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Starbucks: Strategy Analysis and Choices
Starbucks: Strategy Analysis and Choices
Strategic position and strategic choices of Starbucks
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Starbucks is a company with a recognizable presence nationally and internationally. Starbuck reputations and on a multinational level is consistent of high quality items With more than 18,000 retail locations in 60 countries, the coffeehouse is the picture of success (Schoultz, 2014). In this paper I will discuss the demographic, psychographic, geographic, and behavioral characteristics of the major company. Also I will discuss the positioning statement needed for considering new markets and business strategies. Starbucks does have a stronghold on the international markets. While this has made the company confronted added pressures related to globalization hurdles. With Starbucks having presences in countries
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They account for almost half (49 percent) of its total business. Starbucks’ appeal to this consumer age group through hip, contemporary design that is consistent in its advertising and decor, and working to keep its products current as status symbols. Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare. This target audience grows at a rate of 3 percent annually (Small Business website, 2014). There are also cultural, organization has international reputation and a large international presence. With the loyal customer base that Starbucks customers provide and maintains the brand association worldwide helped customers come back the familiar high quality products and great customers service that there local store serves. The level a quality should be the same across the board for all stores worldwide. Starbucks’ unique marketing endeavors have also promoted its ever-growing existence. Starbucks also keeps sufficient areas as an importance of its larger degree of presence and to maintain brand name recognition and reputation. A main strength in this capability is the company’s capability to get new clients, and at the same time, exist …show more content…
Having a high awareness of social responsibility will keep Keeping a high degree of corporate social obligation is a continuous tendency and would be highly favorable in the eyes of its consumers and the average man or woman. In this way, Starbucks must also show an attention to fair trade Coffee and the farmers who create it and maybe reach the presence of cooperative farms. The organization might even think about training the general public regarding the circumstances that these kinds of farmers cope with. Also corporate obligation must also be highlighted on a multinational level; this would significantly impact the company’s all round standing and reliability, particularly in areas in which customer knowledge is common. Starbucks would also take advantage of providing much more comfortable and sociable surroundings in which consumers have the capability relax when taking pleasure in their drink. The company has understood the demands of the customer buy making sure all customers have the ultimate coffee house experience Starbucks has made the WIFI an option in every store, which have been in place for years. Furthermore, as a must understand the negative result of Starbucks have been acknowledged the over saturation a lot of market. It should broaden the scope of customers with a higher age wide range customers this is to
To achieve the quest of improving the customer experience, they are providing the customers with extraordinary service, a friendly environment, and high-quality products. The customer’s experience with Starbucks has defined their visits with the saying, “one cup at a time, every day” to indulge their visits. This statement led the company to adopt their mission statement of, “To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time” (Starbucks Corporation,
Starbucks in today’s date is the world’s largest coffee chain. The brand which was founded in 1971 has established itself as the world’s leading specialty coffee brand with its more than 13000 outlets in 39 countries. The company has had an impressive record of sales and growth also. Something that differentiates Starbucks from others is its coffee as well as the special Starbucks experience. Starbucks serves more than just coffee. It is also known for the relaxing ambience where the customers can relax and sip with their friends. Starbucks is famous for its genuine service, inviting atmosphere and of course superb coffee. The company is committed to quality and it is due to its commitment to quality that its product pricing is also premium. However, despite the premium prices of its products the brand is loved around the world by the customers for the quality of products that it serves.
Starbucks is a coffee company that began in 1971 in Seattle, Washington. They own more than 24,000 retail stores in 70 countries (“Starbucks Company”). They offer an array of products from coffee to handcrafted beverages to fresh food. Starbucks believes in being a responsible company while participating in ethical sourcing and environmental stewardship. The company is an active user with sharing information on social media platforms like Instagram, Twitter, Facebook. They are on Twitter with 11.8 million followers and also on Instagram with 12.5 million followers. Starbucks is doing exceptional with their marketing strategies when compared to the followers of other known coffee companies. For example, Dunkin’ Donuts has 57.8K followers on
In 2002, unexpected findings of a market research showed problems regarding customer satisfaction and brand meaning for Starbucks customers. The situation was unacceptable for a company whose overall objective is to build the most recognized and respected brand in the world. Starbucks was supposed to represent a new and different place where any man would relax and enjoy quality time, alone or with others. But the market research showed that in the mind of the consumers, Starbucks brand is viewed as corporative, trying to expand endlessly and looking to make lots of money. This huge gap between customers' perception and Starbucks' values and goals called for immediate action.
The threats facing Starbucks include trademark infringements and increased competition from local cafes and specialization of other coffeehouse chains, and the saturation of the markets in developed economies, and supply disruptions. Furthermore, the increasing prices of its inputs such as dairy products and coffee beans pose a threat
Starbucks is currently the industry leader in specialty coffee. They purchased more high quality coffee beans than anyone else in the world and keep in good standings with the producers to ensure they get the best beans. Getting the best beans is only the first part, Starbucks also has a “closed loop system” that protects the beans from oxygen immediately after roasting to the time of packaging. They did this through their invention of a one-way valve which let the natural gasses escape but keeping oxygen out. This gave them the unique ability to ensure freshness and extended the shelf life to 26 weeks. Starbucks isn’t only about the coffee, it’s also about a place where people can escape to enjoy music, reflect, read, or just chat. It is a total coffee experience. The retail outlet has been responsible for much of Starbucks growth and has contributed substantially to their brand equity.
