Preview

Second Cup Case Study

Satisfactory Essays
Open Document
Open Document
499 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Second Cup Case Study
IMC Proposal: Second Cup
Second cup was seen a popular coffee house for many Canadians, focusing on a comfortable and warm atmosphere for its customers to socialize with friends or catch up on some work. Known as one of the higher class coffee houses, Second Cup offers many specialty beverages and sweet treats, in addition to Wi-Fi access in all of their franchises. The purpose of selecting Second Cup for the IMC is because they have to some extent ‘dropped off the map’. This coffee house has for the most part been pushed aside, while Starbucks, Tim Horton’s and Timothy’s seem to prevail. In 2004, Second Cup created and Income fund, which was a way to generate more cash, however this put a huge hold on expanding the business in any way (Strauss,
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    BLENZ Coffee case study
    • 929 Words
    • 4 Pages

    BLENZ Coffee case study

    BLENZ Coffee is a Canadian chain of franchise coffee shops. BLENZ was founded in Vancouver in 1992, and has grown to over 82 franchises in six countries. Presently the majority of locations are located in British Columbia, with 35 international stores in the United Arab Emirates, Kuwait, the Philippines, China and Japan.…

    • 929 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Second Cup
    • 1076 Words
    • 5 Pages

    Second Cup

    * They offer a unique coffee experience. Second Cup focuses on the atmosphere of their shops and pays a great attention to detail. Unlike their independent counterparts, Second Cup has the resources to create a universal ambiance throughout all of their retail stores. Their stores are very well designed, but have more of an exclusive feel than other coffee shops.…

    • 1076 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Best Essays

    The Distinctive Growth Tale of Starbucks
    • 4211 Words
    • 17 Pages

    The Distinctive Growth Tale of Starbucks

    * Nancy F.Kohen, Marya Besharov, Katherine Miller. (2008). Starbucks coffee company in 21st century. Available: Harvard digital library. Last accessed 30 September 2011.…

    • 4211 Words
    • 17 Pages
    Best Essays
    Read More
  • Good Essays

    Eco 365 Wk 1 Article Analysis
    • 942 Words
    • 4 Pages

    Eco 365 Wk 1 Article Analysis

    Coffee has an unfailing and growing economic utility. In other words, the level of pleasure received when people drink coffee has remained high over the years. Additionally, there are more buyers in our economy that are extending the types of beverages they drink with coffee, and the extensive assortment of coffee drinks that are offered. This has supported the increase of coffee’s utility in the marketplace.…

    • 942 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Article Analysis for ECO/365
    • 797 Words
    • 4 Pages

    Article Analysis for ECO/365

    Coffee has become such a demand for many Americans that home-brewing gadgets have become more popular. The world is purchasing cheaper coffee blends (“Coffee Demands Shift Down-Market,” 2013). More Americans are bringing the coffee shop experience home with them. This year alone, the single-cup segment has increased to 12% (National Coffee Association USA, 2013). According to the National Coffee Drinking Trends show that the U.S. population now drinks single-cup formats at 13% compared to 4% in 2010 while drip coffee maker use has dropped to 37% from 43%…

    • 797 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Competitive Brand Strategy Analysis Anant Saxena
    • 2448 Words
    • 11 Pages

    Competitive Brand Strategy Analysis Anant Saxena

    The key competitors for Starbucks in this market are Tim Hortons and Second Cup. While Tim Hortons…

    • 2448 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Good Essays

    Red Cup Controversy Case Study
    • 2039 Words
    • 9 Pages

    Red Cup Controversy Case Study

    In 1997, Starbucks debuted their first Holiday Cup featuring designs of holiday symbols such as ornaments and snowflakes. On November 1 2015, the company debuted a minimalistic ombré red cup without such motifs. According to the Starbucks Newsroom site, the 2015 design “is another way Starbucks is inviting customers to create their own stories with a red cup that mimics a blank canvas” (2015). However, on November 5, American evangelist, former pastor and social media personality, Joshua Feuerstein posted a video to his Facebook titled “Starbucks REMOVED CHRISTMAS from their cups because they hate Jesus” (Feuerstein, 2015). Following, others posted to social media that stripping the cup of its usual…

    • 2039 Words
    • 9 Pages
    Good Essays
    Read More
  • Good Essays

    Mgt/230 Week 3
    • 867 Words
    • 4 Pages

    Mgt/230 Week 3

    Grant, L. (2005). Capitalizing on coffee. Smart Business Los Angeles, 1(5), 8-8. Retrieved from http://search.proquest.com/docview/203175672?accountid=35812…

