...seen a great expansion of growth over the last three years. With the worldwide recession, consumers have cut back on needless spending and are becoming more conscientious about what brands they choose to associate with. Starbucks, though successful, had gained the reputation of being a high-cost luxury that was losing its personality quickly. Competitors, including McDonalds, soon entered the market with increased vigor in an effort to intercept some of Starbucks lost market share. Starbucks must reassess their marketing strategy in order to re-emphasize the quality of their product, the reliability of their brand and the unique experience of being a Starbucks customer. Introduction The following will present strategic analysis of Stabucks company and discuss the rise and fall of the Starbucks brand and company in the U.S. market as well as present two possible strategies for re-gaining its previous success. The discussion will end with a suggested solution for Starbucks current problems as well as an analysis of what Starbucks has already done to change their current situation and what their plans are for the future. Presentation of the company Starbucks: A Successful Expansion In 1971, Starbucks was founded in Seattle by coffee aficionados Gordon Bowker, Jerry...
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...Table Of Content Introduction Marketing mix is one of the most useful strategies for every company to look for to have a good business. Starbucks has analysed the marketing mix to develope their brand in many market mostly in the Western country. However, in Eastern one, specifically in Vietnam market, the marketing mix strategy have to be different. This report will talk about the individual elements of the extended marketing mix and how to use the marketing mix in different contexts of Starbucks Vietnam. Starbucks Vietnam Marketing Mix Report 1. The explaination of how Starbuck Vietnam developed products to sustain competitive advantage Product is something that sastisfies a set of want that customers have. In every companies as well as Starbucks Vietnam, when they want to develope new product, they have to follow the eight stages of new product development (NDP) process: Figure 1: New Product Development Process (adapted from learnmarketing.net: New Product Development (NPD), n.d) The first two stages are the idea generation and idea screening. When Starbucks wants to make new product, the company needs to have new idea and the idea needs to be sreen clearly. The idea of Starbucks Vietnam can come from many ways that are from their competitor, through the market analysis or from the holiday, season or popular event. As can be clearly seen that, through time to time, Starbucks has came up with many new idea to survive in Vietnam market. They analyse the coffee...
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...STARBUCKS Starbucks is an international coffeehouse chain based in Seattle, Washington. The first Starbucks was opened in Seattle, in 1971 by three partners Jerry Baldwin, Zev Siegl, and Gordon Bowker. Starbucks grew its brand into a household name not through advertising, but by word-of-mouth. The company was bought by Howard Schltz who set up a mission statement laying out the guiding principles that employees could be proud of. Starbucks ‘ success is based on customers having a very positive experience in the stores. This means having store employees who are welcoming, knowledgeable about the company’s products, who pay attention to detail, who communicate the company’s passion for coffee, and who have the skills and personality to deliver pleasing customer service. This is the guideline of Schultz, «People first». The theme was "just say yes" to customer requests. Customers do not come to Starbucks just for coffee, but for the relaxed atmosphere, the sense of community, and the sense of humanity in the stores. Starbucks should be seen as the third place between home and work, where customers are treated in a way that they feel unique and special. Nobody tells you to leave or gives you a dirty look if you’ve been there over a half hour, unlike a certain donut haven I know. It’s a great place to go to talk with that special someone, catch up with an old friend, or escape after a stressful day at work. Starbucks looks upon each store as a contributor to building...
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...ideas because he wanted to change things to be same like in Italy. He then left the company and three years later in 1987 he bought the company from its owners. From the start he set out a different tradition. One that will let customers enjoy coffee from different parts of the globe and they would interact while enjoying coffee. Today the company has over 16000 stores around the world and it’s operating in 63 countries. Starbucks is known to have specialty coffee from different parts of the world. Our mission To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Identifying Consumer Base Identifying consumer base is the most important goal in marketing. This is done through market segmentation. Stabucks company is a peoples- oriented company and this is important for their success in the long-run. Understanding and knowing who they are trying to reach is important. This is because not everyone is interested in the company product or service, (Grewal, p.245). There are a number of ways of segmenting, as outlined by Grewal and Levy, depending on the company’s unique product line or service, there may be a variety of viable strategies to consider. Starbucks has been successful in part because of their ability to identify who their majority of consumers is, with relation to demographic and psychograpic segmentation, and worked to target those types of individuals in an...
