Global

global
Case 2–3
Illycaffe (B): The Starbucks Threat
Question 1
What are Starbucks CSAs and FSAs? How do these advantages explain the chain's success in the
United State?
Starbucks is origin from USA. Country specific advantages (CSAs) for USA are cowboy style.
Whenever people think about American people usually will think about their cowboy style. This
thing can be considered as their local culture that well known all around the world. Then,
Hollywood industry that always had been followed by other nation in this world. Their lifestyle,
fashion and actress activity would be preference for people who are really fanatic with their culture.
Besides that, their military equipment and technology always make other nation worried and respect
to ... Show more content on Helpwriting.net ...
The deal only gained 150 stores for Starbucks, but according to the Seattle Post–Intelligencer the
wholesale business was more significant. In September 2006, rival Diedrich Coffee announced that
it would sell most of its company–owned retail stores to Starbucks. This sale includes the company–
owned locations of the Oregon–based Coffee People chain. Starbucks converted the Diedrich Coffee
and Coffee People locations to Starbucks, although the Portland airport Coffee People locations
were excluded from the sale.
In August 2003, Starbucks opened its first store in South America in Lima, Peru. In 2007, the
company opened its first store in Russia, ten years after first registering a trademark there. In March
2008 they purchased the manufacturer of the Clover Brewing System. They began testing the
"fresh–pressed" coffee system at several Starbucks locations in Seattle, California, New York and
Boston.
In early 2008, Starbucks started a community website, My Starbucks Idea, designed to collect
suggestions and feedback from customers. Other users comment and vote on suggestions. Journalist
Jack Schofield noted that "My Starbucks seems to be all sweetness and light at the moment, which I
don 't think is possible without quite a lot of censorship". The website is powered by the Salesforce
software.
In May 2008, a loyalty program was introduced for
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Green Mountain Coffee Roasters Valuation Essay
TABLE OF CONTENTS
Executive summary
Company overview
Business units Specialty coffee Keurig system Canadian Business Unit
Business Model Supply Chain Social Responsibility
Industry Environment
GMCR's Competitive Advantage Quality, Convenience, and Choice
GMCR's Growth Prospects National Sanitation Foundation (NSF) Approval Starbucks/Tazo Tea
Strategic Partnership Snapple Partnership
SWOT Analysis Strengths Beverage Choice Options Sustainability Image Keurig Business Unit
Weaknesses Single Supplier for Keurig Machines Single Order Processing Partnership SEC
Investigation Opportunities Collaborations International Expansion Entry into Functional Drinks
Market in the US Threats ... Show more content on Helpwriting.net ...
Specialty Coffee Business Unit (SCBU)
The SCBU is focuses on producing, sourcing and selling coffee, hot cocoa, teas, and other beverages
through a variety of super markets, convenience stores, restaurants, and also directly to consumers.
It also produces coffees, teas, and other beverages to be single serve cups in the form of K–cups of
Vue packs to go along with the sales of the Keurig Single Cup Brewing system. The SCBU
increased sales for fiscal year 2012 by $586.7million, 61% of total sales, $1,550.4million.
Keurig Business Unit (KBU)
The KBU focuses primarily on selling and marketing its patented single cup brewing systems for at
home and away from home use and its accessories in the United States. KBU sells single cup
servings of coffees, teas, cocoa, and other beverages for the Keurig Brewing System. The KBU
focuses on households as well as offices and office distributers, and consumer grocery stores. It
recognizes royalty income when any third party ships any of these products. The KBU recorded at
increase by $494.6 million to a total of $1,683.3 million. A percentage raise of 42%.
Canadian Business Unit (CBU)
The CBU focuses on the production and selling of coffees, teas, and other beverages in a wide
variety of packaging forms to Canada. It primarily sells to supermarkets, club stores such as Costco,
offices, and restaurants. It only recently started

Five Forces of Starbucks
Porters Five Forces
Current Competitive Force
Porter 's first force that Porter describes is current rivalry among existing firms. In the specialty
eateries industry, Starbucks ' current and direct U.S competitors are Diedrich Coffee, Seattle 's Best
Coffee, and Einstein/Noah Bagel Corporation (hoovers.com). The competition, however, is not
equally balanced. Diedrich Coffee operates 370 coffeehouses in 37 states and 11 countries
(hoovers.com). Seattle 's Best Coffee operates 160 coffee cafes and 20 Italian coffee cafes in 17
states and 8 countries (hoovers.com). Einstein/Noah Bagel Corporation operates 460 bagel cafes in
the U.S (hoovers.com). Starbucks has 4,709 locations in over 20 countries (hoovers.com). It is clear
that ... Show more content on Helpwriting.net ...
This is an opportunity for Starbucks. Customers will face no switching costs in switching premium
coffee suppliers from Starbucks, to, for example, Seattle 's Best. This is a threat to Starbucks.
Another threat to Starbucks is that their customers have the ability to brew their own coffee.
Starbucks has tried to offset this threat by offering Preferred Office Coffee Providers as well as
directions on how to make the perfect cup of Starbucks Coffee at home, called the "Four
Fundamentals of Coffee" (starbucks.com). The perfect cup of Starbucks Coffee includes, of course,
Starbucks ' ingredients! It is clear that Starbucks customers have some bargaining power in the
industry.
Score: –2
Bargaining Power of Suppliers
Porter 's fourth industry force is bargaining power of suppliers. Coffee is the world 's second largest
traded commodity (Bruce). South and Central America produce the majority of coffee traded in the
world. Starbucks depends upon both outside brokers and direct contact with exporters for the supply
of green coffee (Bruce). The supply of coffee is affected by weather conditions, and the health of
coffee trees. According to the article "Coffee Industry to Adopt New Pricing Plans," the major
players in the coffee industry have seen profits decline because of over–crowding of the market
(Brains Trust). An over–crowded market will give the coffee suppliers bargaining power. According
to

Essay On Green Mountain's Dark Magic
Green Mountain's Dark Magic K–Cup is a bit magic and a bit dark and a lot good
There's a beginning, middle and end in most movies and books. The exposition serves to set the
scene, followed by the rising action, climax, falling action and finally, the resolution. If coffee were
a movie, then this extra bold K–Cup picks up right before the climax. The victim: Green Mountain
Coffee's Dark Magic K–Cup is marketed as an extra bold pod that contains more coffee than regular
K–Cups. Is it really "extra bold?" Using a Keurig 2.0 brewing system, I set off to answer this very
question. The machine rumbles to life and an opaque liquid gurgles into the cup. It looks pretty bold.
The aroma quickly finds my olfactory nerve. It's thick and savory. There's nothing sweet about this
fragrance. ... Show more content on Helpwriting.net ...
Yes, it's palatable; yes, it leaves you wanting more but that's its crutch. It's like you begin reading
"The Picture of Dorian Gray" smack in the middle where he's obsessing over a cloth–covered
tapestry. You've little idea of its contents and the details leading up to his obsession over some
painting. Keurig's Dark Magic brew leaves you wanting more.
The Dark Magic K–Cup has nothing on other dark roast brews like Barista Prima Coffeehouse's
Italian Roast, which provides a full–bodied cup of coffee whether you're ready for it or not. In
contrast, Dark Magic is much more palatable than similar brews like Green Mountain's Wicked
Winter blend. The only thing wicked about this pod is the vibrant blue color housing the K–Cup.
The background: Green Mountain Coffee Roasters began as a small, specialty coffee company in
Vermont, in 1981, where they offered an assortment of coffee flavors and tea blends. Their business
excelled and eventually supplied coffee products to many retailers, convenience stores and gas
stations across the U.S. In 1994, GMCR invested in startup–company Keurig and became the first
roasters to offer single–serving pods for the Keurig brewing

Starbucks Corporation
1. Aim of the report
The aim of this report is to perform an internal and external audit for the company. Within the
internal audit, we will have the analysis of the value chain, plus the identification of the core
competencies of the company. The external audit will be based on the Microenvironment and
Macroenvironment of the company. A SWOT analysis as a TOWS Matrix will be used.
1.2. Scope of the Report
The report will be covering the Starbucks Coffee Company which includes Starbucks Coffee Europe
and Starbucks Coffee International.
2. Executive Summary
Starbucks is the leader in the coffee retailing market, with purchasing and roasting top quality coffee
beans. It has created a well respected brand with a dynamic ... Show more content on
Helpwriting.net ...
People from the company, travel around the world, in search for top quality coffee beans and to
strengthen their relationship with farmers and exporters. The company focused on the sustainability
of the supply by forming the I* Practices with the Conservation International. I Practices are a set of
guidelines addressing coffee quality, social and environmental responsibility and financial
transparency.
Starbucks has created a very dynamic value chain. The close relationship with the farmers which
ensures the long–term supply of high quality coffee beans is the initial part in the whole process.
Their coffee comes from Latin America and Africa/Arabia. They are sourcing their products in an
ethical manner. Then the roasting of the coffee is done specifically in the Company's own facilities.
The art of roasting the coffee beans is one of the main ingredients in their recipe for success. As the
process of roasting has finished their products will end up in the company's owned or licensed
stores. Starbucks adapts to their customers tastes offering a great variety of coffees. Their "partners",
employees are those who add additional value to the whole chain. They are the ones that have
contact with the customers and are responsible for delivering the whole "Starbucks Experience" to
the customer.

