Artifacts and behavior are expressed in rituals and rites , behavior patterns and communication . Starbucks establishes the professional standards for the work done inside the organization . They specify the relationship between people in the organization on all levels . In short , they outline how all members of the organization will behave to achieve the core values , the vision and the mission . ``Employees were also encouraged to speak their minds without fear of retribution from upper management - senior executives wanted employees to be vocal about what Starbucks was doing right , what it was doing wrong , and what changes were needed (Starbucks Corporation , 1999 .
By the end of 2005, Starbucks owned more than 10,000 stores and roasted 2.3 percent of the world’s coffee. To support such a high growth rate, Starbucks should ensure a sustainable supply of high-quality coffee beans through well-rounded supply chain to meet company’s future success. Moreover, from a sustainable point of view, Starbucks is facing a tremendous threat – global climate change. The same forests that produce the world’s best coffee and sustain millions of farmers also extract and store vast amounts of carbon dioxide. In fact, when they are destroyed, these forests release dangerous greenhouse gas into our atmosphere.
PRINCIPLES OF MANAGEMENT CASE STUDY: Starbucks - Planning Summary Planning is the foremost need of every business organization. It is done at all levels of management. No matter what type or extent of planning a manager does, the important thing is that planning takes place. Starbucks has many stores in almost 37 countries. Starbucks long term goal is 15,000 US stores and 30,000 stores globally and to earn a good amount of revenue of 20 to 25% from them.
Mission Statement “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” Company Description Founded in 1971, Starbucks began with one store located in Seattle, Washington’s Pike Place Market and served as a roaster and retailer of whole bean and ground coffee, tea and spices. Today, Starbucks Corporation has become the world’s largest coffee house company. The company boasts over $10 billion in annual revenue, employs more than 200,000 people called “partners” (because of their ability to own stock in the company), and serves nearly 60 million visitors a week in 17,000 stores in 54 countries. (Schultz, 2011) Starbucks primarily sells drip brewed coffee and espresso-based drinks along with coffee beans, teas, salads, hot and cold sandwiches, pastries, and merchandise such as coffee and tea brewing equipment, mugs and accessories, music, and books. The company has also expanded their offerings into grocery stores which distribute Starbucks-brand ice cream and coffee.
It was acquired by Whitbread in 1995, since when it has grown to over 1,700 stores across 35 countries. [3] The business has 1,375 UK restaurants, 2,500 Costa Express vending facilities and a further 800 outlets overseas. History Bruno and Sergio Costa founded a coffee
• Compare to international market, North American consume coffee out of home averagely higher than most of the countries. The values Starbucks provides to its customers are: • Starbucks gives customers a central point to relax, read books and meet friends • It became a gathering place for neighbors • Starbucks being as a third place away from home and work for friends circles and co-workers teams • An experience of uplifted, pleasant and diverse for customers to spent time 2. Starbucks market entry strategy were generally joint ventures and licensing agreements. • From Austria to Taiwan, Starbucks connected locally with best possible partners as joint ventures and they set forward basic strategies expectation from its possible partners. Such as financial solvency, knowledge of local market conditions, prior retail experience, and creative ability.
Despite the high coffee prices, coffee consumers still take their coffee, with America recording a $ 45 billion consumption worth of coffee yearly. This comes from established coffee shops such as Starbucks (SBUX) as well as grocery stores, supermarkets and food service locations like colleges, offices and restaurants. Despite being price sensitive, members of generation Y are massive coffee consumers. This increases competition in coffee markets among retail brands such as Dunkin Donut, Starbucks, and Peets. The global leading coffee companies include Starbucks (SBUX), Smucker’s (SJM), Kraft (KFT), Green Mountain (GMCR), Sara Lee (SLE), Nestle ( NSRGY.PK).
MG410 CONSUMER BEHAVIOUR SEMESTER 2, 2012 ASSIGNMENT ONE CASE STUDY STARBUCKS 2006 – MARKETING STRATEGY IN ACTION Table of Content Page # Introduction 3 SWOT Analysis 4 Answers 5 Conclusion 8 Bibliography 9 Starbucks Corporation is one of the most growing and influential companies in the world. It is renowned for its high quality roasted coffee beans and providing a new culture of coffee to the coffee lovers out there. It began in the year 1971 in Seattle, United States of America, with a mission stating as “To inspire and nurture the human spirit- one person, one cup and one neighborhood at a time”. The analysis is spread over the main areas concerning the history of Starbucks illustrated in the chart line below, secondly a discussion of the SWOT analysis of Starbucks Corporation, thirdly discussion of the answers to the questions in the case with the analysis from the SWOT discussion followed by a conclusion. To begin with, find below the history chart line of Starbucks which represents the important incidents that had happened in the past and pointing to the future.
All of this information provides potential investors with information about Starbucks’ performance. My individual report will conclude with the recommendations that might have an impact on improving and increasing Starbucks’ productivity and revenue. 2. History And Nature of the Company The Starbucks Company opened its first store doors in Seattle’s Pike Place Market in 1971. For more than forty years this company grew to have about 18,000 stores in 60
1. Introduction The Global culture of coffee is rapidly increasing; for many people it has become a daily habit and nowadays coffee shops are a common social meeting ground. In view of the fact that coffee shops are seen at every half block in one’s neighborhood, it may not sound surprising that coffee has become the most valuable commodity in the world and the second largest traded commodity next to oil (Pendergrast, 1999). So with coffee being one of the world’s most traded market, it is significant for this report to focus on the impact of coffee production on local producers at specific region such as Rosário da Limeria. 2.