...CASE STUDIES Starbucks case study Utilizing brand assets and capturing consumer trends in the Japanese RTD coffee market Reference Code: CSCM0242 Publication Date: March 2009 DATAMONITOR VIEW CATALYST Starbucks has established itself not only as a coffee shop chain, but also as a provider of ready-to-drink coffee drinks. Its partnership with Suntory in Japan has seen the success of the chilled cup coffee drink Discoveries, and the experience could provide insights on how the company can succeed in expanding into the growing global RTD coffee market. SUMMARY • Starbucks has been offering the “Starbucks experience” beyond coffee based drinks. Its brand image has helped the launch of its first bottled ready to drink coffee drink, Frappuccinos, in the US through the partnership with PepsiCo. During the economic downturn, offering Starbucks-branded drinks and products via multiple retail channels could help the company capture more consumption occasions and increase its revenue. • Starbucks teamed up with Suntory to launch the Discoveries series in the cut-throat RTD coffee market in Japan. First launched in 2005 and positioned as a premium chilled cup coffee drink, the series is ranked second in the sector, holding an 18% market share after three years. • Right positioning and product design that effectively reflect the positioning are key factors contributing to the achievement of the Discoveries series. Suntory’s know-how of the market, plus its marketing and distribution...
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...EXACTUTIVE SUMMARY This report was commissioned to find out a solution of Starbuck current losing dominant position in Coffee shop industry. The current issues were brought by 20 years phenomenal expansion, which is also the only way that a company must be passed. The report draws attention to both of the company’s internal control and external environmental changes. Further analyzed company’s current situation by SWOT analysis and Market Mix analysis. Also, the report make a conclusion of 3 other strong competitor of Starbucks’, from a view of special ability and distribution channel using similarity and difference comparison method. The report also evaluates Starbucks’ different type of targeted customers, and finding out differential way to promote them. Products and service quality and licensing issues, which are brought by fast expansion, should be taking concern by partners. In order to solve this problem and reduce financial risk at the same time, this report have provide 3 alternatives, “Make the company franchises growth rate slow down; take control of the quality first. Qualify the licensing retail stores and share operating experience between these stores. Continuing provide variety products” is recommended. 1. Problem Statement The Starbuck coffee shop has become one of an expending company in Canada. However, current marketing strategy cannot corporate the situation efficiently, the share price was decline sharply, the customer not...
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...Date of Submission Introduction Starbucks was found by three entrepreneurs Gordon Bowker, Zev Siegal and Jerry Baldwin in 1971. This corporation started as a coffee bean marketer, but then expanded to restaurants as well as coffee bars. Following its success after almost 20 years, Starbucks management decided to make this company public in the year 1992. Starbucks has a number of products including coffee drink (espresso and cappuccino) which reflects Italian preparation style (Herriman, Wanikawa, Ichinose, Darak & Chaivan, 2008). Strategic Problem There are a number of problems that face Starbucks Corporation in terns of its future growth, sales increase as well as market share. However, the central problem in this corporation is the over-dependence of its International operating segments in achieving its target growth. Tactical Problem The main tactical problem in Starbucks is the fact that its food is uniform. Most customers believe that this is not attractive at all, and that Starbucks should try and implement ways of improving the taste of its foods. The main focus should not be on American or Italian taste, it should also diversify the taste of its food, to accommodate other cultures . Issues Analysis • Market saturation – This is one the issues that faces Starbucks because there are new coffee shops that bring about competition. Some of these coffee shops may offer equally the same product at a low price than Starbucks. • High Prices – The high cost of foods...
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...S w 9B08A016 PY A CRACK IN THE MUG: CAN STARBUCKS MEND IT?1 Michael Herriman, Motohiro Wanikawa, Ryoko Ichinose, Shobhana Darak and Yumana Chaivan wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. O Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Version: (A) 2008-10-23 C Copyright © 2008, Ivey Management Services N O T After 20 years of phenomenal expansion, the last six months of 2007 saw Starbucks jolted by a decline in share price of 50 per cent and a decrease in customer visits to its outlets in North America. Its share price was hovering around $19 to $20.2 By mid-2008, it had declined to $18. Its fiscal first-quarter profit in 2007 rose by less than two per cent and in January 2008 it announced the closing of 100 U.S. stores. On July 1, 2008, this...
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...Duhi_9781400069286_2p_all_r1.j.indd iv 10/17/11 12:01 PM To Oliver, John Harry, John and Doris, and, everlastingly, to Liz Duhi_9781400069286_2p_all_r1.j.indd v 10/17/11 12:01 PM Duhi_9781400069286_2p_all_r1.j.indd vi 10/17/11 12:01 PM CONTENTS PROLOGUE The Habit Cure GGG xi PA R T O N E The Habits of Individuals 1. THE HABIT LOOP How Habits Work 3 31 60 2. THE CRAVING BRAIN How to Create New Habits 3. THE GOLDEN RULE OF HABIT CHANGE Why Transformation Occurs GGG PA R T T W O The Habits of Successful Organizations 4. KEYSTONE HABITS, OR THE BALLAD OF PAUL O’NEILL Which Habits Matter Most 97 Duhi_9781400069286_2p_all_r1.j.indd vii 10/17/11 12:01 PM viii G Contents 5. STARBUCKS AND THE HABIT OF SUCCESS When Willpower...
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...Prologue Florence, 1283 The poet stood next to the bridge and watched as the young woman approached. The world ground to a near standstill as he remarked her wide, dark eyes and elegantly curled brown hair. At first he didn’t recognize her. She was breathtakingly beautiful, her movements sure and graceful. Yet there was something about her face and figure that reminded him of the girl he’d fallen in love with long ago. They’d gone their separate ways, and he had always mourned her, his angel, his muse, his beloved Beatrice. Without her, his life had been lonely and small. Now his blessedness appeared. As she approached him with her companions, he bowed his head and body in a chivalrous salute. He had no expectation that his presence would be acknowledged. She was both perfect and untouchable, a browneyed angel dressed in resplendent white, while he was older, world-weary and wanting. She had almost passed him when his downcast eyes caught sight of one of her slippers — a slipper that hesitated just in front of him. His heart beat a furious tattoo as he waited, breathless. A soft and gentle voice broke into his remembrances as she spoke to him kindly. His startled eyes flew to hers. For years and years he’d longed for this moment, dreamed of it even, but never had he imagined encountering her in such a serendipitous fashion. And never had he dared hope he would be greeted so sweetly. Caught off balance, he mumbled his pleasantries and allowed himself the indulgence of a smile...
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...FROM THE AUTHOR OF THE BESTSELLING BIOGRAPHIES OF BENJAMIN FRANKLIN AND ALBERT EINSTEIN, THIS IS THE EXCLUSIVE BIOGRAPHY OF STEVE JOBS. Based on more than forty interviews with Jobs conducted over two years—as well as interviews with more than a hundred family members, friends, adversaries, competitors, and colleagues—Walter Isaacson has written a riveting story of the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing. At a time when America is seeking ways to sustain its innovative edge, Jobs stands as the ultimate icon of inventiveness and applied imagination. He knew that the best way to create value in the twenty-first century was to connect creativity with technology. He built a company where leaps of the imagination were combined with remarkable feats of engineering. Although Jobs cooperated with this book, he asked for no control over what was written nor even the right to read it before it was published. He put nothing offlimits. He encouraged the people he knew to speak honestly. And Jobs speaks candidly, sometimes brutally so, about the people he worked with and competed against. His friends, foes, and colleagues provide an unvarnished view of the passions, perfectionism, obsessions, artistry, devilry, and compulsion for control that shaped his approach to business and...
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