...com/essays/marketing/case-study-starbucks-going-global-fast-marketing-essay.php Case Study Starbucks Going Global Fast Marketing Essay Star Starbucks has always been recognized as a leader in the coffee business. If back in 1971, customers have to travel far to the prime market, Mike Place (Pike Place Market) USA This is a U.S. store Starbucks. Coffee shop our home. Decade or 70 years starting 2514.Star Coffee Shop, the first Starbucks was born. It is named from the character shop in Moby Dick novel, a classic of 19th-century America, which is about the whale. The novel written by Herman Melvilles Star Starbucks believes that The names that come this far as a shop overseas that are appropriate. It is like sourcing the best coffee in the world that people in Seattle million to taste Decade starting at 80 or Year 2524.Mr. Howard Schulte joined Starbucks Star In the year 2525, or C. Since 1982 during which he traveled to Italy to negotiate business. He is impressed with the espresso shop with a reputation for his visit to Milan to visit. Both in style and popularity of the shop. The shop was the inspiration for him to build a store like this in Seattle million. And it is possible that he anticipated. After attempts to test recipes and coffee, Latte and Espresso only a few million urban Seattle became a city of coffee quickly. Decade beginning in 1990 or early 2534.Star Starbucks began expanding from urban Seattle million. Throughout the United States and around the world. Star Starbucks is one of...
Words: 1332 - Pages: 6
...Alaska Coffee Company Alaska Coffee Co. has many strengthens within the organization that allows it to still remain in business. They are a differentiated business because of their three key differences which include: freezing coffee in air-tight containers, using high-grade washed Arabica coffee, and roasting using the Sivetz air-roaster. All of the products Alaska Coffee Co. sold were positioned as high quality and differentiated. The beverages that were sold were differentiated products because they were specialty coffees, and because the product was made to order by skilled workers in retail stores. The customer experience at the stores was important to customers because of the décor, music, smells, customer service, and the coffee itself. They also had complimentary products to go along with the specialty coffee such as Italian pastries, bagels, mugs, and T-shirts. Also, they purchased products in low quantities to guarantee that no inventory remained and was wasted. Alaska Coffee Co. was home-grown in Alaska and relied heavily on local support and a reputation for quality. Alaska Coffee Co. did not attempt to sell low-price or low-cost goods. They sold home espresso machines that ranged from $600-$1,000, which were above average for the machines. Another strength Alaska Coffee Co. had was that it offered training services to commercial accounts. Some of the training that they provided to accounts and the general public was free, but some all day classes...
Words: 1875 - Pages: 8
...Starbucks Starbucks is a remarkable company when you take into account where they started to where they currently are internationally. Even though they are accomplishing so much, there is still a large margin for improvement. There areas they need to improve before major problems arise. The taste is what Starbucks needs to stay focused on, and they need to get better at being outgoing to their customers in order to grow internationally. Starbucks needs to stop worrying about so many different things. They need to stop trying to come up with new ideas for their customers. People go there because they love getting a delicious coffee. Customers want to come by in the morning, and get a warm, yummy coffee everyday. In addition Starbucks also desires customers loyalty. It is important to stay consistent with their bold flavor. Starbuck needs to focus on taking the time to perfect each drank. In 2013, the cost of a cup of coffee went up 10 cents. Even though it rose, Starbucks still remains a top choice because people love the taste. (Investor's Business Daily) Starbucks employees need to realize that people will come as long as they do their job in making flawless drinks. If Starbucks focuses on this, I think they will continue to grow at rapid speeds with minimal complications. Corporations need to reevaluate their original growth. Most people will tell you they started coming in the beginning because they loved taste of Starbucks’ strong coffees. They must keep this idea...
Words: 627 - Pages: 3
...Abstract Starbucks Coffee Co. states it is their mission to inspire and nurture. They have a list of principles used as guides to focus their mission. The culture created by Starbucks embraces diversity within its organization and beyond as its associates engages with customers, suppliers, and the community. Howard Schultz, Starbuck’s CEO, plays a pivotal role in making decisions that impact the entire corporation. He prefers to be a hands-on manager. His main concern is ensuring all pertinent information is communicated to the associates so they are properly equipped to perform their jobs. Howard Schultz is passionate about his job. He understands Starbucks can only be successful if the right decisions are made to promote growth and knowledge. He understands sometimes one step back is necessary to take a giant leap forward. Through training provided to associates, the culture, mission, and values which Starbucks strives to achieve can be attained each day they are open serving cups of coffee to its customers in every neighborhood they touch. Starbucks and Diversity On an average day, each Starbucks location serves approximately 500 customers. As it would happen, serving widely adored coffee is not their only mission. Neither the warm atmosphere nor the constant, friendly chattering of customers is the concentrated goal of Starbucks Coffee Co. The decision to embrace diversity, act with excellence, create exultant customers through a positive environment, look...
