Thesis Statement For Starbucks

For this paper I will describe the elements of a thesis, if the location of a thesis matters and what types of evidence can be used in a thesis. My enjoyment of Starbucks will be the topic, I will develop and support a thesis, and write a corresponding essay.

Starbucks is looking at new overseas market and coffee shops around the world. However, many people find this expansion affecting their private life or interrupting them in an unwanted and annoying way and are scared of the Americanization of their culture. To prove these negative feelings towards their brand and in order for foreign customers to find more appealing, Starbucks needs to tell a story. The most attractive one being the story of the coffee bean, grown on an exotic island. Starbucks is taking on local aspects, like specific flavours and cultural habits, for example green tea Frappuccino in Asia, in order to distance themselves more from their American roots. In order to get rid of the negative image that American chains put local stores out of business, Starbucks is recruiting locals (Eline Van Lombeek, 2010,

Coffee brews under a drip of scalding water, beans grind in the gears of a metal mechanism set atop the bar, and the chatter of patrons syncs with the sound of steaming milk in each Starbucks cafe chain. Like most cafes, the aroma of Arabica overwhelms all others, natural light shines in through the windows to touch the wooden tables, and the murmurs of conversations can be heard throughout the edifice. However, whereas the plebeian palate that feigns good taste finds pleasure in drinking coffee in its most basic form so that the true flavors of the drink might be relished, the rising youth of our post-modern society realize that coffee is best prepared when the taste of the bean is overwhelmed by various artificial flavors and sugars—undoubtedly cancerous but utterly unimportant. These developing connoisseurs of high society, with all their charm and intelligence, make it clear that Starbucks is the only cafe from which anyone who is anyone must buy one’s coffee. Starbucks, truly a place for the cultural and coffee elite, consistently attracts three intriguingly eccentric and completely loyal customers of both sharp wit and fine intellect: the female Women’s Studies major, the flagrant homosexual male, and the out-of-place conservative.

It is evident that there are many things being fetishized in present day. Specialty coffee has been become increasingly popular since the 1980’s. As of 2001 27 million Americans consumed specialty coffee daily (Ponte 2002:1111). It can be said that Starbucks helped create the explosion and set the environment that it drew with

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

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?

“Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” (Starbucks, 2013). That is the mission statement of Starbucks. Whenever you think about who has the most premier cup of coffee or the most mouthwatering Frappuccino, you can’t help but visualize the green twin-tailed mermaid coffee icon. With more than 21,000 locations in 66 countries and revenue upwards of US $16.44 billion (Fortune 500, 2015), something or more importantly someone is

Starbucks is undoubtedly an international brand. The history of coffee traces back to Ethiopia, Africa, India, Arabia, and Europe, and has been traded abroad since the 11th century. Understanding the demand and widespread market for coffee, Starbucks has triumphantly capitalized both the domestic market, and the varied international markets as well. Possessing about 6,500 retail sites worldwide, Starbucks’ net is spread across thirty countries and has been found as one of the most recognized brands all over the globe in equality to McDonalds and Toyota. This organization’s ability to build an international brand has been unprecedented- particularly since it represents a specialty

The context change in form that Starbucks found itself competing with smaller chains that resembled its former pre-expansion model with competitors focusing in creating symbolic-expressive value and fast food restaurants that had started to offer specialty coffee with more aggressive advertisement at a lower cost. The competitive context changed for Starbucks because it’s focus in mass distribution channels and its retail footprint strategy stated its product within a standard performance product value; this affected the value perception of the product.

Analyzing Starbucks’ identity starts with its mission statement, “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”. Based on their mission statement,

Starbuck’s strategy focused on three components; high-quality coffee, intimate service, and ambient atmosphere. Starbucks worked closely with growers in Africa, South and Central America, and Asia-Pacific regions to insure the quality of its product. Starbucks called all employees' "partners" and worked hard to train them with the skills necessary to best serve the customer. The atmosphere at Starbucks was crafted after the European-style espresso bar. The company goal was to create ambience through the Starbucks "experience" and by making the area comfortable, yet upscale.

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.

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.

Executive Summary..................................................................................................................................3 Market Segmentation ...............................................................................................................................4 Methods of Segmentation................................................................................................................4 Lifestyle Segmentation in the Specialty Coffee Market ..............................................................5 Segments

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.