Case 1-1 Starbucks – Going Global Fast Sept. 23, 2012 Question#1 - Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. The controllable elements of marketing decisions for Starbucks include product, price, promotions, distribution and research. The uncontrollable elements of marketing decisions facing Starbucks include competition, politics, laws, consumer behaviors and level of technology. (Philip Cateora, 2010) Starbucks is one
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coffee exported could have a major impact on Starbucks operations. Furthermore, political stability in coffee producing regions like Zimbabwe will have huge impact on Starbucks operations as farmers can be able to concentrate on producing quality coffee beans. Economical High inflation rates in the countries where Starbucks have established presence might result to low sales as potential customers might not afford to regularly buy coffee. Since Starbucks exports coffee from various countries, fluctuating
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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
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| Alignment | M | 7 | 8 | Alignment | H | 9 | * New products -. STARBUCKS being a frontrunner in coffee industry it becomes a must to be ahead of the competition, specially in the age of globalization, by successfully launching new products in terms of varieties in coffee like caramel ribbon Frappuccino, mocha cookie crumble Frappuccino and some other products as Starbucks VIA™ Ready Brew and partnering with DANNON for new yogurt line and selling of specially roasted
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important to Starbucks when bringing out new products. During the market introduction there are several things that must be done but the first and one of the most important it to let everyone know about your product. Promotion should be focused on this seasonal product the candy corn flavored coffee and mug. Starbucks must offer informative promotion to let get their customers know about the product and what it contains. During this stage much of the money that will be spent by Starbucks will be on
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STARBUCKS QUESTIONS For Question 3, provide financial calculations to support your recommendation. I recognize that it is early days in the program so do your best to consider the numbers. 1) At the time of the case, why had Starbucks been so successful? Reasons; 1. With the public offering, raising $25 million. The proceeds allowed Starbucks to open more stores across the nation. 2. From a retail perspective, a successful branding strategy by creating an “experience” around
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perspective, the Starbucks Digital Network (SDN) offers new, localized, and valuable content from the biggest names in news and entertainment. The SDN offers free subscriptions to The Economist, Wall Street Journal, for example. Brotman (Chief Digital Officer) states that SDN coupled with world class mobile platforms and the company’s in-house Wi-Fi strategy offers customers an experience second to none (Kanani, 2012). The company pays heed to customer preferences. For years Starbucks has maintained
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Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets. * The Controllable elements that make Starbucks has encountered entering the global market are face the same problems or almost similar with Starbucks domestic market. The controllable elements usually are the marketing mix (4P's), which consist of products, price, place and promotion. First the product name of Starbucks and its brand image can be adjusted in order to adapt into
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the popular coffee shop Starbucks will be reviewed. Starbucks decisions regarding their influence on global interdependence, and effects of trade practices will be examined. The importance of demographics and physical infrastructure will also be summarized. Because Starbucks is a global company various influences of these environmental factors will be reviewed. A global company is highly reliant on global economic interdependence. Using economic interdependence Starbucks is able to increase revenue
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Macchiato as well as Frapuccinos are now offered by majority of the restaurants as well as coffee shops found in major towns all over the world. Starbucks was established in 1971 in Seattle Washington by three scholars who consisted of Gordon Bowker, Jerry Baldwin and Zev Siegel. Schultz who happens to be the current chief executive office (CEO) of Starbucks joined the company in 1981 and was put in charge of marketing of the company. In 1983, after visiting Italy, Schultz realized the potential
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