BUSI 520-D06, Group 2 Liberty University Starbucks Blonde Roast Coffee May 11, 2012 Introduction Provide a description of your product/service and a brief history of the firm that produces your product/service. Starbucks Corporation is a leader in the coffee industry with coffeehouses around the world. Since their inception in 1971, their goal has consistently remained to “share great coffee with our friends and help make the world a little better” (Our Heritage, n.d.). Starbucks is widely known for their retail stores; however, the company has plans of becoming a brand known for their consumer-products as well (Jargon, 2012). Starbucks offers a variety of coffee and coffee products in their retail stores and in grocery stores worldwide.
Organizational Culture of Starbucks Angela Browning BCOM/230 November 19, 2012 Jamie Barmach Organizational Culture of Starbucks The organizational culture of Starbucks begins with their mission statement. It continues with external communication via interaction with vendors, community involvement, and encouraging customer feedback on service and ideas for improvement. The Starbucks mission statement says that they are “passionate about ethically sourcing their coffee beans … and improving the lives of the people who grow them” (Starbucks Coffee Company, 2012, Our Starbucks Mission Statement, para. 1). They meet this mission by buying these environmentally friendly products.
Customer value proposition is leveraged around serving the coffee experience into everyday lives. Quality Coffee, great service and atmosphere combine for a completing value proposition. Working directly with growers to purchase green coffee beans, overseeing the custom-roasting process, and controlled distribution ensure a quality product. While extensive training confirms excellent customer service, clean and well-maintained worldwide stores that reflect the personalities of each community, thus building a high degree of customer loyalty. (Starbukcs Corporation, 2012) In 2010 Starbucks declared a dividend for the first time and key
By working with Conservation International on projects in the Chiapas from Shade Grown Mexico to coffee purchasing guidelines, Starbucks continues to show they are a leadership company when it comes to biodiversity protection and sustainability issues. It was the CI who holds the initiative to contact with Starbucks. Starbucks also mentioned that “you’ve got to put yourself in our shoes” meaning Starbucks would always consider their products top quality. I think Starbucks know that collaborate with conservation international would bring them a lot merits. Otherwise they may not pay much attention to it.
Starbucks Case 23 Assignment Questions 1. What was Howard Schultz’s original strategic vision for Starbucks? Schultz’s strategic vision for Starbucks was to geographically expand the Seattle, Washington based operations so that Starbucks stores were prominent across the United States and Canada. After traveling to Milan, Italy Schultz realized that the secret to Starbucks’ success would be its differentiating factor in recreating the authentic Italian coffee bar culture in the United States. Schultz was passionate about creating an experience for Starbucks’ customers—providing a space that was a special treat where people could meet friends and visit.
Over the years Starbucks has grown to understand the importance of working together and taking care of one’s investments. One way of ensuring that Starbucks always gets the best products (materials) is through ethical sourcing programs. Starbucks is committed to always buying and making available the best high quality, responsibly grown, and ethically traded coffee that will help create a better future for farmers. Examine the importance of demographics and physical infrastructure. Analyze the influence of
Starbucks was one of the first to create a product with such distinction and the product was sold both in the cafes as well as grocery chains. Another factor was the excellent customer service that they provided and finally, the atmosphere. People came to the café to buy coffee however; they were also drawn in by the atmosphere. Starbucks success rest on the facts that they: Started with a good business concept, thought big, thought outside of the box and partnered smart The most compelling thing about Starbucks value proposition was that Starbucks wanted to create an experience for customers that they could “weave into the fabric of their everyday lives”. This was important for top managers at Starbucks because instead of just having customers come in and out for a cup of coffee they can also think of Starbucks as a place to relax and meet with friends.
Starbucks provides a variety of coffees and es pres s os as well as fres h food items including pas tries , s andwiches , s alads , and other items . Additionally, it s ells branded bottled co ffees and ice cream. Starbucks als o owns s everal brands including Seattle’s Bes t Coffee and Tazo tea. Starbucks Corporation was given a weighting of 20% becaus e of its brand image and appeal to its target market. Starbucks offers a s imilar fres h ingredien t environment and values its employees highly.
A. B+ Howard Schultz had a vision of transforming Starbucks stores into an espresso bar, with a barista serving each customer with a performance of “great theater.” Mr. Schultz was passionate about his vision and was very persistent with the transformation of Starbucks. His strategic vision was for Starbucks to serve fresh brewed coffee, Espresso, Cappuccino, selling freshly ground or ungrounded dark roasted coffee beans, in numerous Starbucks café in the U.S and Canada. Schultz other strategic vision was to earn a profit every year, to become a national company with values, establish guiding principles that employees could be proud of, and to create a branding with the name Starbucks as the most respected brand name in the coffee industry. The objective for Mr. Schultz and Starbucks was to open one hundred twenty five stores in five years- fifteen stores in the first year, twenty the second, twenty five the third, thirty the fourth and thirty five the fifth year. Also, another important objective was to
Linh Vu 1) What factors accounted for the extraordinary success of Starbucks in the early 1990ies? What was so compelling about Starbucks’ value proposition? Describe Starbucks product. - The long time vision: Starbucks created a chain of coffeehouse that would become American’s “third place” besides home and work. A place where they could go to relax and enjoy others, or just be by themselves.