...Starbucks is a international store of coffee. Its business operation is all over the world. Therefore, we choose two counties, U.S.A. and Taiwan to explore Starbucks’ business operation and its marketing development issue. During the project, we would like to discuss about Starbucks their product marketing development and quality control management. For the product marketing development, we would like to through the questionnaire to know about what the customer’s preferences in the Starbucks coffee beverage. For the quality control, how to ensure that the products or services that are provided meet specific requirements and characteristics, such as being dependable, satisfactory, and safe. Furthermore, we would find out the product develop plan in several years of Starbucks from survey counties. In survey, we would like to put into practice what has been learned in the marketing, international marketing and quality control management. And, we hope that we can use the presentation skills and communication skills learnt in Higher Diploma and have a good performance. Starbucks' have three target audiences in USA and Taiwan: Adults Starbucks’ primary target market is men and women aged 25 to 40. They account for almost half (49 percent) of its total business. Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare. Young Adults Young adults aged 18 to 24, total 40 percent of Starbucks' sales. Starbucks positions itself...
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...Fall 2009 Starbucks in Tiawan [pic] History of Starbucks The first Starbucks was opened in Seattle in 1970s by three partners: Jerry Baldwin, Zev Siegel and Gordon Bowker. The name of Starbucks came from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle. (Starbucks Coffee Company, 2009) Entrepreneur Howard Schultz joined the company in 1982. While taking a business trip in Italy, he visited Milan’s famous espresso bars. He was so impressed with their culture and popularity, he thought he could bring this idea to the United States, this idea would be successful. He was right, Seattle became coffee-crazy after trying lattes and mochas. (Starbucks Coffee Company, 2009) The development of Starbucks expanded beyond Seattle in 1990s. First, they expanded their stores to all states in the United States, and then extended to the world. The U.S. Starbucks stores around the world are based on different market conditions and different organizational structure. There are four kinds of structure which Starbucks uses to expand their stores around the world: own self-employed, joint venture, license agreement, authorized to operate. Moreover, they were the first firm which offered stock options to their part-time employees. Starbucks becomes a publicly traded company. (Starbucks Coffee Company...
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...How to do business in china With a Solid economic expansion, coupled with a rapid market transformation and a series of government reforms, mean China the world's second-largest economy is no longer just a country for low-cost manufacturing. It is also an increasingly attractive destination to do business. Several western companies including global giants such as Starbucks, Volkswagen, Boeing and Procter & Gamble have established a presence in the country. But despite China's increasing influence, challenges remain for those looking to do business in the country. Intense competition, corruption, business etiquette and language are some of the barriers that can be faced. In a first time we’re going to talk about a few keys of success of doing business in china, and then we will take the example of Starbucks and his adaptation on the Chinese market. Here are five things we should know before doing business in China: A mosaic of markets China is the world's most populous nation, with its sprawling 1.3 billion people making up a highly diverse market. There is no single consumer profile, and analysts suggest companies remain flexible and innovative, while understanding how their company would fit in each specific market. There's no simple answer in China it depends so much upon the specific market and upon the specific characteristic of your own company. Operating in a country with a history of thousands of years and ways of doing business that go back as...
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...the norm. 3. The Debt to Equity ratio has been increasing over the years, PCSC has obviously been using their equity to finance growth through debt. It is currently sitting at 2 meaning that their total liabilities is twice their equity, this is usually the measure for capital-intensive industries. The largest portion of the liabilities is current liabilities indicating that there is large amounts of short term debt or accounts payable. This could indicate that there are increase cash flow retractions but there is no additional information to conclude anything concrete. 6. Based on your analysis of the company and the industry, describe the most significant problems or issues facing 7-Eleven in Taiwan • One of the challenges 7-Eleven in Taiwan faces, is managing brand expectations for each...
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...CHAPTER ONE INTRODUCTION I. Company Profile Starbucks Corporation is an international coffeehouse chain based in Seattle, Washington, United States. Starbucks is the largest coffeehouse company in the world, with 16,120 stores in 49 countries, including around 11,000 in the United States, followed by nearly 1,000 in Canada and more than 800 in Japan. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. Starbucks’ Italian style coffee, espresso beverages, teas, pastries and confections had made Starbucks one of the greatest retailing stories of recent history and world’s biggest specialty coffee chain. In 2003, Starbucks made the fortune 500. II. Current Performance Starbucks has attracted the attention of many major companies around the world as it has done an eye catching performance in the recent years and the conditions has helped a lot to achieve its goals to become a major global player. Nowadays, many of the major global companies are interested in working with Starbucks in joint ventures which brings in good news for the company with a hope of further spreading its roots strongly in the world market...
