...original logo of Starbucks was a two-tailed mermaid circled by the name “Starbucks Coffee Tea Spices”. The company expended slowly and by 1980s, it had a roasting plant and 4 retail stores. In 1987, the owners decided to sell the business. Howard Schultz bought the company and became the president and CEO. Since then, Schultz brought in the experienced person, Howard Behar and Orin Smith to build the company. (1) By 1991, the company had over 100 stores and went listed in 1992. By 2011, Starbucks Corporation has 17,009 stores; 8870 owned stores and 8139 licensed stores. As of December 28, 2014, the total stores worldwide reached 21,878 in 66 countries. Products of Services Starbucks offers variety of premium products that customers can enjoy in the stores, at home, at office and on the go. The products offered are categorized into Coffee, Handcrafted Beverages, Merchandise, Fresh Food and Consumer products. In Coffee category, there are more than 30 blends and single-origin premium coffees offered. In Handcrafted Beverages category, Starbucks provides fresh-brewed coffee, hot and iced espresso beverages, Frappucino coffee and non-coffee blended beverages, Refreshers, smoothies and teas. In Merchandise category, the company offers brewing equipment, Verismo System, mugs, accessories, packaged goods, music, books and gifts. In Fresh Food category, Starbucks provides salad, salad and grain bowls, sandwiches, baked pasties,...
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...Student self-study worksheet 06/01/2015 Lecturer….Mr Whitson Unit 609 Prepare and cook food by baking, roasting and grilling You are to research the following questions that relate to this unit: Q What does the word accompaniment mean? A. Something that you eat or drink with something else: A dry champagne makes the ideal accompaniment for/to this dish. List as many roasting methods as you can find A low-temperature oven, 95°C to 160°C (200°F to 325°F), is best when cooking with large cuts of meat, turkey and whole chickens. This is not technically roasting temperature, but it is called slow-roasting. The benefit of slow-roasting an item is less moisture loss and a more tender product. More of the collagen that makes meat tough is dissolved in slow cooking. At true roasting temperatures, 200°C (400°F) or more, the water inside the muscle is lost at a high rate Cooking at high temperatures is beneficial if the cut is tender enough—as in filet mignon or strip loin—to be finished cooking before the juices escape. A reason for high temperature roasting is to brown the outside of the food, similar to browning food in a pan before pot roasting or stewing it. Fast cooking gives more variety of flavour, because the outside is brown while the centre is much less done. The combination method uses high heat just at either the beginning or the end of the cooking process, with most of the cooking at a low temperature. This method produces the golden-brown texture...
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...Two seasoned coffee roasters found their niche in a seemingly saturated market. This plan illustrates that their specialty lies not only in their roasting methods, but also in their socially responsible business practices. Their mission is to balance the needs of their customers, their environment and the coffee growers. Venezia Coffee Roasters' detailed financial tables showcase the preparation needed to make them a competitive small batch coffee roaster in the New England region. STATEMENT OF PURPOSE DESCRIPTION OF BUSINESS GOA LS AND OBJECTIV ES MANAGEMENT PRODUCT AND SERV ICE SPACE, EQUIPMENT AND LOCATION MARKET INFORMATION/MARKETING COMPETITION FINANCIAL DATA STATEMENT OF PURPOSE Venezia Coffee Roasters seeks loans totaling $56,000 to: purchase equipment and inventory, rent working space, and perform the necessary renovations and improvements, and provide adequate working capital. This sum, together with an additional $23,000 investment from friends and family, will be sufficient to launch a profitable small-batch gourmet coffee roasting company. The initial form of organization will be sub-chapter "S" with a buy-sell agreement among the founders. The company's mission is to be known as the premiere small-batch coffee roasting wholesalers in southern Maine. We have over two years experience in the specialty coffee roasting business. Venezia coffees will include only the best ingredients roasted to perfection with pride and careful attention to detail. Venezia's service...
