Executive Summary Green Mountain Coffee Roasters (GMCR), a Vermont-based coffee roaster and distributor, has experienced accelerated growth over the last few years in large part due to its Keurig single-cup brewing systems and accompanying K-Cups. A thorough company analysis was carried out to determine what, if any, actions GMCR could undertake to ensure their future growth and success. To structure the analysis, three distinct phases in GMCR’s history were considered: Who was Green Mountain; Who is Green Mountain; and Who should Green Mountain be? Based on our findings, we recommend that GMCR: 1) Renew focus on the Green Mountain coffee brand by a) increasing brand awareness among the Away- From-Home / Business-to-Business market, b) growing the wholesale division, and c) using recent acquisitions to push the Green Mountain name. 2) Improve the quality of their financial statements by a) implementing improved systems to track inventory and b) updating the manner in which royalty revenue is classified.
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 believes in creating distinctive experience in the shape of the rapid expansion. In this paper the global business plan of Starbucks for marketing its products and services in Pakistan is described in detail by explaining the internal environment, external environment, entry selection mode, international functions and cost/benefit analysis. Internal Analysis The internal analysis of the business plan of Starbucks includes: * Planning * Organizing * Leading * Controlling * Implementing Planning In order to enter the Pakistani market, Starbucks will consider the business environment of the country; it will adopt the green philosophy in order to develop business in Pakistan. Further, the company will consider the convenient locations in different cities of Pakistan, but firstly it must start its business in the biggest city of Pakistan, which is Karachi. In result, it will open new retail stores in other cities also such as Lahore, and Islamabad, etc.
Despite this intense competition Starbucks is estimating that by 2005 would own approximately 20.5% of the US retail coffee market (Exhibit 6 in Case Study). Crucial to the Starbucks’ success are its employees or partners; the company’s value proposition revolves around 3 axes and this is one of them. Quality of coffee and nice atmosphere are the other 2 components. Partners connect to the level of service and “customer intimacy. It is important to note that the employee
Jacinda Schweitzer English Composition January 30, 2012 Starbucks Advertisement Analysis In today’s society our culture hasn’t been more visual than ever before. We take in advertisements faster than we can take in statistics and facts, but the advertisements and what they convey remain in our heads. All those visual images manipulate our societies views and the choices we make in ways never measured. Which makes the viewer ask one of the most important things, “ What is the message of this advertisement?” The Starbucks advertisement I chose makes very fine use of color. The neutral colors in the advertisement really set the mood for coffee and also the fact that it’s for Starbucks.
Although Starbucks does face much competition, one of their biggest threats seems to be themselves. They have grown quickly which means they had to spend numerous amounts of money to open new stores and expand their products. “The company had its success through baby boomers in the 90’s, but now the Generation X is not liking the environment of the shop and the young generation feel out of place in the coffee shop, above all the price of coffee seems to be little expensive to them ("Case: Starbucks- Going Global Fast", 2012)”. With Starbucks wants to grow r rapidly and business oriented, it could be possible that they forget how to give customers that one on one customer service. Starbucks was a coffee shop that allowed friends to come together over a cup of coffee and now it has expanded with Wi-Fi in stores, and online stores.
Comparing and Contrasting Starbucks and Tim Hortons The coffee and café industry has begun to boom in the past few decades. Addictions to coffee are growing and more places are opening up to cater to these needs. There are two in particular that compete on a constant basis: Starbucks and Tim Hortons. Both restaurants have their own loyal customers and though they essentially sell the same thing, they are also quite different in some aspects. In this essay, coffee selections, food selections, and interior and design of Starbucks and Tim Hortons will be compared and contrasted.
Recommendations — Resource allocations (which current programs to keep, which to rethink) — Moving the levers (strategies for improving the impact of CSR efforts) — Exploring uncharted territories (new programs or initiatives to try) — Expanding the definition (broadening the portfolio of things that can or should fall under the umbrella of CSR) V. Conclusion I. Introduction Mission: To inspire and nurture the human spirit. One person, one cup and one neighborhood at a time. -- Starbucks Starbucks has experienced tremendous growth in the past 4 decades since its inception in 1971 from a few retail coffee ‘bars’ in Seattle to a multinational premier coffee brand with over 18,000 stores in over 60 countries (Starbucks Global Responsibility, 2012). Starbucks’ CEO Howard Schultz has led the growth of Starbucks into the 21st century to be a model multinational company—epitomizing global corporate social responsibility (CSR) practices.
With less turnover, partners were able to identify reoccurring customers and provide personalized service. Lastly, partners maintained a “Just Say Yes” mentality allowing them to break company guidelines in order to provide the best service possible. A commitment to product and service innovation created opportunities for Starbucks to further connect with existing customers while also acquiring new ones. Through its core beverage offering, development of drinks such as Frappuccino and seasonal beverage, contributed to this success. Further, the creation of the verismo machines not only improved the overall customer experience through better partner efficiency, but also allowed partners to create more complex drinks that took too long in the past.
Starbucks’ use of raw materials from multiple continents and expanding global presence positions the company as a prime example of successful marketing strategy in the face of shifting environmental factors. Globalization may be defined as “a process that encompasses the causes, course, and consequences of transnational and transcultural integration of human and non-human activities,” (Al-Rodhan & Stoudmann, 2006). Through this process separate economic systems have become intricately intertwined. This economic interdependence plays an important role in Starbucks’ marketing process, helping facilitate the sometimes exotic sources for their signature coffee grinds. The myriad stages of their business, though independently susceptible to fluctuations in market stability, are stabilized through their relationships within the business.