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.
These goals have allowed Starbucks to achieve such success in both the domestic and global markets. Analyze the influence of global economic interdependence and the effect of trade practices and agreements In 2000, many activists were pressuring Starbucks to support Fair Trade coffee in their stores. Shortly after, “As a result, on October 4 Starbucks introduced whole bean Fair Trade Certified coffee at over 2,300 stores, which brought the number of Fair Trade outlets to almost 5,000 nationwide” (www.globalexchange.org). The Fair Trade movement involves the public forcing big name coffee house chains, such as Starbucks, to purchase their whole beans directly from the cooperative farmers and pay them a decent price that allows them to earn a
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
Strategic Planning During Starbucks Coffee Company’s annual meeting, a series of innovative customer-facing initiatives were unveiled. Howard Schultz, chairman, president, and CEO, shared his “vision for transforming the Starbucks customer experience and reinforcing a strong foundation from which to grow (Starbucks Annual Reports, 2009).” This strategic planning initiative of reinforcing the strong foundation consists of the five initiatives discussed in the meeting. Two initiatives stand out the most as benefiting the Starbucks customer. Those are: • A proprietary and revolutionary in-store Clover® brewing system that delivers the best cup of brewed coffee available anywhere • The first phase of a Starbucks Card Rewards program, rewarding registered cardholders and providing unique new benefits when using their cards in Starbucks stores The agreement entered into between Starbucks and The Coffee Equipment Company, provider of the Clover® Brewing System, will make Starbucks the exclusive provider for the brewing system. “The system utilizes a special vacuum technology that brings out the complex, rich and
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.
China: Starbucks 2nd Largest market……………………………………………………………………..4 5. Starbucks in US…………………………………………………………………………………………5 6. Beverage Industry in China prior to Starbucks…………………………………………………………..5 7. China current coffee industry…………………………………………………………………………….5 7.1 Barriers to Entry………………………………………………………………………………..5 7.2 Power of Suppliers……………………………………………………………………………..6 7.3 Power of Buyers………………………………………………………………………………..6 7.4 Power of Substitutes…………………………………………………………………………...7 7.5 Competitive Rivalry……………………………………………………………………………7 8. Starbucks China Entry Strategy………………………………………………………………………….7 8.1 Cost Competiveness……………………………………………………………………………9 8.2 Fresh Vs Instant Coffee………………………………………………………………………..9 9. Business Value Chain…………………………………………………………………………………..10 10.
Environmental Factors Paper MKT/421 University of Phoenix Starbucks business activities cover a numerous range of places and this allows for Starbucks to use different routes for distributing products. Many different locations cause the environmental factors to be important when making marketing decisions. The distribution channels are affected in different ways and Starbucks being flexible in their marketing plan allows for things to be adjusted meeting the needs of the environmental factors. Starbucks is known as the largest coffee company in the world. They purchase and roast high quality whole bean coffee and serve it with different beverages and even sell coffee-related accessories and equipment.
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.
Starbucks – Marketing Audit Table of Contents Executive Summary 3 Introduction………………………………………………………………………………...4 Marketing audit objectives………………………………………………………………..4 Marketing audit methodology…………………………………………………………….4 Marketing audit scope…………………………………………………………………….5 External marketing audit………………………………………………………………….5 PEST analysis……………………………………………………………………………..5 Political-Demographics…….……………………………………….……………5 Social/Culture…….……………………………………………..…………………6 Economic…………….………………………………………………………….…7 Technological…................................….………………………………….…..…7 Porter's five model……………………………………………………………………...…7 Micro enviromental………………………………………………………………………..8 Market Trends .........................…………………………………………………8 Competitors………………………………………………………………………..9 Distribution………………………………………………………………………...9 SWOT Analysis ………………………………………………………………………….10 Internal marketing audit…………………………………………………………………11 Marketing Strategy……………………………………………………………………....11 Marketing Objectives…..……….…………………………………………………….…12 Marketing Mix…………………………………………………………………………….13 Marketing productivity audit……………..……………………………………………...14 Marketing functions audit……………..……………………………………………...…16 Marketing system audit………..………………………………………………………..16 Marketing organization audit……………………………………………………………17 Recommendations…………………………………………………………………….…17 Referencies…………………………………………………………………………….…18 Executive Summary Since its foundation in 1971, Starbucks has been workinguncompromisingly to achieve the company objective of becoming the worlds leading coffee brand. Havinggone through various stages of growing pain, today theCompany is operating with over 10,000 stores in 37countries. Starbucks success was mostly a directresult of its aggressive expansion plan, that consequentlyturned the Starbucks coffee beverages into a mostfamiliar and
Communication and Culture in Starbucks The Starbucks Corporation is a coffeehouse chain operating in over 50 countries, boasting over 17,000 locations and over 137,000 employees worldwide. It is a rapidly expanding business at a time when most other large corporations are downsizing, both in human relations and services offered. Starbucks culture, values and communication. Starbucks’ main goal is to keep the look and feel of a small town coffeehouse or boutique while still incorporating modern coffee making technologies and creating a family-like community for its employees and patrons. To date, they seem to have accomplished this.