COURSE DESCRIPTION This course evaluates the process of conducting business research for improving decision making within an organization. Students will learn to apply an understanding of commonly employed business research techniques to improve a situation, solve a problem, or change a process. Other topics include problem framing, data collection, data analysis, and data presentation. Week 1 - Topic 1: Recognizing the Situation Objectives Recognize a situation, problem, issue, or opportunity
Words: 825 - Pages: 4
Submission 1: Starbucks Case By Narwaria Vishesh | 61502170 1. Is Starbucks a product or a service? * Starbucks is a perfect example of service industry, their service comprises of selling a product-fine quality coffee. Following characteristics classify Starbucks into a Service company: a. Intangibility: Their service of making coffee cannot be inventoried. Also it cannot be patented. Their products are not readily available. b. Heterogeneity: Service delivery of Starbucks is strongly
Words: 595 - Pages: 3
Unit IV Case Study Toni K Bonton Columbia Southern University During the concept stage of research, Starbucks set out to test the idea of a card that utilized dual-functionality versus using two separate cards (Cooper & Schindler, 2011). To do this, online focus groups were used to determine customer preferences. Not only did this type of study measure how well customers understood the dual-functionality aspect of the proposed card and what concepts needed to be explained further, but it
Words: 744 - Pages: 3
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
Words: 1849 - Pages: 8
[Online] www.cscanada.net www.cscanada.org Study on Competitive Advantages of Starbucks Surfers’ Paradise Coffee Shop ZHANG Zhenjia[a],* [a] School of Tourism and Geographical Science, Shenyang University, Shenyang, Liaoning, China. * Corresponding author. Received 25 May 2012; accepted 9 September 2012 Abstract This study is conducted to give a clear picture of the competitive advantage of the Starbucks Surfers’ Paradise coffee shop. With this purpose as the direction, a thorough marketing
Words: 4181 - Pages: 17
Executive Summary Starbucks is the leading retailer and roaster for brand specialty coffee in the world. It has over 7,500 stores located worldwide. As Starbucks continues to expand, it will encounter all sorts of new product markets, with new and demanding customers for unique and appealing products. Starbucks has begun by introducing an extension of the Frappuccino line targeted to the non-coffee drinker. Entering this new market, Starbucks faces many challenges from having to compete to
Words: 3249 - Pages: 13
“We aren’t in the coffee business, serving people. We are in the people business, serving coffee” Howard Schultz, Starbucks Chairman and Chief Global Strategist Fortune Magazine, Vol. 149 No. 2 Title: Submit To: Completed By: Starbucks: “The Non-Coffee Treat” P.V. Sundar Balakrishnan Matthew Carmean Partner Julie Anstett Partner Julia Toochette Partner Joel Ennis Partner Joey Eaton Partner Trang P. Huynh Partner Table of Contents TABLE OF CONTENTS.................
Words: 4057 - Pages: 17
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
Words: 18992 - Pages: 76
Executive Summary Starbucks Coffee Company, founded in 1971 is headquartered in Seattle, WA and operates in 37 countries around the world. The backbone of Starbuck’s business is its company-operated retail stores. Starbucks has employed a strong differentiation strategy in order to turn a traditional $.50 commodity into a $4 experience. This following report provides an analysis of the strategies used by Starbucks to stay on top of its growing and volatile industry. Starbucks’ governing principles
Words: 6290 - Pages: 26
2008 NANCY F. KOEHN MARYA BESHAROV KATHERINE MILLER Starbucks Coffee Company in the 21st Century On the morning of March 19, 2008, 6,000 Starbucks shareholders gathered at McCaw Hall in Seattle for the coffee company’s annual meeting. The first in line appeared outside the building’s glass-fronted façade while it was still dark, and before long, the performance hall was packed.1 As the crowd streamed inside, one team of Starbucks employees handed out cups of hot coffee, while another wrote
Words: 24348 - Pages: 98