    • 867 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    BA440 WK 5 Marketing Strategy Starbucks
    • 2146 Words
    • 7 Pages

    BA440 WK 5 Marketing Strategy Starbucks

    Cooke, J. A. (2010). From Bean to Cup: How Starbucks Transformed Its Supply Chain. Retrieved March 2, 2014 from http://www.supplychainquarterly.com/topics/…

    • 2146 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Drive Thru Coffe Shop Business Plan Essay Example
    • 4813 Words
    • 20 Pages

    Drive Thru Coffe Shop Business Plan Essay Example

    The Coffee Cup is a beverage retailer, which has applied a method that is not very known to the beverage and food industry. The Coffee Cup will give its customers the opportunity to drive through and order their choice of beverage or food that will be freshly made and customized in a very simple, convenient and time efficient manor. It will definitely have a comparative advantage in comparison to gas stations & institutionalised fast food chains.…

    • 4813 Words
    • 20 Pages
    Powerful Essays
    Read More
  • Better Essays

    Black Canyon Coffee
    • 1495 Words
    • 4 Pages

    Black Canyon Coffee

    As the articles states, BCC founders had no prior experience in restaurant business and were not even coffee drinkers. Coming from an IT background, founders of BCC wanted to start a business of their own. BCC follows an industrial organization (I/O) model because the company was formed by strategically analyzing external environment and factors. Realizing that food is one of the basic necessity of human being, Pravit along with his colleagues without any prior experience in the food sector saw that coffee was soon becoming a popular drink in Thailand. Because founders were new and naïve in the business, financial institutions were not ready to invest in the business and so mostly they had to work around with what they had out of their own pocket. BCC came out with a vision of being the best coffee house and international cuisine restaurant in Thailand by focusing on customer relationships and the quality of food that is being served to them. Their mission is to satisfy BCC’s consumers with both the…

    • 1495 Words
    • 4 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Case Study: the Craddock Cup
    • 722 Words
    • 3 Pages

    Case Study: the Craddock Cup

    In determining whether to keep or drop the Craddock Cup, the overhead expense allocations of City field rental, CYSL salaries and CYSL rent should be revised.…

    • 722 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Foreign Direct Investment: Starbucks Case
    • 2423 Words
    • 10 Pages

    Foreign Direct Investment: Starbucks Case

    Thirty years ago Starbucks was a single store in Seattle 's Pike Place Market selling premium roasted coffee. Today it is a global roaster and retailer of coffee with over 7,000 stores in U.S. and outside U.S. Starbucks Co. set out on its current course in the 1980s when the company 's director of marketing came back from a trip to Italy enchanted with the Italian coffeehouse experience. Schultz persuaded the company 's owner to experiment with the coffeehouse format-and the Starbucks ' experience was born. The basic strategy was to sell the company 's own premium roasted coffee, along with freshly brewed espresso-style coffee beverages, a variety of pastries, coffee accessories, teas, and other products, in a tastefully designed coffeehouse setting. The company also stressed providing superior customer service. Reasoning that motivated employees provide the best customer service, Starbucks ' executives devoted a lot of attention to employee hiring and training programs and progressive compensation policies that gave even part-time employees stock option grants and medical benefits. The formula met with spectacular success in the United States, where Starbucks went from obscurity to one of the best known brands in the country in a decade. (Hill, 2003)…

    • 2423 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Efas and Ifas for Starbucks in India
    • 713 Words
    • 3 Pages

    Efas and Ifas for Starbucks in India

    Population: I think the bigger population is, the bigger market will be. As the second largest population country, India was one of the biggest markets in the world, so I weight it as 0.2.…

    • 713 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Business Problem
    • 4725 Words
    • 19 Pages

    Business Problem

    The team has submitted a business proposal that discusses the business decisions and subsequent decline of Starbucks Coffee 's stock price over the last 12 to 24 months. Starbucks is a publicly traded company that offers a variety of products, including: brewed coffees, Italian-style espresso beverages, cold blended beverages, roasted whole bean coffees, tea products, sodas and coffee liqueur (Datamonitor, 2007). The company also offers food items and gift ideas such as coffee mugs and music CD 's. With India being one of the largest growing economies in the world (see Appendix A), second only to China, and the second largest population (1.1 billion people) the team believes that Starbucks should be targeting the markets where their upscale and modern coffee shops would be successful (CultureGrams, 2007).…

    • 4725 Words
    • 19 Pages
    Powerful Essays
    Read More