Starbucks did not escape the common practice of adapting and integrating the business to different geographic regions, but they did stick to their guns when it came to their standard product line-up and their no-smoking policy. Surprisingly, these conditions were met with wide acceptance. Analysts felt the real challenge would be in the European marketplace, what with coffeehouses on every corner to compete with. Again, the stores did very well, mainly because of the newer, cleaner environment they provided compared to the older locations of established houses.
Koehn, N.F., Besharov, M.A., & Miller, K. (2008). Starbucks Coffee Company in the 21st Century. [Case study]. Boston, MA: Harvard Business School Publishing.
Starbucks Financial Analysis Company Overview Starbucks is the world’s largest specialty coffee retailer, with more than 16,000 retail outlets in more than 35 countries. Starbucks owns more than 8,500 of its outlets, while licensees and franchisees operate more than 6,500 units worldwide, primarily in shopping centers and airports. The outlets offer coffee drinks and food items such as pastries and confections, as well as roasted beans, coffee accessories, teas and a line of compact discs. The company also owns the Seattle's Best Coffee and Torrefazione Italia coffee brands. In addition, Starbucks markets its coffee through grocery stores and licenses its brand for other food and beverage products.
Global Markets: Starbucking the System Throughout the global marketplace, countless examples of success and failure exist, but rarely can one turn to a single entity that demonstrates not only success and failure, but also a phoenix-like return to greatness from the ashes of its own demise. Starbucks offers the world that precise opportunity, an examination which reveals the guiding principles that formed the basis of the company’s high and low points over the last several decades. The clear contrast between those principles offers a compelling tale that clearly illustrates Starbuck’s success is the direct result of its organizational culture, effective management decisions, a key core-competency of its managers, and perhaps most importantly, the impact of the company’s chief executive officer, Howard Schultz (Ostdick, 2011). Building an Organizational Culture that Contributes to Global Success As with most organizations, the culture in which the employees operate forms the basis of the behavior generally exhibited by the overall workforce. For Starbucks, creating a culture that inspires its workforce to focus on customer satisfaction differentiates itself from merely a coffee house offering a product to a service-based shop in which the customers’ satisfaction is based on far more than the quality of the product itself.
Starbucks has identified high value opportunity in China, India, Brazil and Japan. The large expansion opportunity of twelve billion in China alone is enough to drive Starbucks to expand globally. The organization has planned to double its footprint to 3000 stores in China by 2019 ("Starbucks Details Five-Year Plan to Accelerate Profitable Growth", 2014). Starbucks realizes that eventually there will be a diminishing return on their existing market within the US due to market maturity and there are only two ways to expand through diversification in their offerings and entering new markets. Given the international opportunity for growth and expansive tea market in Asia, the company will enjoy the benefits of the growth opportunity. Management’s decision to continue to grow globally is a driving force that has yielded
For this organizational analysis, I decided to analyze Starbucks. I chose Starbucks because they are the leading innovators in socially impactful business activities and personally, I love Starbucks coffee! Obviously, the point of this paper is not to talk about how good their products are, but to analyze how their organization is structured and identify potential for improvement. I have never worked at a Starbucks, but I have two friends that work at the location inside of Hy-Vee in Cedar Falls. After countless hours of research, talking to my friends about day-to-day activities, and actually going to Starbucks on numerous occasions over the past few years, I knew this was the organization that I would love to analyze.
In addition to being best-known supplier of the finest coffee and promising only the highest quality products, Starbucks emphasizes firm values, provides guidelines to enhance employee self-esteem. This is to ensure continued customer satisfaction. Moreover, diversity has become a priority to providing an inviting environment to all consumers. Starbucks continues to abide by a strict, slow growth policy in which they set out to dominate a market before moving on to expand, thus history has shown this strategy to be successful for Starbucks, making them one the fastest growing companies nationwide.
With clear core values towards providing quality coffee, the best service, and atmosphere, Starbucks has enjoyed great success since it was founded 30 years ago. The company has being doing very well for last 11 years with 5% or more store sales increase, even with the rest economy still reeling from the post-9/11 recession. However recent research, conducted to Starbucks, have showed some concerns regarding company’s problem meeting customers’ expectations.
By remaining true to core competency and a laser like focus effort towards quality; Starbucks has managed to analyze, adapt and create brand loyalty to their particular market and remained the top competitor throughout the coffee industry. Americans in general enjoy a good, hot cup of coffee to start their day. In any given business, seeing a torrid cup of coffee in a cup from Starbucks is not uncommon. Starbucks is one of the most popular coffee franchises in the world with locations in 62 countries. Starbucks has been around since the year 1971where they started off as a coffee bean roaster and retailer. This research paper will briefly explores, examine, and assess Starbucks quality marketing and management strategy. Additionally, this research