Words: 1285 - Pages: 6
...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
...STARBUCKS- GOING GLOBAL FAST Background * Starbucks Corporation is an American global coffee companyand coffeehouse-chain based in Seattle, Washington. * The first Starbucks opened in Seattle, Washington, on March30, 1971 by three partners that met while students atthe University of San Francisco: English teacher JerryBaldwin, history teacher Zev Siegl, and writer Gordon Bowker. * They sold beans and coffee makers. * Customers were encouraged to learn how to grind the beans andmake their own freshly brewed coffee at home. * Starbucks name came from a character in classic novel MobyDick, published in 1851, which takes place in sea. * Logo was chosen with the start of the company in the year 1971.The founders wanted the logo reflects the historical relationshipbetween coffee and sailing traders. * In 1987, the original owners sold the Starbucks chain to formeremployee Howard Schultz and quickly began to expand. Company Growth * Starbucks grew from 17 coffee shops in Seattle 15 yearsago to over 20,891 outlets in 62 countries. * including 13,279 in the United States, 1,324 in Canada, 989in Japan, 851 in China, 806 in the United Kingdom, 556 inSouth Korea, 377 in Mexico, 291 in Taiwan, 206 in thePhilippines, 171 in Thailand and 10 in India. * The company planned to open a net of 900 new storesoutside of the United States in 2009. * Since 1987, Starbucks has opened on average two newstores every day. * The first store outside the...
Words: 3140 - Pages: 13
...SWOT Analysis: Starbucks Coffee Company Ravineel Chand MGT 450: Strategic Planning for Organizations (BII1607A) Professor John Bruning February 27th, 2016 Introduction SWOT Analysis is a useful technique utilized by organizations to understand the strength and weaknesses of the organization. Furthermore, it is also utilized to understand the opportunities which may be open to the organization and the potential threats that it may face. “Once a company has a firm understanding of where it stands financially, the next part of the internal assessment is conducting a SWOT analysis, which stands for a company’s strengths, weaknesses, opportunities, and threats.” (Abraham. S.C, 2012) Using a SWOT analysis allows organizations to carefully pinpoint where they stand against competition, where their weaknesses and strengths lie, and how to gain more opportunities within their respective markets. The purpose of this paper is to conduct a SWOT analysis of the Starbucks (SBUX) corporation This paper will also describe the history of the organization, its products and major competitors. History Starbucks Corporation, founded in 1971, is a retailer of specialty coffee. Starbucks retails a variety of drip brewed coffee, espresso-based hot drinks, other hot and cold beverages, complementary food items, coffee-related accessories and equipment, teas, ice cream, and items such as mugs, coffee beans, and music and other non-food products through retail stores in approximately 39 countries...
Words: 1493 - Pages: 6
...Starbucks Business Analysis . Abstract Starbucks went from just a hole in a wall shop to a world known company and culture. One would wonder how it occurred, if it was over night, and most importantly the business aspect sustaining a successful international business. At the end of the day Starbucks Co. is well known for their market in gourmet coffee. On the other hand, the market has plenty of competitors in coffee, but what makes Starbucks the number one specialty coffee retailer? The answer lies in every compartment that makes Starbucks Co. what it is. From the 87,000 possible drink combinations, to the provided healthcare insurance offered to employees including part-time. Starbucks is a force to be reckoned with, business aspect of their strengths, weaknesses and all in between is worth analyzing. Starbucks Corporation Business Description Starbucks is currently operating in 65 countries specializing in high quality coffee, tea, fresh food, and branded items. In whole the Starbucks Coffee brand is sold with a license and trademarks through other channels such as licensed stores, grocery, and national foodservice accounts (Starbucks SWOT analysis 2015, 2015). Starbucks Coffee brand sell goods and services under the following brands” Teavana, Tazo, Seattle’s Best Coffee, Evolution Fresh, La Boulange and Ethos (Starbucks SWOT analysis 2015, 2015). Starbucks business objective is to thrive to be a recognized respected brand in the world. Brief History The...
