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.
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.
Starbucks is an international coffee business from the United States and has over 20000 shops over 62 countries. The business first shop opened in 1971 in Seattle, Washington. The business has started by Jerry Baldwin, Zev Siegl and Gordon Bowker. The Starbucks sell a variety of cold and warm drinks. They have different types of warm and cold coffee, lemonade, sandwiches, salads, pastry, candy and they also sell cups that they designed.
Starbucks has a good sustainability plan, excellent leadership and motivated stakeholders that will follow the organization well into the future. Starbuck’s Background Starbucks has been a household name for over 20 years. It is the largest coffee house in the world with over 17,000 stores in 50 countries (Wikipedia Website, 2011). Starbucks was founded by two teachers in Seattle, Washington with $1,350.00 each and a $5,000.00 bank loan (Kline, 1998). In 1987, Howard Schultz acquired Starbucks and ran with the idea that a barista-type coffee house was going to be the wave of the future.
Growth had been supported by markets reforms, huge inflows of FDI, rising foreign exchange reserves, both an IT and real estate boom, and a flourishing capital market” (India, 2000). The potential is present but research has to be completed to determine which cities to enter, who the target segment is, and estimate the expected revenue per outlet. Locations in India This paper shall determine the best locations to establish new coffee bars in India, review the data provided, and determine the limitations of the data available, and address constraints placed on CoffeeTime. Many of the
Schultz saw the opening in the U.S. market to capitalize on the coffeehouse experience that was undervalued at the time. 2. What drove Starbucks to start expanding internationally? How is the company creating value for its shareholders by pursuing an international expansion strategy? Starbucks had over 700 stores in the United States at the time that they decided to expand internationally.
They are in the special eateries sector of the service industry with a focus on purchasing and roasting coffee beans. Starbucks is the largest coffee house in the world, with more than 17,000 stores in over 55 countries. (Yahoo Finance) Starbucks also provides decaffeinated beverages, Italian espresso, iced beverages, select premium teas as well as variety of items to order off of their in store made-to-order menu. In addition, they also sell bottled Frappuccino, Double-Shot espresso drinks as well as marketing and distributing their own brand of super-premium ice creams. Starbucks also provides other coffee and tea products while licensing its trademarks
Starbucks is one of the most successful companies of the US, which is well-known nationwide. Throughout its history, the company has reached outstanding results, becoming one of the leaders in the national market. At the same time, the time is changing and the process of globalization contributes to the growing competition, while the company’s administration perfectly realizes that Starbucks needs continue to progress. Otherwise the degradations is inevitable. In such a situation, it is extremely important to choose the correct strategy of the further development of the company.
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.