personally and they volunteer throughout the communities in which they work. Part of the Starbucks training encourages employees to go out and do volunteer work in their community. Starbucks also has each store pick a charity in which they donate pastries and coffee to each month. They...
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...Administration Starbucks with Corporate Social Responsibility (CSR) “How Starbucks succeeds in a business world with CSR” 15 Credits Master Thesis (FEAD 01) Thesis Advisor: Bo Enquist Co-reviewer Lars Haglund The Authors: Sornchai Harnrungchalotorn Yaowalak Phayonlerd Karlstads universitet 651 88 Karlstad Tfn 054-700 10 00 Fax 054-700 14 60 Information@kau.se www.kau.se ACKNOWLEDGEMENT Acknowledgements Our thanks go first and foremost to our supervisor, Bo Enquist for his insight support and constructive criticisms during our writing of this thesis. Moreover, we would like to thank Samuel Petros S. for recommending the books and the way to conduct this thesis. We also want to thank the librarian at university for helping us to find the books to run this thesis. Page 2 of 41 ABSTRACT In the today‟s business world, there are many strategies being used to run businesses. In the recent past, the topic of Corporate Social Responsibility (CSR) has grown rapidly. People are starting to demand that companies take their social responsibility seriously. Many companies have started to engage in CSR as a strategy in order to gain benefits that can give them an added advantage over their competitors. There have been increasing numbers of companies engaged in CSR to run their businesses. Nowadays corporate social responsibility (CSR) can drive companies to succeed in business by increasing sales volume and brand awareness. We decided to choose Starbucks Company as...
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...Mastering Teacher Leadership Read the case study Mastering Teacher Leadership. Answer questions 1 and 2 at the end of the case study. 1. Build the management-research question hierarchy for this opportunity. Research question hierarchy 1) Management Dilemma- Due to the large number of University’s within the area raises concern if developing another Master’s program would be successful. 2) Management Question- Would creating a new Masters of Arts degree program for Wittenberg University be beneficial to the school and the surrounding communities? 3) Research Questions- What are the needs of the various school districts? How can these needs be implemented and focused into Wittenberg University Masters of Arts program? What are the desired steps to develop an effective educational program? 4) Investigative Questions- Is there a demand for another Master’s of Arts program in the area? 5) Measurement Questions- How many teachers needing to receive their master’s degree would consider this program for their continual education? 2. Evaluate the appropriateness of the exploratory stage of the research design. This particular case used a communicative research design. By using focus groups consisting of local educational professionals and a mailed survey the University was able to collect the required data. The focus group narrowed in on the elements needed to build a strong program and determined the likelihood of its success. The distribution of the survey was a cost effective...
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...corporation and make recommendations for improvement. An assessment of the efforts by Starbuck’s corporation to be a responsible and ethical corporation and the impact of these efforts on the corporation is bottom-line. The Impact of the Company’s Mission, Vision, and Primary Stakeholders on Overall Success A mission statement is a company’s beacon light to assist company employees with its navigation. In relations to the organizations customers, it is assurance that the company is committed to the clients’ purpose. A mission statement articulates the front line of the organization and reminds the firm’s partners of how the company would like to be seen by its consumers (Starbucks, 2013). In Starbuck’s mission statement states that top executives at Starbucks understand the link between the significance of research and development. This implication is clear...
