...Chance Peterson 8/18/2013 W.A. 7 1. Evaluate the role played by Howard Schultz in the growth and success of Starbucks. Is the company in danger of relying too heavily on Mr. Schultz? In 1981, Howard Schultz visited a Starbucks Coffee store and was immediately taken by the power and pleasing aroma of the coffee, the wall displaying coffee beans and the rows of coffeemakers on the shelves (Thompson, A.A. et al., 2012,p.c-335). Schultz was also struck by the knowledge and commitment of Bowker and Baldwin with respect to the quality of the coffee they prepared and their passion for educating customers about the merits of dark-roasting coffees. He was also amazed by their business philosophy. It was clear to him that Starbucks stood not only for good coffee but also for the dark-roasted flavor profiles that the founders were passionate about (Thompson, A.A. et al., 2012). After many meetings, many persuasive conversations with the owners of Starbucks coffee and after facing many rejections, Schultz was finally hired by the owners of Starbucks Coffee and was given the job of heading marketing and overseeing the retail store. He took over these responsibilities in September of 1982. Howard Schultz since then became a strong leader driven by the strong philosophy of the company. In a short period of time, Schultz made real headway in gaining the acceptance and respect of the company’s personnel. He overflowed with new ideas for...
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...Jeanne Eng 2012-04-BUS-421-GS001 Case Study Assignment 1 – Whole Foods Market 1. Does the company’s strategy reflect the company’s mission? Explain. Whole Food’s mission is based on three categories, the food, the people and the planet. They believe in providing natural whole foods through highly trained and passionate employees with the company taking active responsibility for the planet. It is apparent, when examining the company, that their business practices reflect their mission. Using their Product Quality Standards documents as a guideline, it is clear Whole Foods carefully considers which products they do or do not sell. Their buyers often visit the manufacturing plants of suppliers to ensure high standards. In addition to their commitment of only carrying foods that are “free of artificial preservatives, colors, flavors, sweeteners and hydrogenated fats” (Whole Foods Market, 2012), they also maintain a list of unacceptable ingredients which include standards like “artificial colors, artificial flavors, hydrogenated fats and high fructose corn syrup” (Whole Foods Market, 2012) and they do not carry products that contain those ingredients. Within the store, Whole Foods takes a team based approached to individual store management and success. Team members are organized around team leaders, which are responsible and empowered to make decisions such as merchandising and operations. Team members are also provided with other avenues for feedback such as an...
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...Case 29 Starbucks’ Global Quest in 2006: Is the Best Yet to Come? Arthur A. Thompson The University of Alabama Amit J. Shah Frostburg State University Thomas F. Hawk Frostburg State University n early 2006, Howard Schultz, Starbucks’ founder, chairman of the board, and global strategist, could look with satisfaction on the company’s phenomenal growth and market success. Since 1987, Starbucks had transformed itself from a modest nine-store operation in the Pacific Northwest into a powerhouse multinational enterprise with 10,241 store locations, including some 2,900 stores in 30 foreign countries (see Exhibit 1). During Starbucks’ early years when coffee was a 50-cent morning habit at local diners and fast-food establishments, skeptics had ridiculed the notion of $3 coffee as a yuppie fad. But the popularity of Starbucks’ Italianstyle coffees, espresso beverages, teas, pastries, and confections had made Starbucks one of the great retailing stories of recent history and the world’s biggest specialty coffee chain. In 2003, Starbucks made the Fortune 500, prompting Schultz to remark, “It would be arrogant to sit here and say that 10 years ago we thought we would be on the Fortune 500. But we dreamed from day one and we dreamed big.”1 Having positioned Starbucks as the dominant retailer, roaster, and brand of specialty coffees and coffee drinks in North America and spawned the creation of the specialty coffee industry, management’s long-term objective was now to establish...
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...BRANDING VERSUS A CHANGING CONSUMER CULTURE By Polly Stone Submitted in partial fulfillment for the degree BA Advertising London College of Communication University of the Arts London Dissertation Tutor Dr. Adrian Sledmere April 2014 ACKNOWLEDGEMENTS As this work represents the culmination of my education so far and three years of personal development and growth in ways I could have never foreseen, I would like to firstly thank my incredible family for their unwavering love and tenacious support. Secondly, I thank my dear friends whom I embarked on this journey with in September 2011, our share of challenges and triumphs have built characters of us all. I am proud of each and every one of us for remaining sane in the times of adversity and having the courage to finish what we started. I must also thank my creative partner Kim Svanström, for bequeathing me with his design genius, for the patient hours he spent helping me in the digital space and oftentimes, making me laugh harder than I worked. Lastly I would like to thank Dr Adrian Sledmere, for being the stable one and also if unbeknownst to himself, a truly inspiring educator. ABSTRACT The growing disillusionment and scepticism of brands is now a fact in society but where does it stem from and where does it leave brands? This journey started when I read Klein’s (1999) ‘No Logo’ but wanted to explore further why the anti-capitilist protests and movements were happening, what was it inside...
