Starbucks Company

Starbucks Company
BACKGROUND OF STARBUCKS COMPANY
Named after a character in the classic story of Moby Dick, Starbucks Coffee has emerged as the
world 's leader in retail, roasting, and branding of specialty coffees for millions of customers
worldwide since its 1971 founding in Seattle 's Pike Place Market in the state of Washington. Still
headquartered in Seattle, Starbucks Coffee Company has expanded to stores in all 50 states and in
43 countries outside of the United States.
"You get more than the finest coffee when you visit a Starbucks – you get great people, first–rate
music and a comfortable and upbeat meeting place," says Howard Schultz, Starbucks chairman,
president, and chief executive officer. "We establish the value of buying a product at ... Show more
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Starbucks incorporate elements of these festivals in the way they greet our customers and decorate
the stores to lift up the festive spirit.
Starbucks constantly seek to surprise and delight our customers with innovative handcrafted
beverages and menu items. From exclusive mooncakes made with Starbucks® coffee offered every
Mid–Autumn Festival since 2003 to original handcrafted beverages such as the Coffee Jelly
Frappuccino®, Starbucks continue to offer innovative core and promotional products to engage our
customers in new and exciting ways.
Starbucks® introduces new creations such as However–You–Want–It Frappuccino® and the ground
breaking Starbucks VIA™ Ready Brew. With its latest addition of the new Starbucks Card,
customers are now able to enjoy their cup of coffee with just a swipe at anytime and anywhere.
Berjaya Starbucks Malaysia celebrated its second annual Global Month of Service throughout the
month of April last year; a community service programme encoded by Starbucks worldwide, all of
which takes place simultaneously within the same month. 27 community service projects were
executed in Malaysia nationwide with an accumulation of 8,898 hours.
Starbucks main vision for projects as such is to be a catalyst for positive change by bringing
together all its partners and customers to help address local issues through community service and at
the same
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Starbucks Swot
Business Organization and Management Group Case Study
–
Starbucks
Chapters
Introduction. 3
What is the product in this business and its value? What type of business is it and why? 4
What is a competitive advantage for the company? How can the management use it? Make SWOT
analysis for the company. 5
What types of decisions did the owners have to make? Why you think they had to make those
decisions? 7
Which are the reasons of success for a coffee shop in Greece? 9
What can we assume for the BDI (Brand Development Index) and CDI (Category Development
Index) of the company? 10
How can the environment influence the company? How can the current environment influence the
company? 11 ... Show more content on Helpwriting.net ...
'
Weaknesses.
Starbucks has a reputation for new product development and creativity. But new ideas can not come
so often and even if they do they may not be on target. Moreover, almost the ¾ of their shops are
located in the U.S. which means they are depended too much on one country. They need to spread
into another group of countries in order to spread the business risk. Also organization is dependant
on a main competitive advantage, the retail of coffee. This could make them slow to diversify into
other sectors should the need arise.
Opportunities.
Starbucks have shown in the past that they are very good at taking advantage of opportunities. In an
strategy alliance with Hewlett Packard, customers could create their own music CD within a
Starbucks coffee shop. Thus the company could look for these kind of opportunities to seize. In
addition, new markets for coffee are emerging such as India and the Pacific Rim nations, also
Europe which is getting more and more accustomed with the brand name "Starbucks". Co–branding

with other manufacturers of food and drink, and brand franchising to manufacturers of other goods
and services both have potential.
Threats.
The greatest threat of them all at this particular moment for Starbucks, or any other company for that
matter, is the global economy crisis. In particular the source of the crisis, this lays in its home
country the U.S. So if more than ¾ of the companies growth is depended on the U.S. then the

Starbucks Econ
Introduction:
Starbucks Corporation, a global coffeehouse that reformed the coffee industry by introducing high–
quality coffee under a pleasing and attractive environment. Coffee is the 5th most widely traded
commodity in the world and it is believed that nearly 2.5 billion cups of coffee are consumed every
day. Millions of people are directly and indirectly depends on the production, consumption and sales
of coffee for their livelihood. The global market for coffee is characterized by volatile prices and
production levels which impacts directly on the incomes of producers and prices facing consumers.
Starbucks is the number one coffee retailer in the world market. Starbucks markets its coffee
through grocery stores and licenses its brand ... Show more content on Helpwriting.net ...
The strategies of MNEs to sustain their competitive advantage over their rivals are unique and
specific in nature.
Based on the recession indicators, this current recession is considered to be the worst in the last 40
years. This global economic meltdown severely affected all business in United States. Starbucks is
of no exception. The tough economy, with consumers focused on stretching their paychecks and also
with sales at established locations declining and profit sliding – the company is in the midst of a
cost–cutting campaign that forced the closure of more than 600 underperforming stores in the U.S
and 61 stores in Australia. It was really a very tough year for the company. Starbucks profit margin
was severely hit during recession and rebuilding the company seemed to be the toughest challenge
to the CEO Howard Schultz. While in United States and China, the sales were quite strong, but the
sales for Starbucks coffee fall drastically in European market. Europe was considered to be the
single market that poses a number of challenges for Starbucks.
Apart from the challenges on sales and profitability ground, Starbucks had to confront challenges on
the ethical issues at their overseas business operations. In the year 2005, Starbucks had to face
serious criticisms in Ethiopia as the Ethiopian government shed the negative lights on the company's
business ethics.

