To Build or Buy

Almost everyone drinks coffee. Most people view it as part of their basic needs. It is normally the first to be consumed whenever a day starts. It is commonly believed that a cup of coffee makes someone brighter and so able to perform his or her duties actively. This is therefore my chosen product. The following sections describes the path the product takes from the producer to reach me as well as to another consumer in another country which will be Brazil in this case.

Costa Rica now provided raw material for Starbucks which accounted for about 15 percent of the total coffee beans Starbucks needed every year. Costa Rica as one of the raw material suppliers plays an important role in global value chain. Coffee has played a pivotal role in the development of Costa Rica. It has shaped social, cultural and political institutions and is still one of country’s major agricultural exports. (Anywhere, 2016) The global value chain in this coffee industry can be described that Starbucks, the centre in this coffee global value chain, purchasing raw materials (coffee beans) from coffee farms in Costa Rica, reprocessing and reproducing in retail shops, selling the finished products (various kinds of coffee) to customers in the world.

Our project is about the multinational company Coffee Bean and Tea Leaf which started in 1963 in northern California. The largest and oldest privately-held specialty coffee and tea retailer is The Coffee Bean and Tea Leaf in the United States. For Fifty years on, they haven’t changed their values. They have a commitment to their customers to, their slogan is "Find Your Flavor" which is the foundation in which they operate. Their beverages are handcrafted and customized to the guest's preference. Their Team Members listen to the customers and respond to each one with a personalized beverage. They offer one of the most substantial selections of coffee and tea from around the world.

Following the introduction of the new flavored coffee, there is need for coming up with a sales strategy for increasing the sales of the new product. The strategy gives details on how the product will reach the customers, and in the end, making them aware of the difference between the new product-line with the other products from the company. These strategies are necessary for improving the total company sales, consequently increasing the profitability of the company. The strategy is also necessary for the coming up with sales activities that position the flavored coffee to a state where it can gain a competitive advantage in the market. The most appropriate sales strategy of choice for meeting the sales objective of the company is the triple-tiered sales strategy (Frain, 2009).

Service Business Analysis:The retail coffee industry in the U.S. has recently experienced rapid growth. The cool marine climate in southwest Washington stimulates consumption of hot beverages throughout the year. Coffee drinkers in the Pacific Northwest are finicky about the quality of beverages offered at the numerous coffee bars across the region. Despite low competition in the immediate area, JJB will position itself as a place where customers can enjoy a cup of delicious coffee with a fresh pastry in a relaxing environment.

7. Formulate strategic options and select the appropriate strategies – The next step is to evaluate strategic options and then prepare a game plan designed to achieve the company’s mission, goals, and objectives such as increasing sales in a particular segment (either by growing the segment or taking a share from the competition) or penetrating a completely new segment (either by promoting the product on its existing attributes or by repositioning the product for that segment).

“Coffee is not just a drink. It 's a global commodity. As one of the world 's most traded products-second in value only to oil-the coffee industry employs millions of people around the world through its growing,

Assess the company’s strengths and weakness- I would do an assessment of the company’s strength and weaknesses. Some of the company’s strengths are a good solid customer base, earning a profit, expenses are low, and it is profitable year round. Weaknesses include not opening on time, not following posted opening and closing times, and excessive waiting times due to only having one worker.

much a great location. The shop use to be an ice cream shop and the owner just could not run

For the concept of standardization of The Coffee Bean & Tea Leaf, branding and image are consistent in host markets with that of home market. Despite the expectation that cultural differences may affect the demand for their products and services the coffee shop felt that maintaining standardization was more important than adaptation. Standardization is enforced by the company on branding to ensure that the brand image and value is being perceived consistently by the customers in all markets. Adaptation has also applied to the product offering For example in its home country, the coffee shop have a limited range of food and beverage items in their outlets. However, the coffee shop had included a wider range of hot food items in Asia as Asians need to have food with their coffees. The Coffee Bean & Tea Leaf also provide both the good quality of input and output has brings a big achievement. The foundation of the coffee chop is a commitment to quality. They produce and serve only the finest coffees and teas from around the world.

business may also inherit the culture of the previous entity or struggle to entrench its

Having worked in independent coffee establishments I recognised how the coffee culture is becoming increasingly popular and trendy, coffee has become a worldwide commodity and the demand for good artisan coffee is increasing year on year.

So if taxes imposed on the farmers in those countries increased it will make Costa should pay a higher rate for the coffee they purchase and any of those fluctuations in taxation levels will ultimately be passed over to the customers.

Being in a very high competitive business condition, a company has to be well prepared for every potential business problem. One of the problems is for a company which will do such a business expansion, they need to spend huge amount of money to make some new investments. For instance, they need to have new capital assets to run their new business.

A lease transaction is a commercial arrangement whereby an equipment owner or Manufacturer conveys to the equipment user the right to use the equipment in return for a rental. In other words, lease is a contract between the owner of an asset (the lessor) and its user (the lessee) for the right to use the asset during a specified period in return for a mutually agreed periodic payment (the lease rentals). The important feature