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...Strategic Alliance- Group Project MARKETING STRATEGIES-615 Introducing to the world Biggest Alliance of the Year 2013 KetelBucks Star One Espresso Shot For People who want more from their Coffee Starbucks Company Profile Starbucks Background: Who are they? Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,891 stores in 62 countries, including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in China, 806 in the United Kingdom, 556 in South Korea, 377 in Mexico, 291 in Taiwan, 206 in the Philippines, 179 in Turkey, 171 in Thailand, and 167 in Germany. What do they produce? Starbucks locations serve hot and cold beverages, whole-bean coffee, microground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. Starbucks Evenings locations also offer a variety of beers, wines, and appetizers after 4pm. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. StarbucksCompanyProfile Where are they located? Transcontinental (Europe and Asia) Africa South America Oceania Asia Europe North America Turkey Russia ...
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...Starbucks Keeps It Brewing in Asia Changing Habits: Barrier’s facing Starbucks Starbucks is a household name across North America and many different parts of the world. Coffee drinkers are loyal to the brand and trust new products that are presented to the market. Although Starbucks has loyal followers who continually buy a specific blend, either whole bean or ground, there are a number of consumers from different cultures who prefer the convince of tea and instant coffee as a part of their morning routine or as a general habit. In 2008, coffee consumption in North America was respectively 10.7kg while Asia consumed 6.2kg respectively (www.earthtrends.wri.org). North American culture is often derived from an on the go mentality and that philoisy is applied the way people drink coffee. Coffee, a universal demand, is marketed to the businessperson running late for a meeting, or the on the go mom picking up her kids from soccer practice, to friends getting together after work. With this on the go mentality, consumers don’t have the time or want to take the time to brew coffee at home or stop by a coffee shop, stand in line, and wait for their coffee to be made. Tea and instant coffee offers the consumer their daily caffeine fix in a relatively short amount of time. Asian consumers are much more concerned about the health and philosophical benefits that tea offers as apposed to coffee. Tea has been apart of the Asian culture for centuries and is a big part of its...
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...in Seattle Washington. According to the Wikipedia, Starbucks Corporation has opened it “with 19,972 stores in 60 countries, including 12,937 in the United States, 1,273 in Canada, 971 in Japan, 790 in Great Britain, 657 in China, 453 in South Korea, 356 in Mexico, 276 in Taiwan, 158 in Thailand and 1 in India.” Back in 1971, the three founding fathers of Starbucks, Jerry Baldwin, Zev Siegl and Gordon Bowker none of them have any background in coffee making, but came together with one goal, that is to open a high-quality coffee shops that offers high quality coffee beans and equipments. Believe or not, the original coffee beans were purchased from Peet’s Coffee and Tea. Howard Schultz purchased the business in 1988 and makes the business expand to a different level. Now we are familiar with only the coffee shop that sales coffee by the cup, but not it’s true origin which was a store that sales coffee beans and coffee making equipments. As years past by, Howard Schultz really put a new mask on Starbucks coffee mug, the original founders of the corporation have past on but their coffee dream have not only past on but entered into a new age of coffee drinking experience. As the company entering into the 21st century, Starbucks changes its focus from only offering coffee to offering coffee drinking experiences to the customers that come into the store and buy a cup of coffee, instead of just a cup of coffee deal, Starbucks offers an experiences of relaxation, casual meeting...
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...with its broad variety of bubble tea. 50Lan is a Taiwan company which is concentrate on offering high quality bubble tea to customers. This plan starts with the analysis of marketplace in the United Kingdom, and then move onto the available strategy of which 50Lan accesses Sheffield market by importing bubble tea form Taiwan. 2. Introduction Tea is one of the most popular drinks in the world and the most widely consumed beverage in the United Kingdom. The tea culture has been a tradition since 3,000 years ago, and then it has since evolved. Bubble tea originated in tea shops during the early 1980s, and some other names refer to bubble tea including pearl milk tea, boba drinks and zhen zhu nai cha. There is not a definitive history written on the topic of bubble tea but most would agree that Taiwan was indeed the birthplace of this innovative drink. It is a fusion drink that blends tea with fruit juice or milk. The drink's distinguishing ingredient, though, is the mushy pearl tapioca balls that float at the bottom. It comes in a variety of flavors and styles and can be served cold or hot. It is especially popular in China, Southeast Asia, and it had arrived in the United States, and since then its popularity with the American has been an overwhelming success (Bubble Tea). 50Lan Ltd. was funded in 1994 in Taiwan, and there were over 400 branches until June 2010, it has become the biggest chains of tea shop in Taiwan with an extensive range of unique tea related beverages...