Managing the Unexpected
ABSTRACT
Organizations endeavour to prepare themselves to manage any twist that would unexpectedly crop
up in their daily routines. However, organizations can never truly predict the magnitude of
something unexpected or the impact such an event will have on them and the various stakeholders in
the organizations. This paper examines the applicability of an organization 's foundation (routines,
culture, values and decisions) to act as a shield against unexpected events and/ or how an
organization can use this foundation to better manage such twists. To address the above, we utilize
New York Times and Business Week National Best–seller book 'Pour Your Heart into It' which
serves as the main case study as it gives an insight of how Howard ... Show more content on
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Often times, organizations will try to design a contingency plan, which can be based on their culture,
routines or decision making policies which is supposed to help them identify and cope with certain
unexpected events. However, despite their best–laid out plans, it could still become difficult to
foresee the extent to which an unexpected event will impact the operations of the organization and
also when to expect such an event. Taking the crisis that Starbucks faced in 1994 due to a frost that
hit Brazil as the main case study as described by Schultz and Yang (1997, pp.230–242), we will
discuss how organizations can manage the unexpected on their foundations in comparison to
mindful management Was the foundation Howard had built strong enough to withstand such an
event? Would mindful management have applied in such a scenario?
The purpose of this paper is to analyze the applicability of an organization 's foundation to enable it
manage the unexpected and or prevent the unexpected from even happening with comparison to
mindful management which is a management tool used in managing the unexpected. How
applicable is an organization 's foundation vis–à–vis mindful management in managing the
unexpected?
THE FROST
Schultz and Yang (1997, pp.230–242) describe one of the worst crisis

The Coffee Crisis
| |
2/5/2012
2/5/2012
Tamara Young
To begin, The Coffee Crisis is about an acute coffee crisis and how it threatens millions of small
coffee farmers around the world and is putting economic growth, as well as social and political
stability, at risk in scores of coffee producing countries in Central and South America, Africa and
Asia. In 2004, the governments of coffee producing countries were considering how to respond to
the dramatic decline in coffee prices caused in part by a large increase in coffee production in Brazil
and Vietnam. Coffee was the main source of income for roughly 25 million farmers, mostly small
land holders, in Latin America, Africa, and Asia. Coffee prices had hit 40 year lows in 2001 and had
remained ... Show more content on Helpwriting.net ...
The crisis in the coffee sector continues. Its impact cannot be understated, since coffee constitutes
the livelihood of an estimated 25 million families around the world. In world trade, coffee is the
second leading commodity, after petroleum. The worldwide coffee market spans some 71 countries,
of which 51 are significant producers and 20 are key consumers. Prices have not kept up with
production costs to the extent needed to make participation in the coffee business profitable for most
producers, even though the crop year 2003–2004 witnessed a worldwide decrease in production.
(Central America – The Coffee Crisis: Effects and Strategies for Moving Forward, 1992) In coffee
producing countries, which account for over 26% of world consumption, the situation is more
diverse. In some countries, prices of coffee have fallen in local currency and consumption may
therefore be stimulated. In Brazil, the largest coffee market among producing countries, the
devaluation of the real has maintained prices of green coffee at pre–crisis levels. As a whole,
consumption in these markets is not expected to suffer any major negative impact. The root cause of
the coffee crisis can be linked to three factors: over production; under consumption; and market
oligopoly. In short, these are all problems associated with the economics of coffee farming. Without
resolution, they will lead to both social and environmental breakdowns. (Central America – The

Essay on Coffee Crisis
Coffee Crisis The Wall Street Journal, Boston Globe , and the Economist as well as many other
media outlets of record were all in consensus when they declared the onset of coffee crisis in
October 2001; farmgate prices had sharply dropped reaching a thirty–year low of $0.39 per pound in
This price was below the cost of coffee production at the time, listed at USD 0.60 per pound.
(Economist 2001) Price declines are not such an uncommon occurrence, but what is more troubling
is that the cash market for coffee suffers from high price volatility. For a more detailed look please
see Appendix 1: Cash Price Variation. Coffee producers , who are mainly located in developing
countries , are highly vulnerable to price risk in the cash market , ... Show more content on
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The main mechanism for price stabilization was an export quota system that was distributed among
its members. The results of the ICA can be called mixed at best, at worst unsuccessful according to
existing price data. At best, the ICA managed to guarantee a minimum price but because not all
coffee producing and coffee consuming countries were members of the regime a dual market
developed. Eastern European and Middle Eastern countries were able to import coffee cheaply and
under the price floor set by the ICA, especially by importing from newer country producers who
were not party to the agreement. In order to maintain the price floor, the ICA managed to recruit the
newer producers as members, but it still wanted to maintain the same level of export restraint. So
that this aim could be achieved ICA architects proposed a redistribution of the quota among its
members. Naturally those producer countries who had been exporting in the international market for
a long time objected to sharing their quota with newer members. This issue as well as producer
country–consumer country debate strained the agreement and led to its disintegration on July 4th,
1989. As a result producer countries rushed to export all of the stocks they had held for so long so
that they could take advantage of the still high cash prices. This rush placed downward pressure on
the cash market prices leading to a crash in 1992. Soon after boom– bust cycles prevailed in the
market (Appendix 1a:

