Prepared for: Starbucks Coffee Submitted: Thursday‚ 2nd February 2012 Prepared by: • Velisya (551496) • Aktalisa Tifany (548994) • Steffany Ciputri (551288) • Gabriela Tiffany (546561) Executive Summary This essay discuss about how Starbucks utilizes its marketing mix in order to gain market share. Starbucks‚ which has been in the coffeehouse industry for 41 years‚ face higher competition than before. Even so‚ Starbucks is able to not only survive through this
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[STARBUCKS COMPANY] Introduction about Starbucks I knew about this company a long time ago but I just have drunk a kind Starbucks coffee once time last year when my sister bought it for me from American and I can’t forgot the taste of it. Starbucks is a famous brand of coffee and I understand why. That is the reason I decide to analyze this company- as a successful sample of marketing Starbucks Corporation is an American global coffee company based in Seattle‚ Washington. As
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Service analysis (7P’s) and recommendation : Caffe’ Nero Introduction Caffe’ Nero was founded by Gerry ford in 1997 which aiming to be authentically Italian‚ serving premium espresso-based coffee‚ fresh high quality food‚ and a neighborhood gathering spot by the end of 2000‚ the Nero team had built 31 cafes and established the company as a national brand and received British Design Council award for best company identity (Official Caffe’ Nero website). Caffe’ Nero considered themselves
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CASE 1: STARBUCKS – GOING GLOBAL FAST A – Summary: This case was prepared in 2002‚ therefore‚ numbers and references also used at the time of the preparation. Starbucks is one of the largest chains of coffee shops in the world. Their business first started in the early 80s on Sixth Avenue and Pine Street in downtown Seattle as a tiny chain coffee shop. Then‚ they grew up rapidly in the 90s and spread out 5‚689 outlets within 28 countries in 2002. Being very well managed by a well seasoned management
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really matter where in the world you go these days‚ because you can probably still get your grande non‐fat latte at Starbucks as if you had never left home at all. For many people‚ their latte is an indispensable part of their day. Or perhaps their espresso‚ cappuccino‚ macchiato‚ or frappacino—whatever the case may be. The fact that we even know how to pronounce the names of these drinks is a tribute to Starbucks and the influence it has had on a global scale. With 15‚ 756 stores around the world‚
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restaurants‚ and hotels to buy Starbucks coffee. The turning point for the company and the beginning of coffee history should be one year later when Schulz traveled through Italy. He got inspired by the Italian coffee bar tradition to serve fresh brewed Espresso and Cappuccino. He convinced the Starbucks founders to give his idea a chance and in 1985 he opened the first coffee bar in Seattle‚ named Il Giornale. (Wilson) The new concept worked out and Il Giornale was a success. But Schulz aimed higher. He
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conceived when CEO Howard Schultz visited Italy. At that time‚ Starbucks was a coffee company‚ and people were very passionate about the coffee‚ but in Milan Howard saw the passion around the coffeehouse experience. In Milan‚ Howard went from one espresso bar to the next and saw how people at the coffeehouses knew each other. These people were getting their daily coffees‚ but they also were making daily connections with other people‚ with the baristas‚ and with the artistry; the folks making the drinks
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CONTENT 1.Executive Summary…………………………………………………………………. 2 2. Business Mission Statement…………………..……………………………………. 2 3. Business Objectives………………………………………………………………… 2-3 4. SWOT Analysis……………………………………………………………………. 3-6 5. Target Market Strategy…………………………………………………………… 6-7 6. Marketing Mix…………………………………………………………………..… 7-8 7. Conclusion…………………………………….……………………………………. 9 1. Executive Summary International Marketing has become more important in a rapidly changing and complexbusiness environment
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bottom line. ABC News‚ 31 July. (accessed 29.08.08.). Burritt‚ C.‚ 2007. McDonald’s challenges Starbucks with cheaper lattes. Bloomberg‚ 11 September. (accessed 29.08.08.). Cebrzynski‚ G.‚ 2008. Starbucks-dominated category wakes up and smells McD’s espresso rollout. Nation’s Restaurant News 42 (3)‚ 1–6. Charles‚ E.‚ 2007. In the trenches: Coffee. In the Black‚ May‚ 28–31. Clark‚ N.‚ 2008. Starbucks: The brand we love to hate. Marketing‚ 2 April. Coleman-Lochner‚ L.‚ Stanford‚ D.D.‚ 2008. Starbucks reports
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a coffee house and restaurant located on the Northwest corner of Tillary Street and Jay Street. The coffee house will offer a variety of choices to the customers. Coffee and tea of all sorts will be offered. The choices of coffee will range from espresso to latte‚ from regular flavor to raspberry-mocha. The teas will range from English to flavored varieties. Juice‚ soda‚ and non-alcoholic beverages also will be available. For those who want something else to drink‚ both wine and beer will be on sale
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