Starbucks in Tiawan

In: Business and Management

Submitted By jackcahu2
Words 2999
Pages 12
Fall 2009

Starbucks in Tiawan


[pic]









History of Starbucks
The first Starbucks was opened in Seattle in 1970s by three partners: Jerry Baldwin, Zev Siegel and Gordon Bowker. The name of Starbucks came from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. (Starbucks Coffee Company, 2009)
Entrepreneur Howard Schultz joined the company in 1982. While taking a business trip in Italy, he visited Milan’s famous espresso bars. He was so impressed with their culture and popularity, he thought he could bring this idea to the United States, this idea would be successful. He was right, Seattle became coffee-crazy after trying lattes and mochas. (Starbucks Coffee Company, 2009)
The development of Starbucks expanded beyond Seattle in 1990s. First, they expanded their stores to all states in the United States, and then extended to the world. The U.S. Starbucks stores around the world are based on different market conditions and different organizational structure. There are four kinds of structure which Starbucks uses to expand their stores around the world: own self-employed, joint venture, license agreement, authorized to operate. Moreover, they were the first firm which offered stock options to their part-time employees. Starbucks becomes a publicly traded company. (Starbucks Coffee Company, 2009)
The Starbucks phenomenon continues in 2000s. Starbucks has more than 15,000 locations across the global. In addition to their excellent coffee and espresso drinks, people also can enjoy Frappuccino ice blended beverages. (Starbucks Coffee Company, 2009)
Starbucks in Taiwan
President Starbucks Coffee Corporation was established on January 1, 1998 in Taiwan. The United…...

Similar Documents

Starbucks in Tiawan

...Fall 2009 Starbucks in Tiawan [pic] History of Starbucks The first Starbucks was opened in Seattle in 1970s by three partners: Jerry Baldwin, Zev Siegel and Gordon Bowker. The name of Starbucks came from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. (Starbucks Coffee Company, 2009) Entrepreneur Howard Schultz joined the company in 1982. While taking a business trip in Italy, he visited Milan’s famous espresso bars. He was so impressed with their culture and popularity, he thought he could bring this idea to the United States, this idea would be successful. He was right, Seattle became coffee-crazy after trying lattes and mochas. (Starbucks Coffee Company, 2009) The development of Starbucks expanded beyond Seattle in 1990s. First, they expanded their stores to all states in the United States, and then extended to the world. The U.S. Starbucks stores around the world are based on different market conditions and different organizational structure. There are four kinds of structure which Starbucks uses to expand their stores around the world: own self-employed, joint venture, license agreement, authorized to operate. Moreover, they were the first firm which offered stock options to their part-time employees. Starbucks becomes a publicly traded company. (Starbucks...

Words: 2999 - Pages: 12

Starbuck Coffee - Target Customers

...- Product selection: Starbuck Coffee Explain the specification: 1. Starbucks is an American coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world. 2. Starbucks locations serve hot and cold beverages, whole-bean coffee, micro-ground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell packaged food items, hot and cold sandwiches, 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 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. 3. Since Starbucks opened their first store in 1971, they dedicated their selves to striking a balance between profitability and social conscience. They continue to believe that the ultimate way to scale the power of brand is to share the good they do so that Starbucks and everyone they touch – can endure and thrive. Target customers: Starbucks holds around 33 percent of the market share for coffee in the U.S. It sells almost as much coffee as do fast food and convenience stores combined, even though it the bulk of its consumers are in cities or upscale suburban areas. Starbucks has been able to gain such a large share of the market by catering specifically to a well-defined target audience. 1. Adults...

Words: 463 - Pages: 2

Starbuck-Going Global Fast

...1. Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. * The Controllable elements that make Starbucks has encountered entering the global market are face the same problems or almost similar with Starbucks domestic market. The controllable elements usually are the marketing mix (4P's), which consist of products, price, place and promotion. First the product name of Starbucks and its brand image can be adjusted in order to adapt into one cultural tastes and expectation. Next, the pricing of Starbuck products is reasonable with the foreign current rates and also their overall country income. Then, Starbuck is also able to take part in market research to be sure Starbucks products can be fit in the right international locations. Besides providing foods and drinks, Starbucks also provide the experience for customers in all around the world. As an example in China, customers in this country prefer to have tea rather than coffee. In this case, Starbucks have to adapt into their country's culture and thus originated some other drinks which can fulfill the needs and demand for customers in China. At all times, there are some elements occurred to be an uncontrollable elements to Starbucks organization itself in entering global market. The political, economy and cultural issues in the foreign countries can occurred at any time and therefore, these are few elements which take into consideration when Starbucks...