Words: 1698 - Pages: 7
...In response to those findings, Gibbons and his leadership team devised a three-step supply chain transformation plan and presented it to Starbucks' board of directors. Under that plan, the company would first reorganize its supply chain organization, simplifying its structure and more clearly defining functional roles. Next, Starbucks would focus on reducing the cost to serve its stores while improving its day-to-day supply chain execution. Once these supply chain fundamentals were firmly under control, the company could then lay the foundation for improved supply chain capability for the future. Starbucks by the numbers Headquarters: Seattle, Washington, USA Total net revenues in fiscal 2009: US $9.7 billion Employees: 142,000 worldwide (as of September 2009) Manufacturing: 5 company-owned coffee roasting plants (Nevada, Pennsylvania, South Carolina, and Washington, USA, and the Netherlands) 24 co-manufacturers (in the United States, Canada, Europe, Asia, and Latin America) 1 tea processing plant (Portland, Oregon, USA) Distribution: 9 regional distribution centers 48 central distribution centers 6 "green coffee" warehouses Deliveries: 2.7 million per year Simplifying the complex The first step of the transformation plan, reorganizing Starbucks' supply chain organization, got under way in late 2008. According to Gibbons, that involved taking a complex structure and simplifying it so that every job fell into one of the four basic supply chain functions: plan,...
Words: 589 - Pages: 3
...Strategic Audit of Starbucks Traci Hall Jones College Business Policy and Administration Professor E. Smith June 20, 2011 I. Current Situation A. Current Performance Starbucks is the fastest growing food chain and shows no signs of slowing down. it plans to boost earnings by 20% to 25% annually over the next three to five years and to bring its number of storefronts to 40,000 worldwide which is 10,000 more than McDonald’s. Starbucks is conservative in how it finances its goals. Operating cash flow from existing stores pays for new-store development. So far, the return on new stores has been excellent. Increasing same-store sales has been a tougher order, though, and Chairman Howard Schultz has expressed worries that moves to improve same-store sales with automatic equipment and off-brand merchandise could be turning consumers off. The return on investment (ROI) for Starbucks in 2010 was 22.50%. The market share was $27.33 billion while the profitability was at 30.4% (Donald, 2007). B. Strategic Posture Starbucks has an impressive mission statement because it addresses their product as a whole and their mission for different relationships. “The Starbucks Mission Statement-To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time. Here are the principles of how we live that every day: Our Coffee-It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them...
Words: 7814 - Pages: 32
...A) Type of business strategy: Tim Horton’s: Low-Cost Provider Strategy Broad Differentiation Strategy Starbucks: The Focused Differentiation Strategy Best-Cost Provider Strategy B) MVV Statements Tim Horton’s • Mission: “[Their] guiding mission is to deliver superior quality products and services for [their] guests and communities through leadership, innovation, and partnerships.” • Vision: ‘[Their] vision is to be the quality leader in everything [they] do.” • Values: “At Tim Horton’s we are making a true difference for individuals, communities and the planet, everyday” “Tim Horton’s is proud to support local community initiatives that make a difference.” For example, o Free swimming/skating; timbits minor sports; community clean ups; earn-a-bike program; smile cookie program; The Tim Horton Children’s Foundation. o Sponsorships; National Sponsorships; Environmental Stewardship; Aboriginal Relations; Animal Welfare; Tim Horton’s Coffee Partnership. Starbucks: • Mission: “To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time.” • Vision: Starbucks vision is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” • Values: “Starbucks Shared Planet is [their] commitment to doing business responsibly. Working to promote a better way of helping each other and the planet – by inspiring [their] customers and partners...
Words: 1199 - Pages: 5
...Starbucks Case Originally Starbucks was a small company based out of Seattle that focused solely on the selling of premium coffee beans to be ground and then brewed at home. When Shultz entered the picture he felt that Starbucks should serve fresh-brewed coffee, espressos and cappuccinos in its stores in addition to the beans and coffee equipment. He felt that they should create an American version of the Italian coffee bar culture, and provide a special environment for its customers. When Shultz bought out his co-owners he set to make his vision a reality. As the store grew, he stuck to the superior product strategy as well as an inviting and intimate environment. He has changed a few things as the company has grown. Starbucks, opening in August of 2002, started offering free wifi for its customers, which contradicts the vision of an Italian coffee shop. Starbucks in 1998 licensed Kraft Foods to market and distribute their coffee beans and ground coffee to grocery and mass-merchandise channels. This also contradicts the original vision because it is becoming a chain. Starbucks has also taken on new ventures as they have grown. For example, in 2004 Starbucks teamed up with Jim Beam to invent a Starbucks Coffee Liqueur. Also, in 2005, Starbucks acquired Ethos water. By 2009 the retail mix of Starbucks was 76% beverages, 18% food items, 3% coffee making equipment, and 3% whole coffee bean sales. Starbucks is currently facing struggles with the flocculation of commodity-grade...