Starbucks does not market their products through advertisement but prefers the mouth–to–mouth
way. They are investing in the

Starbucks Case Study
AmbaiU MBA Graduation Paper
Starbucks Corporation Case Study
The Starbucks Corporation: Past, Present and Future
By Hervé R. AUCH–ROY – PEN: 1207HA December 21, 2004.
http://www.ambaiuniversity.net/
Hervé R. AUCH–ROY
AmbaiU PEN: 1207HA
1
Table of Contents A) Introduction
– An unusual coffee encounter – 3 3 3 3 4 4 4 5 6 6 6 7 8 9 9 10 11 12 12 13 17 17 18 19 19 20 21
23 23 25 26 27 28
B) Starbucks: Past
B.1) Early days – The original coffee shop: cofounders' philosophy – Howard Schultz enters the
picture – Collecting ideas – Expanding the vision and building the concept – Howard Schultz's Il
Giornale venture B.2) Shifting gears – A shift in the ... Show more content on Helpwriting.net ...
The key in the original Starbucks success was the cofounder's knowledge of the product and service,
and the carefully chosen location of the stores in Seattle.
Hervé R. AUCH–ROY AmbaiU PEN: 1207HA 3

– Howard Schultz enters the picture Howard Schultz was Vice President and General Manager of
the US operations for Hammarplast, a Swedish maker of stylish kitchen and house wares. In 1981,
Schultz noticed that a little company in Seattle, WA, was placing orders of a certain coffeemaker, in
larger volumes than the big US store Macy's; he decided to pay them a visit to see what was going
on. Gordon Bowker, the magic, mystery, and romance man, must have shared his passion for quality
coffee and tea with Howard Schultz at this time, because he got hooked right away. This Starbucks
store that Schultz visited was more than just a regular coffee shop; it had a soul, a passion and
authenticity. People there were educated to quality coffee, and they in turn were educating their
customers. The original Starbucks stores were very successful in Seattle, and this was apparently
due to a good mix in a deep knowledge for a high quality product, customer education and good
business sense. However, anybody can get

Invent Your Own Religion
Invent your own religion
Skylar Mabe
Religious Experiences
Coffee Cult
The Coffee cult was created as a unifying religion. Drinkers of the bitter liquid accept all kinds of
drinkers: milk and sugar, honey, no sugar, no milk, black and even decaf. Members of the Coffee
Cult, the drinkers, battled the likes of the tea, hot chocolate and soda drinkers for land and power
since the beginning of time. In fact, the coffee cult was the most victorious among beverage
worshipers. Because all pure beans have a bit of caffeine, the crusaders were able to stay awake
longer than all the other thirsty ones. The coffee crusades took place over 100 years to conquer the
holy lands of South America, where the sacred bean first flourished. Since then, the ... Show more
content on Helpwriting.net ...
To learn the texture and smell the aroma one must grind The Bean with a mortar and pestle. A
ceremonial 14 beans are self–grinded and kept beside the coffee maker for the life of the Drinker.
The second part of becoming a Grinder takes place the next day at 1400 hours. A ceremonial iron
grinder is again taken to the kitchen where close family and friends witness the brewer count out the
number of beans it takes to make 12 cups of coffee and insert them into the grinder where they are
used to brew the pot of coffee for the transformation cup. Not until the Brewer finishes his pure cup
of coffee is he a Grinder. Stage Four: Public Dedication
In order to become a Barista, one must first show their love and dedication, not only to their family
and closest friends but also to all believers. The Grinder will wake up for 14 days (these days do not
have to be in a row) at 5am to go to his or her local "coffeehouse" (an optional place with multiple
brewers and grinders where all drinkers can meet and have coffee before they start their day) to
brew and grind coffee for the other drinkers. Because those 14 days do not have to be completed
consecutively, the public dedication could take anywhere from 2 weeks to 6 months. Once this stage
is finished, the Drinker is judged on his coffee by the members of his coffeehouse. Depending on his
score, he may be able to attend Barista School. If the Drinker does not make a high enough score
this step must be

Dunkin Donuts
THE MARKET In the competitive world of the coffee industry – and any industry for that matter –
it's crucial for companies to have a clear understanding of what they do best, and where they can be
the best. Dunkin' Donuts has defined its strategic heartbeat as the everyday, easy coffee stop that
inspires rituals that revive. In other words, Dunkin' Donuts provides food and drink that's fast, fresh,
and affordable – for busy people, leading busy lives. These days there is an incredible interest across
the country in premium coffee. The average consumer is now demanding what Dunkin'
products – served fresher and faster than ever before. Dunkin' Donuts is well positioned for the
future. Taken together, Dunkin' Donuts' entrepreneurial ... Show more content on Helpwriting.net ...
This platform will feature products that move beyond the breakfast hour in an effort to keep
timestrapped people fueled and ready to face the challenges of the day – morning, noon, and night.
Most recently, Dunkin' Donuts introduced Smoothies to its popular beverage and snack menu. Made
from yogurt and real fruit, Dunkin' Donuts Smoothies are available in juicy Wildberry, luscious
Mango Passion Fruit, smooth Strawberry Banana, and exotic Tropical Fruit, and are an excellent
source of Vitamin C and calcium. RECENT DEVELOPMENTS To secure and sustain Dunkin'
Donuts' leadership position as America's largest retailer of coffee–bythe–cup, the company has
begun an aggressive national expansion plan that will ultimately triple Dunkin' Donuts to 15,000
stores throughout the country by 2020. Initial cities targeted for Dunkin' Donuts' national expansion
include Atlanta, Nashville, Indianapolis, Dallas, Austin, Phoenix, and Las Vegas. In 2005, Dunkin'
Donuts unveiled a new prototype restaurant. The design, reminiscent of company roots that date
over 55 years, is coupled with contemporary features to give Dunkin' Donuts a new, modernized
appearance. The new restaurant prototype features advanced equipment to meet the demands of
today's busy customers seeking fast, fresh, affordable, highquality food and beverage choices
quicker and better than ever

Essay on Porter's Five Forces
COMPETITIVE ADVANTAGE This paper addresses the use of Porter's Five Forces model and how
it can benefit Broadway Cafe by identifying and analyzing the effect of these forces on its business.
The benefits include improved decision making, faster time to market, better productivity, improved
competitive advantage, more profits and greater customer satisfaction. It also helps in achieving
operational excellence. Porter's Five Forces Model Threat of Entrants Porter's First force is the
threat of Potential Entrants. Statistics have shown the industry to be slowing down, therefore making
competition high and the threat of new entrants low. Broadway Cafe has a small market presence,
but the presence of its competitors like Starbucks ... Show more content on Helpwriting.net ...
The supply of coffee is affected by weather conditions, and the health of coffee trees. According to
the article "Coffee Industry to Adopt New Pricing Plans," the major players in the coffee industry
have seen profits decline because of over–crowding of the market. An over–crowded market will
give the coffee suppliers bargaining power. As Broadway Cafe demands high quality coffee and
there is no availability of substitutes for the coffee beans that Broadway Cafe use. Therefore, the
bargaining power of supplier increases. Threat of Substitute Products In the premium foods and
coffees industry, there are substitute products. According to Mary Coulter, the best way to evaluate
this threat is to ask whether other industries can satisfy the customer need that this industry is
satisfying (Coulter). Other beverage industries can satisfy the customer's need for a drink, and other
food industries can satisfy the customer's need to eat. There are obviously good substitutes to
Broadway products and the threat is high. This is why it is very important for Broadway Cafe, to
innovate and differentiate. By providing free Wi–Fi in the Cafe and marketing signature food
products from the famous old recipes of Grandfather, Broadway Cafe can create different image
than its competitors. Rivalry Among Existing Competitors Porter's fifth force that Porter describes is
current rivalry among existing firms. In the specialty eateries industry,

