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 …show more content…
Last December Starbucks encouraged their customers to share their designs on Instagram. The “Meet the Customers” article states that they received more than 1,200 individual submissions from 13 countries. Ultimately, 13 designs from six countries were chosen to be featured on Starbucks red cups for the 2016 holiday season. The artists were not only diverse in their ethnicities, but in their occupations. These occupations ranged from a nurse aide, to a hair stylist, to a college student. This is another great example of Starbucks earning publicity, but also proving that it strongly values not only customer feedback, but it’s mission: “To inspire and nurture the human spirit: one person, one cup and one neighborhood at a time.” (“Starbucks …show more content…
After Donald Trump was elected, many Americans, both Democrats and Republicans, were flabbergasted. Many voiced their opinions all over social media websites. Many opinions were negative, however, positivity started trending shortly after. Americans realized that no matter the outcome, we have a choice in how we treat one another every day. Starbucks, being the ethical company that it is, responded to this data and tweeted an article titled “A Message from Howard Shultz: Onward Together.” In this article the CEO states “Together is where our collective power lies.” (Shultz). He emphasizes the importance of the decision of Americans to be hopeful in the outcome and approach each day with compassion and kindness. Starbucks piggybacked on to the contemporary buzz, saw what the community was talking about, and responded positively in a way their customers
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 and other companies have found a new way to add economic value, and what they are selling is emotion and a feeling of belonging. Companies have now stopped trying to sell just their products, they are now making you feel good about buying their product. Bill Silver uses the example of the blueberry muffin. If you buy the blueberry muffin, then you get to eat a tasty pastry. But if you don’t buy a muffin, you still feel good about yourself because you resisted urge of buying that blueberry that would have costed you money and make you not as
Every customer that is served is treated with utmost respect, while an equal care is given to the coffee and other merchandise – providing the recipient with superior quality the first time or they will gladly remake it. When customers enter the establishment they are welcomed with comfy chairs and a cozy, “nestled-at-home” feel – keeping the barren walls and cold atmosphere for other businesses. This environment yearns to be a place of unity – bringing people together, a study room for the burned out college student, or even a place to read the paper before work. Whatsoever the necessities may be, Starbucks provides the answer. For instance, for every bottle of Ethos Water that is sold, five cents is donated to the Ethos Water Fund to provide clean water to children who are unable to access it themselves. This fund has helped more than 500,000 people across the globe obtain clean water, hygiene and sanitation (Ethos Water Fund). Clearly, Starbucks believes in the necessity of humanity.
In 1971, the first Starbucks store opened in Seattle’s renowned Pike Place Market. In the beginning they made only one guarantee to their customers: Expect More Than Coffee (Starbucks, 2017). It is on that guarantee that they have built a connection with their customers that has solidified their success in a saturated market. Now they have more than 24,000 retail stores in 70 countries (Starbucks, 2017). Their extensive brand portfolio now includes the following: Starbucks Coffee, Seattle’s Best Coffee, Teavana, Tazo, Evolution Fresh, La Boulange, Ethos Water and Torrefazione Italia Coffee. In this report, I have made the choice to delimit this brand audit to only include the Starbucks flagship brand.
We are now a consumer based society, where we rely entirely on buying alone, not the trio of production, jobs, and purchasing. The economy now revolves around Starbucks. This has cost us our jobs because the production and the job part have moved overseas, where cheap labors are easily acquired. Drinking Starbucks’ coffee is more than just about the quality and the functionality; it’s about an expression of longing, a source of entertainment, a strategy for mood management, and a form of symbolic communication about class and social standing. This gave rise to the “Starbucks Moment.” Starbucks Moment is when the company popped up everywhere from airports, malls, parking lots, street corners, and social medias, like Facebook to television shows and movies. Since buying Starbucks meant buying social status, many Americans thought that it will make their private and public lives better. This “desire” for better life allowed the corporation to slowly encroach upon our private lives. The company took over the civic institutions, due to the pullback of community, the state, and other binding agents, which allowed brands like Starbucks the chance to sell more of their “luxurious” products, garner allegiance and profits by reaching deeper into our lives. They talked and acted like NGO or a political party and by making claims that they are serving for the greater good, they made it harder for government agencies to reclaim their legitimacy as vital decision makers in domestic and foreign policies. However, in reality, they are working for the shareholders at Wall Street. Therefore, when we consume Starbucks, we are giving away parts of our environment, our culture, and even our politics, as they take over more state functions.
