Starbucks Essay

Starbucks has developed a brand image that has revolutionized coffee drinking experience. It has created an ambiance that is designed to attract customers and keep them coming back to Starbucks stores. It offers wide varieties of services such as comfortable seating areas with unique music and free wireless Internet for their customers while sipping their favorite coffee. This distinctiveness sets Starbucks apart from most of its competitors and has allowed the company to successfully grow and profit while charging premium prices for their products.

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’ lead in the specialty coffee industry exemplifies the result of deftly executing a well-planned business strategy. Moreover, Starbucks is well positioned for what is expected to be a continuing rise in the popularity of specialty coffee products. The question before Starbucks’ leadership, however, is what avenues will lead to Starbucks’ goal of remaining true to its core, the highest quality coffee products while providing a “total coffee experience” for its customers?

Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of their coffee

For many, coffee symbolizes the beginning of another day of work or school. They might purchase a cup from a local coffee shop, a national chain, a diner or restaurant, or simply make it themselves. Especially in larger shops, baristas concoct a multitude of different coffee-based beverages, such as frappuccinos, lattes, cappuccinos, and more. Customers can customize each beverage to their individual taste by substituting almond milk or coconut milk, or by adding in different flavors. Some people go for a no-frills black coffee, while others make complexity a competition. With the different types of drinks come different prices-- some shops still offer coffee for a dollar, while many charge upwards of five-- depending on the beverage. Much

The ambiances at each bar were different and the energy was electrifying. It was in this setting that he realized that creating an atmosphere and bonding with customers around a cup of coffee was monumental in improving his business. Coffee would be only the automobile for a place where people want to stay for a while, a place-like-home, and office. These variables will become the differentiating factor for Starbucks.

4.5 Topic 4: Consumer Opinion about Communication Means…………………….46 4.6 Topic 5: Premium Coffee Shops Frequented Most Often In the Last 6 Months 48 4.7 Topic 6. Customer Evaluation of Premium Coffee Brands……………………..50 4.8 Topic 7: Brand……………………………………………………………………….51 4.9 Topic 8: The Factors That Influence Customers’ Decisions to Go To Premium Coffee Shops……………………………………………………………………………………..53 4.10 Topic 9: Types of Coffee Gloria Customers Drink Most Often………………. 56 4.11 Topic 10:

The main aim of the corporation remained the same: to be the leading company at selling exclusive coffee and increase market share in the North America, which was prosperously achieved. As a customer-oriented entity Starbucks place their clients in the centre of the business activity, having satisfaction of customers’ needs as a priority (Boşcor & Tălpău, 2011). Howard Schultz explains, “We are not in the coffee business serving people, we are in the people’s business serving coffee” (Schultz & Yang, 1999). Starbucks does not just sell coffee; it sells the “Starbucks experience”. The store designers with the HR and Operations departments have created a place where people would come back again and again. As of November 4, 2015 there are 23,132 Starbucks stores operating all over the world (Loxcel Geomatics, 2015) and they are not planning on stopping the rapid expansion. However, due to the cultural differences people have diverse needs, which cannot be met by using one universal international standard for every store in every country. Therefore, in order to gain necessary competitiveness in local markets Starbucks Corporation has to adapt its marketing mix so it could correspond to the existent demand. What strategies Starbucks Corporation applies entering new markets (like in Japan and Australia instances) will be discussed in the following

Starbucks have been able to create a sense of brand loyalty with their loyal customers. Despite their inflated prices, they have established a monopolistically competitive market structure because they found out how to benefit their customer, leverage the company widely to many products and markets, and create ideas that are different from competitors. Starbucks’ logo, quality, and various trademarks differentiate their brand from their competitors. In order to focus on their primary competencies by differentiating themselves has made Starbucks become drastically succeed. Product differentiation offers differentiators such as premium product mix, locations, coffee beverages reputation and supreme customer service that promote to establish a premium valued brand. Starbucks also has an astute strategy of strategic alliance and

Starbucks achieves this through a vast range of high quality products that positions them as a premium coffee producer and distinguishes itself from its competitors.

Starbucks built continues relationship with its suppliers to ensure they can provide high grade coffee to achieve a sustainable supply chain.

Starbucks is and has always been a coffee shop. Some of its main competitors include McDonald’s and Dunkin Donuts, who started as a fast food restaurant and donut shop respectively. Because Starbucks helped introduce “gourmet” coffee and espresso to the popular culture, they continue to function as an educator of the public in coffee culture. This helps paint Starbucks as a leader and innovator in their market, giving them yet another advantage over their competitors.

Starbucks is and will continue to be one of the largest distributers of a cup of coffee today and into the future.  The Starbucks mission to “inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” directly correlates with the experience a customer has in each store. They have many ways to differentiate in comparison to competitors because they provide an experience while shopping for a coffee allowing them to charge a premium price.

The great cup of coffee: Starbucks has product a great cup of coffee and with the excellent coffee that the shop offers show that there are some pleasing clients, even if the price of coffee is more expensive their test make the clients are satisfied.

Giving customers a high quality coffee experience along with comfortable and spacious facility where they could spend their time with friends and family. According to a research report on coffee chain, “Very few of Indian consumers order a