Marketing Analysis : The Coffee Industry
Coffee has been a subject of research in recent times given the evolving number of alternative
beverages that are there in the market today. As history suggest, coffee was first discovered in Africa
as a hot beverage in the 11th century and since then it has become the preferred beverage of choice
for many. As such, it has become a global industry that provides massive employment to millions of
people worldwide. In fact, if the recent statistics of more than 400 billion cups being consumed
globally are anything to go by, then coffee can be rated among the most popular beverages globally
(Simon 2009). It is because of this demand that saw the formation of a major corporation in the
coffee industry. Such corporations are inclusive of ... Show more content on Helpwriting.net ...
Before, all this happened, Starbucks sales, as well as that of the entire coffee industry, was
consistent with growth being reported each passing year. However, with the economic crisis,
consumers were forced to spend less and luxurious eating was no longer a habit. Thus, companies
were forced to drop the prices of their products to meet the needs of these consumers.
Starbucks was no exception to this. Because of this drop, the industry has shown slow growth in
previous years with the highest of this in the span of five years following the great recession being
that of 3.9 %( Simon 2009). It is must be understood that the demand for coffee and snacks alike any
other food substances is mostly determined by the amount of disposable income. This very well
explains the drop in the consumption of coffee and snacks. However, although there has been a
sharp drop in the consumption of coffee in the United States, the same has risen in other countries.
This result of this has been supplying shortages in these countries that are a problem that needs to be
urgently addressed. Also, the shift towards the eating habit has also affected the demand for coffee.
To ensure that there is increased consumption of coffee and snacks, there are measures that have
been taken by Starbucks. Among these measures include making a variety of beverages from this
same coffee. This, however,

Swot Analysis on Starbucks Expansion Campaign to Vietnam
Topic: Search for a company's new project or new investment plan and present it. Analyse its SWOT
Presentation project: Starbucks' market expansion campaign in Vietnam
PRESENTATION TRANSCRIPT
Good afternoon everybody. Thank you for making the effort to come here. It's an honor for us to get
the chance to meet you today. My name is Viet Huong and I'm the leader of group 2, which also
includes Lan Huong, Tri, Phuong and Ha. As you all know, coffee is one of the world's most popular
kinds of drink and among the biggest names in the coffee industry is Starbucks Coffee Company.
And recently, Starbucks HAS brought its special taste to our country. Therefore, this afternoon, we'd
like to make a short report on Starbucks expansion campaign in ... Show more content on
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And finally, on February 1st, Starbucks Coffee Company opened its first store in Vietnam at the
New World Hotel in downtown Ho Chi Minh City. The company has studied Vietnamese market
since 1991 and made VERY, VERY careful steps when entering this market. The only partner
licensed to operate Starbucks stores in Vietnam is Coffee Concepts Vietnam, a subsidiary of Hong
Kong Maxim's Group. The signing with Coffee Concepts Vietnam will maximize the growth
potential of Starbucks in Vietnam as the partner has experience in managing 130 stores in Hong
Kong and China. Starbucks' strategy is to bring unique coffee experience to customers at its stores.
Besides, Starbucks will boost the localization of stores in its business strategy in Vietnam to make
Starbucks stores the third destination for local people, following their home and office. "Starbucks
provides much more than just the best cup of coffee, we will offer a place where people come
together, connect with family and friends and celebrate the local Vietnamese coffee culture and
heritage", said Jinlong Wang, President of Starbucks Asia Pacific. Now let us begin our SWOT
analysis. One of my team members, Lan Huong, is going to show you some strengths of Starbucks
Coffee Company.
Thank you Van Ha. Good morning guys. I'm another Huong from group 2. My name is Lan Huong.
I'm so glad to see all of you here to listen to our presentation. And now I want to share with you
some of the results of our SWOT analysis on

Essay on Fair Trade Coffee
Fair Trade Coffee
Fair Trade promotes socially and environmentally sustainable techniques and long–term
relationships between producers, traders and consumers
The world coffee industry is in crisis. A flood of cheap, lower–quality coffee beans have pushed
world market prices down to a 30–year low. Many now earn less for their crop than it cost them to
grow. Many coffee farmers around the world receive market payments that are lower than the costs
of production, forcing them into a cycle of poverty and debtWithout urgent action, 25 million coffee
growers' face ruin.
The knock–on effects for national economies are just as catastrophic. 30 years ago, LEDCs received
around 30% of the ... Show more content on Helpwriting.net ...
The coffee–growing countries are forced into competition with each other, each trying to get a
bigger share of the market. This means that they all produce more and more coffee. As a result, there
is too much coffee on the world market and the price falls, so each country has to try to sell more
coffee to make the same amount of money
chart: coffee consuming countries
Most of the world's coffee is bought by just a few countries, and most of the world's coffer market is
controlled by a very few companies.
Just nine countries in the North import over 70% of the coffee on the world market.
graph: yearly price fluctuautionsThe weather can destroy coffee crops. The chart shows how world
coffee prices suddenly rose as a result of serious damage to the Brazilian coffee crops (20% of the
world's coffee) in 1975 (frost), 1984 (drought), and 1994 (frost).
When prices are high, small farmers often plant more coffee bushes, in the hope of making a little
more money. However, if a lot of farmers plant more coffee, there is a problem when the plants start
to produce coffee beans about three year later.
Suddenly, there is far too much coffee on the world market, and so the price falls sharply again.

