Starbucks: Chapter Summary

1. There are several sections to an annual report. The two main sections are the written section from management to shareholders, and the second section is the 10-K. The written section is entirely optional; some companies omit it while others prepare an extensive write-up. There is no set form for this section. Starbucks' 2011 Annual Report has a 4 page write-up with a letter from Howard Schultz and a brief description of the company's business for the past year. The 10-K does have a set form. It includes a five-part discussion of the business; the financial data, which is the largest part of the report; a five-part discussion of relating to governance and the executive and the last part is the exhibits.

For the second week within accounting, Team B was assigned to choose an organization, and to research the annual financial reports from the last two-three fiscal years. As a Team, we have chosen to discuss and analyze the vast coffee franchise called Starbuck’s. While using Starbucks' balance sheet, income statements, and cash flow chart, this will help us to determine how well Starbuck’s is doing with their consumers, and throughout the globe. So now let us start off with explaining a brief history for this successful company, along with all the data and records we were able to retrieve.

Connecting this lovely novel to the real world was something very easy to do. Throughout the novel, there are many different references to real life. Particularly the book’s reference to Starbucks, but along with that, there are many intangible connections that can be made as well. In example, there are many relatable relationships that are made, and pertinent personalities that are portrayed through the characters. Primarily, the number one connection that most everyone would be able to make in their own lives: Starbucks. Yes, the coffee shop where one would order their iced latte or black coffee to give them that energetic start to the day. In the novel, Starbucks is where the main characters (Lea and Gabe) tend to run into each other quite

Starbucks was originally a small waterfront coffee shop located in Seattle that opened in 1971 (starbucks.com- Our Heritage). It is extremely convenient and now has over 24,000 stores in the 70 countries it is located in, which is one of the reasons that it is so well known today (starbucks.com- Starbucks Coffee International). There is a large variety of coffees you could get, however, they do not focus solely on coffee. They also sell teas, smoothies, pastries, and more. Their mission is to “inspire and nurture the human spirit- one person, one cup and one neighborhood at a time,” (starbucks.com- Our Heritage). It is a place that people can work on computers, study, or hang out at, so it is constantly in business.

Starbucks Corporation the leading coffeehouse in the world. It was founded in 1971 by Jerry Baldwin, Zev Siegel, and Gordon Bowker in Seattle, Washington. Howard Schultz was the key person who turned the company a huge success around the globe. Since the beginning Starbucks has been facing many tough challenges and yet it is still remains as the best coffee House in the world. The mission of Starbucks is to inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time. Their main competitors are include Dunkin Donuts, Biggby Coffee, Caribou Coffee, McDonald 's, Panera Bread, and Einstein Bagels, ,Secret Recipe, Old Town White Coffee and Coffee Bean. The political stability shows what

Willpower was a mystery to most people until scientists in the twentieth century started to look at why and how we do things. The brain, for example, was thought to be like a muscle that could be worked and conditioned to attain better willpower. The book Willpower by Roy F. Baumeister and John Tierney discussed willpower in general, but the book mostly gave examples and solutions on how to increase willpower. This being known, the book seems more like a self help book. What I saw as the meaning of the book, as a whole, was how to get the best results from your willpower by understanding how the mind works. The authors talk of how making a plan, tracking your progress and rewarding your good actions can lead to you increasing your productivity

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.

We live in a fast paced, to-go world. We go to coffee shops and order a tall, grande, small, large, jumbo; we order blended, skinny, with or without tapioca. There are coffee shops at every street corner it seems, and which one to choose can be a daunting task. Here in Houston I have found three favorites, one of which is a chain, the other two which are smaller and more local: Starbucks, Dirks (formally Dietrich 's,) and Fioza. Starbucks, a nationwide chain with hours varying, offers a semi-quaint setting, a plethora of coffees, teas, and snacks, and usually pretty fast service for their customers. Unfortunately, Starbucks also offers high prices and long lines (if you happen to be the poor soul who arrives at just the right time.) The choices are many, and the ambiance affords space for Wi-Fi hot spot and comfy chairs for chit-chat with friends. Dirks, formally known as Dietrich 's, is an alternative to Starbucks with comparable prices. Dirks has two locations in midtown. While Dirks has a smaller menu and less seating, their boheme flair makes up for what they lack. Their staff is fun; the environment is more than appropriate for meeting up with friends, enjoying the weather on the patio and outside seating, or relaxing inside with a copy of any of their free publications (The Houston Press, Leisure Learning, Indigo Sun, Natural Awakenings, and more!) Lastly is a small, less well known coffee/tea shop in the Meyerland area called "Fioza." Fioza is centrally located on

