STARBUCKS COFFEE

By utilizing their strengths, and capitalizing on trends, as well as periodically evaluating weaknesses and threats, this little coffee joint has become America’s most enjoyable place to get coffee. Like many other organizations, executives at Starbucks realized the importance of planning. Planning involves making sound business decisions and goals for the company, specific divisions, a store, and for individuals (Bateman-Snell, 2004, p. 108). Starbucks’ executives have defined their business with the mission statement to “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow” (Starbucks mission statement). Executives have found various ways of increasing their market by examining alternative paths to conduct their business.

Starbucks is adding drive thru for the on the go consumers and professionals. Comparing the data of existing and recent opened stores, Starbucks strives to increase productivity of the units. Value Discipline Actual value determined by the production and delivery of the company’s goods and services. The middle class citizens of mainland China consider Starbucks coffee a luxury. China is a fast changing market and it has paid off for Starbucks.

Starbucks Coffee Company was founded in the year 1971 by three people. They opened their first store in Seattle's Pike Place Market. The name 'Starbucks' actually originated from Herman Melvin's classical novel called Moby Dick. The seafaring name seems appropriate for a store that imports the world's finest coffees to the cold, thirsty people of Seattle. Then came Howard Schultz.

It is safe to say that Starbucks should continue to grow globally. Although it has been proven that they are already doing great globally with their 22,519 store open to date. It will still be good for the company to expand due to their successful growth. Starbucks strengths are good and already leveraged, however their weaknesses could become a risk in the future. Two of the risk that they should watch for is the high price of coffee beans in the market.

It upholds diversity and promises the highest standards for its products. The company satisfies customers and gives back to the community and the environment. Also, Starbucks persists to be profitable and it is. They live by a strict, slow growth policy completely dominating a market before setting its sights further abroad. This strategy has gained them the advantage of being one of the fastest growing companies in the country.

Starbucks opened in Seattle’s Pike Place Market in 1971 with hopes of creating a "third place" between home and work. Starbucks was created to produce premium coffee, while adhering to various core principles during economic growth. "The company has realized that people don’t only come for coffee; they come for the atmosphere," (Kembell). Customers are able to socialize, read, study or enjoy music while drinking coffee. Starbucks strategically positions each store with hopes of matching the specific location, helping to create a unique atmosphere.

It’s not unusual to see people coming to Starbucks to chat, meet up or even work” (Starbucks). In addition to coffee Starbucks locations keep a customer base by offering free Wi-Fi, music, and partnerships with Barnes and Nobles throughout the country. Starbucks is aware that competition is gaining ground since many fast-food chains have upgraded their coffee menus trying to mimic their style. Also coffee-houses/shops are opening who have adopted the idea of community and become just as popular and profitable. The company realized it reached a plateau and needed to develop new marketing and strategies to be competitive, retain, and gain customers.

"Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow." Starbucks began with Jerry Baldwin, Zev Siegel, and Gordon Bowker in Seattle, Washington in 1971. At that time they called it Starbucks Coffee, Tea, and Spice. Their respective love for coffee and tea from around the world inspired them to venture out of their respective disciplines. With the success of a similar establishment in the San Francisco Bay Area, Bowker, Baldwin and Siegel figured they could also build such success in Seattle.

Introduction Since its' 1992 IPO, Starbucks has continually focused on growth. Initially, the growth was targeted to enable Starbucks to achieve their goal of becoming the leading North American retailer of specialty coffee. The early success they achieved resulted in Starbucks expanding their original goal to that of becoming the most recognized and respected coffee brand in the world. By way of example, this case study focuses on a request by McDonalds to serve Starbucks coffee at its' restaurants in order to discuss the marketing strategy and the underlying competitive premise that Starbucks has adopted to achieve both of their goals. The study also describes the role the internet potentially can play in developing Starbucks as a global brand.

They specialized in plastic cone coffee filters for home brewing purposes. Schultz travels to Seattle to discover why a small business called Starbucks orders an excessive amount than its other customers. Liked what he saw and joined Starbucks later that year and became the director of operations. He makes another travel to Milan, Italy and was in awe with the amount of abundant espresso bars. Returns to America with the mentality of making it “the third place” (CRAIG, BUSSE, BROWN, “Aplia” Kellogg 2) beyond home and work.