...Overview of the organization & Description of services: Starbucks New Designer Jeans Strategy and Positioning Starbucks Coffee Company is a global coffee company, and coffeehouse chain headquartered in Washington, the United States and the company has generated consolidated revenues of $14.9 billion during 2013 with more than 200,000 partners, referred to as employees (Starbucks Annual Report, 2013). Their story began in 1971. Back then they were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market. (Starbucks, 2014). Nowadays, they have over 19,000 retail stores in over 60 countries around the world. Starbuck’s mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time (Starbucks, 2014). This group made an impact on the way people looks at coffee and also feels about it. Bringing a numerous high standard quality of service and products. Starbucks makes sure they must serve the best coffee possible. However, now they are interested in using this same impact they have had in people, to bring something different. After evaluating our earnings and determine that our income is great, but would like to raise it even more, came up the idea of creating a new and innovating designer line of jeans. In the beginning, we thought this might not work; however, we see how people use shirts from different companies, and why not creating designer jeans? We thought...
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...Marketing Research Paper Overview of Starbucks Starbucks is known for their variety of premium coffee and pastries. Like most businesses, Starbucks measures success by expenses, revenues, and store counts. Starbucks also emphasizes success on the growth of their brand and returning value to shareholders (Schultz, 2012). Starbucks’ strive to be innovators, leaders, and contributors to society and a healthy environment (Starbucks Coffee Company, n.d.). Starbucks continues to build a company with a fair and humane treatment for their people within the world and the communities they conduct business (Schultz, 2012). With the increase of competition in the industry, Starbucks’ is thriving to differentiate themselves from their competitors. Starbucks believes they can have a positive impact on the communities it serves (Starbucks Coffee Company, n.d.). “One person, one cup, and one neighborhood at a time” (Starbucks Coffee Company, n.d.). Launching Starbucks’ Natural and Little Bucks will separate them in the beverage industry. Product Description There is no denying that Starbucks is known for pronounced coffee, the next opportunity for growth is for to be known for great drinks. Starbucks’ Natural is a product line that appeals to multiple generations. Starbucks’ Natural drinks will be made from juice extracted from raw fruits and vegetables. This drink provides a healthy alternative of energy than the traditional Starbucks coffee and tea drinkers. The...
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...STARBUCKS IS COMING TO INDIA INTRODUCTION As we all may know, behind any successful achievement, there is a long story of withstanding hardship and endeavouring persistently behind any success. The Starbucks’ case of successfully bringing the brand into the Indian market is one example. This paper is to study the (3) reasons why Starbucks International decided to expand its market scale internationally and to figure out the initial criteria required for Indian Market. This is also to analyse appropriate circumstances at that time for Starbucks to be able to earn its foothold there provides us with valuable business guidance. Besides, this study by pointing out key factors which lead to Starbucks’ success in launching its brand in India demonstrates how Starbucks applied sustained competitive advantage and dealt with obstacles during the launching period, which created significant courage for Starbucks International to move next steps to fulfil its ambition for international expansion. COMPANY’S OVERVIEW Founded in 1971 in Seattle, Starbucks was started as a store to roast and sell coffee bean by three partners. Its name and logo were named after the famous novel Moby Dick. In 1987, Howard Schultz who is currently the company’s CEO acquired Starbucks and single-handedly converted it into a national, publicly owned company. Having more than 11,000 stores in 36 countries worldwide and over 10,000 employees in 2006 (Case Study), the company grew to about 17,000 stores (starbucks...
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...Company Overview Starbucks has grown from a single store in Seattle, Washington in 1971, to a corporation operating 19,767 stores in over sixty-three countries. CEO Howard Schultz is committed to continued expansion while retaining Starbucks’ reputation of having the best coffee in the world. In 1990 Starbuck’s senior executive team created their mission statement and principals, which would incorporate Schultz’s principles. In their mission their final statement proclaimed “people first and profits last” with the number one guiding principal of Starbucks was to “provide a great work environment and treat each other with respect and dignity.” (Ferrell, Fraedrich & Ferrell pg. 325, 2012) Starbucks Mission Statement is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. (Starbucks.com) Positions In our Compensation System Proposal for Starbucks, we will analyze and define positions in the organization. These positions are Barista, Shift Supervisor, Assistant Store Manager, Store Manager, District Manager and Regional Director. We provide a general overview of these positions to the reader in order to facilitate a better grasp and idea of what these critical roles and job functions are in the Starbucks organization. The Barista is considered to be the face of Starbucks, and as such, they are an important part of the customer’s day. The Barista is an expert in handcrafting deliciously perfect beverages. Barista’s are the connection...
