1. 1. Introduction
Starbucks established in 1971, Starbucks has grown from humble beginnings into the world’s
largest chain of coffee houses. According to (Starbucks Company Profile 2007), Partnership of
Starbucks has made an entertainment that may impact the entertainment industry with the music,
labels and filmmakers. In provide additional entertainment to customer, Starbucks Entertainment
has teamed with other corporation to create an iTunes store online, this could offer to customer
in buying, download and preview the Starbucks entertainment such as music title and specially
created play lists in a convenient online music buying experience. Starbucks Entertainment was
mostly selecting the best in music, books and film to offer Starbucks customers the opportunity
to discover quality entertainment in a fun and convenient way as part of their daily coffee
routines.
1. Provide a great work environment and treat each other with respect and dignity
2.Embrace diversity as an essential component in the way we do business
3. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our
coffee
4. Develop enthusiastically satisfied customers all of the time
5.Contribute positively to our communities and our environment
6.Recognize that profitability is essential to our future success
Starbucks has become a “third” place for customers to go to get away from daily hectic, enjoy a
cup of coffee, listen to music, do some work using the Internet service, socialize with friends,
and even hold a business meeting. Young customers drink lots of coffee and enjoy having a
place to go where alcohol is not served.
Starbucks Entertainment was mostly selecting the best in music, books and film to offer
Starbucks customers the opportunity to discover quality entertainment in a fun and convenient
way as part of their daily coffee routines. According to (Starbucks Company Profile 2007),
Partnership of Starbucks has made an entertainment that may impact the entertainment industry
with the music, labels and filmmakers. In provide additional entertainment to customer,
Starbucks Entertainment has teamed with other corporation to create an iTunes store online, this
could offer to customer in buying, download and preview the Starbucks entertainment such as
music title and specially created play lists in a convenient online music buying experience.
Answer 2007, Why has starbucks gotten so famous and how? where waz the first starbucks
made?, Retrieved: 11
A5 Consulting group n.d., Starbucks: “The Non-Coffee Treat”, Retrieved: 25 August 2007 from
2. http://carmean.net/papers/Starbucks%20Marketing.doc
Isidro, I 2006, Learning from Starbucks: 10 Lessons for Small Businesses, Retrieved: 22 August
2007 from
Hewlett-Packard Development Company, L.P 2007, About Starbucks coffee Company,
Retrieved: 13 November 2007 from
Marketing Teacher Ltd 2000, SWOT Analysis Starbucks, Retrieved: 20 August 2007 from
http://marketingteacher.com/SWOT/starbucks_swot.htm
Starbucks Coffee 2007, Company Profile, Retrieved: 13 November 2007 from
http://www.starbucks.com/aboutus/Company_Profile.pdf
The McGraw-Hill Companies 1999, Starbucks Corporation, Retrieved: 23 August 2007 from
http://www.mhhe.com/business/management/thompson/11e/case/starbucks.html
Starbucks Entertainment research indicated that this age group is more likely to adopt technology
– and therefore more likely to embrace digital music downloads. Although older generations are
able to access music through technology.
Background music • Should: • help customers relax • create memorable coffeehouse
atmosphere • reinforce firm image • be pleasant to majority • be jointly selected by local
consultants and employees • Shouldn’t: • be repetitive • be loud • be fast
Objectives: Enhance coffee experience Create emotional connection Support core business
Competitive Advantage • Against our competitors, we possess the ability to: • To be able to
access music where and when you are inspired by it • Experience an atmosphere • Provide a new
and exciting way to access music
https://www.slideserve.com/asasia/starbucks-entertainment-global-music-strategy
Recommendation
The following are recommendations to further improve operations at Starbucks retail stores:
3. • Widen appeal to many customer profiles. Early research showed that the profile of a Starbucks
customer was a
connoisseur, highly-educated, relatively affluent, well-traveled, technologically savvy, cultured,
and interested in the arts.
As a result of Starbucks’s global, mass-marketing strategy, other profiles need to be considered
and catered to.
• Improve housekeeping during busy times.
• Offer more types of roasted coffee after noon.
• Develop other light roast coffees that will bring in customers that normally avoid Starbucks
because of the “bitter taste”
of the coffee.
• Offer more types of healthy pastries or light sandwiches.
• Change the layout of the floor so that long lines do not interfere with customers approaching
the condiments stations, see
Figure 4 for an alternative layout recommended. Adopt a hybrid layout in which the advantages
of both the product layout
and process layout will be obtained.
In conclusion, people are recognizing Starbucks Coffeehouse Corporation is one of very
successful businesses in the world. As reason of successful, Starbucks has mention that their
businesses aren’t just for drinks and foods, but their main business purpose is to undertaking in
an emotional experience of their operation. Besides that, they are guarantee the quality of their
products and services and enjoyable environmental that could create a loyal customer. They also
perceive the health of coffees to the customer and never affect to their healthy. Somewhere there
has people to living; Starbucks would locate a store to those places. In many locations Starbucks
offers drive-thru windows, which are more convenient than its competitors.