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...Read the case titled "Starbucks, Bank One, and Visa Launch Starbucks Card Duetto Visa" in the Resources and address the following components in your assignment: • Answer discussion questions 2 and 4 at the end of the case. 2. Build the management-research question hierarchy for this project. Step 1: Management Dilemma Is there a brand fit between credit card and Starbucks? How does the customer value the different benefits being offered by the Starbucks Duetto Visa card? How does the customer value "the give back to the community component"? Step 2: Management Questions If there is a match between the brand and the customers value the benefits of Starbucks Duetto Visa card, the card should be launched to as large an audience as possible. Step 3: Research Questions Starbucks should go in for the full launch of Starbucks Duetto Visa card. Starbucks should go in for a limited launch of Starbucks Duetto Visa card Starbucks should launch the Starbucks Duetto Visa card without give-back-to-the community component. Step 4: Investigation Questions Does Starbucks Duetto Visa card clash with the image of Starbucks? How much do the benefits of Starbucks Duetto Visa card appeal to the customers? How much do the planned give back to the community component appeals to the customers of Starbucks Duetto Visa card? Step 5: Measurement Question What is the extent to which the perception of Starbucks is hurt by Starbucks Duetto Visa card. In dollars what is the perceived value to...
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...College of Arts and Sciences CUREJ - College Undergraduate Research Electronic Journal University of Pennsylvania Year 2006 Corporate-NGO Partnerships for Sustainable Development Corinne Damlamian University of Pennsylvania, cdamlamian@gmail.com This paper is posted at ScholarlyCommons. http://repository.upenn.edu/curej/12 CORPORATE-NGO PARTNERSHIPS FOR SUSTAINABLE DEVELOPMENT How corporations and nongovernmental organizations can work together, illustrated with examples from the Fair Trade movement. Corinne Damlamian “Senior Honors Thesis” “Submitted to the Philosophy, Politics, and Economics Program at the University of Pennsylvania in Partial Fulfillment of Requirements for Honors” Thesis Advisor: Professor David Ludden May 2006 ~ Acknowledgements ~ I would like to express my appreciation and thanks to my thesis advisor, Professor Ludden of the History Department for his guidance and advice this semester. Thank you also to Dr. Danielle Warren of the Wharton School Legal Studies Department, for taking the time in her busy end-of-semester schedule to read my paper and give me much appreciated feedback. Finally, I wish to express my gratitude to my friends and family for their encouragement and support. Special thanks to my parents, especially to my mother for being the person who first sparked my interest in sustainable development which has driven me to write this paper. 1 TABLE OF CONTENTS Introduction PART I: Corporate-NGO partnerships...
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...Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Corporate Social Responsibility – A case study of Starbucks’ CSR communication through its corporate website Bachelor Thesis in Marketing and Management Communication Sanne Sanne Bruhn-Hansen CPR: XXXXXX-XXXX Supervisor: Tomasz A. Fediuk No. of characters: Thesis: 54,329 Abstract: 3,492 Page 1 of 42 Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Abstract Organizations today are experiencing increased pressure from their surrounding environments to act as good social citizens while still being profitable. Acting social and ethical responsible has become an expectation rather than a differentiation strategy to obtain organizational legitimacy. Therefore, this thesis examines how the very successful global coffee company, Starbucks, communicates its CSR initiatives through its corporate website. The aim is to investigate what is communicated, what different online communication channels are utilized, as well as how the communication is framed to target different stakeholder groups. In the first part of the report, after stressing the relevance of engaging in CSR activities and the importance of effective CSR communication, Schwartz & Carroll’s (2003) Three Domain Approach for CSR motives is briefly introduced. This gives an overview of why companies engage in CSR...
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...Study: Starbucks and Conservational International Tutorial 104 Yifan Wang 20408850 1. Discuss the rationale for, as well as the benefits and risk of the collaboration between Starbucks and Conservation International (CI) from each party's perspective. The collaboration between Starbucks and Conservation International is actually win-win strategy. They both would like to develop a partnership to leverage their expertise. The rationale for the collaboration is that they need to find common ground. There is space for both of them to improve each other. Starbucks: Benefits: * Sourcing stable and high-quality products from farmers, * Enhanced social reputation in terms of its contributions to environment and society, * Become more competitive with the support of NGOs Risk: * Farmer lack information about market’s expectation, * Guarantee loans to farmers * Lack of support from the whole industry CI: Benefits: * realizing CI’s mission to preserve the environment and biodiversity in the buffer zone * Farmers get financial supporting and gain more earnings, * Great experience with Starbucks, and enhanced social reputation Risk: * Shift attention from field-based projects to advocacy policy and scientific research, * Farmers are lack of business and commercialization skills and the geographic isolation of the coffee communities, 2. Contrast the relationship between Starbucks and CI with that of Starbucks and the...