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...Starbucks Corporation is a global coffee company and Italian-style coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,366 stores in 61 countries, including 13,123 in the United States, 1,299 in Canada, 977 in Japan, 793 in the United Kingdom, 732 in China, 473 in South Korea, 363 in Mexico, 282 in Taiwan, 204 in the Philippines, and 164 in Thailand. Starbucks sells hot and cold drinks, coffee beans, salads, hot and cold sandwiches, sweet pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. From Starbucks' founding in 1971 in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly. In the 1990s, Starbucks was opening a new store every workday, a pace that continued into the 2000s. The first store outside the United States or Canada opened in the mid-1990s, and overseas stores now constitute almost one third of Starbucks' stores. The company planned to open a net of 900 new stores outside of the United States in 2009, but has announced 300 store closures in the United States since 2008. Wikipedia Starbucks announced an agreement to buy Teavana on the 13th November 2012 for approximately $620 million. This shows...
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...Review of Starbucks: A Step Above DeVry University Review of Starbucks: A Step Above The product I chose to review is the Starbucks Corporation; the Starbucks Corporation is an American global coffee company and Italian-style coffeehouse chain based in Seattle, Washington ("Starbucks," 2012). Starbucks is the largest coffeehouse company in the world, with 19,972 stores in 60 countries, including 12,937 in the United States, 1,273 in Canada, 971 in Japan, 790 in the United Kingdom, 657 in China, 453 in South Korea, 356 in Mexico, 276 in Taiwan, 200 in the Philippines, 158 in Thailand and 1 in India ("How many Starbucks," 2012) . The first Starbucks opened in Seattle, Washington, on March 30, 1971 by three partners: English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. The three were inspired by coffee roasting entrepreneur Alfred Peet, whom they knew personally, to sell high-quality coffee beans and equipment ("Starbucks," 2012). Let’s take a look at how and why Starbucks is a step above the competition and on a straight path of success. Starbucks not only sells amazing coffee blends and delectable pastries but as a corporation always looking for ways to stay ahead. I want this review to be more than just a review of coffee, this is a review of Starbucks as a corporation and how they use their position to make the communities they serve better places. Starbuck defines corporate responsibility and fairness. The most amazing observation about...
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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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...| | | | | McDonalds & Starbucks Architectual Design, E-commerce Strategies and Service | [ ] [ ]Wayne McFarland JrGlobal Business Management Dr. Donna Galla July 22, 2012 | McDonalds & Starbucks Architectual Design, E-commerce Strategies and Service How do you think McDonalds and Starbucks are able to establish their brands to fit local markets through architectural design, e-commerce strategies and service to accommodate local markets and cultures? McDonalds marketing mix is strategic because of the diverse approaches that are used. They use a strategy that is known as the 4P’s (product, price, promotion, and placement) that they use that is a way of them carefully making decisions around their brand. One thing that has kept McDonalds striving in the local and global market is an idea they use similar to Starbucks “think global, act local”. This idea is what they use as well as Starbucks to combine globalization and internationalism into their strategic plan. For example, McDonalds uses pictographs (symbols instead of words and numerals) which in the international markets help employees ring up sales. By doing this McDonalds was able to maintain their strategy of all drive thru orders filled in three minutes or less. McDonalds also study the local culture of a country prior to entering it. By doing so they have changed some of their menu options to fit the local market. In China, the interior walls are covered with posters and...
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...There are several barriers facing Starbucks as they try to “teach” people to change their consumption habits from tea to coffee. Firstly, tea is one of the common beverages in China. According to the history, China peoples start to drink tea before four thousand years ago. In China, tea has become a unique cultural phenomenon. The Chinese view tea to be both medicinal and beneficial whereas coffee does not have the same value to the Chinese. Other than that, having a cup of tea after meal will help to digestion. When feel upset, Chinese also believe a cup of tea will help to quiet down the mind. Moreover, when a Chinese family have guess come to their house, the owner will always treat the guess a cup of tea and can enhance the friendship. But to the coffee, Chinese do not get the benefits of drinking coffee and believe coffee are does not have the same value compare with tea. It will become one of the barriers facing Starbucks as they try to “teach” Chinese to change their view towards the coffee. In addition to this, one has to take into consideration the vast area of china. China consists of 1.3 billion of peoples. Even china is keep improving and economic start to growth up, but china is still having largely rural areas and lots of lower income family. Other than that, they have less familiarity with coffee and don’t have as much money spend on the more expensive beverage. Therefore, it will be other barriers to the Starbucks who want try to “teach” people to change their...
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...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 across the US, Starbucks began exploring foreign opportunities. The first target market was Japan. The company established a joint...
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