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...Onward: How Starbucks Fought for Its Life without Losing Its Soul. Howard Schultz with Joanne Gordon. New York: Rodale, Inc., 2011. 331 pages. Reviewed by Onward is a book written by Starbucks ceo Howard Schultz (the company uses lower case for all job titles) about how the company recalibrated itself after getting too big, too fast. The reason I chose to read and review this book is because I am a coffee addict. Ironically, I am not a fan of Starbucks. I’ve always felt that their coffee is a bit overpriced and just very dramatic for my liking. However, I’ve always been intrigued by the store’s ambiance. I admit that I’ve visited a number of stores with friends to play catch up over a cup of coffee and I did feel warm, cozy, and welcomed. I wondered to myself, how does this company do it? How do they provide their customers with this “third place” feeling? As Schultz mentions early in the book, if home is a person’s “first place” to connect with others, and work is a person’s “second place” to connect with others, then a public place such as a coffeehouse- such as Starbucks- is what he refers to be a person’s “third place”. Onward is the chronicle of a ceo’s mission to revive, reinvigorate, and reinvent a company without losing the essence of what the company was originally built on. Schultz was born and raised in the poor projects of Brooklyn, New York. Upon finishing College, he accepted a job offer in Seattle as head of marketing for a small coffee company...
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...DE LA SALLE UNIVERSITY Ramon V. del Rosario College of Business Master of Business Administration 1st Term, A.Y. 2015-2016 Go Nuts Donuts Submitted in Partial Fulfillment of the Requirements in Marketing Management Submitted to: Professor Regina C. Dy Submitted by: Marco Carlo S. Sana 13 OCTOber 2015 I. Statement of the Problem How can Go Nuts Donuts replicate and sustain its early success in the Philippines? How can Highland Coffee be incorporated to contribute to this success? II. Objectives Through this case analysis, the researcher aims to: * Identify the strengths and weaknesses of the brands and also its possible opportunities and threats; * Examine Go Nuts Donuts’ and Highland Coffee’s target market and its environment * Identify the needs of the target market and the brand’s growth potential * Formulate a strategic plan that will strengthen the brand’s market share; and * Offer recommendations that will help improve Go Nuts Donuts’ and Highland Coffee’s position in the market. III. SEGMENT, TARGET, POSITION Segment Go Nuts Donuts and Highland Coffee plans to keep to the broad B market. This market composes a good portion of the population that has had the opportunity to taste high-end donuts and coffee, but without the financial means to consistently avail of them on a day-to-day basis. Target Go Nuts Donuts and Highland Coffee were made to be affordable food items because most of its customers are...
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...Introduction One of the benefits when a business moving from a domestic to an international strategy is the firm can earn a greater return on its investments. This means the firm can realize many advantages on resources and capabilities over its rival. In 1995, because of the saturation of the United States market, Starbucks, an international coffee house chain, started to expand its business overseas. Starbucks first tested the Japanese market by establishing joint ventures with local retailers. By 2001, Starbucks had more than 150 stores and plans to continue its success at a brisk pace. The company began by entering into joint ventures with local businessmen that allowed Starbucks to retain control and have the benefits of a local operating partner, Starbucks was able to embark on an aggressive expansion campaign, and successfully opened in foreign markets by 2001. This plan made the opening of over 600 stores located out of the United States possible. The decision to expand internationally gave Starbucks the ability to reach a larger market and meet its stated growth goals. More than 200 units in other countries, including China, Japan, Kuwait, Lebanon, New Zealand, Malaysia, the Philippines, Singapore, South Korea, Taiwan, and Thailand. http://www.fundinguniverse.com/company-histories/Starbucks-Corporation-Company-History.html * An outline explanation of the chosen international organization Starbucks Mission Statement To inspire and nurture the human spirit–...