Words: 1261 - Pages: 6

Starbuck

...According to news reports, Singapore's economy there will be no performance space in next year 2014. But Starbucks coffee shop chains business in Singapore, it is in a growth in the state. Starbucks is expected next year will increase by 15% of the employees. These messages are provided by the general manager of Starbucks Coffee Singapore. Starbucks Coffee Singapore within a year to open 12 chain stores. There are already more than 80 chain stores and 1,300 employees to increase of 10% a year ago in Singapore. And Starbucks global revenues grew at a rate of 20%. This proves that Starbucks Coffee Singapore of business will not be affected by the economic recession, but because of consumer demand and growth. This also proves that the people of Singapore to improve the standard of living, began to pursue a noble enjoyment of life. The consumers favored products of the best quality (Mario, Hans & George, 2008). Starbucks' success is also a reason. It will not only listen to customer feedback, and also will listen to employees of the voices and opinions. Employees can be said that the company's most valuable asset (Meers, 2007). Therefore, the implementation of the two programs of Starbucks. The first program is called “Beverage Routine”, which is the employee training program. Starbucks believes that employees around the world regarded as "partners", such as business partner. Because the employees training and development can help to expand the scope of available...

Words: 568 - Pages: 3

Starbuck Place

...Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle,Washington. Starbucks is the largest coffeehouse company in the world, with 20,891 stores in 62 countries, including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in China, and 806 in the United Kingdom.[4] In addition, Starbucks is an active member of the World Cocoa Foundation. founding The first Starbucks opened in Seattle, Washington, on March 30, 1971 by three partners who met while students at the University of San Francisco:[13] English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. The three were inspired to sell high-quality coffee beans and equipment by coffee roasting entrepreneur Alfred Peet after he taught them his style of roasting beans.[14] Originally the company was to be called Pequod, after a whaling ship from Moby-Dick, but this name was rejected by some of the co-founders. The company was instead named after the chief mate on thePequod, Starbuck.[15] The first Starbucks cafe was located at 2000 Western Avenue from 1971–1976. This cafe was later moved to 1912 Pike Place Market; never to be relocated again.[16] During this time, the company only sold roasted whole bean coffees and did not yet brew coffee to sell.[17] The only brewed coffee served in the store were free samples. During their first year of operation, they purchased green coffee beans from Peet's, then began buying directly from growers. On...

Words: 892 - Pages: 4

Starbuck Marketing

...“We aren’t in the coffee business, serving people. We are in the people business, serving coffee” Howard Schultz, Starbucks Chairman and Chief Global Strategist Fortune Magazine, Vol. 149 No. 2 Title: Submit To: Completed By: Starbucks: “The Non-Coffee Treat” P.V. Sundar Balakrishnan Matthew Carmean Partner Julie Anstett Partner Julia Toochette Partner Joel Ennis Partner Joey Eaton Partner Trang P. Huynh Partner Table of Contents TABLE OF CONTENTS...............................................................................................................................................................2 EXECUTIVE SUMMARY............................................................................................................................................................3 MANAGERIAL PROBLEM.........................................................................................................................................................4 SITUATION ANALYSIS...............................................................................................................................................................4 Company ................................................................................................................................................................................. .4 Customer...

Words: 4057 - Pages: 17

Starbuck

...04.11.10 SAAD SALAHUDDIN Caroline’s Assignment Essay Question 3 Describe the law making functions of the Council of the European Union, the Commission and the European Parliament Process European Union: The Council of the European Union consists of one representative from each member state who is authorised to bind and represent the member state. The exact role that the Council will play in approving laws and the process by which the Council makes a decision depends upon the type of legislation involved. The European Union (EU) is built upon a unique institutional system. The Council is made up of government ministers from each Member State. Its Presidency is held by each Member State in turn for six months. The Presidency country chairs all Council meetings and decides, in consultation with the European Commission, the policy agenda of the EU. The Council has the power to: * Pass European laws in most fields, it legislates jointly with the European Parliament. * Co-ordinate policies on everything from agricultural subsidies to immigration and foreign policy. * Conclude international agreements. * Approve the EU`s budget, jointly with the European Parliament. EU laws can be divided into four basic types and they are: 1) Regulations 2) Directives 3) Decisions 4) Recommendations and opinions i) Regulations-These come into force throughout the EU from the moment they are passed at European level...

Words: 1464 - Pages: 6

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...

