Preview

Coffee and Starbucks

Powerful Essays
Open Document
Open Document
3596 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Coffee and Starbucks
Case study
Title: Starbucks
Executive summary:
Starbucks has successfully established itself as the premium coffee leader in China with great brand recognition and high customer satisfaction. Its inspirational, progressive, professional and intellectual image has been widely accepted by a variety of the Chinese l customers including. External environment impacts the enterprise 's business to a large extent. While a company cannot change the external environment, internal business strategy can be studied. Market segmentation, targeting and positioning should be paid attention to. After target customer, marketing strategies are important for the business success.
Introduction:
* Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.The company generated revenue of more than $5000 million in the same year. * It is a global coffee brand built upon a reputation for fine products and services. It has almost 9000 cafes in almost 40 countries. * Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a respected employer that values its workforce. * The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business. '
Finding:
Starbucks China Background
China is the most important, and potentially the largest, market for Starbucks outside North America. Since the opening of the 1st Starbucks store in Taiwan in March 1998 , Mainland China at the China World Trade Building in Beijing in January 1999, Hong Kong in May 2000, and Macau in August 2002, the growing interest and appreciation of high quality coffee and the Starbucks Experience by Chinese consumers has produced steady store expansion throughout China. Now there are near 500 stores in China, including Mainland China, Taiwan, Hong Kong and Macau. In the Mainland—the region with the fastest growth, there



References: http://en.wikipedia.org/wiki/Starbucks Lee B, Cassell C.(2009).Learning Organizations, Employee Development and Learning Representative Schemes In The UK And New Zealand. Journal of Workplace Learning, 21(1), 5 – 22 Rippin A. (2007).Space, place and the colonies: re-reading the Starbucks ' story. Critical perspectives on international business, 3(2),136 – 149 Rafiq M, Ahmed P.K. (2009).Using the 7Ps As a Generic Marketing Mix: An Exploratory Survey of UK and European Marketing Academics. Marketing Intelligence & Planning, 13 (9), 4 – 15 Swanson R.A., Holton E.F. (2009). Foundations Of Human Resource Development .US: Berrett-Koehler Wiersema M.F., Bowen H.P. (2008) Corporate Diversification: The Impact of Foreign Competition, Industry Globalization, and Product Diversification. Strategic Management Journal, 29(2), 115–132

You May Also Find These Documents Helpful

  • Best Essays

    Starbucks unique selling proposition was their brand image. They have always placed itself as an exclusive brand and have enabled their customers to experience a rich taste in comfortable environment. They have emerged as a leading global company with the perspective of making difference in people’s life by delivering quality based product all around the globe. Presently the company is working at their best in Bahrain, Canada, Hong Kong, Israel, Japan, Kuwait, Egypt, Switzerland, Taiwan, Thailand, United Kingdom, United States, South Korea, Singapore, China, Philippines, Australia, Oman, Malaysia, Qatar and Saudi Arabia (Taghred, Ehab Aziz, Bassem Naguib,…

    • 4211 Words
    • 17 Pages
    Best Essays
  • Good Essays

    Starbucks Corporation is the global leader in coffee and has a strong entrepreneurial history of product development and branding. Ranked as both a Fortune 500 and Fortune 1000 Best Company to Work For Starbucks employs 116,357 team members in the United States (Fortune, 2010).…

    • 2316 Words
    • 10 Pages
    Good Essays
  • Powerful Essays

    Coffee and Starbucks

    • 2128 Words
    • 9 Pages

    Transnational corporations have had a tremendous impact on the interconnectivity that between countries, corporations, and people on a global landscape. Fueled by capitalistic ideals of increasing profits numerous corporations have expanded there operations into the global marketplace, some with much more success than others. One such transnational corporation that has embodied this pursuit of expansion in domestic and foreign markets for profit is the Starbucks Coffee Company. This company, which finds its roots in the opening of a single retail location in Pike place Market of Downtown Seattle in 1971, has been able to infiltrate into countless foreign domains and grow into a global powerhouse of the food and beverage industry with over nine thousand stores across the globe today in thirty-four countries outside of the Unites States.(Business Wire, 2005) Starbucks serves is an excellent specimen of a company that follows continual patterns of expansion directly correlating to increased access to foreign markets, and also the ability to nurture growth within these markets as well as gain access to new markets through the Market merging.…

    • 2128 Words
    • 9 Pages
    Powerful Essays
  • Satisfactory Essays

    Starbucks Corporation has become one of the top producers of speciality food corporations in the world. With that said,…

    • 384 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Starbucks

    • 433 Words
    • 2 Pages

    Schultz created a “third place”, among home and work, that people could come, relax and socialize. His prototype was the coffee shops he saw in Italy and he wanted create the same culture in United States. Also, at the time, coffee consumption was declining, so this was a quite radical idea. The goal was to create a coffee culture, offering people a variety of quailty coffees in a friendly and sociable environment. The service was also very important. They needed to combine this coffee culture with great service in oder to achieve high customer satisfaction. To do this, they gave a lot of importance to the employers, which were called partners. Starbucks knew they first needed to satisfy the employees, so that the employees could satisfy the customers, so they created a good working environment and offered good salaries with insurance. They trained the employees not only on things like how to fix the drinks, or how to use the register, but they also trained them on how to connect with the customer. This way, they achieved a low rate of employee tornover, as well as a high rate of customer satisfaction.…