Some coffee farmers have to leave their farms and try to find other work, so that in the following
years

Coffee Crisis in Kenya Essay
INTRODUCTION
For many years, Kenya has been famous for its coffee. Described as strong in body and intense in
flavor, Kenyan coffee, which belongs to the Arabica variety, is considered one of the world's most
consistent sources of high–grade caffeine. And because of its good cash returns to local farmers,
coffee has traditionally occupied a large share of the country's most productive lands, grown mostly
on rich, red volcanic soil in areas with high and well distributed rainfall.
However, the story has changed in the past decade. Like other nations, Kenya's coffee sector, which
used to be the country's prime foreign exchange earner, has been badly affected by plummeting
world prices and now trails behind horticulture, tea and tourism in ... Show more content on
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Thus, they have used (even certified) reputable farm's names to designate their purchases as
authentic gourmet (single origin). Coffee board of Kenya (CBK) data indicates that the average
F.O.B. price of re–graded coffee was US$6.81/Kg in 2002, more than four times the auction average
of US$1.54/Kg. Experts have attributed the drastic fall in coffee prices on the international markets
to the oversupply of beans, which has not been matched by demand. However, according to the
British charity, Oxfam, the issue is more to do with fair global trade than just market demand and
supply factors.
In a report it released in September 2002, Oxfam stated that the deregulation of the coffee industry
had pushed millions of coffee farmers in the developing world to destitution, while "the coffee
companies are laughing all the way to the bank".
It is heartening that so many businesses depend on coffee. Direct, middle and long–term effects on
social economic and environmental fronts would be devastating. It will be imperative that any
policies and decisions made by the government will have producers' interests at heart. Otherwise,
we won't have any coffee to sell in the next 3 years.
Also, there are initiatives that are geared to setting up of different trade avenues, with a view to
earning better premiums, and passing benefits realized

The Economics Of Starbucks Coffee
The Economics of Starbucks Coffee
Starbucks is one of the leaders in the coffee house industry. This is possible because Starbucks is the
leading purchaser of coffee worldwide. Despite this, the coffee house market as a whole must be
aware of possible future volatility in coffee bean production. According to Philip Ross at the
International Business Times, Arabica beans, which are 75% of the coffee produced worldwide, are
expected to fall by up to 25% in some regions of the world. This is in part to the rising temperatures
that those regions are facing. This will affect world prices, and as a result corresponding demand for
the same.
As mentioned previously, weather has an effect on demand and on production capabilities, which
affects overall supply. In particular droughts can have an adverse effect on crop growth in various
regions of the world, or it can cause a higher yield when crops recover or prospects improve for crop
yield. According to Bloomberg Business, "Arabica–coffee futures fell to the lowest in more than a
year amid signs of increasing global supplies and improved crop prospects for Brazil, the world 's
biggest producer." (Perez, M.) Supply has improved in Brazil due to recovery from a drought and
performance was better than previously predicted. This is contrary to the previous years yield in
which poor performance in Brazil sent Arabica futures surging 50% in New York. Supply can
change year to year based on changes in weather as referenced above.

The International Fair Trade Market
worried about the well being of these producers, we need to directly address the imbalances in the
trading process and increase the producer's benefit in fair trade. To do so these producer coops need
to gain a part of the ownership in companies that sell their products in the north consuming markets.
According the Jaffee, through his research and findings, when helping the fair trade coffee bean
producers it untimely comes down to the long–term goal of these companies, if it is to simply
increase their market and gain consumers or to actually transform the international fair trade market.
An example of the northern power Jaffee gave was in a case where they pushed the mass production
of a low–grade level of coffee but ended up failing against the organic fair trade coffee beans, which
lead to the farmers of these low–grade coffees out of the field and into dire poverty. They were
pushed to produce this coffee with not input of their own and it ended up costing them their lively
hood with those that call the shots only feeling a small hit of the impact. 69 percent of the worlds
coffee corporations, which are part of the 'Big Five': Nestlé, Prcot and Gamble, Craft and Sara Lee.
These are the companies that make almost all of the decisions regarding fair trade but they do that
over here, in North American with very little account of how their decision will affect their coffee–
growing partners in the south and much of them honestly don't care. These companies turn huge

Crisis Communication Plan
Crisis Communication Plan
FOR STARBUCKS
Submitted By: Janset Batıbay
Submitted To: Joe Goldiamond
Date: 15.Nov.2011
In today's skeptical world, where critics, media and public are cynical about companies, their
operations and how authentic they are in being socially responsible, it is almost impossible for
organizations to create a 100% good image. In more than half of all the television programs, it is
easy to come across with negative portraits of business people. This reality has confirmed the
importance of effective communications in the company in every situation it may encounter
throughout its existence: non–crisis, pre–crisis and crisis situations. Effective communications
during crisis situations require more ... Show more content on Helpwriting.net ...
This way, Starbucks was back in alignment with its principles and continued contributing positively
to its communities in which this case was the Ethiopian community. OXFAM was content about the
agreement that had the potential to give farmers a fairer share of the profits for their world–
renowned coffee brands, Sidamo, Harar and Yirgacheffe and as a result; it ended the campaign
against Starbucks. (OXFAM International, 2007). As conflict resolution, many positive initiatives
were taken by Starbucks to contribute to Ethiopia's economy and the well–being of its farmers. The
company bought its aprons from textile factories in Ethiopia, opened a Farmer Support Center in
Addis Ababa, and promoted the coffee brands in its stores. Starbucks also donated 500,000 dollars
to CARE "to help fund a three–year program that will improve economic and educational prospects
for more than 6,000 people in rural Ethiopia's coffee growing regions". Unfortunately, despite
Starbucks signing the agreement and taking initiative to contribute to Ethiopia's economy, the
conflict between Starbucks and Ethiopia continued. Now, three years later, most of Starbucks stores
do not carry the disputed Ethiopian coffee brands, the Farmer Support Center has not materialized
and the trademark project is stalled. Many other positive initiatives like the ones mentioned