Words: 2145 - Pages: 9

Starbuck Case

...Company Background The first Starbucks opened in Seattle,on March 30, 1971, by three partners Jerry Baldwin, Zev Siegl, and Gordon Bowker. The three were inspired to sell quality coffee beans and equipment. The first Starbucks cafe was located at 2000 Western Avenue from 1971–1976. This cafe was later moved to 1912 Pike Place Market. In 1987, the original owners sold the Starbucks chain to former employee Howard Schultz, who rebranded his Il Giornale coffee outlets as Starbucks and quickly began to expand. In the same year, Starbucks opened its first locations outside Seattle in Canada. The first Starbucks location outside North America opened in Tokyo, Japan, in 1996. Currently Starbucks has over 20,000 stores in 65 countries. Starbuck’s growth Starbucks started off as a shop selling coffee beans and equipment in this section we will analyze Starbuck’s concept for growth and how it has become one of the biggest coffee shop in the world. After, Schultz acquisition of Starbucks in 1987, he made his dream became a reality by expanding Starbucks worldwide. Initially Schultz planned to open 125 stores in 5years. 1. Company owned store (No franchising) 2. Store design and ambience (Created its own in-house team of architects and designers to ensure that the store will have the right image) 3. “Starbucks everywhere” - Cannibalization (centralized buying) Management believes although blanketing cities with Starbucks store, new store might draw 30 percent...

Words: 1106 - Pages: 5

Starbuck and Apple Prtnership

...Revenue Model Chadeesia Dunkley February 27, 2015 Kamal Dahbur Starbuck- Apple Partnership Starbuck is the nation’s largest coffee house with 21,160 stores throughout the world. Starbuck is known for it hot and cold signature beverages along with its pastries and snacks. Starbuck evening locations serve wine, beer and limited appetizers after 4 pm. Along with its unique beverages and pasties, Starbucks also provides free Wi-Fi to its customers. In today’s society, free wireless internet connection is a feature customers seek in choosing locations to eat. Due to the high volume of customers and multiple locations throughout the world, Starbuck serves as an ideal location for a partnership with Apple Corporation. The Apple Company would profit from the partnership with Starbucks in revenue, exposure, and branding. The projected outcome of this conglomerate, this partnership would expose more costumer to the iTunes app and software. The branding will allure more customers to use the iTunes outside of Starbucks. The free featured song Starbucks will offer every week will hopefully intrigue customers to explore more from the artist and genre. This would lead to an increase in revenue from the sale of more products. Starbuck will receive eleven percent of every song downloaded. Starbucks will allow consumers to stream free iTunes content from Apple. The partnership was made to increase revenue for both companies. Starbuck would benefit be increasing its appeal to its...

Words: 979 - Pages: 4

Starbuck Diversity

...Managing Diverse Employee at Starbucks: Focusing on the ethic and Inclusion Abstract Workforce diversity is a reality of the modern times for every organization and managing it effectively can lead to a sustainable competitive advantage. The purpose of this paper is to discuss how managers lead diverse employees in a global environment and what makes this company so unique. Effective management of diversity is not only employing diverse employees, but learning to appreciate, respect and respond to the needs, value, and beliefs of diverse employee and provide a positive work environment. Therefore, we will analyze the general environment and task forces that affect the diversity, as well as the challenges faced by Starbuck managers when managing diverse employees. Besides, the impact of diversity on the company performance will be subject of analysis through a value driven perspective. Lastly, we will identify some of the best practices for effectively managing diversity and propose some recommendations. Introduction One of the greatest challenges for managers today is managing the increase of diversity in the workplace. Diversity is defined as” dissimilarities or differences among people due to age, gender, race, ethically, religion, sexual orientation, education any characteristic that are used to distinguish between people. According to the Thompson (2005), organization who limits the kinds of people they are willing to hire, are limiting also the talent pool...

Words: 4459 - Pages: 18

Starbuck

...1) Introduction: Starbucks Corporation, an American company founded in 1971 in Seattle, WA, is a premier roaster, marketer and retailer of specialty coffee around world. Starbucks has about 182,000 employees across 19,767 company operated & licensed stores in 62 countries. Their product mix includes roasted and handcrafted high- quality/premium priced coffees, tea, a variety of fresh food items and other beverages. They also sell a variety of coffee and tea products and license their trademarks through other channels such as licensed stores, grocery and national foodservice accounts.1 Starbucks also markets its products mix with other brand names within its portfolio of companies, which include Teavana, Tazo, Seattle’s Best Coffee, Starbucks VIA, Starbucks Refreshers, Evolution Fresh, La Boulange and Verismo. Starbucks had total revenue of $14.89 billion as of September 29th, 2013.2 2) External Environment Of The Retail Market For Coffee & Snacks: 2.1) Industry Overview and Analysis: Starbucks primarily operates and competes in the retail coffee and snacks store industry. This industry experienced a major slowdown in 2009 due to the economic crisis and changing consumer tastes, with the industry revenue in the US declining 6.6% to $25.9 billion. Before this, the industry had a decade of growth consistent. Due to the economic slump, consumers spent less on luxuries like eating out, choosing to purchase low-price items instead of high-priced coffee drinks due to shrinking...

