Mobile Starbuck 's At College

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).

starbucks Corp., an international coffee and coffeehouse chain based in Seattle, Washington, has expanded rapidly since its opening in 1971. These outrageous success was due to its well-developed strategy vision which lay out the company's strategic course in developing and strengthening its business. Starbucks is a global corporation that sells authentic coffee in 30 countries, reporting revenues of nearly $5.1 billion in 2006. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. Starbucks strives to perfect the relationship with the working class by making the service as fast as possible because they believe that every customer has their own personal rate. One

Starbucks’s has been able to surpass its rivals and continue being one of the premier roaster and retailers of specialty coffee in the world since its inception in 1985. Such an accomplishment has been sustainable due to a concrete company strategy. When Starbucks’s first debuted back in 1985 it was the first coffee shop to bring specialty coffees to the mass market in the United States. Along with only purchasing and roasting top quality coffee beans they designed their strategy in a way which gave the customer the ability to customize their drinks to meet each person’s individual preference. They also included free Wi-Fi in all of their stores, which in turn increased an already competitive advantage even more by not only offering customers

Starbucks has become the world leader as the largest coffeehouse company in the world, with 23,132 stores in 65 countries, including 12,937 in the United States, 2,004 in China, 1,416 in Canada, 1,135 in Japan and 849 in the United Kingdom (www.starbucks.com). Since its creation in Seattle, 1971, the coffee giant has several different product lines from pastries, flavored hot and cold drinks, whole-bean coffee, micro ground instant coffee, bear, wine (at some locations), entertainment to include music, books and grocery store packaged products. Their mission is to establish Starbucks as the premier

Starbucks had added 1672 stores during 2005. It continued to open new stores with 2199 openings in 2006 and 2571 openings in 2007. Earnings per share grew from 61 cents per share 87 cents per share over the period of 2005-2007. At the close of the 2007 fiscal year, the management was forecasting the opening of an additional 2500 stores in 2008.

Two shots of espresso, a dash of white chocolate flavored sauce, 16 oz. of steamed milk, a swirl of sweetened whipped cream, and one happy customer. Coffee has become the crutch that millions of Americans have held on to in order to get through their day. However, Starbucks has become the most successful brew in the business. On any given morning, it is guaranteed that a large line of groggy human beings will be impatiently waiting to get a hold of their precious grande white mocha described above. In fact, “more than 70 million people worldwide enter a Starbucks café every week”(Lorenzetti). But is it just the beverages that keep the customers coming back? The Starbucks coffee company has found a way to not only sell drinks, but also a lifestyle. They have created a brand power that even a non-coffee drinker is willing to see value in. A small shop in Pikes Place market has evolved into a global company. On one street corner in Washington, the green and white cup is sold on each side of the street. Although there are a variety of coffee shops to choose from, Starbucks separates itself from its competitors in a variety of ways due to its effective organization. The way they run their stores has guaranteed millions of loyal customers. Overall the organizational coordination and structure of the Starbucks Company has differentiated them from the other competitors, and has satisfied millions of customers throughout the process.

Starbucks was always certain about one thing: they wanted to offer each customer the ‘Starbucks experience,’ or to sell the finest quality of coffee in a comfortable atmosphere. The local environment was studied to implement effective strategies to drive success for the business. Their entry strategies included marketing and sales events with a series of public relations to build brand awareness. They served free coffee and presented new drinks for tasting. While a range of competitors entered the business, Starbucks rose to the occasion. After analyzing the business tactics of their competitors, the company made the necessary approaches to ensure success. They began opening stores on the high-end popular streets, and then branching out even further. Starbucks constantly offers new products in their stores across the USA, Turkey and the dozens of other countries they reside in. Adapting their atmosphere and business strategies to the needs of the customers keeps both their revenue high and patrons satisfied.

Starbucks is probably one of the biggest names in the coffee business and they have a clear mission. Their mission is to inspire and nurture the human spirit: one person, one cup and one neighborhood at a time (Starbucks, 2011). Therefore the enterprise value of Starbucks is divided in two main parts. They want to offer the best quality coffee and they want to create a unique customer experience. The value of quality is offered by serving great Starbucks coffee made from the best coffee beans, roasted with great care. Only the best coffee is good enough. The value of experience is given by the unique Starbucks coffeehouses. Starbucks calls it their ‘coffeehouse music and Wi-Fi community’. Every

Starbucks provide a large in store seating with free wi fi and a take-out service which only a few retail shops offer. The main target customers for Starbucks are office workers, with enough income, whom are able to afford the high prices of their products (Gaudio, 2003). The company has worked hard to establish itself as the brand leader with its branding as the most frequently drank coffee and noticeable brand logo. Introduction of promotions like the Starbucks Card, allows a more convenient way for a person to
pay for
your
drinks
and
earn
rewards
for
your purchase (Starbucks Coffee Company, 2011).
Furthermore, in‐store
promotions
accompanied
by
new
products and
amenities like free internet use are all strategies that Starbucks use to maintain their position in the market (Vasudha, 2011).