Starbucks Financial Analysis
Running head: STARBUCKS AS AN INTERNATIONAL BUSINESS
1
An Analysis of Starbucks as a Company and an International Business
Lauren Roby
A Senior Thesis submitted in partial fulfillment of the requirements for graduation in the Honors
Program Liberty University Spring 2011
STARBUCKS AS AN INTERNATIONAL BUSINESS Acceptance of Senior Honors Thesis This
Senior Honors Thesis is accepted in partial fulfillment of the requirements for graduation from the
Honors Program of Liberty University.
2
______________________________ Edward M. Moore, Ph.D. Thesis Chair
______________________________ Melanie A. Hicks, D.B.A. Committee Member
______________________________ Harvey D. Hartman, Th.D. Committee Member ... Show more
The price has been rising, not simply due to the price of coffee itself, but because of the supply
chain and the current economic situation around the world. Last year Starbucks had to raise prices
globally, but especially in the United States and China, due to rising prices for coffee and other
ingredients, but this year they are taking the hit from the rising coffee prices for the consumers
(Baertlein, 2011). Although the prices of coffee had to be raised globally due to the high demand of
the product and the cost of producing it, there is still a strong outlook for the coffee industry because
of the large consumer base of the industry. The coffee industry is expected to continue growing
through at least the year 2015 and even longer in other emerging markets around the world (Lingle,
2007). Even if the market in the United States begins to decline, there are other emerging markets
for the specialty coffee industry. Due to Brazil's rising economy, it is set to be the biggest coffee
drinking country in the world with recent coffee consumer growth of 39% from 2000 to 2009
(Murphy, 2011). With Brazil's upper and middle classes expanding, it has more money to spend on

specialty coffee and other superfluous items. Brazil could be
STARBUCKS AS AN INTERNATIONAL BUSINESS the single most important economy to
invest in for the coffee business, if its economy continues to grow. India is another major source of
economic growth. Starbucks plans to open its first

Globalization Of Coffee : Starbucks
Devon Jones–Stewart
Professor Solomon
Globalization
22 March 2015
Globalization of Coffee: Starbucks
Globalization is the process of interaction and integration between the people, companies, and the
governments of different nations. Coffee is the second largest commodity in the world.
Globalization has had an immense impact on various goods none being as big as its impact on the
coffee industry. In the 1970 coffee beans went for three dollars a pound, but since that 1970 it has
gradually decreased due to the increase in the production of coffee. Even though demand has
increased, it was met with over production. Which in 2000 coffee prices reached a historic low,
impacting farmers all around the world. This crisis came from very poor quality Vietnamese coffee
flooding the market, causing the balance between supply and demand to be dramatically altered. The
poor quality coffee beans forced Arabica farmers to lower their prices. In the long run this caused a
lower quality in coffee beans, lower customer expectation, and low interest in coffee. Most
importantly families of Coffee growers saw their incomes diminish to half what is was or worst.
Farmer families struggled to have enough money to live on, some families decided to give up on
growing Coffee beans and other gave up on farming completely. The Coffee bean industry still
hasn't recovered from these events, and it's estimated that the industry has lost hundreds of millions
of dollars in revenues due to low production.

The Columbian Coffee Crisis
Columbian Coffee Crisis In Columbia, there are numerous industries. Most of them are natural ones
such a coffee growing or sugar cane. Columbia is developing new forms of sustainable growing
practices for their primary crops, as it not only benefits the environment, but also the profits of the
major agricultural companies. These are beneficial for the environment because instead of tearing
down beautiful forests to put up a building, the sustainable farming methods are helping to preserve
the forests while increasing the quantity of crops of coffee and sugar cane. While organizations are
working to improve sustainability, an already existing issue exists, a lack of workers. Although
Columbia may be facing challenges such as a lack of workers,

Tim Hortons Industry Analysis
Industry Analysis Tim Hortons' Industry
Tim Hortons belongs to a huge sector, which is the Hotel, Restaurant, & Leisure Industry. The
Hotels, Restaurants & Leisure Industry Sector includes owners and operators of casinos and gaming
facilities, betting services, hotels and cruise–ships, travel agencies, tour operators, leisure facilities,
restaurants, bars, pubs, fast–food or take–out facilities and services(CMDportal, n.d). For this
particular industry, industry sector classifications are often used to specify businesses at the Legal
Entity level. At the Legal Entity level, the entity is classified by their actual industry activity. In
terms of Tim Hortons, its actual activity is in the Coffee and Snacks industry.
Coffee is an important source of income, and it is produced in more than fifty developing countries
in Latin America, Africa, and Asia . Moreover, requiring the labor to be intensive is the reason
behind the initial production of coffee beans that includes farming, collecting, and processing, being
performed in developing countries.The labor in the developing countries is more abundant to the
circumstances necessary for the initial production of coffee. However, The roasting and branding of
coffee is more capital intensive, and therefore is it is done in northern industrialized countries(
COFFEE VALUE CHAIN & P3G ANALYSIS, n.d). The coffee value chain is made up of four main
phases. These phases are Cultivation, Processing, Roasting, and Consumption. Each