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...Internal environment analysis: Resources: Tangible: 1. Starbucks has a lot of real estates. 2. Starbucks has a very effective and efficient supply chain. 3. Starbucks has a very good and advantage roasting and blending technology. 4. Through the financial statement, the revenue of starbuck increased from 1994 to 1999E which means its revenes increased every years. Intangible: 1.high quality brand image 2. Holding the largest market share and having a high reputation in the specialty coffee industry. Capabilities: 1. Starbucks diversified the source of its coffee beans. It can make sure that they have less risk of the supplier and other factors that can effect the coffee beans. 2. Starbucks keeps a very good relationship betweent themselves to customers and suppliers. They directly connect to the customers. 3. Starbucks treats their employees and suppliers. They teach their employees coffee knowledge to satisfied the more and more educated customers problems. Strengths: 1. High quality brand image. 2. Advantage roasting technology. 3. Effective and efficient supply chain management/ 4. Loyal employee and friendly valued, and honest partners. 5. Well strategy to acquire retail store location and real estate. Weakness: 1. Expansion to international market without suitable infrastructure which may hurt starbucks high quality brand image. 2. Starbucks did not forcus on its products different from other brand strategy. Core competences: ...
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...Almost all coffee companies begin in a home oven when a person first takes a shot at roasting their own coffee beans. Most people would try this as an attempt at beginning a new hobby, much like people dehydrating their own fruit or fermenting their own wine rather than buying it premade at a grocery store. However, this person may share his roasted beans with friends and neighbors who in return praise him on a job well done. If the person is in a position to make an investment, he or she might buy an industrial sized roaster and begin selling the roasted coffee beans out of his home. If enough bags of roasted beans are purchased and positive "word of mouth" marketing occurs, then it is business development time. The new business owner buys another industrial roaster, hires a few employees, and moves into a small building. Because coffee is not a popular product of American agriculture due to climate issues, almost all coffee beans are imported from different areas around the world. A few of the countries known for their many coffee plantations are Colombia, Ethiopia, Indonesia, Jamaica, and Nicaragua. Roasting styles are also a factor that plays into whether or not coffee will taste good. Style of roasting not only means different temperatures and times but often entails flavor and aroma additives such as hints of floral, nuts, and spices. Beans grown in different areas, as well as different roasting styles, all make for a recipe of unique tasting coffee which can be admired by coffee...
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...In 1998 Howard Schultz had ample reason to be proud of what Starbucks had accomplished during his past 11 years as the company's CEO. The company had enjoyed phenomenal growth and become one of the great retailing stories of recent history by making exceptional coffee drinks and selling dark-roasted coffee beans and coffee-making equipment that would allow customers to brew an exceptional cup of coffee at home. The Starbucks brand was regarded as one of the best known and most potent brand names in America and the company had firmly established itself as the dominant retailer, roaster, and brand of specialty coffee in North America. It already had over 1,500 stores in North America and the Pacific Rim and was opening new ones at a rate of more than one per day. Sales in fiscal year 1997 were a record $967 million and profits reached an all-time high of $57.4 million. The company's closest competitor had fewer than 300 retail locations. And since going public in 1992, Starbucks has seen its stock price increase nearly ninefold. Exhibit 1 contains a summary of Starbucks key performance statistics for the 1992–97 period. Company Background Starbucks began in 1971 when three academics—English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker—opened a store called Starbucks Coffee, Tea, and Spice in the touristy Pikes Place Market in Seattle. The three partners shared a love of fine coffees and exotic teas and believed they could build a clientele...
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...cooking vegetables until crisp by steaming, boiling, or stir-frying. Bake – To cook in the oven. While roasting is often used as a synonym for baking, the terms are actually different. Roasting describes cooking food at a higher temperature to brown the surface of the food quickly. Baste– To moisten food during cooking with pan drippings, sauce, or other liquid, often with the help of a baster. Basting prevents foods from drying out. Blanch – To submerge foods in boiling water for just a few seconds, remove from the water, and refresh under cold water to stop the cooking process. Blanching is a gentle form of cooking used to loosen skins, firm flesh, and heighten color and flavor. Boil – To heat water until bubbling vigorously and also to cook food in water that is bubbling vigorously. Most often, foods should be poached instead of boiled, because boiling tends to dry out and break down food too much. See definition below for poaching. Braise – To cook in a small amount of liquid (also called stewing or pot roasting), rather than being submerged in liquid, as in boiling/poaching. Braising usually concentrates the food’s flavor in the surrounding liquid for the purpose of making a sauce or coating. Broil – To cook close to a direct heat source, such as a gas flame or an electric coil. Broiling cooks food in just a couple minutes with a nice browned exterior (especially good for tender steaks). Caramelize – To gently brown natural sugars and other compounds in foot over low...
