When one needs to get an energy boost, they will usually turn to coffee. In past years, coffee was a slow product to make unless one wanted to pay for a premade cup brewed at a store. According to The Keurig Story (2012), since 1998, Keurig has changed the market by offering an at home single cup coffee maker with speed and efficiency that the consumer market demands. Product Description Single cup coffee brewing systems are the leading technology in the coffee industry today. Keurig, Inc. is among the top producer of the single cup coffee brewing systems.
Starbucks aims to give good quality products to theirs customers and that with those products they could make their business known. With fair trade products and good quality beans from Ethiopia, India etc. they bring different kinds of flavors for their drinks. And for objective since they have started from a small coffee house in Seattle, Washington, USA they would open more shops in the USA and make their business
With a solid financial plan, the organization can tackle initiatives without the organization finding itself in so many debits they cannot recover. Initiatives can also affect a company’s financial planning, just as it affected Starbucks initiatives. Howard Shultz, the CEO of Starbucks stated, Starbucks has initiatives and plans that include increased stores, operating efficiencies, decreases in cost, and even more long time growth for Starbucks (Starbucks, 2011). In order for Starbucks to increase stores, decrease cost and increase operating efficiencies, they had to create a financial plan for this initiative. When a company, such as Starbucks, starts financial planning, it begins with a firm’s working capital to achieve the company’s goals and initiatives.
When someone says they are going to get a drink from Starbucks, without thinking, you automatically are filled with images of a high-end coffee shop and can maybe even smell the brewed coffee. Without even realizing it, every aspect of Starbucks has been carefully chosen to persuade customers to enter the store, and to buy their coffee (Ruzich 433). In this rhetorical analysis/commentary of Starbucks I will be going in depth on the authors article about Starbucks. Not only does Starbucks persuade a person to buy their coffee, but also the warm, cozy atmosphere makes a person feel at home so it gets them to stay in the coffee shop even longer. Purpose: Ruzich’s purpose in this article is to inform the reader of the reason why Starbucks has become such a sensation.
Formulate strategies 9. Implementation plan 10. Evaluation plan Introduction In my previous assessment I have started to look and analyze one of the most popular and know coffee shops in the world “STARBUCKS”. At this period and economical situation company is issuing a big competition in the market and there has to be changes done within all the company to make sure that company is able to hold it’s place within the market. That is why in my assessment I will try to look closely to the company, see how it operates as well as will try to implement company strategic plan while comparing it to other similar brands in the market.
Top executives at Starbucks realize the importance of preparation and planning. The link between these two words promotes sound business decisions and goals for the company. This is defined in their mission statement “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow (Starbucks.com, 2009) defines how the company sells the highest quality coffee beans and best tasting coffee products by following firm yet practical standards to acquire the highest quality of coffee beans throughout the world. Starbucks overall mission is “To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time” (Starbucks.com, 2009), further defining how management interprets employees as well as how their coffee affects the community through interaction, whether just for one moment or over a period of
Additionally, Starbucks has distribution agreements with office coffee supplier, hotels, and airlines. Using a variety of distribution channels allows the company to reach a wider market, however the company needs to be careful with this approach due to the potential channel of conflict. Implementation of Pricing Strategy Starbucks is the leader of the coffee market. As an individual company, it controls several times more market than any of its competitors. More than just a high priced coffee shop, Starbucks offers a combination of quality, authority, and relative value.
Running Head: Starbucks Marketing Plan Proposal GB530 Marketing Management: Starbucks Marketing Plan Proposal GB530 Heather Conley March 19, 2013 Starbucks Marketing Plan Proposal Upon careful consideration, I have decided to create a marketing plan proposal as an addition to Starbucks’ already-existing line of products. In fact, the product I have chosen for my project is an extension to their already-existing line of drinks sold outside of their independent stores, with a designated target of retail stores (ex. Wal-Mart, Albertson’s, etc). This new product will be called “Starbucks Refreshers.” Refreshers will be a product similar to that of Mio, Kool-Aid, and Crystal Light. The difference between this product and others previously mentioned is that Starbucks will sell drink mixes to be added to water, targeting flavors not already in existence, with Strawberry Lemonade to be the first flavor produced and sold.
The small business venture roasted their own top quality Arabica coffee beans, distributed coffee to local restaurants and inns, and positioned themselves as coffee roasters, not just distributors. As the market for gourmet coffee in the US grew so did Green Mountain and the company went public in 1993. Through the 1990s GMCR focused on reaching more customers and building the Green Mountain brand. They achieved this by selling both direct-to-consumer and wholesale packaged coffees to a variety of customers.
Strategic Initiative Several strategic planning initiatives for the Starbucks Corporation, as identified in their fiscal 2012 annual report include: * To expand the core business of coffee roasting and distribution channels * Create authentic connections with their customers via the Starbucks experience * Expand market share capture in the high end tea market category (Teavana) * Support and encourage innovation within Starbucks business sectors The Starbucks Corporation continues to drive toward a balanced approach of increasing shareholder wealth. The cooperation recognizes and supports a socially responsible position with true global issues and concerns. Starbucks understands this delicate balance and does not compromise its reputation for the mere sake of increased profitability. One example of their strategic plan is identified with their recent success of enhancing their distribution channels. According to the "U.S. Securities And Exchange Commission" (2012) fiscal annual report; Starbucks consolidated global revenues reached a record $13.3 billion, a 14% increase, with revenue growth driven by a 7% rise in global comparable store sales and a 50% rise in