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...STARBUCKS A Fortune 500 Company Business Management Issues BUS-285 Prepared by: Student Name For Mr. Jessie Bellflowers Instructor A research paper presented to Fayetteville Technical Community college in partial fulfillment of the requirements for the Business Management Issues Capstone Course. Fayetteville Technical Community College July 20, 2014 TABLE OF CONTENTS Title Page 1 Table of Contents 2 I. Executive Summary 3 II. Company Overview 4 III. Strategic Analysis 8 IV. Strategic Effectiveness Analysis 11 V. Conclusion 14 VI. References 15 EXECUTIVE SUMMARY Starbucks has been one of most popular coffeehouses in the world. They started their business as just a coffee-bean retailer. This didn’t last long. Howard Schultz...
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...Lentz, and Paul Breen Re: Roasted Delivery – A New Starbucks SBU Product Line INDUSTRY OVERVIEW The coffee industry is one of the fastest growing industries in the world with an annual growth rate of 7% (Griffin, 1999). As of 2011 Americans consumed approximately 400 million cups of coffee per day, which is equal to about 146 billion cup of coffee per year. When put into the perspective of caffeine coffee represents 75% of all the caffeine consumed in the United States. While there are several different species of different coffee plants the two main species of coffee that are cultivated today are Arabica and Robusta coffee beans. Coffea Arabica also known as Arabica coffee accounts for approx. 75-80% of the current world’s production coffee. Coffea canephora also know as Robusta coffee currently accounts for 20% of all production in the world (Coffee Statistics, 2011). The specific café that Roasted Delivery chooses around the coffee industry was Starbuck. MISSION AND STRATEGY OVERVIEW Starbucks was first opened in 1971 as a single store in the Seattle’s historic Pike Place Market. In 1981 Howard Schultz (Starbucks chairman, CEO) joined Starbucks after first tasting a cup of their coffee. Starbucks with their current mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time has now found themselves with 15,000 stores existing in over 50 countries (Starbucks, 2011). Starbucks strategy has been broken down in the following parts...
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...Strategic Plan Overview Nicole Andrews, Danielle Capoccia, Dennise Chambers, Shaun Creamer, Maureen Kling, Todd McDaniels HRM/498 August 10, 2015 Scott Bridges Strategic Plan Overview The Human Resources department at Starbucks is not known as Human Resources, instead, it is known as Partner Resources. The Partner resources department operates out of their support center. The support center is more commonly known in business as a corporate office, however Starbucks prefers to call it a support center because they support their retail partners from there. Partner Resources at Starbucks operates in groups like any other human resource department. They have staffing, learning and development, compensation and benefits, organizational development and partner services. The Human Resource department at Starbucks is call Partner services because they work together as partners instead of colleagues. They all have the same common goal of being a strategic partner to Starbucks no matter the role the person is in. The Partner Resource team meets together monthly to share ideas and things to make the company better (Starbucks, 2015). The future of Starbucks looks very bright. Starbucks started 40 years ago and Howard S., Starbucks chairman, president and chief executive officer states what the future will look like. ‘As we look forward to Starbucks next chapter, we see a world in which we are a vital part of over 16,000 neighborhoods around the world, in more than 50 countries,...
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...In this paper we will take a look at Starbucks as an organization and describe the relationship between strategic planning and financial planning. We will also describe what a strategic planning initiative is and indentify a strategic initiative that Starbucks is currently working towards. First, a brief overview of Starbucks Corporation; Starbucks founded in 1971 and named after the first mate in Herman Melville’s Moby Dick, has grown into a major retailer that went public on June 26, 1992, and has approximately 16,226 owned and Licensed stores around the world in 43 countries with over 10,000 located in the United States. Starbucks are usually located in areas that have high-visibility heavy in traffic and include a variety of settings, to include university campuses, shopping centers, downtown and urban centers. Starbucks specializes in brewing and selling the finest coffee in the world, selling drip brewed coffee with more than 30 blended and single-origin coffees. Starbucks also offers espresso-based hot drinks, and other hot and cold drinks, snacks and items such as mugs and coffee beans (Thompson, Strickland, 2009). Strategic and Financial Planning A strategic planning determines where an organization is going over the next year or more and how it's going to get there. Typically, the process is organization-wide, or focused on a major function such as a division, department or other major function. (McNamara, Carter, 2008) Financial planning focuses on decision making...