Starbucks Is World 's Leading Coffee Chain Store With A...
Starbucks is world's leading coffee chain store with a strong vision and values. Today, they have
more than 21000 stores in over 65 countries. Their product includes coffee, hot and cold beverages,
pastries, sandwiches etc. Starbucks has been maintaining high quality product and customer services
all over the world. They differentiated the company by introducing authentic Italian coffee culture to
US market. However, in early 2008 they faced major challenges with the financial crisis in
economic system which forced them to close many stores worldwide. Secondly, they faced
challenges to deal with increased competition and cheaper rival hence, their earnings fell 28% to
$109 million. In addition, the prices of the products are higher than their direct competitors. Also,
they expanded their business at such level that they couldn't focus on the brand image and quality of
the products. They were losing core values of the company. At that time Howard Schultz, board
chairman & founder of Starbucks had observed the urgency to transform the business immediately.
He then returned as Chairman and Chief Executive Officer and announced to close more than 600
stores in 2008. To manage the challenges and to give their customers distinct 'Starbucks Experience'
Schultz took different approaches. Schultz pointed out 'Seven goals' or 'Big moves' to transform the
business and revamp the leadership team. The transformation agenda was created with a strong
vision of the company as well as these

Was The Transition From Alcohol To Coffee Affected...
Coffee was already popular in the Arab world since the mid 1500s when Europeans smuggled in
coffee beans from an Arab port. The role of coffeehouses as meeting places sources of news was
also adopted by Europeans, and the respectable, intellectual, and non–alcoholic environment
associated with coffeehouses helped coffee spread into Britain, Italy and France.
The transition from alcohol to coffee impacted Europe's development because it greatly increased
people's productivity. While alcohol compromised people's ability to think clearly and comprehend
things, caffeine sharpened the drinker's mind and allowed people to stay more alert, and therefore
more productive.
The massive demand for coffee–beans created competition between many different

Coffee and Crisis Management Team
Starbucks Coffee Company Crisis Case – Part I
Dr. Phillip G. Clampitt Cases in Media Management
August 1, 2009
Crisis Management Team: PuRr–Luscious Ladies
Debra Dobson Diane LeVeque Joyce Jentges Karen Sobiesczyk
Proposed Crisis Management Plan
2
Table of Contents – Part I
Purpose of Crisis Plan.........................................................................................4 Overview of
Starbucks. ........................................................................................5 Acknowledgement Forms
......................................................................................10 Crisis Rehearsal Dates
........................................................................................11 Crisis Risk
Assessment........................................................................................13 Overview –Crisis
Vulnerabilities Potential Crisis Impact Chart Incident Report
Forms.......................................................................................19 ... Show more content on
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Starbucks is rekindling America 's love affair with coffee, bringing romance and fresh flavor back to
the brew." The Starbucks Product With an eye for convenience and a passion for quality, Starbucks
Coffee Company has earned the reputation for providing only the highest quality Arabica beans,
roasted by expert roasters into an exquisitely blended balance of flavor at convenient drive–thru or
off–highway stores, or in highly frequented establishments such as travel plazas, colleges, or
airports. Starbucks also recognizes the desire for a relaxing atmosphere, and Starbucks
Entertainment of fine music, books, and film are available for pleasure or purchase at stores, online,
and iTunes. The Starbucks brand has grown beyond coffees, offering rich blends of Tazo teas, Ethos
water, and cool blended beverages as well as delicious bakery, treats, and Starbucks merchandise
that includes espresso machines, brewers, and other coffee or tea related items. Expanding even
beyond the beverage market, Starbucks also premiered Frappuccino® and Frappuccino® Light
blended coffees, as well as Frappuccino® juice blends. In 1996, an agreement with Pepsi–Cola
North America brought these specialized espresso blends to grocery shelves; in 1995, with Dreyer 's

Grand Ice Cream, a super premium line of coffee ice creams – seven flavors like Java Chip and
Coffee Almond Fudge

The Coffee Crisis: Is Fair Trade The Solution?
"One fifth of the world's humanity lives in countries where many people think nothing of spending
$2 a day on a cappuccino. Another fifth of humanity survive on less than $1 a day"
(People & Planet, 2015). Unnoticed by many Americans, and according to the National Coffee
Association, humans are working in countries such as Ethiopia, Kenya, and the Ivory Coast,
(participle) (n.d) under the scorching sun, more than twelve hours a day harvesting coffee beans,
receiving a paycheck so little it cannot even cover the expenses of education or health care. Workers
from African countries are forced to work in conditions that are unjust, living on less than a dollar a
day, many devoting their time to harvesting the coffee bean. Workers are hyper–dependent ... Show
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Most coffee growing regions are also home to some of the most delicate ecosystems on earth,
therefore it is imperative that the money being profited from this luxurious treat is trickling its way
back down to support, not only the workers, but the environment as well. Unfortunately, it has not.
In an article titled, "How Green is You Coffee?" writer Michael Jenner clearly depicts just what
exactly is happening and how it is hurting our planet earth. "The biggest source of environmental
damage where coffee is concerned comes during the production of the beans themselves. The global
surge in demand has had a profound effect on the growing methods used with massive implications
on sustainability" (2015.) The use of shaded canopy trees allowed the beans to grow naturally and
provide a habitat for indigenous species. It also prevented topsoil erosion and erased the need for
any use of chemical fertilizer. As soon as market demands grew this organic growing process soon
changed to a quicker and more profitable form of agriculture better knows an 'sun cultivation.'
"Originating in the 1970s, sun–grown coffee is produced in plantations, with no forested canopy,
which has resulted in fertilizers becoming a necessity and has had a seriously detrimental effect on
biodiversity" (Jenner 2015). WWF recently made the