Keurig
Brewing excellence, One cup at a time.
Keurig in Dutch means excellence. It is the leading single cup brewing system in North America.
The U.S. annual per capita consumption of coffee was estimated to be 424 servings, which included
in–home and out–of–home roast and ground, instant, and ready–to–drink
(bottled/canned) coffee.2
The total coffee market in 2008 was estimated to be 1.8 billion pounds, or $19.3 billion. 3
While specialty coffee was only about 17 percent of total domestic coffee consumption by volume,
the sector had grown to over half the value of the U.S. coffee industry. 5
The specialty coffee market was estimated to be worth
$11 billion annually.
Specialty coffee consumption had
increased ... Show more content on Helpwriting.net ...
Keurig evolved from its traditional away–from–home, business–to–business (B2B) product offering,
served through KADs, to a new line of at–home, business–to–consumer (B2C) products. Keurig
contracted ePartners, a Microsoft–based software and services consultancy, to design and implement
a system consisting of an integrated suite of products. The complete solution included a system
based on Microsoft Dynamics GP(formerly Great Plains), Microsoft Commerce Server, The Great
Plains Siebel Front Office, and Microsoft SQL Server. System included a highly customized, easy–
to–use, and professional B2B and B2C e–commerce site with full integration to Great Plains and
Great Plains Siebel Front Office. The hosted nature of the system allowed Keurig to keep IT costs
low, maintain high availability, and focus on selling Keurig systems. The IT system served as the
foundation for Keurig's ongoing business and allowed Keurig to keep pace with the tremendous
growth it continued to experience.
The Green Mountain Coffee was good with their prestige, channels, manpower and marketing
experience, Keurig came into an agreement with them in 1997. Keurig kept the licensing for K–cup
that gave them four to five cents per cup almost pure profit. This plan gave Keurig good profits,
cash flows but lower sales.
GMCR and Keurig sold the system through select distribution channels. The system featured

The Success of Innocent Drinks Using Competing Values...
THE SUCCESS OF INNOCENT DRINKS USING COMPETING VALUES FRAMEWORK AND
PESTEL ANALYSIS.
Innocent Drinks was started by three friends in 1999 that developed premium smoothies that
contained 100% natural fruit with no water or added sugar. The aim was to provide people with
quick ready–to–go and healthy food and drink options. The company is now one of the best–loved
and fastest growing businesses in Britain. The highly successful Innocent Drinks sells $2 million
smoothies per week across Europe, building a 72% market share in the 8 years since they were
founded (Anne 2008). They give 10% of their profit to charity and continually participate in fund–
raising activities such as 'The Big Knit'. Throughout the years, Innocent has managed to ... Show
more content on Helpwriting.net ...
According to Jonathan Salem (2009), a global brand strategist, Innocent's branding brilliance is its
unconventional marketing which is considered ethical as it gives lots of money away and maintains
a cuddly tone in its adds, on its website and even on its labels. This way it has no doubt delighted its
customers with its straightforward approach to business using a simple down–to–earth
communications technique that mirrors the honesty of the brand and its products. The product is also
successful as in today's busy working lifestyle people want to be healthy but don't have time and
look for quick options in ready–made food and drinks that are healthy. People today are also very
health conscious and want to eat healthy so innocent provide a great option being 100% natural with
good taste at the same time.
Over a year ago, Innocent invested with Coca–Cola. They sold a minority stake of between 10% and
20% in order to raise funds so it could expand into Europe. This has been a good decision for the
company as the business has grown in Europe over the last year by the help of Coke (Innocent
Drinks 2009).
The rational goal model emphasises control and an external focus and views planning, goal setting,
productivity and efficiency as effective. Innocent employ experts in all areas from web designers to
nutritionists to sales representatives which means everyone works in their specialized field to get the
best possible outcomes for the company. This is important as in some

Starbucks Study
Starbucks – international business concept and Starbucks in Germany
von: Peter Strehle
Table of Contents
1 Introduction 1
2 Starbucks' International strategies 3
2.1 Competitive Forces 3
2.2 Entry Strategies 7
2.3 Success factors 11
2.4 Problems of globalisation 12
3 Starbucks in Germany 14
3.1 German Coffee Market 14
3.1.1 Coffee Shop trend 14
3.1.2 Coffee – unquestioned front runner in the beverage consumption of the Germans 14
3.2 Starbucks' Joint Venture with KarstadtQuelle AG 15
4 Conclusion 18
5 Appendix II
6 Table of References IX
1 Introduction
Starbucks Corporation was founded in 1985 by Howard Schultz. The origins of Starbucks reach
back to 1971, when the Starbucks ... Show more content on Helpwriting.net ...
The majority of Starbucks' sales were made with company–operated retail stores, but also 15% of
the sales were made by specialty operations such as selling coffee beans to hotels and airlines or

revenues from licensing agreements. Starbucks also has a joint venture with PepsiCo and an alliance
with Dreyers Grand Ice Cream with whom they introduced the Frappuchino–line. In 1995, when the
US market almost reached saturation, Starbucks Coffee International was forced to concentrate on
international operations.The strategy to enter a foreign market was mainly joint venture, in some
markets they also used licensing as entry strategy. In 1995 the first joint venture was formed with
SAZABY INC. to enter the Japanese market. More Asianpacific countries and later European
countries followed. Starbucks Mission Statement: Establish Starbucks as the premier purveyor of
the finest coffee in the world while maintaining our uncompromising principles while we grow. The
following six guiding principles will help us measure the appropriateness of our decisions:
Provide a great work environment and treat each other with respect and dignity.
Embrace diversity as an essential component in the way we do business.
Apply the highest standards of excellence to the purchasing, roasting and fresh

Starbucks' Mission & Strategic Choices
Starbucks ' Mission and Strategic Choices: Are They in Alignment?
Executive Summary This paper examines strategic management, which encompasses business
decisions and actions that: define the organization 's mission and objectives, determine the most
effective utilization of organizational resources, select best courses of action to meet its mission, and
seek to assure the effectiveness of the organization within the environment. This case study
evaluates the strategic management process, and applies those concepts to a practical case study of
Starbuck's mission statement. This case study is presented in the format of a formal business report
– prepared by a consultant and presented to the Starbucks ' Board of Directors ... Show more content
on Helpwriting.net ...
Therefore, this strategy supports the overall brand quality of Starbucks as the "premier coffee," yet
captures additional customers that do not seek the branded Starbuck experience and would likely
choose one the niche competitors. This strategy can cater to a slightly different clientele – in both
coffee stores and supermarkets – and increase overall corporate revenues. Will the company
continue its past success? Yes. A continued emphasis on customer satisfaction, coupled with
effective strategies that develop new product lines, will stimulate revenue growth and stabilize share
prices. The current vision and path summarized by Starbucks president and CEO, Howard Schultz,
is a commitment to "continually improving our customer experience as the roadmap to renewed
growth and increasing profitability," with emphasis on continued application of previously
successful strategies, "we will continue to innovate and differentiate, two perennial hallmarks of the
Starbucks brand." (Starbucks Financial Releases, 2009)
Background
Strategic management is "a company–wide process that includes a long–term plan of action that
assists in achieving an organization 's objectives and fulfills company vision," (course material) and
is comprised of four major elements: situation analysis, strategy formulation, strategy

External and Internal Factors
External and Internal Factors
The purpose of this paper is to compare the internal and external factors that influence a company,
considering the aspects of the business process including globalization, technology, innovation,
diversity, and ethics. We have examined how these internal and external factors impact the four
functions of management. As a final point we will describe how managers can use delegation to
manage the impact that these factors have on the four functions of management.
When someone thinks of coffee shops the first that comes to mind is Starbucks Coffee. Starbucks
offers a variety of different coffee blends, tea, hot chocolate and a variety of pastried to go along
with your coffee. Starbucks has conveniently ... Show more content on Helpwriting.net ...
Starbucks has pledged not to do business with any company that is not permitted to do business in
the United States or with companies that do not meet Starbucks' unyielding ethical standards
(Starbucks, 2008). One of their core policies, for example, is that they can not accept contributions
of money in exchange for favors at a later date (Starbucks, 2008). Starbuck as a company has
dedicated itself to help clean up the world in a number of ways. One of which is through the sales of
its newly introduced bottled water line mentioned earlier in this essay as Ethos. For every bottle of
Ethos water sold Starbucks will donate five cents to aid less fortunate countries in obtaining clean
water supplies (Dahm, 2006). The Starbuck stores that I have visited give away their used coffee
grounds to customers for them to utilize as a premium fertilizer on their gardens as well as reduce
environmental wastefulness. Starbucks has recently come under fire though, for some of the slogans
they employ on their coffee cups. One slogan, for example, is from Rick Warren a best–selling
author and pastor and it reads, "You were made by god and for god, and until you understand that,
life will never make sense." ("Coffee stimulates debate," 2006). Is Starbucks simply trying to benefit
from a marketing opportunity, or are they unethically taking advantage of religion in order to
enhance their image?
Starbucks is a company that from the beginning has

Essay on STARBUCKS COFFEE
I. Strategic Problem: How can Starbucks Coffee Corporation continue to provide exceptional
employee benefits package while pursuing a globalization strategy?
II. Analysis of the Problem:
A. Company Background and History:
1. Founders.
a. Starbucks began in 1971 when three scholars–English teacher Jerry Baldwin–history teacher Zev
Siegel, and writer Gordon Bowker– opened a store called Starbucks Coffee, Tea and Spice in the
touristy Pikes Place Market in Seattle.
b. The inspiration and mentor for the Starbucks venture in Seattle was a Dutch immigrant named ...
Show more content on Helpwriting.net ...
e. Schultz left Starbucks left in 1985 to start his own company.
f. In March 1987, Howard Schultz, president and CEO, took Il Giornale Coffee Company to form
Starbucks Corporation.
B. Overview of Retail Industry
1. Financial Situation and Performance.
a. Starbucks goal is to become the leading retailer and brand of coffee in each of its target markets
by selling the finest coffee and related products, and by providing superior customer service.
b. Company–operated retail stores accounted for approximately 85% of net revenues during fiscal
2003.
c. Specialty Operations accounted for approximately 15% of net revenues in fiscal 2003.
d. Starbucks went public on June 26, 1992 at $17 per share, or a split adjusted price of $1.0625 for
the company's four subsequent 2–for–1 stock splits (wwww.starbuckscoffee.com).
e. Comparing Starbucks financial ratios to that of the Industry can give us a general

perspective of Starbucks financial strength. This could also give some indication of stock price
performance.