Coffee has become an integral part of a daily life for most part of the population. Starbucks has become an iconic brand whenever people think of coffee and it has changed the way people consume coffee across the globe. Starbucks was first started as a retail coffee shop in the year 1971, Washington. As on November 2016, Starbucks is operating 23,768 stores across the globe & Starbucks corporation is the leading retailer for roasted and specialty coffee with stores and outlets spared across, 13,279 in the United States, 1324 in Canada, 989 in Japan, 851 in China,806 in the United Kingdom, 556 in South Korea, 377 in Mexico, 291 in Taiwan, 206 in Philippines, 171 in Thailand and 8 India and more. Starbucks aims to become the consumers favorite coffeeshop and to achieve that goal the company primarily focuses on customer services along with their satisfaction as their primary target. So, to prove that Starbucks corporation S mission, value and vision statement is, “To inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time” [2]

Here at Starbucks, we have had a very rewarding year thus far, and have been very successful since the beginning of our journey. As a matter of fact when you mention the name, Starbucks, people quickly think about that wonderful aroma and taste that is associated with the Starbucks’ name. This is truly what we are trying to create, a partnership with our customers, employees, and shareholders. One article suggests that “Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world. In addition to its retail locations in North America, Europe, the

Starbucks first opened its doors in Seattle’s Pike Place Market with the name being coined from that of Moby Dick’s first mate (Schultz & Yang 1999). It has spread its shops across North America, all over Europe, the Middle East, Latin America as well as the Pacific Rim with an estimated 35 million customer weekly (Michelli, 2008). With tremendous growth from a small time coffee shop, the company has matured to an international icon that today it is one of the world’s leading retailer, roaster and brand specialty coffee (Story, 1971). The company offers whole bean coffees, espresso beverages, and confectionery and bakery items.

As a consultant for Starbucks, it was interesting to review a multinational company that operates in 62 countries and has 19,000 stores (Starbucks Corporation, 2013). It is apparent that success lives within the offerings of high quality coffee with a 3 billion base of customers enjoying the products. The company has a strong commitment to buying and serving high-quality coffee and consumers have savored the coffee and the prestigious brand. Starbucks arsenal not only consists of the signature Starbucks brand but also goods and services under names such as Teavana, Tazo, Seattle’s Best Coffee, Starbucks VIA, Starbucks Refreshers, Evolution Fresh, La Boulange and Verismo. All of the intricacies that make Starbucks a big success also offer challenges to the company that puts more weight on an effective strategic management process.

Starbucks Coffee Company, which is commonly known as Starbucks or Starbucks Corporation, is the dominant world-leading roaster as well as retailer of specialty coffee in the 21st century. Until now, it has over 20,000 stores in the world, which shows a huge number difference between Starbucks and the following competitor - Dunkin’ Donuts, which has just around 10,000 stores (Statista, 2014). The annual revenue of Starbucks skyrocketed in comparison with the last past decades in 2014, reaching around 16.45 billion profits U.S. dollars (Statista, 2014). Starbucks roasts its specialty Arabica coffee beans and retails a selection of beverage products, consisting of fresh brewed coffees, hot and cold espresso beverages, non-coffee blended beverages. In addition, it sells food items such as sandwich or muffin, along with beverage-related equipment. Starbucks main strategies for publicizing business depend on a combination with company-owned and licensed stores as well as joint venture to expand across the globe with its local partners. For the most part, Starbucks applies the same basic collection of products and customizes few additional products depending on customer’s preferences from different countries.

Starbucks is world brand. Starbucks story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with single store in Seattle’s Pike Place Market. Today, Starbucks are privileged to welcome millions of customers through our doors every day, in more than 16000 locations in over 50 countries. Starbucks products are coffee, handcrafted beverages, merchandise, fresh food, consumer products and brand portfolio. Starbucks believed in serving the best coffee possible. It’s Starbucks goal for all of Starbucks coffee to be grown under the highest standards of high quality, using ethical trading and responsible growing practices. Starbucks coffee buyers personally travel to coffee farms