...The Starbucks Brand We are transitioning from a very retail centric view about the brand to a view that will allow us to say that Starbucks’ role is to provide uplifting moments to people every day. I didn’t say coffee. If you go beyond coffee, you can get to music, you can get to literature, you can get to a number of different areas. It can also become a licence to dilute the brand. Therefore our goal is to remain true to our core, coffee. After all, we are the protectors of something that is 900 million years old. Just like when you drop a rock in a pond there will be ripples that come outside that core, Starbucks is not just a pound of coffee, but a total coffee experience. Scott Bedbury, Senior Vice President of Marketing Since Starbucks opened its first store in Seattle in 1971, the whole idea of coffee has changed radically. In the 1980’s Howard Schulz, Director of Retail Operations and Marketing, convinced the owners to open a second location in downtown Seattle, modeled on coffee bars he visited in Italy. Within a few years, Starbucks had opened locations in Vancouver and Chicago, followed by expansion within North America and internationally. By 2003, Starbucks had over 7,500 locations worldwide and net revenues of over US$4 billion. It was one of Adweeks’ “most trusted brands” in 2003. In the future, the company planned to have 25,000 locations worldwide. In addition to its aggressive plans to increase its number of outlets, Starbucks coffee was available through partner...
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...1. Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets? When starbucks entering into global market the controllable elements that the starbucks has encouraged to enter in global are similar to those in their domestic market, these include product, price, place, and promotion. Product: In entering a global market, taste and preferences of consumers are the important factors to boost up the sales. Thus, Starbucks had customized their products accordingly to suit the taste and preferences of the consumers in different country. For example, in order to suit the lifestyle in Japan, Starbucks' had changed their usual made- to- order coffee at cafes to cans, bottles and vending machines. Furthermore, selling a line of bottled and canned coffee enables Starbucks to expand its presence in Asia by catering to local tastes. Hence, the new products offered in Asia comes in two variations which are espresso and latte, are not as sweet as the one offered in their U.S counterparts in order to suit the Asian palates. In additional to that, green tea frappuccino was first launched in Asia due to green tea is an essential or common drinks in Japan and it is acceptable in some of the Asian countries such as China, Taiwan, Malaysia and more. Whereas for the western countries, they are not familiar with the taste, thus the green tea frappuccino was only introduced later on in United States and Canada. Hence, we can see that products that...
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...Case Analysis: Starbucks has clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. However, recent research, conducted to Starbucks, have showed some concerns regarding company problem meeting customers’ expectations. To increase customer satisfaction level, Christine Day, the Starbucks senior vice president of administration in North America, suggested a plan to add additional 40 million annually for extra 20 hours of labor per every store. This move should help the company to accomplish lower time of service to three minutes. Highlights: 1.Well-established and growing brand recognition 2.Product and brand consistency 3.Valued and motivated employees, good work environment 4.Good relationships with suppliers 5.Industry market leader 6.Wide variety of product offerings 7.Offers free Wi-Fi in stores and a comfortable space for its customers 8.An international brand with more than 4500 stores around the globe 9. Joint Ventures with other companies such as Pepsi-Cola, Dreyer’s Grand Ice Cream. 10. Installation of automated espresso machines which decreased the number of steps required to make espresso beverage. 11.Customer Snapshot 12.Constant product innovation 13.Service innovation ( Starbucks’ stored-value card or SVC) 14.“Just say Yes” policy Challenges: 1.Prices of their products are continually rising, thus risking the loss of customers 2.Customization...
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...PROJECT ON COCA COLA ASSESSING THE IMPORTANCE OF ORGANIZATIONAL RESOURCE MANAGEMENT SUBMITTED BY * *RYAN MARTINS * REGNO*: 634 Contents DEFINATION OF RESOURCE MANAGMENT The process of using the company’s resources in the most efficient way possible this resources can include tangible resources such as goods and equipments and financial resources and also labour resource such as employees. Resource management can include ideas such as making sure one has enough resources for the business but not an overburden so that products won’t get used. INTRODUCTION The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. Along with Coca Cola, the world's best known brand, The Coca Cola Company markets four of the world's top-five soft drink brands, including Diet Coke, Fanta and Sprite. Throughout the world, no other brand is an immediately recognizable as Coca Cola. Any company to be successful need to use it resources very efficiently. the emergence of HRM as a universal remedy for integrating business strategy and people management has exposed personnel practitioners to a fresh set of role challenges and managerial expectations that have stressed out the gaps between the HR language and reality. The goal of human resource management is to help an organization to meet strategic goals by attracting, and maintaining employees and also to manage them effectively. Coke achieved great...
