...included a survey about Starbucks. I went to a Starbucks on Xinhua road as a mystery shopper. Starbucks Corporation (NASDAQ: SBUX) is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries. (starbucks, 2011) In this report I will tell you my experience of being a mystery shopper. I will analysis my scenario as a mystery shopper and what I did at the starbucks. I will describe starbucks’s customer service with my knowledge of Pet peeves and 14 factors of company culture. And also, I will suggest some solutions to improve the retail starbucks’s customer servise. CONTENTS Cover page…………………………………..1 Executive summary………………………..2 Contents……………………………………..3 Introduction…………………………………4 Discussion…………………………………..5 Question 1……………………………………...5 Question 2………………………………………8 Question 3………………………………………9 Question 4……………………………………...11 Question 5……………………………………...13 Conclusion………………………………….14 Reference list……………………………….15 INTRODUCTION Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 55 countries. That’s why I chose starbucks. Starbucks is still inadequate, still need to strengthen and improve. In this experience, I was very carefully to record every detail, and try to remember them. I believe that no matter how perfect management system they have there still has a loophole. This report will bring starbucks great benefits. I will...
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...Starbucks Structure Brandy Nichole Carnes Management for Organizations Instructor John LaCasse MGT 330 10/15/2012 Starbucks Structure Starbucks is currently still leading retailer in the sales of specialty coffee in the United States and other locations worldwide because this company not only focuses on quality of the product, coffee, but also the quality of the environment for customers and employees alike. While the company has endured a financial set back recently their proven commitment to quality and genuine feel good atmosphere along with some other changes will succeed in getting this company back on track and back on top. Job Description with Specifications Our company is currently reevaluating our Barista position in an attempt to remain in top competition with other companies while still providing our benchmark customer service. The position of Barista will now require more in-depth beverage training requirements as well as more intensive customer service training; the new hire must be able to follow food division standards and best practices, follow specific station duties as directed by manager or lead and provide excellent customer service to our customers on a continuous basis. The employee shall also demonstrate their current knowledge of hot, cold coffee stations as well as the food service station without assistance from the manager or another employee. Daily opening and closing inventories will need to be accomplished by each new oncoming Barista...
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...8. Has Howard Schultz done a good job since his return as Starbucks’ CEO? Why or why not? What evidence can you cite in support of your position? Howard Schultz has done a good job since his return as Starbucks’ CEO Howard Schultz has done a good job since his return as Starbucks’ CEO by creating strategic initiatives in order to return Starbucks to where he thinks the company should be. His vision includes becoming the authority on coffee, engaging and inspiring Starbucks’ partners, igniting the emotional attachment with customers, expanding global presence and making each store the neighborhood’s heart, being a leader in ethical sourcing and environmental impact, creating innovative growth platforms, and delivering a sustainable economic model. Every one of these visions is addressed in some way in his agenda, which shows he has a clear idea of where the company should go and how to get it there. In 2008-2009 the company experiences five quarters of deteriorating sales, but from 2009-2010 had five quarters of improving sales, which shows that Schultz’ transformation agenda has been working. Since Howard Schultz returned as Starbucks’ CEO, he has transformed agenda for Starbucks base on several key elements. First, he planned on slowing new store openings to 73 internationally. Second, 900 underperformed company-owned stores were closed in the United States. The goal of this action was to raise sales and traffic at nearby sales. Around 75% of these stores that were considered...
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...Starbucks Coffee Company Background The first Starbucks opened in 1971 in Seattle's Historic Pike Place Market and it was belong to English teacher Jerry Baldwin, history teacher Zew Siegl, and writer Gordon Bowker. At first, they sell high-quality coffee beans and equipment. In 1982, the founders were joined by an entrepreneur named Howard Shultz who functioned as the firm's Director of Retail Operations and Marketing (Facts about Starbucks Coffee Company). While Howard Shultz on a trip to Italy, he found Italian "coffee culture". He believed the "coffee culture" could be reproduction in United States. In 1987, Shultz bring Italian “coffee culture” to United States. Starbucks was sweeping the whole of world. Until today, Starbucks have 17003 retail stores in 55 countries (Starbucks story as of October 2, 2011). Starbucks always give us promise- to inspire and nurture the human spirit-one person, one cup and one neighborhood at a time (Facts about Starbucks Coffee Company). Starbucks coffee shops sales coffee; handcrafted beverages; merchandise; fresh food; consumer products; and brand portfolio ((Facts about Starbucks Coffee Company). Outline In the following instructing，it will talk about Starbucks quantity. Firstly, use the product life cycle to identify the product have the curve of the lifetime. Use product development, introduction, growth, maturity, and decline this five stage to make sure what stage the product in. Make sure have new product could replace it. Secondly...
