...• 1. Starbucks Coffee CompanyExpanding into IndiaBRENDAN CRONININSIDE:This document contains an environmental analysis of Starbucks Coffee Company,strategic decision options, an action plan to implement those strategic decisions anda recommendation on Starbucks expanding into India. • 2. 2Current Situation: Starbucks is a provider of high-end coffee products and more importantly, arelaxed experience. Starbucks as it is known today was purchased in 1987 and hasseen tremendous amounts of growth over the years. The company is known globallyand does business internationally, although it’s headquartered in the United States.Starbucks has historically had a differentiation strategy, with prices comparablyhigh and uniquely high-quality products, service and environment for the consumer.This differentiation strategy is used with a horizontal growth strategyinternationally. Starbucks currently has a market expansion strategy focusedaround Asia, and has recently seen both problems and great sales figures arise fromthis market in China and Japan. The objective of this strategic campaign is tocapitalize on the highly dense Asian market, with its high population and growingwealth. In 2002, Starbucks announced that it intended on breaking into the Indianmarket, however has failed to do so four years later. The problem facing Starbucksright now is whether or not to expand into India and if the company were to expand,how it would go about doing so. If Starbucks does decide to expand into India...
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...Starbucks Coffee Company I. Current Performance Company Overview: Starbucks is the most well known specialty coffee company around the world. Starbucks operates over 11,000 stores throughout 36 countries. Also, the company has about 10,000 employees. The company has shown horizontal integration in the last few decades into the Japan market which has shown to be extremely successful. The next project for the company is to expand their market further into India. There are also some concerns for the company. One thing that is well known is that Starbucks is heavily dependent on one product which is their coffee. If something goes wrong with one of their suppliers and their ability to roast coffee around the world, Starbucks could be facing some serious problems very quickly. Current Objectives for International Expansion: -Be the first to enter international market such as India to gain a head start over competitors. - Build on growing desire for Western brands. - Take advantage of higher coffee consumption rates in different countries. II. External Factor Analysis External factors | Weight | Rating | Score | Opportunities | | | | Expansion into economy level market | .2 | 4.5 | .9 | New products | .1 | 4 | .4 | Expansion into India | .2 | 4 | .8 | Threats | | | | Consumer Trends focusing moving away from caffeine into other healthy substitute products | .3 | 5 | 1.5 | Increased competition/ new competitors | .1 | 3.5 | .35 | Dependence...
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...Starbucks Human Resource * Recruiting and Hiring Starbucks realized early on that motivated and committed human resources were the key to the success of a retail business. Therefore the company took great care in selecting the right kind of people and made an effort to retain them. Consequently, the company's human resource policies reflected its commitment to its employees. Starbucks relied on its baristas and other frontline staff to a great extent in creating the “Starbucks Experience' which differentiated it from competitors. Therefore the company paid considerable attention to the kind of people it recruited. Starbucks' recruitment motto was "To have the right people hiring the right people." Starbucks hired people for qualities like adaptability, dependability and the ability to work in a team. The company often stated the qualities that it looked for in employees upfront in its job postings, which allowed prospective employees to self-select themselves to a certain extent. Having selected the right kind of people, Starbucks invested in training them in the skills they would require to perform their jobs efficiently. Starbucks was one of the few retail companies to invest considerably in employee training and provide comprehensive training to all classes of employees, including part-timers. * Human resources strategy Human Resources Strategy: Starbucks believes that the Company is in the “people development” business as well as in...
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...Starbucks’ Special Blend Tiffany A Noble Columbia College Abstract Upholding a mission statement that aims to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time, it’s no wonder that Starbucks is the number one coffee business in the world. Although the success can be attributed to Starbucks’ CEO Howard Shultz’s accurate premonition of the company’s direction and future expansion; a vast portion of due recognition is warranted to Starbucks’ Human Resource Management (HRM) department. Through a comprehensive selection process, strong training and development program, and a highly competitive pay package, the HRM has set the standard for other organizations to emulate. The goal is clear, to not only supply delicious hot served coffee, fresh pastries, and provide a cozy and comfortable atmosphere globally, but also provide value and security to its employees from the CEO to the newly acquired Baristas. Greeting the morning with a precisely tempered cup of Caramel Macchiato and a turkey bacon sandwich, HRM begins canvassing their online database of applicants for prospective partners. With approximately 17,000 stores currently operating in the United States and in more than 50 countries worldwide, HRM dedicates their full attention to selecting their partners of the future. Upon requesting and returning a completed application with a professional resume in tow, a detailed background check and personality test will be conducted...