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...Content Content | 1 | Case I | 2 | Case II | 11 | Case III | 20 | References | 30 | Coursework | 31 | Case Study I The Globalization of Starbucks Thirty years ago, Starbucks was a single store in Seattle’s Pike Place Market selling premium-roasted coffee. Today it is a global roaster and retailer of coffee with some 17,000 stores, 40% of which are in 50 countries outside the United States. Starbucks set out on its current course in the 1980s when the company’s director of marketing, Howard Schultz, came back from a trip to Italy enchanted with the Italian coffeehouse experience. Schultz, who later became CEO, persuaded the company’s owners to experiment with the coffeehouse format – and the Starbucks experience was born. The strategy was to sell the company’s own premium-roasted coffee and freshly brewed espresso-style coffee beverages, along with a variety of pastries, coffee accessories, teas, and other products, in a tastefully designed coffeehouse setting. From the outset, the company focused on selling a “third place” experience, rather than just the coffee. The formula led to spectacular success in the US, where Starbucks went from obscurity to one of the best-known brands in the country with over 137,000 employees and $10.7 billion in annual revenues. Thanks to Starbucks, coffee stores became places for relaxation, chatting with friends, reading the newspaper, holding business meetings, or (more recently) browsing the Web. In 1995, with 700 stores...
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...Nhóm: Luck star Cà phê Trung Nguyên Lời mở đầu: Nhóm Lucky star xin chào Cô! T hưa Cô! sau quá trình tìm hiểu trên internet, ở các đại lý, qua nhiều nguồn tài liệu mà nhóm đã thu thập được và những kiến thức nhóm chúng em đã được học trên lớp, nhóm Lucky star đă tổng hợp lại thành bài tiểu luận môn marketing căn bản với chủ đề “Nghiên cứu Marketing của công ty cổ phần cà phê Trung Nguyên” 1 Nhóm: Luck star Cà phê Trung Nguyên PHẦN 1: TÔNG QUAN CÔNG TY A. Giới thiệu công ty. Công ty cổ phần cà phê Trung Nguyên Trụ sở chính tại 82 – 84 Bùi Thị Xuân, phường Bến Thành, quận 1, Tp.Hồ Chí Minh Trung tâm phân phối tại 168 Phan Văn Trị, quận Gò Vấp, Tp. HCM, hàng hóa được tập trung tại đây trước khi đưa đến các nhà phân phối Trung Nguyên có 2 nhà máy: -Nhà máy Bình Dương: khu công nghiệp Tân Đông Hiệp A, Huyện Dĩ An, Bình Dương với diện tích 30.000m2. Đây là nhà máy sản xuất cà phê hòa tan nhãn hiệu G7 với công suất 3.000 tấn/năm. -Nhà máy Buôn Ma Thuột: Khu tiểu thủ công nghiệp Tân An, phường Tân An, Tp.Buôn Ma Thuột, tỉnh Daklak với diện tích 50.000m2. Đây là nhà máy chế biến cà phê rang xay có công suất 10.000 tấn/năm.Với mức đầu tư trên 40 triệu USD vừa khởi công nhằm phục vụ cho một giai đoạn phát triển mới. Trung Nguyên có 5 chi nhánh: 1, Chi nhánh Hà Nội: Hiệu sách Trung tâm Từ Liêm, Khu Liên Cơ Quan, xã Mỹ Đình, huyện Từ Liêm, Hà Nội. 2, Chi nhánh Đà Nẵng: 138 Nguyễn Thị Minh Khai, Q.Hải Châu, Tp.Đà Nẵng. 3, Chi nhánh Cần Thơ: 78 Đường 3/2,...
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