Starbucks long term goal is 15,000 US stores and 30,000 stores globally and to earn a good amount of revenue of 20 to 25% from them. Starbucks has an even “glitzier” goal which takes it beyond its coffee roots and in helping define society’s popular culture menu. Starbucks is considered as the most dynamic retail brand. It has been able to become a “Global Brand Leader” by reinventing the coffee experience. Starbucks gave US the “Café life” which didn’t existed before.
Starbucks 1. The factors that made Starbucks so successful in North America: • The location selected for the Starbucks cafe’s was strategically implemented for ready access to consumers and also right in the strategic location where densely populated areas. • Starbucks cafes started in many crowed unified areas such as grocery stores, airports, united airline flights, barnes and noble bookstores where costumer can relax and spend a piece of pleasant time. • Starbucks’ success attainable and reliable on the environment and the method how they positioned Starbucks cafes; the Starbucks cafes is a comfortable center to have a good time. • Compare to international market, North American consume coffee out of home averagely higher than most of the countries.
This move made Starbucks a household name. In addition their initial advantage over competitors such as McDonalds is that they produce great products and having dedicated employees that make it their job to delight customers every time they visit; many memorize not only the names of their customers, they know exactly what drink they are going to be having. Their coffee beans have a distinctive flavor that comes from its land of origin as well as the roasting techniques used. Understanding that we all come from different cultures is an important aspect of their marketing. Some of their Coffees come from Latin America, Africa, Arabia among other regions and locations.
The company has also expanded their offerings into grocery stores which distribute Starbucks-brand ice cream and coffee. Howard Schultz currently serves as the Chairman, President, and Chief Executive Officer of Starbucks. He joined the company in 1982 as the head of marketing and purchased the company in 1987. In 2011 he was ranked by Forbes Magazine as the 22nd highest paid CEO with a total compensation of $29.73 million. Starbucks and Environmental Strategy Unlike many other companies, Starbucks has been highly vocal about their goal to minimize their environmental impact and have made sustainability a part of the company culture.
319).” Starbucks did recently face its own struggles from the recent recession, but I believe it is a company that is fearless, hungry, and innovative which is why it will continue to climb to the top. Starbucks is a business that has what it takes. “We are not in the coffee business serving people, but in the people business serving coffee (pg. 323).” That statement says it all! I have so many good things to say about this company, and it’s not because I’m a regular there.
Life Map III. Questions I. Introduction Starbucks brand has been a household name in the coffee enterprise not only in the United States but also in different parts of the world. They have opened about twenty thousand coffee shop branches in sixty-two countries globally. It has been rapidly growing and opens about two branches a day on average.
MG410 CONSUMER BEHAVIOUR SEMESTER 2, 2012 ASSIGNMENT ONE CASE STUDY STARBUCKS 2006 – MARKETING STRATEGY IN ACTION Table of Content Page # Introduction 3 SWOT Analysis 4 Answers 5 Conclusion 8 Bibliography 9 Starbucks Corporation is one of the most growing and influential companies in the world. It is renowned for its high quality roasted coffee beans and providing a new culture of coffee to the coffee lovers out there. It began in the year 1971 in Seattle, United States of America, with a mission stating as “To inspire and nurture the human spirit- one person, one cup and one neighborhood at a time”. The analysis is spread over the main areas concerning the history of Starbucks illustrated in the chart line below, secondly a discussion of the SWOT analysis of Starbucks Corporation, thirdly discussion of the answers to the questions in the case with the analysis from the SWOT discussion followed by a conclusion. To begin with, find below the history chart line of Starbucks which represents the important incidents that had happened in the past and pointing to the future.
(1)value-creative The Starbucks once declare its ultimate goal is to open 25000 branches in the world just like the 30000 branches of McDonalds. It can’t be denied it has this confidence for its product quality and rich human resource support. Product quality The Starbucks has devoted itself into operating the best roasted coffee beans。After transformation, the Starbucks has established special procurement system and purchased the best coffee beans in the world so that the people who are fond of Starbucks can taste the purest coffee. In order to guarantee the quality, the Starbucks insists the four principles: it declines the franchise for that it does not believe the franchises can care quality management; it does not allow to sell artificial coffee beans and use chemical essence to pollute the best coffee beans; it declines to enter the supermarkets and
Onward by Howard Schultz and Joanne Gordon Onward is the story of Starbucks Coffee Companys’ success. The company originated in Seattle, Washington. Starbucks in the early 1980s was not like the Starbucks we walk into today. In that time, Starbucks was a chain of four small stores that sold coffee beans and ground coffee. The Starbucks Coffee Company we know of today rose from the passion and love that CEO Howard Schultz has for coffee itself.
Corporate Strategy Analysis……………………………………………………………..13 10. Recommendations………………………………………………………………………..15 11. References...……………………………………………………………...………………17 1. Abstract This individual report aims at analyzing Starbucks Coffee Company as a successful and competitive business. It will present important information about the history and nature of the company.