Marketing Principles Starbucks
Marketing Principles Assignment
FTDipMM13
Group Members:
Krysten–Ann Vatsaloo CT0190453
Nurul FarahQuraishia Bte Andin J S CT0190883
Chua Zhi Yang CT0190392
Pek Zhi Ying Regina CT0190843
Cyrus Casper Francis CT0189281
Yolanda Teo CT0190745
Ranked 88th top brand in the world in 2012, and 91st in 2013 (Interbrand, 2013), Starbucks has
come a long way from being a tiny shop selling an assortment of coffee beans and distributing
coffee samples, to becoming a top global brand. Hence why we have picked Starbucks to be our
chosen brand for this group assignment.
The ... Show more content on Helpwriting.net ...
Political influences mainly affect Starbucks through government–imposed minimum wage
fluctuations. Their workers are trained to perform few tasks such as coffee making, food preparation
and cashiering. With such few job functions, there is hardly a need for highly experienced or
educated employees. This would allow Starbucks to pay their workers at minimum wage or just
slightly higher, making Starbucks very sensitive towards increasing the minimum wage of their
workers as that would increase labour costs. Other political influences that can affect Starbucks'
profits are regulatory and licensing restriction, government rent control, tax base determination and
labor laws.
The increasing demand of food and beverage services causes Starbucks' rapid economic
environment growth. Starbucks' greatest concern is its relationship with its coffee bean producers.
Nations producing coffee are influential on coffee–purchasing companies. This is because coffee is
the world's second largest traded supply, and prices of coffee beans are being subject to significant
market volatility. Starbucks demands for premium green coffee beans, resulting in irregular pricing
and are usually sold at negotiated prices. Starbucks' greatest concern is that the producers would ally
and artificially make the coffee prices inflate (Diedrich, 1999).

Social

Coffee Shop Business Plan Essay
INSIDE COFFEE | BUSINESS PLAN | | Our goal is to be the coffeehouse of choice for the local
community, downtown business workers, tourists who visit the city, and students, by providing a
higher quality experience than any competitor. | | SoonBum(Tony) Lee Areum Han Marguax Auby | |
|
Contents
1 Business Summary 2.1 Mission 2.2 Objectives 2.3 Major Keys to Success
2 Product 3.4 Product Description 3.5 Competitive Comparison 3.6 Future Products
3 Market Analysis Summary 4.7 Industry Analysis 4.8.1 Coffee Industry Analysis 4.8.2 Competition
& Buying Patterns 4.8 Market Segmentation 4.9 Market Targeting 4.10 ... Show more content
on Helpwriting.net ...
* Noise / Buzz Markeing that exposes Inside Coffee to high–profile "trend–setters" and "key
influencers". * Highly trained and friendly staff. * A dynamic website with online sales capability.
Drive–Through, Mobile shops. * Provide community support through customer involvement.
2 Product 2.3 Product Description Our product line can be dividend in to 7 groups.
Coffee&Espresso Drinks, Teas, Juices, Sodas, Other Drinks, Snacks&Pastries, and Deli
Items. All of these products are common these days and it is difficult to make a huge difference
through taste of the products. Although the taste and quality have to be good, it isn't the main factor
people will choose to drink Inside Coffee. It is the atmosphere, culture, and the unique experiences
that brings value to the customers.
2.2 Competitive Comparison We consider ourself to be a player in the coffee house industry.
However, we know that competition for our products range from soft drinks to milk shakes to adult
beverages.
Inside Coffee 's primary competition will come from three sources: * Coffee houses such as Index
Cafe and Double Coffee. * Locally owned and operated cafes. * Fast food chains and convenience
stores.
Two things will make Inside Coffee stand out from all its competitors: * Inside Coffee will be
providing products in the most convenient and efficient way available, either at Drive–thru shops,

Expresso Espresso Essay
Expresso Espresso case analysis
Analyze and record the current situation a– The Environment
The specialty coffee industry had seen steady growth for years and the trend was expected to
continue until at least 2015. Of the various segments within the specialty coffee industry, most of the
growth was attributable to beverage retailers "Coffee and kiosks". In 1979 there were approximately
250 specialty coffee retailers. The number quadrupled by 1989 to approx 1000 outlets, and it
exploded to roughly 15000 by 2002. Nationally, specialty coffee sales totaled over $ 10 billion in
2005.
For specialty coffee beverage services, including coffee, espresso, tea, chai and granite the leading
drinks in 2004 were espresso–based beverages with ... Show more content on Helpwriting.net ...
It is a company with revenue of 52.5 M in 2005 with growth 3 % more than 2004.
Caribou coffee went public in 2005 reporting sales of $ 191 M in 2005. The firm expects to add 40
new outlets in 2005 and another 130 in 2006.
Coffee Beanery was a franchise; with over 200 branches in 2005 expect 40 new stores in 2006.
Peet coffee & Tea was another competitor with 111 retail stores.
Also there were large restaurants trying to find ways to capitalize on the specialty coffee industry
i.e.: Macdonalds, Krisspy, Dunkin, Donuts .....
2– Threat of substitute product
As mentioned above, the specialty coffee industry had seen steady growth for years and the trend
was expected to continue.
3– Bargaining power of Suppliers
There is no mention of suppliers in the case
4– Threat of new entrants
Entering the market requires heavy investment in establishing a name and make lots of outlets. It is
a growing market with lots of pioneers that can make branches anywhere and threat the other chain
in there selling areas.
5– Bargaining power of buyers
There is a threat of bargaining power of buyers as there is a lot of competitors, which give the
choice to convert from one chain to another. Moreover, chains are working strongly in the
promotion, price, opening branches everywhere, developing the product, and cares regarding
quality. It

Starbucks : Internationalisation Process to Eastern Europe
TABLE OF CONTENTS
STARBUCKS CORPORATION PRESENTATION 4
1. STARBUCKS COMPANY 4
1.1. Company Overview 4
1.2. Business Description 4
1.3. The core product 5
1.4. A few financial data 5
1.5. Starbucks mission statement 7
1.6. The vision 7
1.7. SWOT analysis 8
STARBUCKS MARKET: THE ANALYSIS OF THE COFFEE MARKET 10
1. INTRODUCTION 10
2. GLOBAL HOT DRINKS MARKET 10
3. THE US HOT DRINKS MARKET IN 2003 12
4. STARBUCKS MAIN COMPETITORS 13
4.1. Competition tree – direct and indirect competition – 15
4.2. Market share 16
4.3. Porter 5 forces Model 17

4.4. The perceptual map 18
THE DECISION WHETHER TO INTERNATIONALIZE OR NOT 20
1. INDICATORS OF INDUSTRY GLOBALITY 20
2. INDICATORS OF PREPAREDNESS FOR INTERNATIONALIZATION 21
3. THE ... Show more content on Helpwriting.net ...
Its stores also offer a selection of fresh pastries and other food items, sodas, juices, coffee–making
equipment and accessories, a selection of compact discs, games and seasonal novelty items.
1.3. The core product
The Starbucks' core product is coffee. Starbucks offer a large and diversified range of products about
the coffee theme: hot and cold coffee beverage, ice cream...
Beverages:
Italian–style espresso beverages
Roasted whole bean coffees
Tea Products
Fruit juice
Frappuccino
Starbucks Double Shot
Sodas
Food:
Sandwiches
Salads
Pastries
Premium ice creams
Non food items:

Mugs
Travel tumblers
Coffeemakers
Coffee grinders
Storage containers
Compact Discs
Games
Seasonal novelty items
1.4. A few financial data
Starbucks market share of the coffee–drinking market in the US is 7% and 1% share internationally.
The coffee chain has become a public company in 1992 and its stock value has been growing from
$3 in 1994 to $53.60 in 2004.
In 30 September, 2003, Starbucks operating income was $ 424.71 million (source: financial and
operating summary, 1998–2003).
1.5. Starbucks mission statement
"Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our
uncompromising principles while we grow."
The following six guiding principles

