Starbucks strategy

SEC 10- K Paper Acct 221 Lakesha Craft SEC 10-K Paper The first Starbucks coffee shop opened in 1971 in Seattle Washington. The coffee shop was founded by three partners. Jerry Baldwin and Zev Siegl were teachers and Gordon Bowker was a writer. The idea to have a coffee shop came about when a close friend was selling high quality coffee beans and equipment. After a matter of time, the partners decided to purchase the product from the grower. The coffee shop was named after the Nantucket Whaleship first mate from the novel Moby-Dick.

BUSINESS STRATEGY The Starbucks former strategy was centered in offering a high quality product to a narrow consumer segment (coffee lovers), therefore, a

Introduction Coffee has become a significant part of lifestyle of numerous people. Starbucks has opened its first coffee shop in in Seattle, Washington, USA in 1971 (“About Starbucks,” 2014). The Starbucks is very popular today and has more than 6,000 locations in over 30 countries. In addition to coffee and espresso drinks, people now enjoy Tazo tea and Frappuccino (“About Starbucks,” 2014). The main target of Starbucks is to be the consumer’s favorite coffee shop. The globalization of the businesses increases competition in the food and beverage industries. Starbucks is the most successful and competitive coffee chain on the market. The aggressive strategies of expansion pushed the competitors such as McDonalds or Dunkin Donuts

Ratio Comparisons Within the coffee industry Starbucks Corporations has grown from a small shop to a leading coffee distributor, proving to have financial strength and determination to continue growth. With the weakening economy the continued success of Starbucks

Changes in demand determines how much Starbucks should supply in the market. Competitors pricing strategies, customers income, economic conditions and advertising will cause the demand curve either to shift outwards or inwards. So Starbucks should always be ready to face these challenges and set its prices and supply according to market conditions. If Starbucks intends to focus only high income group then the demand for its coffee in middle and lower income group will be very less. But if Starbucks set prices which attract all the income groups then its demand will become elastic and slight change in price will cause a greater change in quantity

Starbucks is no doubt a phenomenon in the United States, but the brand wants to expand globally. Opening chains in various global locations such as Japan, Vienna, England; Starbucks wants to reach out to the coffee loving fans everywhere. Nevertheless opening chains globally is not that simple. There are many uncontrollable factors Starbucks need to focus on to make sure they are making profit as well has abiding by the country’s laws and regulations. Going global takes a lot of market research to make sure that the brand will be successful even with uncontrollable factors. Controllable factors can be tailored to fit the needs of each country. Starbucks has to find the happy medium so they don’t lose their identity overseas.

Starbucks Corporation is one of the world’s largest coffee roaster, marketer, and retailer of coffee. Some people call Starbucks as one the most success stories in the American history. In 1971, three entrepreneurs, Jordan Bowker, Zev Siegel, and Jerry Baldwin came together with $8000 and opened first Starbucks store in Seattle, WA. They were inspired by the style of roasting beans of Alfred Peet, founder of the Peet’s Coffee & Tea. They started the company with a dream of selling high-quality coffee beans and coffee machines. During their first year of operation, Starbucks used to buy the green coffee beans from Peet’s Coffee but later they started buying the coffee from coffee planters.

The original Starbucks was founded in 1971, in Seattle’s historic Pike Place Market, by three owners Jerry Baldwin, Zev Siegl and Gordon Bowker; who later hired Howard Schultz to be their director of sales in 1982 (Sun). During one of Schultz’s trip to Italy, he saw the essence of how cozy little coffee shops on neighboring street corners played a vital role in the social life of most Italians. It was the main point for the neighborhood, where friends met, mingled

To understand the Starbucks phenomenon, I think it is crucial to understand what were the points of strengths that have allowed Starbucks to have a great success at the beginning of the company life, as well as those that are the current success factors. In addition, I believe that this reflection should be developed first and foremost in the United States where the project has been successful, and then in the rest of the world where customs, traditions, commercial models and stories completely different from American ones.

Howard Schultz joined the marketing team for Starbucks in 1982. After a visit to Italy he became fascinated by what the Italian coffee bars meant to the social culture of the city of Milan. He assumed that Starbucks could do something similar here in America. He later bought the company from the founders and began to open chain coffee shops across the Northwest United States. Since his takeover the company has expanded and been very profitable but recently, there has been a decline in customer satisfaction.

Ian Munroe Savannah State University Critical Leadership Issue Ian Munroe Dr. Nicole Cannonier MNGT 4110 14 April 2015 Howard Schultz: Leading Starbucks Through Change Starbucks Coffee opened the doors to its first location in Seattle in 1971 and moved to its permanent home at Pikes Peak Market in 1976. The humble enterprise was the creation of three college

UNIVERSITY OF GREENWICH COURSEWORK COVERSHEET Student Name: | Bethlehem H. Yerdaw | Student ID number: | 000709239 | Course Code: | * BBUSI 1546 | Title of Course: | Foundations of Scholarship | Title of Assessment: | The Role of Culture in Business | Type of Assessment | Essay *Reflective Report Group work report Other (Please specify __________________) | Tutor’s Name: | Taye Regassa | Date Assessment Due:Turnitin report | ___ % | Contents Part One Introduction 3 Part Two External Analysis 4 2.1 Brief overview of the company 4 2.2 Starbucks a global corporation 5 2.3 Environmental opportunities and constraints on the company 5 2.3 PESTEL Macro level analysis 5 Political factors 5 Economic He tested their caffelatte fell in love with it, and immediately decided to make lattes part of the menu offerings of Starbucks. The inspiration for the Starbucks today, importing the authentic Italian coffee bar culture in the United States, was born in Schultz heart at that spring. Starbucks corporation the company of Schultz’ passion was established in 1985 under the symbol “SBUX” on the NASDAQ global selected market (2010 Starbucks Annual report).

Starbucks is the one of the fastest growing companies in the US and in the world that started its business in 1971 as a small shop located in Seattle, Washington, by Jerry Baldwin, Gordon Bowker and Zev Siegl. The shop was selling mostly roasted Arabica coffee beans until they sold the company to employee Haward Schlutz in 1987. Since that day, Starbucks is able to stablish its own name and reputation in the market. Starbucks has now become a good place for the customers to relax and enjoy quality time beside home and work.

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.

Problem # 2 – Starbucks 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.