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...International Business Plan Starbucks India Proposal by Vrushali Paunikar 1 Table of Contents I. EXECUTIVE SUMMARY……………………………………………………...…………….p.3 II. INTRODUCTION……………………………………………………………….……………p.4 III. ANALYSIS OF THE INTERNATIONAL BUSINESS SITUATION……………………...p.6 IV. PLANNED OPERATION OF THE PROPOSED BUSINESS/PRODUCT/SERVICE….. p.11 V. PLANNED FINANCING……………………………………………………………….…..p.16 VI. BIBLIOGRAPHY………………………………………………………………………..…p.17 VII. APPENDIX………………………………………………………………….………….…p.18 2 I. Executive Summary In 1991, the Indian economy experienced a rebirth after the liberalization policies of the new prime minister. Thirteen years later, India has become one of the most exciting economies in the world with a huge increase in foreign investment and consumers who are willing to “spend, spend, spend!” Due to massive outsourcing on the part of foreign companies especially from the United States, educated Indians are now presented with exciting career opportunities, excellent pay, and the confidence to spend more money. Time magazine reports that these new consumers command $10.5 billion in cash to burn. There couldn’t be a more opportune time for the Starbucks Coffee Company to open its shops in the exotic land of India. The following is a proposal to open two new locations of Starbucks in India: one in Mumbai, a highly populated cosmopolitan business city, and the other in the nation’s capital, New Delhi. These locations were strategically picked to ensure success...
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...Starbucks Marketing Mix Starbucks Market Segmentation Market segmentation is a common marketing process that divides a large group of an audience into a certain criteria with consumers that have similar needs, according to the online Business Dictionary (WebFinance, 2013). Once a market segment is developed, companies can use the marketing mix to individually approach the most profitable markets with messages specifically designed for them. This makes marketing investments more efficient. If successful, the benefits are higher profit margins, possible market share and revenue growth (Tobak, 2008). Starbucks uses demographic segmentation markets by: age, gender, income, ethnic background, and family life cycle; as well as geographic segmentation markets by: region of a country or the world, market size, market density, or climate; and psychographic segmentation, which can link with demographics. The company positions the business as a highly respected brand, and as such, that can distinguish their products from competition, which gives them an advantage. Starbucks practices a concentrated targeting strategy by focusing only one segment, which is the gourmet coffee drinker. This is how Starbucks defined its niche and labels the company as a high quality product. After establishing their niche, Starbucks continually expanses its product line to their specific segment more enthusiastic (Cachola, 2012). According to the article: “Starbucks and McDonald’s Winning Strategy”...
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...So far, Buck was doing a good job carrying the load, and it seemed as if he could carry it for 200 yards instead of 100. While Thornton was yelling directions to Buck, a man from the crowd called out, “Whoever voted against Buck, must be a sorry man!” This aroused some of the spectator, and many were mad that they would ever bet against this amazing creature. Buck was at the half way point already, and he was picking up speed. “I knew he could do it,” whispered Thornton under his breath. Meanwhile, Matthewson was looking despondent at the starting line, and he was thinking of a plan to win the bet. He screamed, “There is no way this foolish mutt will make me loose my gold brick!” Since there was no way for him to reach Buck without going unnoticed,...
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...Starbucks is the premier roaster and retailer of specialty coffee in the world.Starbucks was formed in 1985 and its common Stocks trades on NASDAQ Global Select market. Starbucks purchases and roast high quality whole bean coffees and sells them, along with fresh rich brewed coffees, Italian style espresso beverages, a variety of complementary food items, teas, and beverage related accessories and equipment. Starbucks also sells coffee and tea products and licenses its trademark through other channels such as licensed retail stores and through certain of its licenses and equity investees, they produces and sells a variety to drink beverages. The company objective is to maintain Starbucks as one of the most recognized and respected brands in the world. Its mission statement is: “ To inspire and nature the human spirit-one person, one cup, and one neighborhood at a time.” Currently Starbucks has spread its empire throughout the world with an estimated of 15000 shops worldwide and will continue to seek strengthening and establishing its brand to all parts of the world. With this scale of business, there will be many environmental factors that’s can affect Starbucks. Economic (The local, national and world economy impact): Economic growth- If growth is low, this will affect the sales of Starbucks as consumer disposable income will reduce to spend on luxury product like premium coffee. Exchange rate- Starbucks are affected by exchange rate as the value of currency in that respective...
