Starbucks Is An International Company

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 is rated as the number one World’s leading coffee distributor. Customers satisfactions are always be in the center of their business and the company works consistently to maintain it as customer look forward to a unique experience when visiting one of Starbuck stores. With over 12,000 stores worldwide, Starbucks has always aimed at achieving and maintaining competition in the industry.  Starbucks success reside in many factors :  the company is admire and respected worldwide,employees are recognized and respected for what they contribute to the success of the company. Open communication

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 is one of the most recognizable coffee retail chains in the world. Their brand focuses on high quality coffee using specialized roasting of beans from many countries around the world.

Starbucks customers are diverse, well educated, young business people looking for a quick and easy way to grab coffee on their way to work. Starbucks values a strong relationship with their customers so they are

coffee in the world. The goal of Starbucks is to establish the company as the premier purveyor of the finest coffee in the world while maintaining the organization’s uncompromising principles. In addition, Starbucks wants to develop its brand beyond being the preferred outlet from which to purchase coffee to becoming the preferred consumer brand.

If the service is excellent and the customer has a memorable experience, there will be an emotional aspect that connects the customer to Starbucks. Excelling in service also benefits existing customers and deepens customer loyalty.

Starbucks is acclaimed for its superior value proposition in the early 1990’s by creating an experience around the consumption of coffee, a ‘third place’. The brand is positioned to offer the highest quality coffee, close customer intimacy, and warm atmosphere or ambience.

Starbucks is a successful premium coffee retailer. Its target market sets as well-educated, white- color patrons between the ages of 25 and 44. There are three components of the brand, live coffee, service, and atmosphere. However, its brand image is losing while they focus on retail expansion.

Starbucks Company majors in the purchase, roasting and supply of high quality, diversified coffee products and earns the admiration of many coffee lovers in the world. In their chain of coffeehouses, the diversified product line has greatly intensified demand among the rich in the society. Coffee lovers always insist on Starbucks coffee since they cherish their quality products coupled with genuine service that constitutes of superbly brewed cup of expertly roasted and rich coffee. The company supplements the coffee offered with other niceties that accompany the coffeehouse experience.

Starbucks as transforming coffee into a ‘Lifestyle’ and the simple act of buying coffee into an event, consequently they have built a strong community of loyal customers willing to pay premium prices.

Let’s face it. We buy Starbucks coffee because of the cup. Well, not that their cups are made of fully recycled material and all that environmentally sustainable talk that marketers would have us believe, but because of the brand on the cup. Celebrities are pictured with a Starbucks cup in magazines, and Starbucks is positioned as a cooler hangout place than say, Tim Hortons. With major coffee houses in Canada, Tim Hortons is for cheap coffee (McDonald’s McCafe will have something to say about that in the next months with their FREE coffee), Blenz is for studying and Starbucks is for hanging out with friends. Starbucks ran a bit of a risk offering free wi-fi at their locations, but with a time limit on wi-fi usage, it discouraged people from staying there, taking up seats and not generating profit for the company. Customer turnover is extremely important for any physical location with limited seating. Another argument may be that most customers take their coffee to-go instead of sitting and chatting; this happens mostly in the morning, where I personally sat at a counter and counted 73 cups of coffee being sold between 7am to 8am at a Richmond location in British Columbia, Canada. I would consider Starbucks to be a high street coffee brand; not exactly niche and luxury, but definitely mainstream and high street

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.

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.

According to the case, in order to serve their customers with more than mere coffee, Starbucks strived to create their stores with a distinct feel, yet comfortable, relating to the cultural setting of a location. This made Starbucks fit its interior décor to the local architecture, especially in historic buildings. Also, Starbucks was willing (flexible) enough to adapt the food it offered in-store to local taste. For example, in Asia, Starbucks offers curry puffs and meat buns contrary to what is offered in North America or Britain.