Starbucks As A Common Coffee Drinker

The first Starbucks opened in 1971, in Seattle’s historic Pike Place Market. The name, inspired by Moby Dick. Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. “He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community.” A third place between work and home. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. ("Company Information | Starbucks Coffee

When it comes to the consumption of coffee and donuts, I wonder to myself who does the best job at doing so at a reasonable price and who has the most benefits. That is when I decided that I was to put Dunkin’ Donuts and Krispy Kreme side-by-side to see who would be the best in the modern marketing world. In order to do this, I will be discussing the four P’s to differentiate the companies and use other material that was discussed in class. When I started to write this report; my original plan was to use Dunkin’ Donuts and Starbucks to determine which would be better, however these companies are far from comparison and I chose a company that would be more similar in products and service, with that company being Krispy Kreme Doughnuts.

The main concept of the American Dream has been altered and changed due to self pleasing over-riding self reliance. Many people do not know what hard work is anymore. They do simple things and expect more of an outcome.

1.From the annual reports you previewed, what is the company's corporate strategy? What are their company goals and were they successful in achieving those goals? Please list the company of the annual report you previewed.

Moreover, most of the people know the brand Starbucks as the leader of the coffee industry. It is enormously successful and it comes out with no surprise that this will be used as benchmarking against the study of Dunkin’ Donuts.

Starbucks is a corporation well known for roasting, marketing and retailing of crafted quality beverage that is based on coffee. Starbucks started its operations in Seattle’s Pike place market with Howard Schultz helping in its marketing and retailing efforts. The company is extremely successful and focused on the development of positive company-customer relationships. Starbucks uses company-customer relationships and a customer-centered approach as its key business strategy. The customer-centered approach allows the company to maintain its current position in the market.

Starbucks was initially opened at 2000 Western Avenue, Seattle, Washington on 30th March 1971 (Wach, 2011). Starbucks continued to stay located here until 1976, it was then moved to 1912 Pike Place Market (Brewer, Brissenden and Carmin, 2003). Starbucks was a product of the merger of Jerry Baldwin, Zev Siegel and Gordon Bowker (Pendergrast, 1999). Starbucks originally started off to sell whole roasted coffee beans to the public, initially no brewed coffee was sold it was used as samples for the buyers (Dono Reeves, 1992). Howard Schultz the Chairman and CEO of Starbucks experienced Starbucks in 1981 with his first cup of Sumatra and joined the company a year later. Howard then traveled to Italy in 1983 and was completely mesmerized by the Italian coffee bars, he then brought the coffeehouse vision back with him (Starbucks Coffee Company, 2014). In 1998 Starbucks entered the European market (Starbucks Coffee Company, 2014), Starbucks paid a whopping $83 million to start the chain in Britain with 56 coffee shops (McDonald's Corp., 1999). Starbucks

In all companies, there are many strengths, weaknesses, opportunities, and threats. Starbucks is one of the world’s leading coffeehouse chain. The beginning of Starbucks was in 1971, the first store ever to open in Seattle’s Pike Place Market. Thanks to Howard Schultz the founder of Starbucks the beginning was far from the end. Schultz was bright and new that Starbucks would have a future. In 1987, seventeen stores open in Chicago and Vancouver. 1988, thirty-three stores were open, Starbucks committed to giving their employees full/part time jobs with full health benefits. In 1991, Starbucks first store in an airport, having 116 stores open at the time. 1994, 425 stores opened, first drive-thru was established. In 1995, they began selling the world’s most popular and favorite drink the Frappuccino, with 677 stores opened. 1996, the first store opened outside of North America in Japan and Singapore, having 1,015 stores. In 1998, Starbucks partnership with Magic Johnson, opened stores in underserved neighborhoods, with 1,886 stores. In 2002, the best thing any store can have is Wi-Fi, Starbucks launches free Wi-Fi in stores, over 5,800 stores. In 2006, Starbucks launches the industry’s first paper beverage cup containing post-consumer recycled fiber, with 12,440 stores opened. In 2008, Starbucks adopted a new mission statement, “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” With 16,680 stores open. In 2011, launch first annual

Enthusiast coffee drinker or not, people of all generations have heard of the popular franchise Starbucks Coffee Company. Opened in 1971, Starbucks started off as a single store located in Seattle. Today the well-known coffee chain has spread their name almost all over the globe. With over 21,000 locations in 64 countries, Starbucks is by far the largest leading coffee company in the world. Starbucks Coffee has different values compared to other coffee corporations that do not see the importance in giving back to communities around them and treating their employees as equals, all while striving to provide their customers with high quality products that are ethically sourced.

A challenge that Starbucks faces is the competitive market in the industry that shares the similar interest of coffee. With many competitors that serve coffee, Starbucks standouts than your typical fast food world of coffee. With a higher end that delivers a café atmosphere, Starbucks offers their customers more than you average cup of Joe. Staying competitive is imperative to organizations that share the same industry. With relatively higher cost, customers want to spend less and still have the quality of the coffee. Coffee lovers want the lower cost, quality product and the ease of getting their product without too much hassle. “The chains have been playing up their un-Starbucks features — like fast service, easy-to-pronounce sizes and, that all-American mainstay, the drive-through. Then there is the price: an average 12-ounce cup of McDonald 's Premium Roast coffee is 99 cents, well under Starbucks 's standard price for drip coffee and a far cry from some of its drinks that can cost upward of $4” (Bossman, 2006).

The team sought out true customer needs through “My Starbucks Ideas”, which is a link on the Starbucks website for consumers to propose ideas to the corporation, from product involvement to experience ideas. We found an overwhelming amount of input for gluten free and healthier food options. The most important target customer factors that the team decided to take action on are people’s dietary restrictions and lifestyle choices. These two ideas directed our choices to present gluten-free options in the four most popular pastries and highly nourishing smoothie bowls, all of which are less than 300 calories.

The original store sold coffee beans and machines, it was owned by Jerry Baldwin, Zev Siegl and Gordon Bowker.

We used secondary data to research information on Starbucks coffee, mainly from the internet. Not only that, we also went to different Starbucks coffee’s outlets in Singapore to observe the stores as well as the customers who came in. At the same time, we use the Starbucks’s application software for smart phones to check on its current promotions and other useful information.

Starbucks began in 1971 as a single store in Seattle’s historic Pike Place Market. From just a narrow storefront, Starbucks offered some of the world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition

Joe uses two methods of research procedures in collecting analysing of information about the market conditions of coffee shop in United States. The first method he chooses is the opinion of individual about the coffee taste preferences. The second method he use to collect and analyst the information is, based on the surveyed for 100 consumers from a small organics shop.