Starbuck's Missions, Values and Principles

Starbucks has created a competitive advantage with their product quality by setting themselves apart from their competitors. “The Company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which is the case with its closest competitors, McDonald’s and Dunkin Donuts” (Mourdoukoutas, Panos). Consumers believe they are receiving a better product and experience when they purchase from a Starbucks as opposed to another large food service company that may sell coffee.

　　Starbuck offers high quality product to acquire and attract new customer around the world. The coffee beans they planted are able to provide customers with delicious coffee. Starbucks

It’s all about the coffee for Starbucks. Starbuck’s core competence is in its ability to effectively leverage its coffee product to entice customers to be repeat customers. There are several ways that they have achieved this successfully.

Starbuck being one of the biggest coffee house in Canada but in the world as well, focus on achieving competitive advantage by product differentiation as the delivery of quality products or services that are perceived to be unique and valued by consumers ("Sustained Competitive Advantage of Starbucks", 2016) Starbucks is well-known for tailoring their drinks to a broad customers’ needs by preparing orders that meet customers’ wishes, no matter how crazy they are. Starbucks is also well known for quality products, with stringent guidelines outlining how they pick and harvest their coffee ("Coffee Quality", 2016), to how their coffees are to be prepared, to as detailed as espresso must be served within twenty-three seconds of brewing. (Groth

Starbucks has many stakeholders who are interested in the business’ success and failure, as they can be positively or negatively affected by the business. One of Starbucks’ main stakeholders is its consumers, this because consumers are the company's most influential stakeholder group and that Starbucks should listen to, to make the business successful. There are many types of consumers, therefore Starbucks should be aware of this and meet their consumer's needs and desires. Starbucks welcomes all type of people to their stores this is shown through Starbucks’ values which is to “create a culture of warmth and belonging, where everyone is welcome”. This emphasises that Starbucks knows that their consumers are an essential part of their business and believe it is important to please their consumers as they can have an influence on Starbuck’s activities. For that reason, Starbucks welcomes anyone to their business and makes them feel comfortable and also part of the business. Furthermore, if Starbucks didn’t have consumers the business wouldn’t survive, as they would have no-one to sell their products to. This means that it is important that Starbucks listens to their consumers but primarily pleases them with reasonable prices, a wide product range, and also easy access. However, there could be a conflict between consumers and Starbucks if the consumers are not satisfied with the product or services they have received which may lead to the failure of the business.

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?

from a small local store to its current global enterprise. Starbucks has strategic partners all over

Starbucks did not take full advantage of McDonald's “missteps” as much as McDonald's has taken advantage of some of the mistakes Starbucks has made. Because McDonald's has a wider product category under name brands that is broader in product repertoire than Starbucks and they can add additional items for test marketing and if successful add them in permanently (Martin, 2008). Recently McDonald's added a successful line of premium coffees to their full menu directly competing against Starbucks. The ongoing strategy of offering more diverse quality food items

Starbuck’s value chain and the way it functions are a reflection of its history, strategy, its approach for carrying out the strategy and the activities involved in creating a product to marketing and sales [3].

Retail: The integration of retail is also a source of competitive advantage because this capability is also valuable and rare. Through Starbuck's full control and consistent management of the distinctive Starbucks experience, the company is able to create a strong brand equity. Establishing a strong brand equity allows the company maintain market presence. Additionally, considering that there are many coffee producers competing against Starbucks, having a strong brand equity allows the company to differentiate themselves.

Starbucks does not use direct advertising such as commercials, ads or other promotion. They do however; have one of the largest social media networks with one of the highest customer contact percentages on a daily basis. This is one way they continue to promote their brand with customers who have been with the company for a long time. At the same time Starbucks has made quality choices in generating “alliances” with companies who have a similar market segment or customer base. Some of these alliances have been with “Barnes and Noble, I-tunes, Green Mountain, Tata Coffee”. These have allowed Starbucks to differentiate their product in India, Canada, USA and China. They can provide their quality product in hotels, bookstores and specific markets that relate to their direct customer base.

In entering China, Starbuck looked for local partners and considering the complexity of Chinese market, they partnered with three regional partners. In the north, Starbucks entered a joint-venture with Beijing Mei Da coffee company. In the east, Starbucks partnered with the Taiwan-based Uni-President. In the south, Starbucks worked with Hong Kong-based Maxim’s Caterers. (Wang, 2012) For its first store in Beijing it worked with its partner Beijing Mei Da coffee company, which was previously the distribution agent for Starbuck’s wholesale operations. (AdvertisingAge, 1998) Working with local partnerships, provided Starbucks with access to local knowledge, and people. Which it used to structure Starbucks to appeal more to the Chinese customer.

The portion of Starbucks marketing is reflecting the social aspects of their customers, while the other portion is focused on rebranding of their locations. Starbuck 's marketing mix (4P 's) indicates the importance of this marketing tool as a way to ensure that the firm promotes the right product at the right place and with right pricing.

Starbucks Corporation, an American company founded in 1971 in Seattle, WA, is a leading roaster, vendor and trader of specialty coffee universally. It has about 182,000 employees across 19,767 company functioned & qualified stores in 62 nations. Their produce mix contains baked and handcrafted high quality/premium assessed coffees, tea, a variable fresh food stuffs and extra beverages. They also retail a variety of coffee and tea harvests and licenses their trademarks through other channels such as approved supplies, grocery and national food flair accounts. 1 Starbucks also markets its products mix with

This case assignment discusses the history of Starbuck’s accomplishments as they entered the American coffee culture heritage. In 1983, The chairman and CEO Howard Schultz traveled to Italy and had a dream to carry the Italy coffeehouse ritual back to the United States. Schultz was focused on creating an environment meeting company that makes good coffee but also be a social experiment. Starbucks today opened more than 19,000 stores functioning in 62 countries. Starbucks has numerous rewards that globalization has offered and they have significantly benefited from it, while in the coffee industry. Starbucks has a wide-range in marketing strategies to benefit the customers. During the different obstacles that Starbucks has encountered, they must stay reliable in quality and uphold to adjust to different customer values.