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...“Cup of Joe” Marketing Research Analysis Table of Contents Executive Summary Introduction and Research Design Secondary Research Qualitative Research: Interviews Data Analysis Frequency Analysis Limitations Conclusions and Recommendations Executive Summary The purpose of this marketing research report is to analyze the coffee shop market in the Greater Houston area to give Joe Brown a better understanding of the industry before investing in Cup of Joe coffee shops. Mr. Brown has 4 specific marketing research questions he is wanting answered through this analysis: What consumer segments can be identified in the Houston area coffee-drinkers market? What are the attitudes and behaviors of each segment with respect to coffee and coffee shop visits? How do the segments above evaluate the 4 potential competitors (Starbucks, Dunkin’ Donuts, McDonalds, and Burger King)? Is there a segment that is currently underserved by the existing 4 competitors and what type of coffee shop would this segment most likely demand? Before building a competitive national coffee shop brand, Mr. Brown needs information from primary, secondary, and qualitative research in order to be successful. Starting research in the Greater Houston area is a convenience for Mr. Brown since he is from Sugarland, TX which allows him to supervise operations of the business. Secondary research indicated that 54% of Americans over the age of 18 drink coffee daily. Research has found that coffee purchases are...
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...can cause damage, that sometime can not be repaired (Bateman, T, Snell, S. 2009). Control mechanisms help managers to seek compliance with corporate goals, standards, values, and plans. Control Mechanisms Starbucks has many control mechanism, however the top four mechanisms are what drive the highly successful business. Budget control mechanisms are used to detect, and remove waste thus reducing store-opening cost. Financial controls are used to determine location of stores, and property leasing versus property ownership. Quality control is used to secure the most supreme coffee beans, market control is used for growth, and expansion strategies, and clan control which is used to create a partnership between employees and corporate. Starbucks employees are called partners which develop shared values and beliefs, culture, trust, and expectations. Starbuck’s uses these controls to manage the daily activities of their employees to the extent that they have become the number one coffee house in the world, both nationally, and soon to be internationally as they continue to expand in other countries. Starbucks organizational control is taught to managers around the globe, and to make sure that each person is conformed to company standards, Starbucks employs secret shoppers to go to stores, and act like regular customers. They then grade the service and report back to the hierarchy control. According to the Starbuck’s website; these controls are in place to...
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...Industry Analysis Group Project Industry Analysis Group Project Starbucks Corporation is an American Coffee Company located out of Seattle, Washington. It was founded in 1971 by Zev Siegl, Gordon Bawker and Jerry Baldwin who were three friends who met while attending the University of San Francisco. Starbucks Corporation is located in 65 countries from Asia-Pacific to the Middle East, Africa, Europe and of course America. They have 21,366 stores worldwide and that number will continue to grow as Starbucks continuously expands. The first store, Pikes Place opened and sold coffee to espresso bars as well as restaurants. In the mid 80’s, Howard Schultz who is now the CEO and Chairman of Starbucks, but at the time was the director of retail operations and marketing came up with the idea of turning the company into a coffee house. In the 90’s, Starbucks grew as the coffee house idea was starting to take off. Then the Millenium came and Starbucks really gained ground and has not looked back since. Starbucks Corporation sells as well as licenses the rights to distribute and produce many different items provided on a daily basis in the Starbucks shops. They license their trademark through licensed stores as well as grocery and national food service accounts. According to Starbucks; “It roasts, markets and retails specialty coffee. It offers several blends of coffee, handcrafted beverages, merchandise, and food items. Starbucks also offers a range of consumer products...
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