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...competition emerged large numbers of successful entrepreneurs of the coffee business in the United States. Alfred Peet, the founder of Peet’s Coffee & Tea has been regarded as an outstanding representative of a successful entrepreneur in the coffee business. Alfred Peet was born in Netherland and worked as a tea taster before he immigrated to the United States in 1955 (“Alfred”). He decided to provide high quality coffee since he started his business in Berkeley, California in 1966 (“Alfred”). After years of development and successful operation strategies, Peet’s Coffee & Tea achieved great success and won a good reputation from customers, coffee suppliers, and employees. As an entrepreneur, Peet had to take risks from every decision and changed the company's strategy when the market adjusted; furthermore, his persistent insistence on the quality of product and a good work environment make him admired. Base on those characters and right strategies, there is still a bright future for Peet’s Coffee & Tea. A successful entrepreneur should know how to make maximum profit from investment and long-term vision. Therefore, Alfred Peet was a successful entrepreneur because of his momentous business decision and long-term view, which made his business so successful. First of all, like other entrepreneurs, Peet took...
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...COMPARISON ON TRADITIONAL AND ACTIVITY-BASED ACCOUNTING SYSTEM TABLE OF CONTENT CHAPTER TITLE PAGE LIST OF TABLES i LIST OF FIGURES ii CHAPTER 1. INTRODUCTION 1.1 Understanding of Traditional and Activity-Based Costing System 1 1.2 Company Background 3 1.3 Company History 3 1.4 Company Operation 5 2. TRADITIONAL COSTING SYSTEM 8 3. ACTIVITY-BASED COSTING SYSTEM 9 4. COMPARISON BETWEEN TRADITIONAL AND ACTIVITY-BASED COSTING SYSTEM 11 5. CONCLUSION 12 REFERENCES 14 CHAPTER 1 INTRODUCTION 1. Understanding of Traditional and Activity-Based Costing Systems The difference between traditional costing and Activity-based costing (ABC) systems helps companies determine the cost of a product related to the revenue it generates. The two common costing systems used in business are traditional costing and activity-based costing. Traditional costing assigns manufacturing overhead based on the volume of a cost driver, such as the amount of direct labor hours needed to produce an item. A cost driver is a factor that causes cost to incur, such as machine hours, direct labor hours and direct...
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...Strayer University – MBA Program - Marketing 500 | | | | | 10/22/2011 | | Introduction: This paper will introduce the company; describe its focus and purpose and illustrate the countries the company will target for market expansion. This paper will describe the methods of market entry by describing the five components of the marketing plan, the framework on which effective marketing decisions can be based upon. This paper will concentrate on the first of the five components. Components | Description | Topics | 1 | Market Segmentation and Product Positioning | | | Market Segment | | | Target Market | | | SWOT | | | Market Position | 2 | Market Strategy for Products | | | | Product Offering | | | Product Branding | | | Depth and Breadth of the Product Line | | | Marketing Plan fits within Organization | 3 | Pricing Strategy and Channel Distribution | | | Pricing Strategy | | | Pricing Tactics | | | Legal & Ethical Issues to Pricing Tactics | | | Market Distribution Channel | | | Distribution Strategy | 4 | Integrated Marketing Communication & Customer Satisfaction Strategy | | | Advertising Strategy | | | Effectiveness of Advertising | | | Promotional Strategy | | | Measurements | | | Gaps in Customer Expectations | 5 | Enhancing the Marketing Plan | | | | Competitors Strengths and Weaknesses | | | Closest Competitor | | | Leader Within the Industry...
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...Author: Group 2 Course: Operation Management SERVICE QUALITY IN STARBUCKS COFFEE An in-depth study ABSTRACT This report has been prepared to analyze the processes and strategies such as control of operations systems, design and planning of Starbucks. Theoretical frameworks have been applied to evaluate the company’s operational strategy in terms of its products and services offering. While the report considers Starbucks overall strategy, it also focuses on the daily operations of Starbucks franchises. The study evaluates how Starbucks has been able to position itself as a leader in its market segment and analyses the strengths and weakness in the company’s existing strategy. Upon dissecting various aspects of the company’s processes, it provides an appreciation of the company’s efforts to continuously evolve in the changing market conditions by incorporating new product design and being innovative to stay at parity with its competition. Finally, upon identifying the areas of improvement in the company’s existing strategy, the report conclusion discusses about lesson learned and possible recommendations that can be incorporated in order to further ensure operational efficiency thereby maximizing profits and increasing its value offering. Page 1 of 31 Table of Contents ACKNOWLEDGEMENT .............................................................Error! Bookmark not defined. ABSTRACT ..........................................................