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...Storm franchises were recently sold to an investor group based in Oklahoma City. This transaction has caused a public relations nightmare for the Supersonics and its fans do not approve of the sale. The Supersonics franchise was established in 1967 and has been a staple of the NBA since. Howard Shultz, owner of Starbucks, became frustrated with the Sonics’ recent on court performances as the team struggled this past season with a 35-47 record and missing the playoffs. As an entrepreneur, Schultz was determined to turn the Supersonics back into the winning team that its fans were accustomed to watching. The downfall of the Sonics perhaps started when franchise superstar Gary Payton was traded along with Desmond Mason to the Milwaukee Bucks for rising star Ray Allen. When the trade had transpired, the Supersonic fans were not happy with the trade and the Sonics were faced with a huge public relations debacle. Good public relations are essential to any business firm to its share holders and the general public. In the Supersonics situation, having to deal with countless media and questions to why the franchise traded its signature player to when many of its fans believed that Payton was to finish his career as a Supersonic. Despite fan reaction, Schultz was determined to keep the Supersonics a competitive team and became bitter when the city and its governors rejected a financial plan to help fund a new arena for the Supersonics. Analysis Public affairs – fans, nba david stern ...
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...Should the Kings Stay In Sacramento? For many years, there has been an ongoing debate about moving the Sacramento Kings to Seattle and becoming the Supersonics. Although it may sound like a great idea, there are good and bad consequences that come with them moving or staying at either city. The reason for such a controversial debate revolves around money and fans. A group led by the investor Chris Hansen had a deal with the Kings owners with the idea of moving the team to Seattle. Once the idea became known by everyone, the debate grew. The cities of Seattle and Sacramento both want the NBA franchise for many reasons. Having an NBA franchise in Sacramento will help the economy and fans, and will keep the only professional sports team in Sacramento. The reason Seattle wants the Kings franchise is because it will benefit Seattle’s economy. The franchise will be playing the next couple of seasons in Key Arena, and, in the meantime, a new $490 million arena will be built in downtown Seattle. According to a column in the Bleacher Report, “The public will pay $200 million and that money will be paid back using ticket sales and rent money. If not, Hansen himself will be responsible” (Lingberg). Hansen is getting the public on his side by using them to get the Kings to come to Seattle. With the Kings becoming the Supersonics it will help boost Seattle’s economy by opening jobs at the new arena, the expenses that will be made at the arena, and all the Supersonic merchandise that will...
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...2015 September 17 Araby: In James Joyce’s short story, “Araby,” an anonymous young boy narrates his attempt at abandoning an austere existence in exchange for a more exciting lifestyle; his opportunity arrives in the form of Mangan’s sister, whose charm persuades the narrator into traveling to the bazaar. Throughout the story, Joyce incorporates contrast in his setting to display polarizing moods. The intricate descriptions of the setting emphasize the narrator’s monotonous life in his neighborhood, the change in perspective caused by his love, and the heavy symbolism behind the closing bazaar. Joyce begins his story with descriptions of the lifeless street on which the narrator lives, creating a despondent mood. In the opening sentence, the narrator states that the street is quiet, “except at the hour when the Christian Brother’s School set the boys free” (1). This depiction not only asserts the generally desolate atmosphere of the setting, but also suggests the narrator’s mundane life in his neighborhood. He goes on to note the uninhabited house at the end of the street, along with other houses that “gazed at one another with brown imperturbable faces” (1). The portrayal of the houses as having “imperturbable faces” conveys the uneventfulness of the narrator’s life. Everyday, the narrator and his friends run through the “dark muddy lanes behind the houses,” to the “dark dripping gardens,” into the “dark odorous stables” (1). Here, the repetition of “dark” depicts the...