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...E-Marketing BM012-3-2-EMKT Individual Assignment | Table of Contents 1.0 INTRODUCTION 3 2.0 STRATEGY IDENTIFICATION 4 2.1Marketing Mix 4 2.11 Product 4 2.12 Price 4 2.13 Place 5 2.13 Promotion 5 3.0 ENVIRONMENTAL ANALYSIS 8 3.1 SWOT Analysis for Starbucks 8 3.2 PEST Analysis for Starbucks 10 3.21 Political 10 3.22 Economic 10 3.23 Social 11 3.24 Technological 11 4.0 E_MARKETING PLAN 14 4.1 E-Marketing Strategic Planning 14 4.11 Segmentation 14 4.12 Targeting 15 4.13 Differentiation 15 4.14 Positioning 16 4.2 Objectives 18 4.3 E-marketing Strategy 18 4.4 E-marketing Tactics 19 5.0 IMPLEMENTATION 22 5.1 Implementation Plan 22 5.2 Evaluation 24 6.0 CONCLUSION 25 7.0 REFERENCES 26 8.0 APPENDIX 30 1.0 INTRODUCTION Starbucks is a well known brand established 1971 at Seattle by Jerry Baldwine, Zev Seigle and Gorden Bawker. The company operates in approximately in 17,000 retail stores over 49 different countries including Malaysia. With the mission statement of “to inspire and nurture the human spirit-one person, one cup and one neighbourhood at a time” Starbucks have been expanding rapidly. Other than the world premium coffee Starbucks offers tea, cold beverages, complementary foods such as sandwiches and salads. (A. Mettlach, 2010) Starbucks has invested highly on IT to target their products and services to market segments. As a result Starbucks has attracted a large number of customers and established a...
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... Executive Summary The following report and presentation is an inside look at Starbucks Corporation’s strategy and how it is currently affecting their sales and the long-term results. This will be accomplished by exploring four concepts of strategic business, the process for crafting a strategy, components of a macro-environment, five forces of competition and a SWOT Analysis. Analyzing the information and making recommendations based on the information gathered will show how Starbucks should keep or change their strategic plans. Focusing on principle concepts will systematically uncover what Starbucks has done well in the past, what current areas could be improved, and if the new changes ultimately weaken Starbuck’s market share in the long term or strengthen them. OVERVIEW Starbucks Corporation: Starbucks is constantly reinventing their stores to keep and attract customers. With coffee houses popping up in every nook and cranny, Starbucks has to be fresh and innovative. New technology that allows coffee customers to download the music playing in Starbucks stores to their iPhones is just the start of a wave of options for impulse purchases. Starbucks has roasters and brands of specialty coffee operating in North America, Latin America, Europe, the Middle East and the Pacific Rim. The Company also produces and sells bottled frappuccino drinks, double shot latte drinks and a line of ice creams, pastries and...
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...Fourth Edition Reframing Organizations Artistry, Choice, and Leadership LEE G. BOLMAN TERRENCE E. DEAL B est- se l l i n g a u t h o rs of LEADING WITH SOUL FOURTH EDITION Reframing Organizations Artistry, Choice, and Leadership Lee G. Bolman • Terrence E. Deal Copyright © 2008 by John Wiley & Sons, Inc. All rights reserved. Published by Jossey-Bass A Wiley Imprint 989 Market Street, San Francisco, CA 94103-1741—www.josseybass.com No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-6468600, or on the Web at www.copyright.com. Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-7486011, fax 201-748-6008, or online at www.wiley.com/go/permissions. Credits are on page 528. Readers should be aware that Internet Web sites offered as citations and/or sources for further information may have changed or disappeared between the time this was written and when it is read. Limit of Liability/Disclaimer...
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...Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Microsoft® and Windows® are registered trademarks of the Microsoft Corporation in the U.S.A. and other countries. Screen shots and icons reprinted with permission from the Microsoft Corporation. This book is not sponsored or endorsed by or affiliated with the Microsoft Corporation. Copyright © 2012, 2009, 2008, 2006, 2003 Pearson Education, Inc.,...
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