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...REFERENCES 20 IV. APPENDICES………………………………………………………………………...22 Introduction In this research work the company chosen is Nestlé. We have tried to cover the brief history of the company, vision, mission and objectives of the company. This brief history and other sub heading under company background is compulsory to be understood and researched well as they form the basis for marketing plan of the company. We have also tried to cover the internal and external environments for the company and countries for its future growth and further marketing planning strategy Analysis 1. Nestlé Worldwide 1.1. Overview of Nestlé All over the planet, people know Nestlé. Nestlé is a Swiss multinational nutritional and health-related consumer goods company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues among the world's 40 largest corporations. Nestlé was founded in 1867 by Henri Nestlé. Its international R&D network supports the products made in more than 500 factories in 86 countries. The Nestlé factories are operating in the region of: 1. Africa 2. America 3. Asia 4. Europe 5. Oceania Being a...
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...…………………………………11 10. Conclusion ……………………………………………………….13 11. Appendix …………………………………………………………14 1. Introduction Starbucks Coffee Company stands as the biggest coffeehouse business in the world. Starbucks was established in 1971 by three local businessmen to sell high quality whole beans coffee. In 1981 when Howard Schultz visited the store he plan to build a strong company and expand high quality coffee business with the name of Starbucks. Starbucks air is to provide high quality of coffee to its consumer and aim to achieve product innovation, retail expansion and provide service quality for long term. Starbucks open its first coffee store in Seattle, Washington. In 1990 Starbucks expand its headquarters in Seattle and also build a new roasting plant. In 1990s Starbucks opens 60 retails shops in United Kingdom. At the end of 2000s Starbucks total branches was 3500. Coffee is one of the rapidly growing industry in this world due to its business strategy. According to national coffee association, USA 49% of American age 18 and more drink coffee beverage every day. Coffee industry was in peak of its success at the end of 1990s. Target market means to select one or more market segment and product position. Starbucks also focus on consumer habits and share its speciality of coffee with the buyers. In the end of 20th century there are many changes in...
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...more than 65 staff members and roasts for some of the country's most recognized specialty coffee brands and cafes. Even with all their success their mission remains the same: Help People, Make Friends, and Have Fun! Environmental Analysis Dillanos Coffee Roasters has been in business for over nineteen years. The business has been successful and marketing will be a vital part to continue their success. When the company started it was apparent that while roasting excellent coffee takes an unwavering commitment; it also took more than great coffee for their retailers to thrive in a competitive business environment. They immersed themselves in the specialty coffee industry, learned how to harvest the best coffees from around the globe and roast them to their full potential. Dillanos has focused their energies on building meaningful, rewarding customer relationships, striving to give their customers more than they expected. Marketing Environment Competitive forces: Dillanos competitors in specialty coffee roasting consists of both brand and product competitors. These competitors are not just local but worldwide. Their competitive...
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...saturating big metropolitan areas with stores ended up cannibalizing sales of existing stores. In 2008-2009, 900 underperforming stores were closed (75% of the closed stores were within three miles apart) * Social and cultural forces – Starbucks provided funding to organizations that made loans to small coffee growers. The company funded Starbucks farmer support centers in Central America, East Africa, and Asia where quality experts helped local coffee farmers implement environmentally responsible growing practices. * Technological forces – Starbucks considered roasting its coffee beans computerized roasters that guaranteed consistency. These roasters tested the color of the beans in a blood cell analyzer and discarded entire batch if the reading wasn’t on target. After roasting and cooling coffee was immediately vacuum sealed in a bags that preserved freshness for up to 26 weeks. The state of the art roasting plant built in South Carolina was awarded LEED Silver Certification for new construction by the US Green Building Council. * Political and legal forces – Starbucks bought coffee using fixed price and price to be fixed purchase commitments, depending on market conditions. Starbucks had partnered with Conservation International’s Center for Environmental Leadership to develop specific guidelines(called Coffee and...
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