Preview

Starbucks Coffee: Standardization and Adaptation Strategy

Powerful Essays
Open Document
Open Document
14317 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Starbucks Coffee: Standardization and Adaptation Strategy
Starbucks Coffee Company: An Integrated Marketing Communications Plan
April 2006

Prepared for: Starbucks Coffee Company W. H. Evans Prepared by: Sophie van der Vecht Neni Pogarcic Hidde van der Dussen Tim Ensing Dan Mackinnon Lucia Suchankova

Table of Contents

Executive Summary .................................................................................................................3 Introduction ...............................................................................................................................4 Mission ......................................................................................................................................4 Product ......................................................................................................................................5 Price...........................................................................................................................................7 Place ..........................................................................................................................................7 Promotion ..................................................................................................................................9 Competitive Analysis ...............................................................................................................9 Customer Profile .................................................................................................................... 17 SWOT Analysis ..................................................................................................................... 18 Segmentation ......................................................................................................................... 22 Targeting ................................................................................................................................ 23 Positioning
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • 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

    Case Study Report :: Green Mountain Coffee & Keurig Coffee
    • 1351 Words
    • 6 Pages

    Case Study Report :: Green Mountain Coffee & Keurig Coffee

    Opportunities- Expanding to new markets- Collaborations- Increased purchases - Keurig Acquisition- Expansion to hotels and businesses- Expand suppliers…

    • 1351 Words
    • 6 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Starbucks: Business Overview
    • 396 Words
    • 2 Pages

    Starbucks: Business Overview

    Millions walk into Starbucks everyday for their cup of coffee. There are several individuals that thrive on that morning afternoon and sometimes even coffee every day. Individual by Starbucks for whatever a present and a status symbol that usually comes with it. Starbucks in my opinion uses a combination of both external and internal sources of funds. The primary source of the company funds by name comes from the retail businesses, licensing and the food service operation.…

    • 396 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Kraft Foods: the Coffee Pod Launch (a)
    • 325 Words
    • 2 Pages

    Kraft Foods: the Coffee Pod Launch (a)

    Geoff Herzog was product manager of coffee development department of Kraft Foods Canada. Kraft Foods North America was planning a launch of coffee pods in the United States. Herzog’s primary business was to come up with a market strategy for single serve coffee pod systems in Canada.…

    • 325 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Emma's Dog Grooming Business Plan Business Plan Sample
    • 3907 Words
    • 16 Pages

    Emma's Dog Grooming Business Plan Business Plan Sample

    1.0 Executive Summary .................................................................................................................................1 1.1 Objectives......................................................................................................................................1 1.2 Mission ..........................................................................................................................................1 1.3 Keys to Success ............................................................................................................................1 2.0 Company Summary .................................................................................................................................1 2.1 Company Ownership…

    • 3907 Words
    • 16 Pages
    Powerful Essays
    Read More
  • Good Essays

    Eco 561 Week 2 Industry Analysis Of Starbucks
    • 458 Words
    • 2 Pages

    Eco 561 Week 2 Industry Analysis Of Starbucks

    The products that Starbucks sell range from coffee, handcrafted beverages, merchandise, and fresh food. Unlike traditional stores, Starbucks sells their beverage items in short, tall, grande, venti, and trenta. Not all drinks are available in all sizes. For instance, the short is used for hot drinks, and the trenta is used for iced drinks. They also sever a varity of fresh items like oatmeal, wraps, fruit, yogurt, and sandwiches. If you have never tried the reduced-fat turkey and bacon sandwich, you are missing out. They also offer cups, mugs, tumblers, coffee makers, and equipment (Starbucks, 2015).…

    • 458 Words
    • 2 Pages
    Good Essays
    Read More
  • Better Essays

    ECON 101 - Essay 1
    • 881 Words
    • 3 Pages

    ECON 101 - Essay 1

    The demand for coffee and specialty coffee products have been steadily increasing. One of the leading factors affecting the demand for coffee beans is an increase in specialty coffee shops, such as Starbucks. Starbucks has become one of the most favorite coffee spots with over 21,160 stores in 63 countries and territories, including the United States, China, Canada, Japan and the United Kingdom (Starbucks Corporation 2013 Fiscal Report). Their locations serve hot and cold infusions, ranging from a regular Americano to Frappuccino’s and a whole array of whole-bean coffee, micro ground instant coffee, full-leaf teas among other goodies. It is no surprise that Starbucks has become a significant success, controlling a high percentage of the coffee supply.…

    • 881 Words
    • 3 Pages
    Better Essays
    Read More
  • Powerful Essays

    Mkt 421 Marketing Plan Paper
    • 1559 Words
    • 7 Pages

    Mkt 421 Marketing Plan Paper

    Coffee, the choice of many people for their morning and afternoon pick-me-up or the choice for anytime of day. Millions of people drink coffee. Starbucks has become the leader in the coffee industry, offering gourmet coffees with various blends available to the customers. Although, the company is quite pricey, Starbucks customers are hooked on the unique flavors and the fines gourmet roasted coffees that the company offers. However, Team B is getting ready to introduce a marketing plan for a new product for the Starbucks line for the holiday season. In this paper, team B will give an overview…