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...Phase III Incorporating a home delivery and catering service for Starbucks is a different and exciting avenue the company will be taking to expand their products and services to their customers. The attributes of these services differ from Starbucks other service. This overview will look at the different attributes of the product along with the life cycle of the new services provided. Starbucks has already differentiated its products in the market as some of the finest atmosphere oriented coffees on the market. Starbucks will employ, differentiate, and position strategies to separate its new services. They will also have use an appropriate pricing strategy for these new services. This overview will evaluate how Starbucks will use these strategies to provide the best marketing for the new services they intend to provide. Starbuck’s new coffee home delivery is available for customers to sign up online or in a store. Starbucks coffee lovers can have the coffee they love delivered to their front door monthly. The convenient sign up process will provide the customer with an auto-shipment of coffee direct from Starbucks monthly. The customer selects the date and duration between shipments. Consumers quickly sign up with a credit card and receive their Starbuck’s coffee delivered to their home every month without worrying about purchasing coffee at a retail location. Coffee lovers can have the Starbucks products they love available to brew right inside their homes. Their...
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...Strategic Marketing Plan for the Starbucks Coffee Company Table of Contents Introduction and background 3 Company mission, company objectives 3 Market definition and product or brand background 4 Evaluation of results and conclusion about problem 5 Situational Analysis 5 Internal analysis 5 Customer analysis 7 Industry analysis 8 Competitor analysis 11 Distribution and supplier analysis 11 SWOT analysis – Confrontation Matrix 12 Choice of option 13 Marketing objectives/ expected results 13 Marketing strategy 13 Target audiences 14 Brand and product position 14 Decisions regarding marketing mix elements 15 Objectives for marketing mix elements 15 Strategies and tactics for marketing mix elements 15 Financial indicators and budges 16 Evaluation criteria 16 Sources 16 Introduction and background Company mission, company objectives The first Starbucks café was opened in 1971 in Seattle’s historic Pike Place Market. It was only a small café, but it offered some of the world’s finest fresh-roasted whole bean coffees. The company’s name derives from Moby Dick, the novel was written by the American author Herman Melville in 1851. Starbuck is the first mate on a whaling ship named ‘Pequod’, he is an intelligent Quaker (religious group) and he is from Nantucket. The name evoked the romance of the high seas and the seafaring tradition of the early coffee traders. Starbucks chairman, president and chief...
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...Case Study of Starbucks in China 姓 名 （中文） 李佩琪 （拼音） LiPeiQi 学 号 20100301336 所在学院 国际商务英语学院 年级专业 国际商务管理 指导教师 侯香勤 职称 讲师 完成时间 2014 年 2 月 28 日 A Research on the Marketing Strategies of Coffee Chain Business --- A Case Study of Starbucks in China Li Peiqi School of English for International Business Abstract In this article, the writer summarizes the marketing strategies of Starbucks by applying the basic theories of marketing, the SWOT analysis method with the theory support from a lot of reading and information searching. This article argues that the factors which distinguish Starbucks from its competitors in the market positioning are: the pursuit of coffee quality, the well-trained staff, the enthusiasm for making the world better, the attention to it pays to the community and the environment, innovation and the one and only “Starbucks Experience”. Starbucks puts coffee business in primary place, its core competiveness is its culture and values. Since the company locates the business in inspiring human’s spiritual beauty, it is necessary for their marketing means to come from the mental and psychological level. One innovative side of this article is that in addition to using the most basic marketing theory to the analysis of Starbucks' marketing strategy, the writer analyzes the success factors of Starbucks’ marketing from...
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...1. 10th October 2011 2. Team 3. ContentsI. Overview Starbucks -MilestonesII. PESTLE-Analysis • General Information • P – Political Issues • E – Economical Issues • S – Social Issues • T – Technological Issues • E – Environmental Issues • L – Legal IssuesIII. Conclusion 4. I. Company overview – Milestone (1)• Founded 1971 in Seattle‘s Pike Place Market• 1982: Howard Schultz becomes Director of Retail Ops; – Starbucks provides coffee to fine restaurants and espresso bars• 1984: First Starbucks Coffeehouse in Downtown Seattle• 1988: Full Health Benefits to employees• 1995: over 500 US-stores 5. Company Overview – Milestones (2)• 1998: starbucks.com• 2000: licencing agreement with TransFair USA to sell Fairtrade coffee in USA and Canada• 2009: East Africa Farmer Support Centre in Kigali /Rwanda; Social Engagement to save lives in Africa• 2010: Asia Farmer Support Centre in Yunnan, China• Total Stores: approximetely 17,000 6. II. PESTEL ANALYSIS Economical Political SocialTechnological Legal Use: Measuring the organization’s goals against influences and Environmental demands of environment 7. 1. Political issues - Issues: Stability of political environment, law, taxes, policies on economy, trading agreements, government’s view on culture and religion, terrorism Example: Hong Kong, Thailand 8. 2. Economical issues The level of inflation. Interest rates. Income per capita. Long-term perspectives for the economy. Stabilization Unemployment rate 9. 3. Social issuesOur...