Essay on Demographic Factors Research
Running head: DEMOGRAPHIC FACTORS RESEARCH
Demographic Factors Research
University of Phoenix
MMPBL 560
Managing in a Cross–Cultural Environment
October 19, 2009
Organizations around the world are experiencing the effects of cultural and global diversity.
Kellogg, Starbucks, McDonald's, and Arbor are four companies introduced in this paper. They have
been researched in order to identify how each company is affected by demographic factors, how
these factors are managed, and what systems are implemented to enhance the success of the
business; thus, this paper illustrates the key course concepts and their application to the best
practices of these companies. The dynamics and dimensions of diversity in an increasingly ... Show
While remaining a superior global food company, Kellogg's management realized that they had to
have the strongest possible resources to support their business growth in a diverse and competitive
environment (Kellogg, 2009). Likewise, Starbucks is managing its competition challenges; the
current economic conditions are factors that Starbucks needs to consider in order to market the new
products to preserve its clientele and bring in new customers. Hence, Starbucks is wise to use the
four P's model; Price, Product, Place, and Promotion, to determine the course of action best suited to
stay ahead of the competition. To be clear, both Kellogg and Starbucks are managing the effects of
postmodernity; that is, "postmodertnity describes our time and situation–today's world in flux, with
people on the move who have learned to manage multiple identities depending on place and
context" (Kottak & Kozaitis, 2003, Ch. p. 29). To manage the influence of postmodernity within the
context of demographic factors, Kellogg and Starbucks are implementing strategic approaches to aid
them in their success involving global and cultural diversity. For example, Kellogg committed itself
to developing a comprehensive and ground–breaking supplier diversity program. This program was
to cultivate strategic procurement relationships with W/MBE–owned, controlled and operated

Gmcr Analysis and Audit Plan
Running head: GMCR
GMCR: Green Mountain Coffee Roasters
Analysis and Audit Plan
Student 1
Student 2
Student 3
Student 4
University of Some State
Abstract
Green Mountain Coffee Roasters has become a force to reckon with in the specialty coffee industry,
with incredible growth in the last ten years, due in large part to its commitment to customers,
employees, and social responsibility. This paper will concentrate on the financial records reviewed
and will analyze (a) GMCR's annual report and 10–K; (b) industry information, including key
economic factors, life cycle, evaluation of factors for success, key business risks, accounting
considerations, legal and regulatory concerns, and social concerns; (c) the company's financial ...
(Form 10–K, 2009).
Industry Information Key economic factors Coffee consumption in the US and Europe equals
approximately one–third of the tap water consumed annually, with annual production of
approximately seven million tons estimated in 2010 (http://www.coffeefacts.com). Worldwide,
nearly 25 million small producers derive their income from coffee; the economies of Africa,
Indonesia, and South and Central America are especially dependent on coffee production. The
majority of this production takes place in Brazil, where approximately five million people are
involved in the cultivation and harvest of over 5 billion coffee plants without the aid of modern
machinery. (Rice, 2003, p. 228). By 2003, the number of retail specialty coffee shops, cafes, kiosks,
coffee carts, and roasters in the United States reached over 17,000, equating to nearly $9 billion in
sales. According to the Specialty Coffee Association of America, 16 percent of adults in the United
States drink coffee from one of these specialty outlets daily. ("Organo Gold", 2008). The price of
coffee is impacted by several factors. Meteorological events can affect the quality of a harvest or
even wipe out entire plantations. The political and economic stability of the coffee–growing regions
can have a profound effect on availability, and subsequently price per pound. Coffee is traded on the
commodities exchanges

Starbucks Corporation Essay
Starbucks Corporation
Starbucks History:
Starbucks' opened its first store in 1971, at Pike Place Market in Seattle, by three partners Zev
Siegel, Jerry Baldwin and Gordon Bowker. Starbucks opened with the intent of being a gourmet
coffee bean retailer and coffee equipment seller. The Starbucks name and logo came from two
influences; a character named Starbuck in the classic book, Moby Dick, and a mining camp on the
base of Mt. Rainier called Starbo. These two influences were combined to create Starbucks. ... Show
Starbucks wants to be more than "the world's largest coffee shop chain," they want to be a
responsible business as well. This not only builds customer relationships, it also builds employee–
customer relationships. The Starbucks general mission statement is separated into six parts, which is
as follows:
 Provide a great work environment and treat each other with respect and dignity
 Embrace diversity as an essential component in the way they do business
 Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of their
coffee
 Develop enthusiastically satisfied customers all of the time
 Recognize that profitability is essential to future success Starbucks employs concrete company
goals along with thinking of the environment and corporate responsibility.
Starbucks' "Environmental Mission Statement" is as follows:
 Understanding of environmental issues and sharing information with partners
 Developing innovative and flexible solutions to bring about change
 Striving to buy, sell and use environmentally friendly products
 Encouraging all partners to share in mission
–
Starbucks wants to be an environmentally friendly company and to be sensitive to this. Starbucks
wants its employees to join in their missions as a company and its social responsibilities.
Starbucks' Objectives & Strategies
Starbucks has very defined company objectives found on their website, but the most important is the
following statements:

Informative Speech-Caffeine Essay
Whitley Edwards
Professor Fox
Speech 1010–006
18 Feb. 2013
Informative Speech–Caffeine Outline
Specific Purpose: To inform my audience about what caffeine is, the effects of it, and the withdrawal
symptoms.
Central Idea: Caffeine can be found in many places and comes in many forms. It can major effects
on our body and we can experience major withdrawal symptoms.
Introduction
I. What does coffee, tea, soft drinks, chocolate, and a bottle of medications have in common? II.
They all contain caffeine, and that's what I'm going to be talking about today. III. "The U.S. Food
and Drug Administration (FDA) and the American Medical Association (AMA) have estimated that
the average daily caffeine ... Show more content on Helpwriting.net ...
Caffeine can affect our bodies and even our sleep. A. Once caffeine is consumed, your body can
completely absorb it within 30 to 45 minutes. Its effects will fade away within 3 to 6 to even 8 hours
("Caffeine"). 1. Within this time period, these are some short–term effects one may experience: a.
Like "rapid or irregular heartbeat, increased blood pressure, high blood sugar levels, and /or
tremors" (Connolly). 2. Here are some long–term effects: b. Like "sleep disorders, this means it
could affect the length and quality of sleep, possible cancer–causing effects, and heart and breathing
problems due to overdose" (Connolly). B. Caffeine affects each and every one of us differently.
What could happen to one of us may not happen to anyone else. 3. "It depends on each person's
individual circumstances such as weight and body type" (Connolly).
(Transition: Now let's discuss some withdrawal symptoms.)
III. When you don't consume caffeine as you usually do, you can have withdrawal symptoms. C.

These symptoms can be headaches, sleepiness, irritability, lethargy, constipation, depression, muscle
pain or stiffness, lack of concentration, Flu–like symptoms, and insomnia" ("Caffeine Withdrawal
Symptoms: Top Ten"). 4. They can last anywhere from a few

Starbucks Case Study
Starbucks Case Study [pic]
Overview
First Starbucks was a Private Company, from its inception in 1971, to it 's initial public offering in
1992. We believe that there since the beginning, Starbucks strategy has been one of growth. They
have demonstrated all dimensions of a growth strategy: Internationalization in expanding into new
countries and the global market. It has shown concentration in being creative and relying on it 's
core competency of making high quality coffee and coffee equipment to develop new products and
markets. Horizontal Integration has been evident in the many strategic acquisitions, partnerships,
and joint ventures. Vertical Integration has been another key success factor as Starbucks ... Show
■ Currently they are promoting their new Tazo green tea Frappuccino Blended crème. (Inspired by
Japanese tradition)
Strengths Weaknesses Opportunities Threats
Strengths
■ Starbucks Corporation is a very profitable organization, earning $600 million and generating
revenue of $5 billion in 2004.
■ Ad Week Magazine recognized the Company as one of the "Most Trusted Brands" in 2003. "The
Starbucks logo is recognized by most, which also helps to retain customers that travel
internationally, allowing them to get the same Starbucks coffee in the same Starbucks cup that they
enjoy back home."
■ It is a global coffee brand built upon a reputation for fine products and services. It has about 8500
stores in over 30 countries.
■ Starbucks was one of the Fortune Top 100 Companies to Work For in 2005. The company is a
respected employer that values its workforce.
■ They have strong ethical values and an ethical mission statement as follows, "Starbucks is
committed to a role of environmental leadership in all facets of our business."