Starbucks is situated on State Street. A bustling area of Madison, occupied by the many university students. When you step into the café, the strong aroma of coffee spreads across your nose and the entire café. The invigorating aroma of brewed coffee from different countries has made the atmosphere of the café warm and welcoming. The café has a rustic appearance. When you first enter through the glass doors with black frames, on the left are wooden tables all across the wall. There are two options for seating, wooden chairs or plush green couches that are placed alongside the walls. Behind the couches, is a mural of Camp Randall Football Stadium, that fills the entire wall. Across each of the walls around the cafe are pictures with different countries. Each country represents the coffees that Starbucks offers their customers. The atmosphere behind each cup of coffee allows the customer to experience the tastes of different countries. Starbucks is constantly filled with people; your senses will be stirred by the multiple conversations and aromas.

Truell, Allen, Milbier, & Michael (2007) said that promotion is one of the four Ps of marketing - price, product, place, and promotion. Promotion is generally thought of as a sequence of activities designed to inform and convince individuals to purchase a product, subscribe to a belief, or support a cause. All of the various tools available to marketing managers for promotional activities constitute what is known as the promotional mix. The promotional mix includes advertising, personal selling, public relations and sales promotion.

The problem identified in the report is Chen, the president of Levendary China, has completely changed the core design of the company to give local look and feel. Even the Levendary’s classic wooden framed upholstered chairs are replaced with an alternative of local made plastic chairs by Chen. The change in the taste preferences by the Chinese customers is another problem which made Chen to change the core values of Levendary according to the local demand. The Head-Quarters of Levendary also faced problem with Chen’s stubborn attitude and his reluctance for the change in operations in China. Foster’s leadership is another issue to be considered due to lack of international management experience. The shares of Levendary trading at discount compared to other restaurant stocks and Levendary China clearly states in its income statement: a loss of 143620$ in the year 2010. Inconsistent accounting is another drawback to be considered in the operations of Levendary café in China.

The context change in form that Starbucks found itself competing with smaller chains that resembled its former pre-expansion model with competitors focusing in creating symbolic-expressive value and fast food restaurants that had started to offer specialty coffee with more aggressive advertisement at a lower cost. The competitive context changed for Starbucks because it’s focus in mass distribution channels and its retail footprint strategy stated its product within a standard performance product value; this affected the value perception of the product.

Prior to entering and operating Starbucks in Israel, Howard Schultz had strong psychological and emotional ties to the country back in 1988. This could be explained as he was raised in a Brooklyn Jewish family and visited the Holy Land for the first time. In addition, the personal request of the Prime Minister of Israel for Starbucks to venture the business in Israel had the CEO of Starbucks to develop an emotional commitment and ignored the need of rational thinking. This led Howard Schultz to have a bias decision making, which he may not be acting upon the best interest of the company. It is risky for a company not

Since its ' 1992 IPO, Starbucks has continually focused on growth. Initially, the growth was targeted to enable Starbucks to achieve their goal of becoming the leading North American retailer of specialty coffee. The early success they achieved resulted in Starbucks expanding their original goal to that of becoming the most recognized and respected coffee brand in the world.

In the big city of New York City there was a Starbucks in every corner but in one specific corner. In the 5th avenue there was a not so famous Starbucks who the same people always came in. first the smart girl, Africa with his brother who won’t stop annoying her, Phil. Then is Steven, the one who works there and then is his boss, Isabel, the typical grumpy boss.