Starbucks was founded in Seattle, Washington in 1971 and today it operates in 23,768 locations worldwide. It is an extremely successful corporation that is continuing to grow and expand. Evercore research recently said that Starbucks is an attractive asset for investors because of its consistency of store growth, customer loyalty and demand. Just like many other large businesses today, Starbucks uses Big Data. Through its use of Big Data, Starbucks manages to have many shops in close proximity to each other. Starbucks has a loyalty program, My Starbuck Rewards, consisting of 6 million registered customers. With 25% of all transactions made by these customers, a huge amount of data is collected. Taking into account that Starbucks offers 87.000 possible drinking combinations across the globe, has almost 21.000 stores in 62 countries, has approximately 160.000 employees worldwide, serves almost 4 billion cups of coffee annually and had $ 13.3 billion net revenue in 2012, it may be clear that Starbucks creates a lot of data (www.cnbc.com, 6th April 2016). One of the benefits and oppurtunities of so much data combined with the large customer
Starbucks is an international coffee house and it was created in 1971 when they opened the first store in Seattle, Newcastle. Currently, they own 21,000 stores in 65 different countries of the world, and their passion for the great coffee, excellent service and community interaction exceeds cultures and languages (Starbucks, 2014). This company is the number 1 brand coffeehouse chain in the world due to the best roaster, marketer and seller of speciality coffee. Its main slogan: “Our mission: to inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time” (Jurevicius, 2013).
Also, this paper will encompass a scenario when it would not make sense for Starbucks to diversify or expand into a foreign market and how the company will create a business environment conducive to ethical behavior will be assessed.
Schultz, H. (2011). Onward: How Starbucks fought for its life without losing its soul. New York: Rodale.
The structure of Starbucks business communication is exceptional. Rather you are in their store buying a Caramel Frappuccino®, visiting their website or watching one of their advertisements on television; as the consumer, the message is loud and clear. Pick up any newspaper and you are likely to find an article about the coffee giant. Starbucks pledges a commitment to their over 172,000 partners (employees) and the community. “We realize our people are the cornerstone of our success, and we know that their ideas, commitment and connection to our customers are truly the essential elements in the Starbucks Experience” (Starbucks, 2008).
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.
When I saw this discussion, I couldn’t help but think of Starbucks and the impact they’ve made throughout their 45 years of establishment. I worked with them for about 7 years and saw how unique they were from your everyday coffee and latte spots. A retail company with thousands of coffee shops in the US as well as in other countries, this particular retailer has been able to catch the eyes of all ages as well as locations throughout the world. For example, today college students utilize Starbucks locations to study rather than go to a nearby library. Starbucks is also known for its best coffee and espresso drinks (Latte or Frappuccino) and with one of its delicious espresso 's any student or just a person stopping in to enjoy its lounge area where there is free Wi-Fi is awesome! Starbucks lifecycle has made a 360 turn around and been revamped twice to accommodated the growing market. Customizing their brand to fit more in with everything and not just one thing. By doing this they’ve created multiple product lifecycles within their own lifecycle as a corporate company.
Starbucks is a worldwide company, known for is delicious brews of coffee and seasonal varieties of tasty drinks for any occasion. Starbucks opened with two main goals, sharing great coffee with friends and to help make the world a little better. It originated in the historic Pike Place Market of Seattle, Washington in 1971 by Jerry Baldwin, Zev Siegl and Gordon Bowker. The creation of Starbucks’ name came from the seafaring tradition of early coffee traders and the romance evoked from Moby Dick. At the time, this individual shop specialized in the towering quality of coffee over competitors and other brewing services enabling its growth to becoming the largest coffee chain in Washington with numerous locations. In the early 1980s, the current CEO Schultz saw an opportunity for growth in the niche market. After a trip to Italy he brought back the idea of a café style environment of leisure and social meetings to the United States we now see in Starbucks locations today. Schultz ultimately left Starbucks to open his own coffee shop, Il Giornale which turned out to be a tremendous success. Fast forward a year later, Schultz got wind that Starbucks was going to sell all their components of Starbucks including their stores and factories, he immediately acquired the funds to buy Starbucks and linked both operations. Within five years he was able to open more than 125 stores starting in New England, Boston, Chicago, and gradually entered California. He wanted Starbucks to be a franchise system based on the mission of telling the truth and emphasize the quality,