Weaknesses
■ Starbucks has a reputation for new product development and creativity. However, they are
dependant on a main competitive advantage, the retail of coffee. ■ Overcrowding the

Black Canyon Coffee Case Notes Hitt 1 Essay
INTRODUCTION
Black Canyon Coffee (BCC) is a Thai–based chain of coffee restaurants at the forefront of its
domestic specialty coffee market. This case incorporates content which can be used to illustrate a
broad range of strategic analysis, formulation, and implementation concepts. It is specifically about
matching the company's strategic choices with conditions in the environment. The case is set at a
juncture in time (2002) when the young company needs to clearly define organizational goals that
will guide BCC in an increasingly complex environment.
The case opens with background material on BCC and its founder. It establishes the market
conditions, consumption patterns, and competitive atmosphere of the specialty coffee business in ...
The Thai government is friendly to the interests of other Asian nationals, but protective of domestic
coffee producers. These policies suggest that regional chains would be welcome in the Thai market,
but that continued increases in imports of premium European coffees might be curbed.
As independent coffee shop owners struggle to achieve profitability and seek an exit strategy, BCC
should consider how an acquisition strategy could help the company achieve the objectives of its
domestic business strategy.
Predictions of industry consolidation imply that BCC cannot safely implement a tepid strategy. It
will need to decide if and how to devise a comprehensive international strategy or to retrench into a
domestic–dominated strategy with the intent to fortify the home market.
Overall, the world–wide market for coffee is enormous, and it continues to demonstrate an upward
growth trend. This provides Black Canyon Coffee with opportunities to expand its business
throughout the world. But other, larger coffee specialty companies will also be pursuing these
opportunities. Also, rising coffee demand in Asia exceeds growth levels in Western nations – another
reason that an increase in foreign interests is expected in the Thai market. Black Canyon Coffee's
Managing Director Pong has recently initiated BCC's expansion into international territory. In

Starbucks Research Paper
Alessandro Catano
Doctor Raleigh
Business 451
26 August 2014
Starbucks According to statiscticbrain.com fifty four percent of Americans over the age of eighteen
drink coffee every day. Also four billion dollars are spent importing coffee to the U.S. each year. As
we can see America has a deep love for coffee. Coffee is a brewed beverage that is made by roasted
or baked seeds of several spices of a plant called Coffea (coffee bean plant). Coffea Arabica and
Coffea Canephora are the two most common sources of coffee beans. Coffee is usually served
during breakfast or at the end of a meal with or after a dessert. Coffeehouses or cafes are very
common now a days to just sit and have a cup of coffee. Cafes have existed for over five hundred ...
Unfortunately he couldn't convince the owners to sell drinks so he went on his own way and started
his own coffee bar chain by the name of Giornale in 1986. One year later Baldwin and the other
owners of Starbucks sold to Schultz who then renamed his Giornale locations to Starbucks and
started to expand on it quickly. Starbucks soon took over Seattle as the premier coffee shop and
started to open up chains across the United States and soon after internationally. Outside of the
United States the first international Starbucks store to open up was in Tokyo and until this day
Starbucks still has a presence in Japan. Over time Starbucks bought or acquired other companies in
the coffee field such as Peet's and Seattle's Best Coffee, and they also took over many locations of
Coffee People and Diedrich Coffee stores. Starbucks is now the largest coffeehouse company in the
word with over 23,000 stores in more than 60 countries and territories including more than 13,000 in
the United States, over 1,900 in China, over 1,500 in Canada, 1,089 in Japan, and 927 in the United
Kingdom. Starbucks has developed to serving hot and cold beverages, whole bean coffee, teas,
pastries, and other types of snacks. They even offer items such as mugs and drinking glasses. In
some way shape or form every coffee shop is the same. They all offer coffee and treats to enjoy
while having a fresh brewed cup of coffee. What some don't offer that Starbucks does are many
perks for

Swot Starbucks
Strengths
Strong brand image
Starbucks is a global brand. High quality products and a consistently–positive consumer experience
have helped the company build a strong brand image. Starbucks, for instance, was ranked 91st in the
100 Top Brands 2006 ranking of BusinessWeek and Interbrand, an international branding consulting
firm. The BusinessWeek–Interbrand combine valued the Starbucks brand at $3,099 million in 2006,
up from $2,576 million in 2005.
Starbucks uses innovative and cost effective marketing strategies to build its image including
billboards, freestanding inserts in newspapers products and samplings, as well as innovative
schemes such as paying for a day of free parking in a downtown area. Strong brand image helps the
... Show more content on Helpwriting.net ...
The Korean firm will import US–produced bottled Starbucks Frappuccino coffee drinks. Starbucks
entered Brazil and China in late 2006. The coffee market in Brazil and China are expected to grow
by 11.4% and 38.9% respectively during the 2007–2010 period.
In addition, Starbucks proposes to enter Russia. The company with its joint–venture partner, M.H.
Alshaya, intends to open its first store in Moscow, Russia in the fourth quarter of fiscal 2007. Russia
is one of the fastest growing economies in Europe. Economic growth combined with growing coffee
consumption and popularity of western brands make Russia a key opportunity for Starbucks. The
company intends to enter India through a joint venture. The coffee market in India is expected to
grow by approximately 12% during the 2007–2010 period. New markets diversify the revenue base
of the company.
Hear Music Label
Starbucks and Concord Music Group formed a new record label, Hear Music, in March 2007. Hear
Music Label will form relationships directly with artists and distribute recordings at Starbucks
locations as well as through traditional music channels. During the same month, Starbucks and
Concord Music Group announced that Hear Music 's inaugural CD release will be from music
legend Paul McCartney. The album is slated for release early this summer and will be available at all
traditional music retail outlets and

Starbucks Strategic Analysis
UNIVERSITY OF GREENWICH COURSEWORK COVERSHEET Student Name: | Bethlehem H.
Yerdaw | Student ID number: | 000709239 | Course Code: | * BBUSI 1546 | Title of Course: |
Foundations of Scholarship | Title of Assessment: | The Role of Culture in Business | Type of
Assessment | Essay *Reflective Report Group work report Other (Please specify
__________________) | Tutor's Name: | Taye Regassa | Date Assessment Due:Turnitin report | ___
% | Contents Part One Introduction 3 Part Two External Analysis 4 2.1 Brief overview of the
company 4 2.2 Starbucks a global corporation 5 2.3 Environmental opportunities and constraints on
the company 5 2.3 PESTEL Macro level analysis 5 Political factors 5 Economic ... Show more
content on Helpwriting.net ...
He tested their caffelatte fell in love with it, and immediately decided to make lattes part of the
menu offerings of Starbucks. The inspiration for the Starbucks today, importing the authentic Italian
coffee bar culture in the United States, was born in Schultz heart at that spring. Starbucks
corporation the company of Schultz' passion was established in 1985 under the symbol "SBUX" on
the NASDAQ global selected market (2010 Starbucks Annual report). 2.2 Starbucks a global
corporation According to a Starbucks case study in 2008 Starbucks, a specialty coffee retailing
company, operates at a global level with 16,664 company owned and licensed stores in North
America, Europe, Middle East, Australia and Africa(Shah, A. Thompson, A., 2010). In the US and
Canada Starbucks is everywhere; with stores located within a short block away and in most grocery
chains and shopping malls. Worldwide Starbucks is located in most major streets, airports, big
shopping malls and metro stations. Starbucks aims to become a leading global company by making
a difference in the lives of people worldwide. 2.3 Environmental opportunities and constraints on
the company It is difficult trying to confine the type of industry Starbucks operates in. The company
is a vertically integrated company which imports its own green coffee beans, roasts the beans to
perfection, distributes it to its chain coffee houses, and then puts it into the hands of the

Essay on Green Mountain Coffee Roasters
Running Head: FUTURE OF GREEN MOUNTAIN COFFEE
Future of Green Mountain Coffee
Aaron Copeland, Richard Thompson, Katie Ensign, Sara Bullock
Central Washington University
Future of Brewing When a small sign was hung on a little cafe in Waitsfield, Vermont in 1981,
nobody would have imagined that Green Mountain Coffee Roasters [GMCR] would become one of
the world's leading specialty coffee makers. Through hard work, "Demand quickly grew beyond the
walls of the café," and many other local companies requested GMCR coffee to offer their customers
(GMCR, Company Overview, 2009, p. 1). Today, GMCR "is recognized as a leader in the specialty
coffee industry for its award–winning coffees, innovative brewing technology and socially ... Show
By vertically integrating, GMCR will be able to reduce costs and move closer to the "more for less"
category of the Possible Value Propositions matrix. Despite this higher price, "over 90% [of buyers]
give positive satisfaction ratings for their Keurig Brewer" (GMCR, Annual Report, 2009, p.10). This
rating of consumer satisfaction shows that GMCR's focus on convenience and consistency in their
marketing is very effective. GMCR has achieved this success by initially marketing its Keurig office
brewers to business and hotel targets. Since then, GMCR has created at home and travel Keurig
brewers at lower prices along with a new vending program that allows them to target commercial
and manufacturing environments (GMCR, Annual Report, 2009). With its transition into the growth
stage, GMCR has promoted its products primarily by expanding into new retail stores such as
Walmart, Target, Macy's, and Bed Bath & Beyond; holding massive sampling events; and expanding
its television advertising to include QVC, ABC, CBS, NBC, and the Food Network (GMCR, Annual
Report, 2009). This intensive distribution will provide GMCR with the ability to reach new
segments while supplying the huge demand accompanying the growth stage. The past,

