Starbucks Research Essay

Starbucks has set a new standard in what the world sees as far as retail industry for ubiquity. The have become so big so fast that the premium status has been lowered to that of a common franchise. Their primary competitors today seem to Dunkin’ Donuts and McDonalds. Coffee is a daily habit for many people no matter what social level, economic status, or gender you hold. Starbucks tries to create or sell a certain type of lifestyle. This lifestyle is appealing to college students who go to locations to work or study or to people who want to reconnect with friends and family over a cup of coffee. Starbucks offers their customers many benefits and perks for not only buying their products but for staying and creating a comfortable atmosphere. Most locations offer free internet access and wireless charging stations for your phones or device. Because this generation seems to be very tech savvy an app also allows customers to order and pay for their item on the phone so they are ready for them right when they arrive. Starbucks also offers a membership program at no cost. These memberships also come with perks such as free drinks on your birthday and exclusive discount on food or

Starbucks mission is to "inspire and nurture the human spirit-- one person, one cup, and one neighbourhood at a time.”

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.

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.

Starbucks advertises two essential mission statements. First and foremost, it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission, Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in which employees are treated with “respect and dignity,” incorporating diversity in all business aspects, purchasing, roasting and delivering fresh coffee, retaining satisfied customers, giving back to the community and environment, and developing

1. In the beginning, how was Starbucks different from other coffee options for coffee drinkers in the United States? What activities and assets did Starbucks leverage to differentiate itself from competitors?

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

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.

Coming up with development goals to, facilitate growth. Growth is an important aspect that determines the progress of an organization and how completive it should be.

Please answer all the following questions as they relate to the case. Please utilize as much outside resources as you deem necessary to reinforce your answers—especially the last question. Remember that this case is over 10 years old and Starbucks has changed since then.

The original idea for the Starbucks format came from the 1980´s when the company´s director if marketing, Howard Schultz, came back from a trip to Italy enchanted with the Italian coffeehouse experience, the idea was to sell the company´s own premium roasted coffee and freshly brewed espresso-style coffee beverages, along with a variety of pastries, coffee accessories, teas, and other products in a tastefully designed coffeehouse setting. The focus was to sell a “third place experience”.

According to our opinion Starbucks would not be able to retain employees if it makes a move to lower its human resource costs by cutting down on benefits. Coming in to the point Starbucks gave its main priority to their employees than products and considered their human resource as partners in the business practicing generous human resource policies giving the employees the feeling that they are valued and special. The company offered special training and development programs, workshops, offered individual recognition to employees and treated them with respect and dignity. Because of these human resource practices employees were very motivated and contributed to the company’s bottom line as a

The elusive goal of customer satisfaction has long provided companies with endless headaches and difficult decisions. In the end, associating specific customer satisfaction metrics to company profit and loss would provide the undeniable proof needed to make changes, and then invest the required capital to address any concerns. Starbucks, not unlike the rest of the business world, has found itself in the same situation. At a basic level, the argument that more investment in customer service creates higher customer satisfaction has already been fundamentally agreed upon. However, more specifically, Starbucks must decide if a reinvestment of $40M annually in

Starbucks Corporation, generally known, as Starbucks Coffee is the leading retailer and a brand of world’s forte coffee in the world, with more than 15,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim, wherever in this world where premium quality coffee is in demand. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 20737 stores in 63 countries and territories, including 11910 in the United States, 1496 in China, 1442 in Canada, 1052 in Japan and 772 in the United Kingdom. The first Starbucks was open in 1970. The name was inspired from Herman Melville’s Moby Dick, a definitive American novel regarding the 19th century whaling industry. The nautical name matches seamlessly for a store that imports the world’s finest coffees to the cold thirsty people of Seattle. In May 1998, Starbucks have finally successfully entered the European market through its acquirement of 65 Coffee Company stores initially originated from Seattle in the UK. Both companies shared a common culture, focusing on a great commitment to customized coffee, similar company values and a mutual respect.

As I approach the doors of Starbucks there is two little kids outside running around. My Godmother opened the smell of strong freshly brewed coffee hit my nose. The Starbucks is  a small café with a drive through, with tables and chairs in a L shape setting. My Godmother tells me to have a seat at one of the tables away from her and her co-workers. They are already sitting and started their meeting. There are two young women behind the counter conversing about music. One had run to the a room that is also behind the counter she had to grab something to so that she could refill whatever she was refilling. The little girl and boy that were outside when my godmother and I walked into Starbucks came in and sat at the next to me and was yelling at each other. The woman that was sitting next to my godmother got up and came up to the kids and whispered something to them. They got up and walked over to the counter, the woman asked one of the women that was behind the counter for a cup of ice water. The woman then gives the kids the water. They sit back at the table to drink the water but instead they started blowing bubbles into the cup. The little boy says , "Stop blowing bubbles." The little girl said "Now let's mix it up." As I look to my right a man comes from a back area on the other side other entrance door walks behind the counter as if he was going to clock in. He started singing and one of the young women started doing the running man while singing, “ at night I think