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...Xiang Wong1 1 Faculty of Electrical and Electronics Engineering, Universiti Teknologi Petronas, 31750, Perak, Malaysia leebansiong92@gmail.com, ky.christopher@gmail.com, tikuz92@gmail.com Abstract— There have been increasing demand on low power application over the years, particularly in charging devices for device such as smartphones. A buck converter with controlled PWM is proposed in this paper to achieve 1.5A and 3.8V load. This method can ensure that the output current and voltage stay within the satisfactory range. A buck converter with rectified DC voltage of 240V DC as input voltage, and output voltage of 3.8 with 1.5A output current and duty cycle of 0.016 is designed. P pice is used in designing simulation and the results of the circuit have been obtained to verify the operation and performance of the concept. The theoretical calculations are compared with the simulation results. The ripple output voltage and current obtained is relatively low as calculated of around 1%. Losses can be further controlled by adjusting the dead time and duty ratio of the circuit. Keywords— Full Wave Bridge Rectifier; Buck Converter; DCDC Converter; Smartphone Battery Charger I. INTRODUCTION Portable electronic industry has grown over the years, many different demands has increased for instance, small and cheap systems, photographing and taking video, brighter and fullcolour display and a demand for increased talk-time in cellular phones. As a result, smartphone...
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...Introduction RSH, which stands for Rubin, Stern and Hertz is an investment banking company located in New York City. Peter Thomson, who was their star semiconductor analyst, announced his resignation after getting an offer from one of their competitors. Due to this reason, RSH is faced with a challenge of finding Thompson’s replacement since in the current market situation it is hard to get a star analyst ready to shift companies. Thomson was not only the company’s star semiconductor but also the particular one that it had. The company needed a high attention to the semiconductor manufacturing since his role could not be left unoccupied for long. Stephen, who was the manager of research at the company, formulated a backup plan and convinced Rina Peter’s junior analyst to stay in the business and he promoted her to be a senior provisional analyst (Matthews, 2012). Discourse However, Stephen was still faced with a difficult task to hire a permanent replacement for Peter from outside or to offer Rina a permanent deal. The corporate norm of the company was unusually firm in its research sector. The senior research analysts usually began as a junior analyst and later promoted. Various analysts of the company supported each other, and there was no competition between them. The investigators worked and spent much time exploring on other firms in their zones and came up with contrarian opinions on shares. The company’s culture was among it top competitive benefits since the teamwork...
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...an elaborate explanation of the birth of a star stretched out into an array of words. The "Red Giant"a dying star in it's last stages of evolution, Is the star that will soon be replaced towards the end of the poem concluding a new star. The title Super Nova meaning a star is born contributes to the readers understanding because it is the "symbol" Object or action that means more than it's literally meaning, of the poem and the whole meaning of it really. The author Udiah I don't think is speaking directly, I think the poem is in third person and he makes it seem as if the planets are telling the story themselves or some foreign force. The situation in the poem is the amount of force in outer space that it takes for an old star to die and new one to come about. Although the poem is very vast and interesting there are some references that need explaining such as how the birth of a star happens exactly, I don't think an average reader would understand necessarily the science behind it. Some of the words I looked up helped me find better meaning in the poem, Nuclear Fission a nuclear reaction of a radioactive decay process in which the nucleus of a particle splits into smaller parts. This particular word is used at the beginning of the poem, means to me that the red giant has exhausted it's supply of hydrogen and can no longer hold it all in anymore, there forth letting go. The poem develops on an Idea, an idea of a new born star. I think that Udiah must have some interest...
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...“Star Light, Star Bright, Where are you now?” As I was reading the article, I was surprised to know that there was such thing as “light pollution”. It was rare for me to hear this kind of pollution. The cause of this kind of pollution is too much light directed toward the sky. I even wonder at times when I look up unto the skies and see no stars at all. I didn’t realize that this was because of light pollution. It was because of this article that I’ve learned a lot about light pollution. The presence of light pollution makes it impossible for us to see the stars, because there are way too many artificial lights that brighten up the night. Few of the causes of light pollution are: bright lights from homes and buildings, light from vehicles, street light that have a shape of a cylinder, and billboards lit form the bottom. Starless nights may not be a big problem for us, ordinary people, but for astronomers who study the heavenly bodies, this is already a huge problem. Even with the use of telescopes, the glare of the light may still affect their observations which results into inaccurate results. Astronomers are not the only ones affected by this pollution. Even the nocturnal animals are affected too. Light pollution could ruin their natural habitat and overall behavior. There are ways to reduce the effect of light pollution, and this is through the use of: Light with timers, Motion-sensor lighting, and Full...
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