A Crisis in the World of Coffee Essay
Coffee is the second largest export commodity in the world after oil and is exported from 52
countries in the south. The current crisis has evolved through a series of changes in the industry.
Since the liberalization of the coffee market, the price volatility has amplified. The world production
of coffee has risen dramatically in the past three years mainly due to the production increase in the
two world leading countries Brazil and Vietnam. Vietnam has for example increased production by
1400 % between 1990 and 2000, and Brazil has contributed even more than Vietnam to the global
oversupply during the past five years. Both countries also have large numbers of trees in
development, which will lead to an overproduction for at least the ... Show more content on
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These factors together have driven the price in the first months of 2002 down to a 100–year low. The
global retail market value for certified sustainable coffee was in 1999/2000 around US$ 455 million.
By including non–certified products, sold with a sustainability label, the figure reaches US$ 530
million. Approximately 15–18 million pounds of certified organic coffee were exported globally,
and including the trade of non–certified organic coffee, the amount is 21.2 million pounds.
Sustainable coffee gives a considerable price premium to the farmer. The willingness of the
consumer to pay extra for products that are produced in an environmentally and/or socially
sustainable way is transferred to a premium for the producer. The total world production of coffee is
estimated to reach 117 million bags in 2002/2003, while the world consumption will only reach 108
millions bags. With an oversupply of 8 million bags, the future market for conventional coffee is
problematic and there is a large incentive for entering niche markets (PROCAFE 2001). The US
National Coffee Association considers that sustainable coffees are important niches, but does not
believe that it can be applied to the whole industry (Nelson 2002). The sales of organic products in
Europe are, however, increasing by 23% per year and the WTO has

Internal and External Factors Affecting Starbucks
Internal and external factors affecting Starbucks Founded in 1985, Starbucks is one of the largest
coffeehouse companies in the world with over 16,000 stores in 50 countries. This report evaluates
major internal and external factors affecting Starbucks using various analytical techniques. Based on
the Starbucks brand in UK, it identifies suitable marketing strategies for Starbucks to expand its
business in the UK market within the next two years. In line with the chosen marketing strategies,
recommendations for the marketing mix are discussed. Founded in 1985, Starbucks is one of the
largest coffeehouse companies in the world, with over 16,000 stores in 50 countries (Starbucks
Annual Report, 2009, p. 1). Starbucks sells high–quality ... Show more content on Helpwriting.net
...
341). It is aimed at identification of internal and external forces that may influence the company's
performance and choice of strategies in the future (Kotler et al., 1999, p. 111). A number of
analytical techniques can be used to evaluate a company's environment. Starbucks will be analyzed
using the following marketing techniques: (a). SWOT Analysis (b). Porter's Five Forces (c).
PESTLE Analysis 3.1 SWOT ANALYSIS In this technique, internal strengths and weaknesses of a
company and external opportunities and threats faced by it are closely examined to chart a
marketing strategy for the future (Forsyth, 2010, pp. 102–106). Major strengths, weaknesses,
opportunities and threats of Starbucks are analyzed below. 3.1.1 Strengths (a). Brand Starbucks has
developed a brand image that has revolutionized coffee drinking experience. It has created an
ambiance that is designed to attract customers and keep them coming back to Starbucks stores. It
offers wide varieties of services such as comfortable seating areas with unique music and free
wireless Internet for their customers while sipping their favorite coffee. This distinctiveness sets
Starbucks apart from most of its competitors and has allowed the company to successfully grow and
profit while charging premium prices for their products. (b). Loyal Customers Owing to the strong
brand recognition, most customers

Coffee Island Essay
COFFEE ISLAND
The purpose of this project is to identify the retailing techniques, processes, systems and practices
used by Coffee Island which may not be visible to the regular customer in order to increase its
profits. This project will begin by presenting the company and how it operates in the Greek and
International market but it will specialize on its operations in Greece. The next step after introducing
the company will be to analyze Coffee Island retailing strategy and its retailing mix. In order to
attain information about both the retailing strategy and retailing mix an interview was conducted
with the store manager of "Coffee Island" Alimou Mr. Theodore Tziaros. The specific store is a
franchise store so pieces of information about certain systems, practices, processes and techniques
may differ from those that the company officially uses.
Information about ... Show more content on Helpwriting.net ...
John's Wort chamomile
(Coffee Island Website, 2016)
All this product lines and their products are offered at every single Coffee Island store and they all
meet the same standards and are of the same quality. Even though Coffee Island as a company
specializes in coffee it has introduced complementary products to coffee in order to be able to
satisfy more customer needs without damaging its anchor

Starbucks SWOT Analysis
Starbucks SWOT analysis allows the company to see their current position in the coffee industry.
The company's strengths are that it is a market leader In the coffee industry, it has 16,859 stores by
the end of the year 2010 and continues to grow (Starbucks Corporation, 2010) a second strength is
the expansion rate they have of opening stores internationally and domestically the only fault with
the expansion is that they are opening stores that are right next to others and losing money in each
store due to over crowdedness. Starbucks is also financially sound this can be proven because during
the financial crisis in 2008 and 09 Starbucks profits barely were effected (Starbucks Corporation,
2010). However their stock price did fall. One of Starbucks leading strength is its brand recognition
which is known for high quality products and friendly environment (Jurevicius,2013) Starbucks
weaknesses are the prices that they are charging consumers which a major factor in that is that beans
are a commodity and the factors involving that fact is volatile. Competitors are known for using this
against Starbucks such as McDonalds. Starbucks other weakness are that 75% of their profits are
based off its coffee products and other specialty drinks (Starbucks Corporation, 2010) which means
that when coffee bean prices raise Starbucks take a hit. Starbucks competitors avoid these risks by
focusing on food income first and then coffee so are not vulnerable to coffee beans changing, or