World 's Greatest Cafe Organization
Problem statement and background
World 's greatest café organization with more than 21,000 stores around the world. The Starbucks is
the second Most Profitable Brand in Fast Food Industry Brand Estimation of $ 25.8 Billion.
Starbucks entered Australia in 2000 yet has attempted to contend with set up chains, for example,
McCafé, Gloria jeans, and autonomous cafés reported the Sydney Morning Messenger. While
McDonald 's has been attempting to extend its espresso business in the U.S., it has as of now turned
into Australia's greatest chain. Among Starbucks ' extra issues in Australia: opening in zones with
minimal passer–by activity, high menu costs, and too small advertising. The exploration issue is the
disappointment of Starbucks in ... Show more content on Helpwriting.net ...
What turned out badly to comprehend the Australian Espresso Market? Is Starbucks conveying what
shoppers need? What do shoppers like and abhorrence about Starbucks? How ready are customers to
purchase from Starbucks? Our motivation for leading this study was to discover the battles that
Starbucks appearances to eventually bolster our bits of knowledge with delegate proof. In the wake
of going by numerous Starbucks areas in the city of Sydney to assemble our anticipated example
size of 100 surveyors, we have go to some fascinating discoveries and feel much more grounded
talking about the issues that Starbucks countenances and the thinking for such a variety of
terminations in the Australia.
Research design, questionnaire and sample design:
As an exploration group we have directed an overview survey where we had the capacity gather
some profitable subjective and quantitative data about Starbucks Cafés. Starbucks has shut down
their more than 600 stores in past few time. Our association has led a study of both subjective and
quantitative inquiries. We particularly put in a couple of subjective inquiries to let the clients discuss
top to bottom any issues that they may have with Starbucks that perhaps our examination group did
not cover in the poll. Along these lines we can get however much data as could be expected. As
indicated by the blended answers from the surveyors we have arrive at the conclusion that
individuals living in the city are less fulfilled by

Marketing Case Study a New Joe on the Block Essay
Written Assignment 1: A New "Joe" on the Block
November 4, 2011
[Question 1]
In my opinion, there are two top key decisions that Joe faces in regards to his situation. The first key
decision is determining the basis for which Joe will model his coffee shop after. With supporting
evidence from research, he must determine which indicators on taste/experience/price/etc. will
ultimately establish his positioning in the competitive market. This is an important decision because
it narrows the scope of his coffee shop's situation and will aid him in taking the necessary steps
towards determining key factors for success.
The second key decision that Joe encounters is whether or not he should enlist the help of a
marketing research ... Show more content on Helpwriting.net ...
consumer preferences.
The second major flaw in the coffee taste studies is the existence of external variables. It is evident
that the first and third studies had underlying variables that may have significantly affected their
outcomes. The first study notes that "the author of this study personally purchased coffee to go at
four places, took them to his office, tasted them, made notes and drew conclusions" (pg. 63). This
indicates a major flaw of this particular study because the time frames for which each cup of coffee
was obtained and then consumed are inconsistent.
The third study also indicates the existence of possible external variables given the location in which
it was conducted. According to the text, "the researchers stood outside a small organic specialty
shop and interviewed 100 customers as they exited the shop" (pg. 63). Based on the choice of
location, it can be argued that the results of this study mainly coincide with the preferences of
consumers with a high interest in organic products.
[Question 4]
Given the situation, a determination can be made about its relation to each of the first three steps in
the marketing research process. At this point, Joe has already undertaken some actions that are
consistent with the defining research objectives step. The first thing that Joe has done is define his

situational problem. Although it appears to be lacking in content and clarity, he recognizes "that a
great deal of research in

starbucks
9–504–016
REV: JULY 10, 2006
YOUNGME MOON
JOHN QUELCH
Starbucks: Delivering Customer Service
In late 2002, Christine Day, Starbucks' senior vice president of administration in North America, sat
in the seventh–floor conference room of Starbucks' Seattle headquarters and reached for her second
cup of toffee–nut latte. The handcrafted beverage–a buttery, toffee–nut flavored espresso concoction
topped with whipped cream and toffee sprinkles–had become a regular afternoon indulgence for
Day ever since its introduction earlier that year.
As she waited for her colleagues to join her, Day reflected on the company's recent performance.
While other retailers were still reeling from the post–9/11 recession, Starbucks was enjoying its ...
But I believed that people needed another place, a place where they could go to relax and enjoy
others, or just be by themselves. I envisioned a place that would be separate from home or work, a
place that would mean different things to different people.
A few years later, Schultz got his chance when Starbucks' founders agreed to sell him the company.
As soon as Schultz took over, he immediately began opening new stores. The stores sold whole
beans and premium–priced coffee beverages by the cup and catered primarily to affluent,
welleducated, white–collar patrons (skewed female) between the ages of 25 and 44. By 1992, the
company had 140 such stores in the Northwest and Chicago and was successfully competing against
other small–scale coffee chains such as Gloria Jean's Coffee Bean and Barnie's Coffee & Tea.
That same year, Schultz decided to take the company public. As he recalled, many Wall Street types
were dubious about the idea: "They'd say, 'You mean, you're going to sell coffee for a dollar in a
paper cup, with Italian names that no one in America can say? At a time in America when no one's
drinking coffee? And I can get coffee at the local coffee shop or doughnut shop for 50 cents? Are
you kidding me?'"2
Ignoring the skeptics, Schultz forged ahead with the

Risk Analysis of Starbucks and Dunkin Brands

Table of Contents
1. Starbucks 1.1 Business and Industry Risk factors. 3
1.2 Financial Risk factors. 3
1.3 Economic Risk factors. 4
1.4 Political Risk factors. 4
1.5 Global/International Risk factors. 4
1.6 Management Risk factors. 5
1.7 Technology Risk factors. 5
1.8 Operation Risk factors. 5
2. Dunkin Brands 2.1 Business and Industry Risk factors. 5
2.2 Financial Risk factors. 6
2.3 Economic Risk factors. 8
2.4 Political Risk factors. 8
2.5 Global/International Risk factors. 8
2.6 Management Risk factors. 9
2.7 Technology Risk factors. 9
2.8 Operation Risk factors. 9
3. Conclusion 10
4. Bibliography 12
1. STARBUCKS:
1.1 Business and Industry Risk factors.
In the general course of ... Show more content on Helpwriting.net ...
rable general economic conditions in the markets in which they operate that adversely affect
consumer spending;

Declines in general consumer demand for specialty coffee products; or
Adverse impacts resulting from negative publicity regarding their business practices or the health
effects of consuming their products;
Cost increases that are either wholly or partially beyond their control, such as:
commodity costs for commodities that can only be partially hedged, such as fluid milk, and high
quality Arabica coffee;
labor costs such as increased health care costs, general market wage levels and workers'
compensation insurance costs;
adverse outcomes of current or future litigation; or
construction costs associated with new store openings;
any material interruption in their supply chain beyond their control, such as material interruption of
roasted coffee supply due to the casualty loss of any of their roasting plants or the failures of third–
party suppliers, or interruptions in service by common carriers that ship goods within their
distribution channels, or trade restrictions, such as increased tariffs or quotas, embargoes or customs
restrictions;
delays in store openings for reasons beyond their control, or a lack of desirable real estate locations
available for lease at reasonable rates, either of which could keep us from meeting annual store
opening targets and, in turn, negatively impact net revenues, operating income and earnings per
share;
the

Starbucks Analysis
Introduction
This report was written by three Arnhem Business School students for the purpose of providing a
full analysis of the Starbucks Coffee Corporation.
Although Starbucks is operating internationally, this report is mostly based on the United States, as
this is Starbucks domestic market and until today its main operating market.
First, the internal analysis gives an overview about Starbucks as a company.
Second, the external analysis is used for analyzing the market Starbucks is operating in.
Third, the strategic options possible for Starbucks are analyzed.
Last, an explanation will be given on how Starbucks should implement the best strategic option
available.
Introduction 1
1 Executive Summary 4
INTERNAL ... Show more content on Helpwriting.net ...
to differentiate the offerings of small coffee roasting companies. The market for these coffees
exploded in the U.S., as cafes opened with espresso–based beverages and companies launched
extensive marketing and branding campaigns. This movement is now spreading back to Europe,
where the café concept originated. In the U.S., where coffee imports total at least 25% of overall
global volume, the specialty coffee market accounted for more than $8 billion in sales in 2002.
As the market for specialty coffees remains consistent in the Americas, significant growth
opportunities exist in emerging markets, including Asia, Eastern Europe and the former Soviet
Union – countries not historically known as "coffee consumers." Rapid expansion and demand for
inexpensive, specialty coffees in these markets continues. In northern Europe, the coffee market
remains "stagnant," but southern Europe offers the best growth opportunities for differentiated
coffees. In Japan, a traditional tea–drinking consumer market, coffee demand is slowly growing. In
all cases, access, differentiation, cultural tastes and cost continue to be challenges facing the global
market. INTERNAL ANALYSIS
2 The Company and its strategy
When taking a look at the Starbucks Coffee Corporation, it is essential to understand where the
company is standing today:
Starbucks has become impressively dominant in the U.S. coffee retail industry. By the end of fiscal
year 2005,