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...CHAPTER ONE INTRODUCTION I. Company Profile Starbucks Corporation is an international coffeehouse chain based in Seattle, Washington, United States. Starbucks is the largest coffeehouse company in the world, with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. 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. Starbucks’ Italian style coffee, espresso beverages, teas, pastries and confections had made Starbucks one of the greatest retailing stories of recent history and world’s biggest specialty coffee chain. In 2003, Starbucks made the fortune 500. II. Current Performance Starbucks has attracted the attention of many major companies around the world as it has done an eye catching performance in the recent years and the conditions has helped a lot to achieve its goals to become a major global player. Nowadays, many of the major global companies are interested in working with Starbucks in joint ventures which brings in good news for the company with a hope of further spreading its roots strongly in the world market...
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...Table of Contents 1.0 EXECUTIVE SUMMARY 3 2.0 SITUATION ANALYSIS 4 2.1 PESTEL ANALYSIS 6 Political 6 Economic……………………………………………………………………………………………………………………………….6 Technology 7 Environmental/Ecosystem 7 2.2 PORTER’S FIVE FORCES ANALYSIS 8 High threat of new entrant to the market 9 Medium bargaining power of suppliers 9 Medium -high bargaining power of customers 9 Low threat of substitute products and high level of competition. 9 2.3 SWOT ANALYSIS 10 STRENGTHS 10 WEAKNESS 10 OPPORTUNITIES 10 THREATS 10 2.4 SWOT MATRIX 11 2.5 COMPETITION 12 MARKET LEADERS 12 3.0 KEY ISSUES IDENTIFIED 14 3.1 ASSUMPTIONS 15 4.0 OBJECTIVES TO BE PURSUED 15 4.1 The Keys to Success of the business 15 4.2 Mission Statement 16 4.3 Company Summary 16 4.4 Unique Selling point: 16 5.0 MARKET SEGMENTATION ,TARGETING AND POSITIONING. 17 1.0 EXECUTIVE SUMMARY The purpose of this report is to conduct a three years marketing plan for Fortune coffee and cake shop which is a family business. The family is interested in setting up a retail outlet at 200 King Street, Aberdeen because of the closeness to University of Aberdeen, Unite student hostel, Robert Gordon University student hostel and the presence of corporate offices like First Nation bus headquarters, Police Scotland office and others. The major sources of information and data are textbooks, journals, internet and personal interview. The marketing plan is divided into four sections: the situation analysis...
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...1.0 INTRODUCTION Name : Starbucks Corporation (NASDAQ: SBUX) Headquarters : Seattle, Washington, U.S. Employees : 176,000 in 2008 Revenue for 2008 : US$10.383 billion CEO : Howard Schultz (Founder of Starbucks coffeehouse) Starbucks Corporation is an international coffeehouse chain based in Seattle, Washington, United States. Starbucks is the largest coffeehouse company in the world, with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. 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. Starbucks’ Italian style coffee, espresso beverages, teas, pastries and confections had made Starbucks one of the greatest retailing stories of recent history and world’s biggest specialty coffee chain. In 2003, Starbucks made the fortune 500. 1.1 BACKGROUND OF THE COMPANY 1.1.1 Era before Howard Schultz In 1971, three academics, English Teacher Jerry Baldwin, History Teacher Zel Siegel and writer Gordon Bowker opened Starbucks Coffee, Tea and Spice in Touristy Pikes Place Market in Seattle. The three were inspired...
