Second was their “customer intimacy, which translated into a large variety of coffee selection as well as customization by the drinker. Lastly, was their customer service, To create the “uplifting experience” they strive for they strongly encouraged their baristas to remember
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
It is a win-win relationship for both parties. 2. What are the risks and benefits to SBX in pursuing these environmental objectives with CI? Risks: • Climate Change, water scarcity and community issues Benefits: • Starbucks mission/goals is to help farmers who grow coffee by helping to sustain coffee farmers and strengthen their communities, in term ensures healthy supply of high-quality coffee for consumer. • Gained better control on global markets.
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.
Starbucks offers a variety of coffee and coffee products in their retail stores and in grocery stores worldwide. Recently, Starbucks has added value to their retail stores with the expansion of their breakfast and lunch food selection, as well as with the arrival of the Starbucks Blonde Roast Coffee. Through value exploration, the avenue by which a company identifies new opportunities (Kotler & Keller, 2012, p. 58), Starbucks discovered there was a large group of consumers who preferred a milder roast coffee, when compared to the traditional dark roast coffees. In hopes of meeting consumer preference, the Starbucks Blonde Roast was developed and introduced as the newest brewed coffee by Starbucks. It is a “lighter, mellower roast coffee developed to meet the demands of consumers who requested that Starbucks create a lighter-roasted coffee.” According to Smyl & Edelman (2012), Brad Anderson, master roaster for Starbucks, said of Starbucks customers, “They told us they wanted a flavorful, lighter-bodied coffee that offers a milder taste and a gentle finish.
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
William Torres Comm 352 10937081 Just Us! Strategic Issues Just Us! Coffee Roasters Co-operative has enjoyed growth over their start up phase and is wishing to expand further. Just Us! Coffee Roasters operates in the niche market of Fair Trade Coffees.
* 1. Controllable Elements & Uncontrollable Elements A successful marketing manager blends price, product, promotion, channels of distributions, and research activities to capitalize on specific demands. These elements can be altered in the long run, and usually, in the short run, they are adjusted to changing marketing conditions, consumer tastes, or corporate objectives. Hence, they are controlled by managers to adapt to changing market environments and different global market conditions. Specifically for Starbucks, they have built success of the franchise by developing a name brand and image that connects with the world.
Coffee drinking is widespread across the world and has become a mainstay of social customs. Ronald Troyer and Gerald Markle identify this in their article, Coffee Drinking: An Emerging Social Problem by saying “Its (coffee’s) daily use stimulates social interaction. The coffee pot is present at most work places, business meetings, and social gatherings. The coffee break is a time for relaxed conversation during the workday.” Coffee’s widespread success can be related to its ability to overcome age and cultural restraints, having been adapted as numerous varieties over several landscapes, as well as its ability to evolve in flavour, and type of product to suit consumer demand. Coffee has been successfully produced not only as a beverage, but also as variants including ice cream, alcohol and sweets; all of these products feature heavily in social interaction and the everyday.
Starbucks is a star performer in executing a broad differentiation strategy. The competitive approach that Starbucks employs is a broad differentiation strategy. Starbucks successfully offers unique product/experience attributes which a wide range of buyers find appealing and are willing to pay for. The key market characteristic for the strategy of differentiation to work is that buyers’ needs and preferences are very diverse and cannot be satisfied with a standardized product offering. Because Starbucks is successful in executing its differentiation strategy, it is able to command a premium price for its products; increase unit revenues; and capture, maintain, and grow consumer brand loyalty.