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...MARKETING STRATEGY IN ACTION STARBUCKS – 2006 Starbucks represents something beyond a cup of coffee. Howard Schultz NAME: Krishneel Krishna Reddy STUDENT ID: s11058534 UNIT: MG410 – Consumer Behaviour SEMESTER: Semester 2, 2014 Introduction and Overview Starbucks is undoubtedly the No. 1 brand coffeehouse chain in the world. Starbucks is an American company which was founded at Pike Place market in Seattle on March 30th, 1971. The founders of this coffee giant were Jerry Baldwin, Gordon Bowker and Zev Siegel. From humble beginnings in 1971 Starbucks today has 20,519 stores (as of March 30th, 2014) in over 65 countries. Starbucks this year has opened stores in Brunei and Columbia which just goes to show the massive reach of this coffeehouse chain. The mission of Starbucks is to “inspire and nurture the human spirit – one person, one cup and one neighborhood at a time [1]. Starbucks turned into a public company on June 26th, 1992 at a price of $17 per share and at the closing of the first day share prices rose to $21.50 per share. Starbucks is listed on NASDAQ, under the trading symbol of SBUX. From being a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in 1971, today Starbucks boasts more than 30 blend and single – origin premium coffees, handcrafted beverages (such as Frappuccino and Fresh food (such as baked pastries, salads etc). Starbucks brand portfolio includes Starbucks coffee, Seattle’s best coffee, Teavana...
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...Company Description, History, and Overview (Megan Schneider) Starbucks is the largest coffee specialty chain in the world. It has operations in over 60 countries. With over 190,000 employees in just the United States, its net revenue is 2014 was $16,447,800,000 (Long, Jacques, Kepos 2014). Not only is coffee sold, but other beverages, teas and fresh food items are sold as well. Not only is Starbucks sold within their shops, it is also sold in grocery stores, food services and licensed stores. Starbucks also owns Seattle’s Best Coffee, Starbucks Refreshers, Tazo, Teavana, and Verismo (Long, Jacques, Kepos 2014). Starbucks was founded in Seattle, Washington in 1971 by Gordon Bowker, Jerry Baldwin and Zev Siegl. The first store was built and opened in Pike Place Marketing in 1971 in Seattle (Long, Jacques, Kepos 2014). They invested only $9,050 to start it. The trio chose the name Starbucks because they liked the “ST” sound and the first mate in the story Moby Dick who loved coffee (Long, Jacques, Kepos 2014). Zev Siegl traveled to California to study coffee from Alfred Peet, who ran Peet’s Coffee in Berkeley. Local coffee drinkers in the Berkeley area flocked to Peet’s coffee because of Alfred’s use of the coffee beans. Peet’s approach is what created Starbucks’ reputation: Arabica beans, roasted as dark as possible by a trained roaster who is also a perfectionist (Long, Jacques, Kepos 2014). Starbucks purchased Peet’s coffee for its first nine months of operations...
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...Table of Contents Introduction 3 1.1 Brief Company Overview 3 1.2 Speciality Coffee Industry and Starbucks Coffee Supply Chain 3 1.4 Problem Definition 4 Literature Review 4 2.1 Current Situation of Starbucks and Older Supply Chain Method 4 2.2 Supply Chain Visibility 5 2.5 C.A.F.E (Coffee and Farmer Equity Practices) Practices 6 Findings 7 3.1 Starbucks’ Operations 7 3.1.1. Material Flow 7 3.1.2 Purchasing System 9 Discussion and Analysis 10 4.1 Starbucks’ 3PLs Strategy 10 4.2 Value Change Analysis 10 Conclusion 11 Appendix A 15 Appendix B 16 Appendix C 17 Appendix D 18 Appendix E 19 Appendix F 20 Appendix G 21 Appendix H 22 Appendix I 23 Introduction 1.1 Brief Company Overview Starbucks is the world’s #1 speciality coffee retailer with more than 20,000 stores n 65 countries (See Appendix G). It operates an estimate of 8,800 of its shops, while licensing and franchises operate the remainder of the stores. The company also owns Seattle’s Best Coffee, Torrefazione Italia coffee brands, Teavana, Tazo, Evolution Fresh, and La Boulange (SCC 2014). Starbucks offers consumers various products including: coffee, handcrafted beverages, merchandise, fresh food, and consumer products of coffee and tea and ready-to-drink (RTD) goods (SCC). 1.2 Speciality Coffee Industry and Starbucks Coffee Supply Chain The speciality coffee industry has seen drastic growth with increase in sales between the 1980s and 1990s. A great number of coffee specialists...
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