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...University of Ulster MSc International Business International Marketing Assignment One Student No: B00630158 Word Count: 3020 Words Date of Hand in: 08/02/13 Content Page Section No Page No 1. Introduction 4 2. Product Information 4 3. Current Situation Analysis 6 3.1 Market Summary 6 3.2 SWOT Analysis 7 3.2.1 Strengths 8 3.2.2 Weaknesses 8 3.2.3 Opportunities 8 3.2.4 Threats 8 3.3 Competition 8 4. Market Entry 9 5. Marketing Strategy 10 5.1 Mission 11 5.2 Marketing Objectives 12 5.2.1 Segmentation 12 5.2.2 Targeting 12 5.2.3 Positioning 12 5.3 Communications Plan 13 5.4 Pricing Plan 14 6. Summary 14 7. References 15 1. Introduction This report will give information about the marketing plan of exporting Turkish coffee to the UK. The main information will be some background information about the coffee and the rest will be outlining and justifying the market and customer information, market entry methods, competitors and distribution channels. At the same time, the following plan formulates a new business strategy that will lead the way for future success. The most important part of a business plan...
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...The case of Starbucks Paul G. Patterson *, Jane Scott, Mark D. Uncles School of Marketing, Australian School of Business, University of NSW, Sydney, NSW 2052, Australia a r t i c l e i n f o a b s t r a c t The astounding growth and expansion of Starbucks is outlined, both on a global scale and within Australia. The focus then shifts to the abrupt closure of three-quarters of the Australian stores in mid 2008. Several reasons for these closures are described and examined, including that: Starbucks overestimated their points of differentiation and the perceived value of their supplementary services; their service standards declined; they ignored some golden rules of international marketing; they expanded too quickly and forced themselves upon an unwilling public; they entered late into a highly competitive market; they failed to communicate the brand; and their business model was unsustainable. Key lessons that may go beyond the specifics of the Starbucks case are the importance of: undertaking market research and taking note of it; thinking globally but acting locally; establishing a differential advantage and then striving to sustain it; not losing sight of what makes a brand successful in the first place; and the necessity of having a sustainable business model. Ó 2009 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved. Keywords: Service brands Service quality Global branding International business Starbucks Coffee 1...
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...Starbucks Shared Planet - Our Responsibility MY CUSTOMIZED REPORT CREATED AT WWW.STARBUCKS.COM/SHAREDPLANET ©2009 Starbucks Coffee Company. All rights reserved. https://test.starbucks.com/SHAREDPLANET/customGRPage.aspx (1 of 108)6/1/2010 2:23:02 PM Starbucks Shared Planet - Our Responsibility Mission Statement Our Starbucks Mission 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 with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done. Our Partners We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard. Our Customers When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers— even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection. Our Stores When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment...
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...RUNNING HEAD: Strategic Plan I Strategic Plan, Part I: Conceptualizing a Business University of Phoenix December 13, 2011 In today’s world a lot of things are a necessity, there is no question that coffee shops are very popular. Most people enjoy a fresh brew of coffee in the morning, whereas, others like to have during lunch or dinner. Either way people are fond of coffee shops. People like to sip on coffee or tea while enduring a sociable conversation with family and friends. Also most students meet with their classmates at coffee shops to brainstorm to solve homework problems and to bring new ideas to the table. For many, coffee shops are a place to relax, letting go of the stress endured during work hours. In this paper an analysis of Brew House’s strategic plan will be explained. A description of Brew House’s mission, values, and vision will be determined. The products or services, and customers will also be defined. Brew House Brew House is a coffee shop opening in downtown Houston, on Main Street. The coffee shop is on a well-known trafficked street. Brew House is surrounded by upscale housing lofts, office businesses, hotels, bars, and metro rail to capture the attention of constructor workers, businessmen, bus riders, and students of University of Houston. Mission Brew House’s mission is to provide its targeted consumers with a fresh hot cup of gourmet coffee before, during, or after work...
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...Starbucks Coffee Brand Audit Simon Mc Nally Simon Mc Nally Table of Contents Starbucks Brand Audit May 10th 2010 Company Analysis ..................................................................................................................................3 Market Analysis ......................................................................................................................................3 Brand Analysis ........................................................................................................................................4 Consumer Analysis .................................................................................................................................5 Competitor Analysis...............................................................................................................................6 Strategy .....................................................................................................................................................7 Key Fact .............................................................................................................................................................. 7 Target Group ..................................................................................................................................................... 7 Proposition...............