Coffee and Starbucks
1
A. What is Starbucks' "product"
Starbucks' product is a casual experience in a comfortable atmosphere where the customer can enjoy
a premium cup of coffee and a newspaper or relaxing conversation with friends.
B. What is their "core product" and what are the "auxiliary features" and benefits?
The core product is a premium cup of coffee. The auxiliary features include the well–educated
baristas that can help select the right cup of coffee and help customers learn how to reproduce the
experience at home or the office with fresh coffee bean or grounds they can purchase in store. Along
with the coffees available there are also Tazo teas, hand crafted espresso and blended drinks a little
something for every taste. To go with the drink ... Show more content on Helpwriting.net ...
The high quality product and unique sizing of their products also set them apart. Rather than using
the standard small med and large names they used unique identifies that helped make their products
stand out in memory. Before they came around your options for coffee outside the home were very
limited and the ability to get such high quality even at a premium price was a welcome feature in the
market place. For the longest time they were really the only player in the space and that niche
afforded them very rapid growth and early successes that help fuel even more growth as they
expanded worldwide.
5.
A. What are the advantages of the Starbucks Card to the company?
The most obvious advantage of the card to Starbucks is the guaranteed income. Once people load
money on the card it can only be spent at a Starbucks location. It also makes tracking customer
purchasing habits and preferences readily available. Then there is the case of the forgotten or lost
cards that never get used that equate to pure profit. One last advantage is that with the card they
have also created a secondary market for sales by placing the cards in stores like Giant Eagle where
people that wouldn't come into the stores can buy the cards as a gift.
B. What are the advantages of the Starbucks Card to the customers?
The consumer can control their spending with the card. By loading the card with the amount they
allocate for coffee they can track their spending more effectively

Case Study Report :: Green Mountain Coffee & Keurig Coffee...
Company Information
Name :: Green Mountain Coffee Roasters, Keurig Coffee
Website :: www.greenmountaincoffee.com, www.gmcr.com, www.keurig.com
Industry :: Processed & Packaged Goods– Coffee Makers
Background & History
Green Mountain Coffee Roasters, Inc. (GMCR) was founded in 1981 as a small café and combined
with Keurig in 2006 (About GMCR, 2004–2009). GMCR produces specialty coffee and coffee
makers; Keurig is the maker of a single cup coffee maker as well as specialty teas and coffees.
Keurig was founded in 1998 on the concept that one should be able to make coffee one cup at a time
rather than one pot at a time (Coffee.org, unknown). Today, GMCR has acquired and merged with
several specialty coffee brewers and Keurig ... Show more content on Helpwriting.net ...
They have focused on building brand recognition and profitability by growing the business gaining
assets to grow the company and products for greater customer satisfaction (About GMCR, 2004–
2009). GMCR's strategy to incorporate current large brands, such as Tully's, Diedrich, and Keurig
has helped to expand their customer base and satisfaction as well as the markets for their products
(Phillips, 2011). Their focus on increasing their market shares in other companies will facilitate their
expansion into new geographical markets and promote the brand. GMCR's partnership with Keurig
creates a larger consumer choice and the addition of agreements to create portion packs for the
Keurig with companies such as Starbucks, Dunkin Donuts, and Newman's Own helps set them apart
from the competition (Invest in the Markets, 2011).
GMCR sells their large variety of specialty coffee, coffee makers, cocoa, teas, and other beverages
through supermarkets, several stores, restaurants, hotels, and to distributors in North America
although it is most popular in the Northeast US (Yahoo Finance, 2012). They use their variety in
products

Starbucks Expansion Into China
Starbucks expansion into China
Abstract In the following research we will look whether Starbucks will be able to launch an
aggressive expansion throughout Mainland China, a country known for its tea drinking history
dating back to 5,000 years. Starbucks is known for its ability to locate the business outlets in perfect
spots as well as market their products in beneficial ways. This report will try to analyze the three
main questions:
1) Should Starbucks continue its expansion in China?
2) Will the Chinese be willing to change their tradition of drinking tea, after 5,000 years, to coffee?
3) Will Starbucks current marketing plan work in China without advertising?
Company Overview The history of Starbucks dates back to ... Show more content on
Helpwriting.net ...
The main benefit of this approach is that an experienced local businessman would be able to help
through tax issues and give Starbucks stores a more local community appeal. Once the firm has fully
integrated in the market it can buy out the controlling interest in the partnership agreement, which
will give them an easy control over management and business of the overall operations in the
country, as well as a further direction of the business. On average Starbucks opens up 6 new stores
every day and so the company must continue to carefully consider everything from the direction of
commuter traffic zipping by a potential drive–thru site by car to how many people are passing on the
pavement on a busy urban block. As of November 16, 2012 Starbucks has 20,366 stores worldwide.
Starbucks must continue to open new locations as their market continues to grow and consumers are
willing to spend money on their product, so there's still room for more profits. Although at some
stage there are limits to their expansion, but to date the company has not seen any signs that they are
near that optimal point or number. One of the top concerns would be a drop in quality of the
products, as the selling price of goods is quite high and on average above those of competitors, so
the firm has to make sure it always

Green Mountain Coffee Roasters (GMCR)
BACKGROUND/HISTORY Green Mountain Coffee Roasters (GMCR) started as a small café in
Waitsfield, Vermont in the year of 1981. It was in 1993 that the company went public and acquired
the early phase of Keurig Incorporated Inc, and then completed the acquisition in 2006. (Unknown.(
2004). Gmcr.Retrieved from http://www.gmcr.com/about–GMCR.html) Once these two companies
combined it made the way we drink beverages different than ever before in both the home and
office. According to GMCR's website "Today, GMCR is recognized as a leader in specialty coffee
and coffee makers, and acknowledged for its award–winning coffees, innovative brewing
technology, and environmentally and socially responsible business practices." ((Unknown.( 2004).
... Show more content on Helpwriting.net ...
Strength
STRATEGY USED GMCR is using a differentiation strategy by offering a different way for the
consumer to enjoy specialized coffees, teas, hot chocolate, and other hot beverages in their own
homes, workplaces, and hotels at an overall lower cost than coffee houses. They are able to do this
by taking the lead in the market due to their strengths in product development, licensing agreements
with partners, and on–going successful acquisitions. GMCR growth through their acquisition
strategy and their licensing agreements have been the biggest contributors to their growth. In 1998
when Keurig launched its first single– cup brewer for the office environment GMCR was there to
partner with. (Dess,G, Lumpkin, G. & Eisner, A.(2012). Strategic Management (6e). Boston:
McGraw–Hill Irwin.) From that point on it just continued whether it be the agreement with
Starbucks in 2011 or the agreement with Dunkin Donuts in that same year to sell K–cup's with both
Starbucks and Dunkin Donuts coffee they continue to thrive in the market. If we look at Porter's
generic strategies that our text talks of we can identify the following.
Differentiation – The product and service that GMCR brings to the market is the best value for price
and quality.
Focus strategy – The acquisitions and licensing agreements that GMCR has been able to focus on
continues to

Coffee and Starbucks
1. What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was
so compelling about Starbucks value proposition? What brand image did Starbucks develop during
this period?
According to the case study, the three factors that accounted for the extraordinary success of
Starbucks in the early 1990 are as follows:
a. The first factor was "the coffee itself "– Starbucks believed that they offered their consumers with
the highest quality coffee which was sourced from Africa, Central and South America, and Asia–
Pacific regions. Starbucks tactic was to corner the market by controlling as much of the supply chain
as possible and also controlling the distribution of retail stores around the world. Starbucks ... Show
Nonetheless, Starbucks is big enough that they have created an oligopoly. But like any other
company they face the increasingly large task of not only serve their clientele, but be able to still
make a profit. In order to stay competitive and still be profitable they need to reconsider their
current business plan and focus on the demand for the quality instead of the quantity. The basis of
this rationale would be to modify its business plan in order to respond to the needs of it clientele and
be able to deliver on their wants. There is no such thing as an ideal profitability methodology, but if
the product keeps its value and it is able to withhold its product differentiation as well as brand
identification, the profit margin and its ROI would speak for itself.
Starbucks has been a brand that consumers have been able to identify with for quiet some time. By
doing so, Starbucks would be able to ensure that their clientele is satisfied and forget about the
barriers in which the company has had to face but still manage to continuously expand in the
marketplace. With that being said, all customers are valuable, but those customers that meet specific
criteria within an organization; such as, placing large orders and or buying products that are at a
high profit margin, these are the customers that are not only profitable but are also the ones that are
the highly satisfied with the product and its brand recognition. If

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