Case Study : ' Large Cafe Latte '

I’m late. The Starbucks line was long and the coffee stain is still splattered on my black skirt. I check my calendar, September 11. The city’s smog is killing me. If it wasn’t for this meeting, I’d be at my allergist getting new medication to deal with it. I take another sip of my coffee. The heat and the splash of mint I had them add, helps open up my sinuses.

“Gather up everybody, and tell them to meet us at the base. I am going to go grab a quick cup of coffee. Do you want a glass?”

“They told stories about Ted Lavender’s supply of tranquilizers, how the poor guy didn’t feel a thing, how incredibly tranquil he was”(O’Brien,19).

I. What does coffee, tea, soft drinks, chocolate, and a bottle of medications have in common?

Although coffee is viewed as a food item, it can be used to understand the rhetoric’s of health, addiction and as a drink.

“Caramel frappuccino like always please” I requested. I usually end up talking to Kimmie who works at Starbucks, she seems like a nice and outgoing person. It was hot and a cloudless day, most people

I spin around to see him catching up to me. “At least let me buy you a new drink.” he gestures to the door.

Starbucks lose its uniqueness when baristas used to grind beans throughout the day whenever a new pot of coffee had to be brewed which was at least every eight minutes. Many baristas began to grind all of the day’s coffee beans in the morning and store the rest of the day. Baristas now use push-button machines to make espresso drinks. That stores no longer smell like coffee and that every store looks cookie-cutter.

1. Where did the original idea for the Starbucks format come from? What lesson for international business can be drawn from this?

Imaging if there was no more coffee in this world, how would you feel? Nowadays, coffee becomes an important part of people’s life. People who often work overtime, they drink coffee because caffeine can make you awake; people who have to wake up early in the morning, they drink coffee because instead of making breakfast, coffee is more convenient; people drink coffee during the free time, because it also tastes good.

1. Statement of Problem: What are the problems being faced and the most important 3-4 decisions the company needs to make regarding the situation of the company in China.

Café Latte, a new espresso bar, is about to open in Pocatello, Idaho. The business was formed as a limited partnership between three siblings and a friend, Cynthia, Stuart, and Rob Chan, along with Jeff Burns, respectively. The Chans are somewhat knowledgeable about running a business

1. Brief description of the context and of the decision which has to be made.

Starbucks dates back from 1971 and is based in Seattle, Washington. The company was founded by Gordon Bowker, Jerry Baldwin and Zev Siegl and it

Starbuck’s strategy focused on three components; high-quality coffee, intimate service, and ambient atmosphere. Starbucks worked closely with growers in Africa, South and Central America, and Asia-Pacific regions to insure the quality of its product. Starbucks called all employees' "partners" and worked hard to train them with the skills necessary to best serve the customer. The atmosphere at Starbucks was crafted after the European-style espresso bar. The company goal was to create ambience through the Starbucks "experience" and by making the area comfortable, yet upscale.