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...information and my personal experiences five things that I have learned about Starbucks is as follows. Starbucks became a fortune 500 company in 2003 with over 6000 stores nationwide and in 2008 they had more than 16,000 stores across the nation. This massive expansion into the coffee marketplace was successful for the company however, with so many locations across the country people did not feel that a Starbucks coffee was as special as they once were to consumers. People started to see Starbucks as more of a fast food chain restaurant and with other restaurant chains such as McDonald’s started to focus more on coffee related products they lost consumer focus. Starbucks is most known for selling coffee but they do offer a wide variety of other food related items as well. Starbucks is currently in over 61 countries and territories including Africa, South America, Asia and Europe. Since 1987 Starbucks has opened an average of two new stores per day. One thing that I dislike about Starbucks is the price of their beverages. Starbucks coffee and other goods are overpriced compared to other restaurants that sell similar products such as Tim Hortons. With the high cost of their coffee and other items I believe that they are only targeting a select group of consumers that are willing to spend 3 dollars on a cup of coffee. Another reason that I dislike Starbucks is for their menu. I am not a regular customer to Starbucks and when I do go I often feel confused about the sizes and different...
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...because my life is actually pretty awesome. The first component I am going to cover is Caffeine. I work for a company; you may have heard of it, it is kind of popular. They are all over the world in fact. And in New York City, there is one on every street corner, literally. You probably drink their products every day. Ringing any bells? Yup, it is Starbucks. I have been a “partner” with them for nearly seven years. I drink their coffee every day too. I guess you can say I am and addict. Oh well. And the best part is that I rarely have to pay for their products. But, what exactly are their products? Their biggest product is obviously their coffee. Starbucks also produces mugs, tumblers, brewers, grinders, French presses, and so on. But it all comes back to the coffee itself. Almost all the other products Starbucks produces are things in which to make or brew coffee and then drink it in. The latte or frappuccino you drink every day has that same coffee in it too, only in a concentrated form called espresso. Starbucks is known for its coffee and the high quality of it is why it is so popular. If you walk into a free standing Starbucks there are like 20+ different types of whole bean...
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...3 year expansion strategy “Starbucks everywhere” approach International expansion strategy: there is great opportunity globally. Only 20% of the world’s coffee is consumed in USA. Starbucks’ initial foreign forays were launched through JVs and license arrangements with prominent local retailers. Some of the other expansion startegies deployed by starbucks globally are: 1) buying out competitors’ leases: Starbucks expanded into the UK market through the buyout of the Seattle Coffee Co. (SCC) and leveraged SCC’s stronghold to obtain prime locations 2) intentionally operating at losses 3) clustering several locations in their area of presence to saturate the market He had seen what nobody else had spotted: that each corner of that crossroads had its own unique flow of pedestrians. He could bring in thousands of new customers by making his new store just a few steps more convenient. Despite this, Starbucks made just a few, slight changes to its formula, such as concocting a green tea frappuccino, and offering smaller drinks and pastries to conform with local preferences. Then it began the deluge of outlets. And here’s the crucial part: the Japanese bent over backwards to accommodate Starbucks, not the other way round. The company still opens more than 100 stores a year there. Growth within the industry has created a larger selection of competitors offering quality coffee and making differentiation more difficult. Having a more aggressive and ambitious expansion plan...
