Ceje Davis American Intercontinental University Unit 5 Individual Project MKTG 205 – Principles of Marketing 12/14/2014 Abstract Starbucks Incorporated has become a regular from the coffee shop to your own home, and even across the world. The company wide marketing as worked for the last 30 years and will continue to grow as coffee becomes more popular around the world. Starbucks Incorporated Introduction Starbucks is an international coffeehouse franchise company headquartered in Seattle, Washington. It is the world’s largest coffeehouse and coffee chain with 11,500 stores in the United States, and more than 20,000 stores worldwide in 55 countries. Starbucks locations serve hot and cold beverages, whole-bean coffee, micro- ground instant coffee, full leaf teas, pastries, and snacks.
Liberty University Final Group Paper BUSI520 –B21 Jeffrey Wietholter, Nathaniel Martin, Richard Oros, John Rafoss, Kevin Staples March 7, 2012 Executive Summary Keurig is today’s fastest growing home and business single cup coffee maker. Their invention of the single K-Cup coffee roasting product has revolutionized the coffee industry. Keurig today is a subsidiary of Green Mountain Coffee Roasters (GMCR). GMCR prides itself on producing premium all natural coffee beans and is now providing the coffee for Keurig’s K-Cups. Written below is an integrated marketing analysis of Keurig’s current business.
Lastly, Mr. Herzog must make these decisions within a 1 milliondollar budget and determine if he will be able to meet his market share objective of an initial 35% and stillbreakeven. As a company, Kraft enjoys a worldwide reputation of leading edge innovation and has astated company mission to achieve leadership in the markets it serves. Currently, Kraft holds aleadership position in market share for coffee sales worldwide as well as in Canada. Kraft sells its coffeein Canada under the brands, Maxwell House and Nabob which enjoy a combined market share inCanada of 32%. Maxwell House holds the largest market share in Canada, with top sales in both roastand ground coffee.
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.
Currently the roasting business uses high quality, fair traded, organic Arabica beans. This coffee is sold mainly to coffee drinking Catholics via word of mouth and internet sales. With average sales of $56 thousand a month, and expenses totalling 89% of revenue, this leaves a net profit of 11%. Without compromising on their way of life, Father Mary is looking for a way to maximize the coffee roasting business to realize his dream of a full fledge monastery. External Analysis There are
These goals have allowed Starbucks to achieve such success in both the domestic and global markets. Analyze the influence of global economic interdependence and the effect of trade practices and agreements In 2000, many activists were pressuring Starbucks to support Fair Trade coffee in their stores. Shortly after, “As a result, on October 4 Starbucks introduced whole bean Fair Trade Certified coffee at over 2,300 stores, which brought the number of Fair Trade outlets to almost 5,000 nationwide” (www.globalexchange.org). The Fair Trade movement involves the public forcing big name coffee house chains, such as Starbucks, to purchase their whole beans directly from the cooperative farmers and pay them a decent price that allows them to earn a
Environmental Factors Paper MKT/421 University of Phoenix Starbucks business activities cover a numerous range of places and this allows for Starbucks to use different routes for distributing products. Many different locations cause the environmental factors to be important when making marketing decisions. The distribution channels are affected in different ways and Starbucks being flexible in their marketing plan allows for things to be adjusted meeting the needs of the environmental factors. Starbucks is known as the largest coffee company in the world. They purchase and roast high quality whole bean coffee and serve it with different beverages and even sell coffee-related accessories and equipment.
Kraft Foods The Coffee Pod Launch Problem Geoff Herzog, product manager for coffee development of Kraft foods Canada needs to decide whether or not to launch the single serve coffee pod in Canada simultaneously with the United States launch of the product. SWOT Analysis Strengths Kraft Foods is recognised globally as being a leader in coffee sales. Kraft’s two existing coffee brands in Canada lead the market in retail sales. There is already a well established distribution system. Weaknesses Financial constraint with a limited budget for a marketing strategy for the launch.
Financial Statement Analysis Starbucks Vs. Caribou Coffee By: Dan Polak 2/21/11 Which is the better investment? When choosing a company to invest in, it is best to avoid brand name bias and choose the company that, according to its books, is the most efficient and profitable. While Starbucks is the famous brand name, it is also clearly the better company. Not only is it the international fresh brew behemoth, but, year by year, it never ceases to prove just how much the world, especially Americans, love their fresh cup of coffee and how much they’re willing to pay for it. When analyzing the four financial statements, it is easy to see that Starbucks triumphs over Caribou in almost any statistic or ratio.
Starbuck Corporation is a leading coffee retailer with more than 18,000 stores in 62 countries and is considered one of the World Most Ethical companies according to Ethic sphere Institute for the 8th year in a row (website from Blackboard).Starbucks describes their corporate social responsibility as a way they conduct their business to produce social, environmental and economic benefits to the communities (Corporate Social Responsibility Annual Report). Starbucks Corporation Morally Responsible towards Consumer Starbuck commitment is not just to the highest quality of coffee in the world, it is to the doing the right thing when in regards to their consumers, their employees and their environment. Starbucks moral behaviors toward the consumes, is pretty simple to identify in the company’s mission statement, “to inspire and nurture the human spirit–one person, one cup and one neighborhood at a time” (Starbucks Company Profile). Starbuck is also committed to provide profitably and offer varieties of exceptional products like coffee, teas, handcrafted beverages, fresh food and ready to go drinks for consumer to enjoy in store, at home and on the go. Starbuck aslo offers low calories quality products that does contain and artificial flavors, dyes or high fructose syrups.