Words: 716 - Pages: 3

Starbuck

...Table of Contents * Title page………………………………………………………………1 * Abstract………………………………………………………………..2 * Introduction………………………………………………………… 2 * Identify the controllable and uncontrollable elements…………………………………………………………… …3 * The major sources of Risk facing the company and Potential solutions………………….…………………….…… .. 3 * Critique Starbucks overall corporate Strategy ..…… 4 * Starbucks improve profitability in Bangladesh………4 * Recommendation and conclusion……………………………………….…………………… 5 * Reference…………………………………………..……………….. 5 Abstract Global market is immensely accumulative now a days, with the vigorous effects of globalization which effecting firms of all breeds to expand the business across the borders. This report is generally bases on the answers to the provided case study of Starbucks growth story and its international expansion plans. Starbucks being the producers of one of finest coffee and premium drink beverages manages its major markets within USA and abroad. The report will accumulate Starbucks potential strategic options with substantial vision of the management to expand business internationally while understanding the escalating aspects of ethical and cultural values which Starbucks owns as an influential organization. Introduction This report is ultimately based on critical analysis and evaluation of the case study provided for one the leading coffee and Beverages Company. With the expanding international business and continued...

Words: 999 - Pages: 4

Starbuck

...| 2015 | | Help University – Finance Marketing University PHAM THI THUY LINH – 13HELP02 THE ART OF UNDERSTANDING CUSTOMERS TO MAKING PROFIT | | | [CONSUMER BEHAVIOR – ASSIGNMENT 1] | | I. Introduction From: Dalton Park There is a talented marketer said that he have thought he would bring a valuable knowledge and this thing can become cornerstone for a new business and change the way American drink coffee. However, he is just a fellow marketing director who has excess energy. This guy is Howard Schultz who starts his dream in slum in Brooklyn, New York. From a shabby coffee store called Il Giornale to a biggest coffee system in the world with named “Starbucks – a character in Moby-Dick novel” and take siren become their logo. In 2014, Starbucks has more than 20,000 stores on over the world and return 8.8 mil of USD in 2013. To reach this success, Howard Schultz had to go through a restless labor and he turned coffee into passion instead of simple drink. This make Starbucks become a number 1 brand. II. The story about a giant in coffee industry - Starbucks Source: Design Observer 3.1 Understanding a process – Create more profit Customers think it simple but Starbucks knew it’s the art of understand. All of us purchase every day but we just think that is very simple such as when we wake up for a new day and go to school, you hungry and want to buy something to eat, then you buy a bread for breakfast and that all. This is...

Words: 2315 - Pages: 10

Starbuck Memo

...Starbuck memo: Opening its first store in pike place market, Seattle, Washington in 1971 Starbucks has recognized itself as the world’s most important retailer, roaster and brand of specialty coffee with over 13000 outlets in 39 countries. The name was inspired by Herman Melville’s classic novel Moby dick’s first mate. Howard Schultz joint Starbucks in 1982 as director of retail operations and marketing. Starbucks started providing coffee and espresso bars. When Howard travelers to Italy in 1983 he encouraged with the popularity of espresso bars in Milan he sees the likely to develop a similar coffeehouse custom in Seattle. In 1984 Howard encourage the founder of Starbucks to taste the coffeehouse concept in downtown Seattle. Where first Starbucks coffee latte is served. Starbucks Corporation is leading retailer and marketer of specialty coffee in the world. Starbucks drove to accomplish their goals; they developed their marketing strategy in reaction to these trends. The variety they would build as a result would then be leveraged to allow them to grow on a international scale. Coffee bars obtainable a place where people could get together, people liked reasonable luxuries and specialty coffee fit the bill and consumers were becoming more knowledgeable about coffee. Starbucks adopt different types of strategy to build its branding in the market. Starbucks not only focus on internal strategy but also focus on external...

Words: 624 - Pages: 3