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...for Starbucks? Is his 2010 vision for Starbucks different from the one he had in the 1980’s? How many times has his strategic vision changed? Is his present strategic vision likely to undergo further evolution? After evaluation of the case, it can be said that Shultz’s first strategic vision for Starbucks began during his trip to Milan, Italy in 1983. It is during this trip that Shultz’ came to the conclusion that “the Starbucks store in Seattle completely missed the point.” For him, going to Starbucks should feel like a treat for their customers and every time should be an experience. For this to be possible, Starbucks should do more than selling coffee beans, they should also serve fresh coffee in their stores, this, Shultz believed, would help recreate the Italian coffee bar culture in the United States, his original vision. This vision is represented throughout the opening of his own company, Il Giornale in 1986. In 1987, his vision continues to expand. At this point in time, Shultz acquires Starbucks, and the combination of the two companies creates Starbucks Corporation. Once he has become CEO and president, Shultz shares his vision with the staff; he aspires that Starbucks will become a national company with values and guiding principles that the employees could be proud of. Shultz also seeks for Starbucks to become the most respected brand name in coffee, and that this brand name will be admired for its corporate responsibility. During this same year, Starbucks continues...
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...Starbucks case study Strategic Management Starbucks- Evolving Into A Dynamic Global Organization March 25th, 2014 1. What was Howard Shultz’s original strategic vision for Starbucks? Is his 2010 vision for Starbucks different from the one he had in the 1980’s? How many times has his strategic vision changed? Is his present strategic vision likely to undergo further evolution? After evaluation of the case, it can be said that Shultz’s first strategic vision for Starbucks began during his trip to Milan, Italy in 1983. It is during this trip that Shultz’ came to the conclusion that “the Starbucks store in Seattle completely missed the point.” For him, going to Starbucks should feel like a treat for their customers and every time should be an experience. For this to be possible, Starbucks should do more than selling coffee beans, they should also serve fresh coffee in their stores, this, Shultz believed, would help recreate the Italian coffee bar culture in the United States, his original vision. This vision is represented throughout the opening of his own company, Il Giornale in 1986. In 1987, his vision continues to expand. At this point in time, Shultz acquires Starbucks, and the combination of the two companies creates Starbucks Corporation. Once he has become CEO and president, Shultz shares his vision with the staff; he aspires that Starbucks will become a national company with values and guiding principles that the employees could be proud of. Shultz also...
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...Starbucks Company Learning Team A ECO365 Principles of Microeconomics University of Phoenix February 6, 2012. Prof. Carlos Mendez Starbucks Company Named after the first mate in Herman Melville’s Moby Dick, in 1971 the first Starbucks opens in Seattle. At the beginning we just wanted to be a small store, a retailer of whole and ground bean coffee, tea and spices. With a mission, to inspire and nurture the human spirit-one person one cup and one neighborhood at a time. The integration of Howard Schultz in 1982, as director of retail operations and marketing brought new ideas and products. In 1983 Howard travelled to Italy and was impressed with the espresso bar in Milan. He then convinced the founders of Starbucks to try the coffeehouse approach and the first Starbucks® Caffé Latte was served. By the 1990 a total of 84 stores were opened in the United States. In 1998 the Starbucks brand coffee could be found in supermarkets or in one of the 2,498 stores. Not only was the company growing but the ideas and new products had an impact worldwide. In 2001 with 4,709 stores opened an ethical coffee sourcing guidelines where implemented and on 2006 with 15, 011 stores the first paper beverage...
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...STARBUCKS CORPORATION: SERVING MORE THAN COFFEE Wake up and smell the coffee—Starbucks is everywhere! As the world’s No. 1 specialty coffee retailer, Starbucks serves more than 25 million customers in its stores every week. The concept of Starbucks goes far beyond being a coffeehouse or coffee brand. It represents the dream of its founder, Howard Schultz, who wanted to take the experience of an Italian—specifically, Milan— espresso bar to every corner of every city block in the world. So what is the Starbucks experience? According to the company: You get more than the finest coffee when you visit Starbucks. You get great people, first-rate music, a comfortable and upbeat meeting place, and sound advice on brewing excellent coffee at home. At home you’re part of a family. At work you’re part of a company. And somewhere in between there’s a place where you can sit back and be yourself. That’s what a Starbucks store is to many of its customers—a kind of “third place” where they can escape, reflect, read, chat, or listen. But there is more; Starbucks has embraced corporate social responsibility like few other companies. A recent Starbucks Corporate Social Responsibility Annual Report described the company’s views on social responsibility: Starbucks defines corporate social responsibility as conducting our business in ways that produce social, environmental, and economic benefits to the communities in which we operate. In the end, it means being responsible...