    • 1559 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Better Essays

    Starbucks vs Tim Hortons
    • 1379 Words
    • 6 Pages

    Starbucks vs Tim Hortons

    Starbucks is a “premier roaster, marketer and retailer of specialty coffee” (Marketline 2012). This company is globally recognized because of their vast amount of stores, consisting of more than 17,000 retail stores in over 55 countries. Most retail stores are in highly populated areas, like “downtown and suburban centers, office buildings, university campuses and in select rural and off-highway locations” (Marketline 2012).…

    • 1379 Words
    • 6 Pages
    Better Essays
    Read More
  • Good Essays

    How Starbucks Is Changing the World
    • 6344 Words
    • 26 Pages

    How Starbucks Is Changing the World

    In this paper we are going to discuss the way that Starbucks is changing the world. From its early inception to what it is dong today, Starbucks is a world-changer. We will be discussing the beginning of Starbucks, its management, what Starbucks is doing for the environment, and various other aspects of the corporation.…

    • 6344 Words
    • 26 Pages
    Good Essays
    Read More
  • Powerful Essays

    The Coffee Crisis
    • 1618 Words
    • 7 Pages

    The Coffee Crisis

    In 2011, Diego Comin, Associate Professor of Business Administration at Harvard Business School, revised his 2009 case study on the Great Moderation (reproduced by permission for Capella University, 2011). The case explores whether or not the Great Moderation, defined by investopedia.com as “the period of decreased macroeconomic volatility experienced in the United States since the 1980’s [during which] the standard deviation of quarterly real GDP declined by half, and the standard deviation of inflation declined by two-thirds (para. 1)” is still in effect. This paper will use evidence from research in a draft by Pancrazi and Vukotic (2011) that proposes “macroeconomic variables in the last thirty years have not only experienced a reduction in their overall volatility, but also an increase in their persistence (p.2).” The 2011 research paper also purports that “by using a New-Keynesian macroeconomic model...the responsiveness of output variance to changes in the monetary policy decreases with an increase in the persistence of technology (p.2).” The result, according to Pancrazi and Vukotic, is an “overestimate” of the monetary influence and authority to “smooth out the real economic dynamics (p.2).”…

    • 1618 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Good Essays

    The Coffee Crisis
    • 944 Words
    • 4 Pages

    The Coffee Crisis

    Coffee was the top source of income for 25 million farmers in Latin America, Africa and Asia. Due to the lack of appropriate compensation for their harvest, communities in coffee- producing countries around the world are suffering. Coffee is a chief export for many developing nations and their entire economies are collapsing with the market. In 2004 the governments of coffee producing countries were adamant in finding the answer to the dramatic decline in coffee prices.…

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

    The Products and Services of Starbucks
    • 504 Words
    • 3 Pages

    The Products and Services of Starbucks

    What Starbucks stands for is not just a good cup of coffee but also the passion it pours into its product quality and its service.…

    • 504 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Feasibility Study report Starbucks Group1
    • 5702 Words
    • 43 Pages

    Feasibility Study report Starbucks Group1

    To assess whether establishing of Starbucks coffeehouses would be successful in a country like Afghanistan, where most of people drink tea instead of coffee, and only in big cities a small number of people within specific groups have started drinking coffee and going to coffee shops. This report is to assess the feasibility of establishment Starbucks coffeehouses in Afghanistan.…

    • 5702 Words
    • 43 Pages
    Powerful Essays
    Read More
  • Good Essays

    Starbucks: Selling Coffee in the Land of Tea
    • 1702 Words
    • 7 Pages

    Starbucks: Selling Coffee in the Land of Tea

    STARBUCKS: SELLING COFFEE IN THE LAND OF TEA Starbucks has been doing business in China since 1999 when they opened their first coffee shop in Beijing. Today, hundreds of Starbucks stores sell coffee in the land of tea, including one at the Great Wall. It has become one of the most popular brands among the country’s 20 – 40-year-old upwardly mobile Chinese, or “Chuppies”, as they’re called, but so far China accounts for only about 10 percent of Starbucks’ sales. Nevertheless, Chairman Howard Schultz believes the country will someday be the company’s largest market outside North America. “The market response,’ he says, “has exceeded our expectations.” This may seem surprising when you consider the fact that the majority of China’s one billion-plus population are tea drinkers who didn’t know what coffee was until Nestle introduced a powdered version on store shelves in the 1980s. But Starbucks is betting that it can win the new generation over by marketing its signature product as an emblem of modern china’s new sophistication. “Coffee represents the change,” says Wang Jinlong, president of Starbucks Greater China. “The disposable income in concentrated on the young people, and this is the place they want to come.” Success in China could depend on how well Starbucks markets itself to what Wang calls the “little emperors.” China’s one-child law has spawned a generation that isn’t interested in collective goals, he says. Instead, they embrace the Western belief in individually that Starbucks embodies. After surveying Chinese consumers, Starbucks compiled a list of the top reasons they go to cafes. Surprisingly, the number one reason was “to gather with family and friend,” while “to drink coffee” lagged behind at number six. Living spaces are generally small and cramped there, making place to congregate important to the Chinese. Da Wei Sun, manager of outlets in Beijing, believes that Starbucks found success in China because it took this idea of a place…

    • 1702 Words
    • 7 Pages
    Good Essays
    Read More

Related Topics