* Robert Gibson. (2007). Starbucks Corporation: How to Improve the Current Marketing Strategy. Available: www.plu.edu. Last accessed 29 September 2011.…
In order for Starbucks to even understand growth, they will need to identify their weaknesses as well as implement different strategies to address the weaknesses that were identified. Starbucks needs to consider a value discipline, generic strategy, and grand strategy to remain competitive in today’s economy. The following paper will discuss strategies recommended as well as provide examples of how combining different strategies can increase their profitability and achieve growth.…
This Module 1 SLP will be the first part of an in-depth market analysis. The company I have chosen is Starbucks Coffee Company. The first Starbucks opened in 1971 at Pike Place market in Seattle, WA. Eleven years later, Howard Schultz was hired by the company to be the director of retail operations and marketing. The first Starbucks with the current coffee house look and feel was opened in 1984 in downtown Seattle. The Starbucks headquarters is still located in Seattle, WA. Currently, Starbucks is relying on retail expansion, product innovation, and service innovation to achieve this long-term goal once set by current chairman Howard Schultz: “The idea was to create a chain of coffeehouses that would become America’s “third place.” At the time, most Americans had two places in their lives – home and work. But I believed that people needed another place, a place where they could go to relax and enjoy others, or just be by themselves. I envisioned a place that would be separate from home or work, a place that would mean different things to different people.”…
Ostdick, J. (2012). Rekindling the heart and soul of Starbucks. Success. Retrieved July 14, 2013…
Starbucks is one of America 's true success stories and a wonder of today 's corporate world. A brand known throughout the world, Starbucks is a beacon for coffee lovers everywhere. The coffee house phenomenon that started as a dream to come up with the best coffees, best customer service and best coffee experience any coffee lover would appreciate. Starbucks started as a coffee roasting company with a single store in Seattle Washington, and has come to be one of the most successful companies in the world serving millions. Since its inception in 1971, Starbucks has been a model for what many aspire to but often come up short. The…
The mission statement of Starbucks is to inspire and nurture the human spirit – one person, one up and one neighborhood at a time.…
Numerous factors accounted for Starbucks’ extraordinary success in the early 1990’s. To begin, Starbucks was the first coffee house to provide a premium coffee based on Italian values to the United States population. This high quality coffee attracted a great deal of people, especially affluent, well-educated, white-collar women between the ages of 24 and 44. They were able to achieve such high standards for their products by controlling as much of their supply chain as possible. In addition to their high quality products, Starbucks offered the public great product variety. They introduced and launched an array of products on a regular basis, ranging from new holiday beverages to their Frappuccino beverages, distributed by PepsiCo. This product innovation is one of the leading factors contributed to Starbucks’ positive sales growth throughout the years. Customer service also played a key role in Starbucks’ success in the early 1990’s. The company offers extensive training to their “partners” or “baristas” in order to provide customers with the most optimal, personalized experience. Starbucks trains their employees on both hard and soft skills, allowing them to ensure product quality and also provide the best service possible. Lastly, Starbucks’ ability to…
The Starbucks Corporation is well known for its strong positive culture and a willingness to adapt and change. “Starbucks has rearranged their organizational structure to better accommodate customer satisfaction. The CEO of Starbucks announced expansion of their matrix organizational structure last month, They will operate under four U.S. divisions including Western/Pacific, Northwest/Mountain, Southeast/Plains and Northeast/Atlantic” (Starbucks Corporation, 2008). This decision was made when Howard Schultz, founder of Starbucks, returned to the helm as President, CEO, and Chairman. His enthusiasm to bring Starbucks back to its core – all things coffee – and a renewed focus on the customer experience was the driving force behind this reorganization. In one of many e-mails sent to all Starbucks partners, Schultz said, “I pledge to communicate with you about our efforts to improve the currents state of our U.S. Business, reignite the emotional attachment with our customers and make foundational changes to our business; and I have done so in six previous emails” (Schultz, 2008).…
Starbucks had many factors in the early 1990s thats accounted for their extraordinary success. The first factor is that Starbucks was offering more than coffee in a paper cup they were offering an experience. They wanted customers to feel like it was their third place after work and home. This gave coffee drinkers a whole new way now to be able to socialize or just even read a book in a pleasurable environment. Secondly, Starbucks put lots emphasis becoming a service brand and making people recognize it that way. Even though they did not spend hardly any money in advertising, they were very efficient in providing all the information and selling materials inside of the store. Baristas were encouraged to learn the customers name and to try to start a small conversation with them to make the customer feel good. This also included learning the customers drink and being able customize it they way they wanted it. The third factor I believe added to their success was the fact that they delivered a innovative flavor to the the guest. Starbucks made sure that the customer…
Starbucks Coffee at this time stood for making top-quality, fresh-roasted, whole-bean coffee which was its differentiating feature.…
Perera, L. C. J. Et. Al. (2009) Case study: Starbucks- adding value to brand equity through an innovative brand image. Journal of the Academy of Business & Economics. [Online] (9) p 174-185 Available from: www.ebscohost.com [Accessed 22 January].…
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)…
Starbucks philosophy has an impact on three areas; the people-oriented corporate culture, the employee stock ownership, and the enterprise that spares no effort to train employees. They believe that conducting business ethically is the right thing to do and is vital to success. The mission statement puts that all into perspective. “Our mission: to inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time.” To accomplish the mission, there are several principals that Starbucks strives to follow. They are committed to maintaining the uncompromising principals as they grow.…
Strengths for Starbucks include the company’s initial mission of satisfying the customer with the best coffee experience around. The three original owners, English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker had a vision for this company that would prove to be one of the best coffee bean blending and grinding companies. They were intent on their efforts to purchase only the best, most exotic coffee beans for their customers. They had an interest in sharing their love for coffee with the public. They wanted to keep the company as loyal to its heritage as it did its customers and their experience in their facilities. They, as well as their new member Howard Shultz were committed to making the customer experience one that would not be forgotten and would bring repeat business and word of mouth to grow their investment.…
Starbucks delivers to its customers with excellent quality foods and perfectly blended coffee, premium music, friendly staff and warm atmosphere. Moreover it offers free Wi-Fi in stores and a comfortable space for its customers. Let people to feel comfortable and relax, through this way to attract more customers to enjoy these kinds of experience in Starbucks. Because Starbucks focus on delivering positive consumer experience which isn't simply provided by their premium coffee, they stresses the point about consumer visits to its cafes, to enjoy and feeling the uniquely culture atmosphere of Starbuck. All of these will result an incomparable customer service and gain an impeccable brand reputation and image.…