    • 433 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Starbucks, an international coffee store, began in Seattle in 1971 as a collaborative of three business partners. In the 1980’s Starbucks began to expand beyond Seattle and the chain began to go internationally. It is reported that as of August, 2012, Starbucks is now located in 58 countries making it an extremely viable force in the coffee industry. Starbucks mission, according to its website, is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”(Starbucks Website).…

    • 716 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Essay on Starbucks Coffee

    • 2052 Words
    • 9 Pages

    Starbucks is different than many businesses; they combine aggressive marketing strategies with corporate responsibility. Starbucks wants to be more than “the world’s largest coffee shop chain,” they want to be a responsible business as well. This not only builds customer relationships, it also builds employee-customer relationships. The Starbucks general mission statement is separated into six parts, which is as follows:…

    • 2052 Words
    • 9 Pages
    Powerful Essays
  • Best Essays

    Starbucks has strong global brand recognition built on a solid reputation for premium products and is well known with consumers for making high quality beverages, food and associated goods.…

    • 1804 Words
    • 8 Pages
    Best Essays
  • Satisfactory Essays

    Starbucks

    • 690 Words
    • 3 Pages

    China contains large number of population. For Beijing’s Forbidden City, which is China’s top tourists attraction, as a destination of choice for both Chinese and foreign visitors, hosts millions of visitors each year. As evidence of the potential of the coffee market in China, domestic and international companies are selling high-priced reports on demand forecasts, trends, and development in the Chinese coffee market. Because the North America Market has been saturated, Starbucks continues to look farther afield for potential markets, highlighting an international focus in its mission. Chinese consumers want a Western experience. They have interest on and become excited about the environment, atmosphere and the fresh-brewed process brought by Starbucks.…

    • 690 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Starbucks Corporation

    • 12064 Words
    • 56 Pages

    Starbucks has consistently been one of the fastest growing companies in the United States. Over a 10-year period…

    • 12064 Words
    • 56 Pages
    Good Essays
  • Satisfactory Essays

    starbucks coffee

    • 253 Words
    • 2 Pages

    Starbucks is different than many businesses; they combine aggressive marketing strategies with corporate responsibility. Starbucks wants to be more than “the world’s largest coffee shop chain,” (Reuters, 2006)…

    • 253 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Starbucks

    • 409 Words
    • 2 Pages

    I believe that the social responsibility of Starbucks is sincere and not just something to help promote their image. They want to make sure that the prices that they have paid for the coffee beans is high enough that the small farmers were able to cover all their productions cost as well as provide for their families. Starbucks also wants to work directly with small coffee growers, local coffee-growing cooperatives, and other types of coffee suppliers to promote coffee cultivation methods that protected biodiversity and were environmentally sustainable. Lastly Starbucks made purchasing arrangements that limited the exposure to sudden price jumps due to weather, economic, and political conditions in the growing countries where they were getting their coffee beans.…

    • 409 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Global Strategic Planning

    • 554 Words
    • 3 Pages

    Another strategic choice that Starbucks must face is how fast its Chinese expansion should be given that its target market is substantially increasing. This is also a decision that must be made in view of…

    • 554 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Starbucks is a globally expanding cooperation with many future opportunities and they will continue to strive to be the world’s greatest coffee company.…

    • 4912 Words
    • 39 Pages
    Powerful Essays
  • Good Essays

    It is essential for MNCs to choose the right mode of entry in any markets and make structural changes to motivate strategic changes, even mature MNCs, which can transfer some risk. Starbucks decided to use three strategies to enter into the international markets-licensing, wholly owned subsidiaries and joint ventures. Every strategy has its advantages and disadvantages, so managers of Starbucks need to consider carefully before entering other countries. Starbucks makes the different ways to enter in the markets according to the different situations of countries. For instance, Canada is close to America so the cultures and the habit of drinking coffee are close too. Starbucks chooses wholly owned subsidiary type to enter Canadian market. Some Asian countries such as Japan and Hong Kong, China, Starbucks selects joint ventures to get in these countries because their taste of coffee is different from American’s. Moreover, the strategic adjustment of Starbucks was to cover over an area in new stores. That can not only assist to disperse consumers and reduce their waiting time, but also decrease the costs and increase revenues. It also innovated some new products and cooperated with local companies. Culture, government, environment and the condition of Starbucks, all these can affect the choice of strategy. In short, before choosing strategy, managers of Starbucks ought to analyze the SWOT of Starbucks, the key…

    • 864 Words
    • 4 Pages
    Good Essays

Related Topics