Words: 336 - Pages: 2
...HRM and Business Strategies HRM 530 Jernita Taylor Dr. Joe DiBenedetto Starbucks Coffee Company is a global coffeehouse chain that started in Seattle Washington in 1971. With revenues increasing every year since its opening year Starbucks began to publically trade in 1992. In this paper I will evaluate Starbucks Coffee Company’s Human Resource and business strategy by describing HR positions in Starbucks and the responsibilities listed for the HR Department. I will determine which HR position I would prefer while working for Starbucks with reasoning. I will analyze how Starbucks can establish HRM strategies to improve competitive advantages and Lastly, I will discuss three ways the company can continue to increase diversity. I. To ensure that the HR strategy is aligned with the business strategy Starbucks can ensure that employees hired know what the goals and growth strategies are for the company as a whole and on an individual store basis. One of Starbucks business strategies of 2015 is to be the employer of choice. Starbucks believes its company’ success lies a great deal with the people the company chooses to employ and it’s also important for the company as a brand to have a name that’s respected in the way it treats its employees. A survey conducted by Starbucks shows that 27% of the customers love the brand because of the way it treats its people. (Starbucks Press Release, 2015) Starbucks HR strategy since 2011 has been to hire people who are the very best at what...
Words: 1132 - Pages: 5
...Environmental Factors-Starbucks LaToya Mason MKT 421-Marketing March 26, 2012 Sheryl Joyner Environmental Factors All corporations both nationally and corporations must consider the mechanics of expansion. This factor is inclusive for the marketing plan to start. Organizations have to review the global landscape, and industry trends to determine if expanding to a global market would be the right choice for the organization. Other factors that needs to be considered is confirming the market niche, timing considerations and of course have a marketing plan for the campaign. Once a decision is made, the marketing strategy is determined by the political, economic, and cultural environment. The political environment will have a significant impact on a company’s international marketing activities (The Political Environment, 2012). So, the political climate in other countries must be monitored in order to ensure successful marketing internationally. The economic environment is part of the macroenvironment encompassing wealth, income, productivity, inflation, credit, and employment which will affect the company’s markets and opportunities (Economic Environment, 2012). All of these factors are considered in the economic environment. The cultural environment is best defined as institutions and other forces that affect a society’s basic values, perceptions, preferences, and behaviors (Cultural Environment, 2010). One company that has been success in both domestic and...
Words: 1225 - Pages: 5
...Company | Starbucks Cafe | Type | Public | Traded as | * NASDAQ: SBUX * NASDAQ-100 Component * S&P 500 Component | Industry | Coffee shop | Founded | Pike Place Market in Seattle, Washington, United States (March 30, 1971) | Founders | * Jerry Baldwin * Zev Siegl * Gordon Bowker | Headquarters | 2401 Utah Avenue South, Seattle, Washington, United States | Number of locations | 21,160 shops[1] (Nov. 27, 2014) | Area served | Worldwide | Key people | * Howard Schultz (Chairman, President and CEO) * Troy Alstead (COO) | Products | Coffee • Tea • Pastries • Frappuccino beverages • Smoothies | Revenue | US$14.89 billion[2] (FY 2013) | Operating income | US$325.4 million[2] (FY 2013) | Net income | US$8.8 million[2] (FY 2013) | Total assets | US$11.5167 billion[3] (2013) | Total equity | US$4.48 billion[2] (FY 2013) | Number of employees | 182,000[4] (2014) | Subsidiaries | * Starbucks Coffee Company * Ethos water * Evolution Fresh * Hear Music * La Boulange Bakery * Seattle's Best Coffee * Tazo * Teavana * Torrefazione Italia | Website | starbucks.com | Starbucks Corporation, doing business as Starbucks Coffee, is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 21,160 stores in 63 countries and territories, including 12,067 in the United States, 1,570 in China, 1,451 in...
Words: 3685 - Pages: 15