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...ΔΙΟΙΚΗΤΙΚΗ ΠΕΡΙΛΗΨΗ Στην παρούσα εργασία γίνεται ένας κριτικός σχολιαμός για τη διεθνή αλυσίδα Starbucks. Για το σκοπό αυτό θα γίνει μια σύντομη παρουσίαση της επιχείρησης, της θέσης της στην αγορά και των δραστηριοτήτων της. Έπειτα θα αναλυθεί το κλαδικό πλαίσιο μέσα στο οποίο λειτουργεί, αναλύοντας τόσο εσωτερικά όσο και εξωτερικά στοιχεία αυτού, θα ακολουθήσει η ανάοτυκη κάποιων βασικών στρατηγικών θεμάτων, συμπεριλαμβανομένης της αποδοτικότητας του έτους 2009 και των επιλογών ανάπτυξης της εταιρίας. Τέλος, βάσει των στοιχείων που θα αναλυθούν και της γενικότερης γνώσης, παρουσιάζονται ορισμένες προτάσεις σχετικά με το μέλλον των Starbucks και της ανάπτυξης αυτών ΠΕΡΙΕΧΟΜΕΝΑ 1.Επιχείρηση..............................................................................................................................2 θέση στην αγορά διαχρονική εξέλιξη πόρων / πωλήσεων χαρτοφυλάκιο δραστηριοτήτων βάσεις συγκριτικού πλεονεκτήματος χρημ. δεδομένα θετικά / αρνητικά στοιχεία 2.Το κλαδικό πλαίσιο..................................................................................................................4 Η αγορά / ιδιαιτερότητες διεθνοποίηση ευκαιρίες,απειλές,τάσεις 3.Βασικά στρατηγικά θέματα......................................................................................................6 στόχοι επιλογές ανάπτυξης αποδοτικότητα 2009 καθορισμός μελλοντικής στρατηγικής 4. Προτάσεις........................................................
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...Final Project: Company Analysis Company: Starbucks Corporation Critical Thinking Question: Can Starbucks meet its projected ultimate growth? Bruce Harris BMGT 327-01 Organizational Theory and Behavior Dr. Susan Eisner Winter 2005 Semester Tuesday January 25, 2005 To: Professor S. Eisner From: Bruce Harris Date: Tuesday, January 25, 2005 Re: Final Project (Option 2) – Company Analysis – Starbucks Corp. Introduction: Starbucks Corp. has had a substantial impact on the way Americans socialize, relax, reward themselves, and meet to conduct business. This effect and the efficiency with which it was accomplished reflect the high performance of the company. With annual revenue growth consistently topping 20%, it is quite clear that the company is doing something right. This memo will examine 3 concepts that have impacted the company’s high performance. It will then evaluate and discuss a critical question about the future performance of Starbucks. Relationship of topic to this course – 3 course terms relevant to company’s performance: 1. Employee involvement is characterized by decision-making power delegated to employees at all levels within a company. A high level of employee involvement is termed “empowerment,” and is present when employees are given the latitude to make decisions that affect them and their work. Studies have found that empowerment has a substantial positive impact on productivity and worker satisfaction. 2. Social Responsibility refers to the obligation...
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...Executive Summary Starbucks PROC 5850 Procurement / Logistics Executive Summary DRAFT 1 Introduction Starbucks began in Seattle Washington in 1971. Today, in 2012 there are 17,000 stores in 55 Countries and their mantra is Ethical Sourcing. Ethical Sourcing includes Coffee Farm Support, Tea, and Cocoa and Store products. There store product include beverages, pastries, whole coffee beans, and coffee-related retail items. These are considered “specialty items” (Store Products). Overarching responsibility includes Community, Ethical Sourcing, Environment, Diversity and Wellness. Global Responsibility includes an “All Hands” year in review on-line. Ethical Sourcing includes Coffee, Tea and Farmer support. Cost Sharing (Operations), provides discounts on wholesale prices. Contracts Starbucks Ethical practices when sourcing: Starbucks uses long-term contacts providing teaching and support to the farmers for the best quality organic beans. These agreements are usually fixed commitment; mixed long-term and flexible contacts for one time harvesting -- overages of beans are purchased from a farmer to avoid the bull-whip effect. (e.g., floods, freezes, drought or other catastrophic events). The farmers store the beans. Global Responsibility includes ethical sourcing of coffee, Tea and Farmer support. Environment stewardship means to recycle everything by establishing wells for farmers, and providing or conserving energy as needed; including...
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