Starbucks Projects

* The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.'

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 has become the world leader as the largest coffeehouse company in the world, with 23,132 stores in 65 countries, including 12,937 in the United States, 2,004 in China, 1,416 in Canada, 1,135 in Japan and 849 in the United Kingdom (www.starbucks.com). Since its creation in Seattle, 1971, the coffee giant has several different product lines from pastries, flavored hot and cold drinks, whole-bean coffee, micro ground instant coffee, bear, wine (at some locations), entertainment to include music, books and grocery store packaged products. Their mission is to establish Starbucks as the premier

Starbucks can follow some strategies to differentiate their product even more that will lead to vary their menu prices. For example, Starbucks might create “saving menu” by selling some products at a lower prices to attract even more customers. Also, Starbucks might take into consideration the strategies of opening “Starbucks carts” that open in smaller express places that don’t fit for a whole store. Those “Starbucks carts” will attract even more customers because it is easier to get access to. “Starbucks carts” may provide the customers with low cost products to draw larger market base. To be a best cost provider in the market will allow Starbucks to be the most attractive company in the coffee market internationally. Thus, Starbucks will have a competitive advantage over its rivals by fulfilling the needs of a huge customer base in the market, by providing a high quality products and provide products with the best costs.

Your marketing and advertising program from the company evidences which Seattle-based Starbucks Corporation will be the foremost coffeehouse archipelago throughout the world. The organization at this time features functions inside in excess of forty four nations. Currently company can be likely to available it's retailer inside Aussie. That wishes to deliver nearby Aussie marketplace and its particular younger age group together with standardized goods in the form of caffeine, herbal tea along with broad range of snack foods as well as sandwiches (Vecht, 2006). Due to this kick off, the objective from the company should be to create Starbucks from the Sydney by commencing the test out retailer inside Melbourne. This particular retailer from the company are going to be run by fine-tuning to the requirements from the nearby consumers whilst positioning the core Starbucks strengths crucial.

This writing will focus on the analysis on the attributes of Starbucks’ products and marketing, and identify the opportunities and threats facing the Starbucks Australia. The second part of the analysis also draws attention to the changes in social economy, competitors’ move and the main trends in the hot drink

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

On its website, Starbucks professes to fulfill its environmental mission statement as well by understanding environmental issues and sharing information with its partners; developing innovative and flexible solutions to bring about change; striving to buy, sell and use environmentally friendly products; recognizing that financial responsibility is essential

Product Strategy: The strategy followed by Starbucks in preparing and marketing their products is to be innovative and creative with diversification of the products. Starbucks provides various diversified products which include hand crafted beverages like fresh brewed coffee, hot and ice espresso, fresh foods like baked pastries, sandwiches and salads. As a result of the high quality and diversified products Starbucks is viewed by its consumers as having all day treats and which increases sales and in turn profits.

Starbucks’ operations strategy involves developing successful partnership with their suppliers in order to ensure quality of products and continuous and timely supply of coffee beans. The company use this strategy to stay competitive in the coffeehouse business. Its operations strategy involves programs that ensure quality and adherence to the ethical code of conduct from their suppliers. The company had expanded its market both on a local scale and globally through channels such as licensing stores, supermarkets, hotels, shopping centers, hospitals and other places of business. Apart from serving and selling quality

Starbucks wants to be an environmentally friendly company and to be sensitive to this. Starbucks wants its employees to join in their missions as a company and its social responsibilities.

In recently, there are a lot of famous brand coming from oversea. Especially, Starbucks is one of the most success brand in my country. “Revenues from the company’s first Vietnamese outlet have surpassed expectations, although it has experienced a number of challenges to attract local consumers” (Starbucks CEO Howard Schultz).Starbucks is a corporation that has coffeehouse chain in America. It established in 1971 as a Seattle coffee bean roaster and retailer. Starbucks-corporation is headquarter in Seattle, Washington. According to count, “22,551 stores in 65 countries and territories, including 12,739 in the United States, 1,868 in China, 1,395 in Canada, 1,117 in Japan and 830 in the United Kingdom”. Starbucks is business about hot and cold beverages, whole-bean coffee, instant coffee, espresso, latte, full-leaf

To formulate a differentiated business level strategy Starbucks must evaluate their customer needs, customer groups, and their unique competencies. This will be the way that Starbucks differentiates themselves from other firms competing in the coffee and specialty products industry. Starbucks has effectively differentiated themselves from their competitors in a manner that establishes brand loyalty and satisfies customers. This level of differentiation would not be possible without working together to achieve a common goal: offering customers a premium product while striving to obtain a profit.

In general the coffeehouse industry in the United States was experiencing an increase in coffee consumption per capita due to the “Starbucks effect”. At this time Starbucks was operating approximately 20,000 stores in the United States and was living a fast expansion strategy worldwide.

1) Starbucks used mostly a differentiation strategy, however it had also used a cost leadership strategy. Its differentiation strategy was exemplified by their stores providing an experience, offering interesting coffee-related drinks in a theatrical kind of atmosphere, their unique Coffee blending and roasting process which enabled them to create an extensive product variety, their employees received great deal of training to become very knowledgeable about coffee in order to provide an exceptional service to increasingly coffee-educated consumers, and their ability to find the perfect location for their stores enabled them to maximize market share in a given area of a city and build their regional reputation which then increased their