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...McDonalds and Starbucks: Different But Similar Michal Jonson-Marquis American Public University Abstract Over the years it would seem even through these harsh economic times Starbucks and McDonald’s have stayed the course and have not had to suffer through the recession. Both are still able to make huge profits, this is a testament to the way they market and sell their products locally and globally. Over the past few years both have been competing against one another to grab a foothold (McDonald’s fast foods and Starbucks coffees) internationally. McDonald’s has chains in over one hundred countries, while Starbucks has over fifty-five. While they seem different, there are similarities between them that may be surprising. McDonalds and Starbucks are the elite in the respective domain of service. While McDonalds is the giant among the fast food market, Starbucks is the giant in the fast coffee market. They both have similarities in the way they present their products to the customers, “think globally but act locally” (Montgomery Research, 2008). Both are geared toward speedy service and customer satisfaction through their products. McDonalds is through the fast food (hamburgers, cheese burgers, Big Macs, etc) and Starbucks is through their coffee products. McDonalds has been in business for over fifty years and boast that they have sold to over a billion people. In the sense of things McDonalds has a restaurant on every corner. They use the theory of...
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...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” by Panos Mourdoukoutas, it...
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...Case Study : Starbucks- Going Global Fast. Question 1 Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. Answer: Starbucks have encountered various controllable elements while going global. Controllable elements in marketing is the 4Ps – Product, Pricing, Promotion and Place. Starbucks have localised product for different regions where Starbucks have expand its business to. Localised product means products are created to suit the taste and culture of a particular country or region. Example in the case study, Starbucks developed espresso and latte which is less sweet than US counterparts to match with Asian taste. Starbucks in Asian region also serves green tea latte to suit Asian habits of drinking tea, especially green tea. The next controllable element Starbucks encountered is the pricing factor. Since Starbucks is going global, Starbucks have to have a good pricing strategy to suit every market. Pricing strategy can be in various forms like bundle pricing or discounts and rebates. Pricing also determine the target customer of the business. Starbucks in this case does not compromise on the price. Starbucks are adopting high end pricing rather than competitive pricing. Starbucks is confident that the coffee they serve will certainly worth the price customers pay for. Therefore Starbucks never lower the price as doing so will reduce its brand value. Instead Starbucks continue with the same price and serve...
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...Starbucks WEEK 2 Starbucks New Market Entrance Starbucks strategic goal is to increase market share of the non-coffee drinker; they have begun by introducing an extension of a product line targeted to this segment. To ensure market growth, Starbucks has repositioned one of its current products, the Frappuccino line, this product has been extended to include 3 new flavors; Double Chocolate Chip Crème, Vanilla Bean Crème, and Strawberries & Crème, introduced throughout the summer months. Faced with the challenge of entering a new competitive market Starbucks must compete to retain brand recognition of its primary products, yet increase awareness of its new product line. Situation Analysis Company Starbucks is the leading retailer for roaster and brand specialty coffee in the world (See Figure 1). It has over 7,500 stores, which are located in the United States, Canada, Europe, Asia and the Middle East . Besides high quality coffee drinks, Starbucks sells bottled coffee drinks, such as Frappuccino® and Starbucks DoubleShot™. Starbucks revenue is growing by 20% a year and is opening approximately three stores every day. Starbucks is capable of managing its successful operations by having steady market growth. It achieved this by financing through their cash flow instead of franchising, selling stock or increasing their financial leverage . Its strategy to success is “blanket an area completely.” This approach is to “cuts down on delivery and management costs, shortens customer...
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