Impact Of Globalization Of Coffee
Globalization of Coffee
Coffee has played a key role in the majority of people's lives all over the world. However, despite its
admirable taste, coffee's history is filled with controversy as well as politics. It is evident that the
history of coffee is entangled with the facets of the process of globalization, the function of Multi–
National Companies, as well as international economic matters. Over the years, the coffee business
has been linked to a continuous shift of international powers as portrayed by the global financial
system. Ever since coffee was first discovered, and more importantly produced, it has been linked to
the world market.
Coffee was first discovered in Ethiopia, but with time, spread to the rest of the world through trade
by the Arabs (Hansen). The coffee business gained a lot of attraction from countries with similar
climatic conditions or countries that had efficient companies to sustain the potentially successful
business. With advancements in technology, transportation also expanded, aiding the spread of the
good news about the special drink to all parts of the world. Additionally, the transportation of coffee
became easier, faster, and efficient (Njaradi). The evolution of coffee can be traced back to certain
apologues on how it was discovered.
It is not certain how or when coffee was discovered though there are many myths about its source.
However, the coffee grown around the world traces its origin mostly to the historic coffee forests
located

Global Trade : Juan Valdez And Coffee
Running Head: Global Trade: Juan Valdez and coffee Global Trade: Juan Valdez and Coffee Erika
Nieto Saint Leo University It is a globalised world. Being a part of this progressive society, growth
is a key indicator of success. Global Trade is one such benchmark that differentiate nations and
economies. Every nation has some policies to promote the strengths of their trade globally.
Likewise, Colombia has been known to be the third–largest producer of coffee after Brazil and
Vietnam (in terms of volumes produced) from a long–time. Coffee is the world's most traded
commodity and most of it is produced by the small–scale farmers. Hence, globalisation has had a
great impact on its production as well as trade. Therefore, Colombia's strength lies in the production
of coffee but also promoting their strengths and honing them globally to their benefit. Coffee is not
just a cash crop for the Colombians but it's a way of life for them. The farmers associated with the
credulous society of small scale coffee growers called National Federation of Coffee Growers of
Colombia (NFC) (1) was founded in the year 1927. Juan Valdez is a well–known character which
was created by the NFC to promote and place Colombian coffee on a global scale. Colombia has
been an iconic producer of quality coffee and this very character was an initiative to showcase the
same in particularly United States. Juan Valdez was launched as a coffee chain in the year 2009 and
before that it was seen as an

How Howard Schultz Is A Proven Effective Business Leader
Table of Contents;
Page
Cover Page 1
Table of Contents 2
Introduction 3
Motivation 3
Planning and Decision Making 4
Restructured Organization 5
Conclusion 7
References 8
Introduction
"Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood
at a time." (Starbucks, 2013). That is the mission statement of Starbucks. Whenever you think about
who has the most premier cup of coffee or the most mouthwatering Frappuccino, you can't help but
visualize the green twin–tailed mermaid coffee icon. With more than 21,000 locations in 66
countries and revenue upwards of US $16.44 billion (Fortune 500, 2015), something or more
importantly someone is the major key to this success. And that someone would be Howard Schultz
the Chairman and Chief Executive Officer of Starbucks. Schultz sees the road to his company's
success just as steps to brew the perfect cup of coffee. This essay is about how Howard Schultz is a
proven effective business leader. Shown directly with his motivation techniques, strategic decision
making and planning and organizational restructuring.
Motivation
According to one source during the 1970s, "Starbucks was a local, small–scale coffee bean roasting
and sales operation in Seattle 's Pike Place fish market in Washington state. In the 90's it had more
than 700 outlets in North America, sales of $630 million and an ambition to reach 2,000 coffee
shops worldwide by the

The Coffee Crisis
Joe Thomas
School of Business and Technology: MBA
12/18/2011
U4A1– The Coffee Crisis
Dr. John Halstead
In "The Coffee Crisis", the authors described that in 2004 the governments of coffee producing
countries were considering how to respond to rapid decline to coffee prices. Coffee was the main
source of income for about twenty–five million small land farmers in Latin America, Africa, and
Asia. In 2001, coffee prices hit a forty year low; resulting in extreme hardship for many farming
communities.
The affect of this crisis lead to most farmers extracting their children from school; forcing them to
work. In attempt to aid the farmers affected by this crisis, relief programs were established to
financially assist farmers to survive ... Show more content on Helpwriting.net ...
In this situation, the U.S. and Costa Rica were put into a negotiation deadlock with the ICA; waiting
to come to an agreement.
Brazil and Vietnam expanded production in the 1990's by expanding their production through
focusing on the utilization of different beans and different production technologies. Brazilian
entrepreneurs began to develop new coffee plantations in less frost–prone areas to the equator. In
regard to Vietnam, the country was assisted by the development of irrigation systems. By the end of
the 1990's, Vietnam was the largest Robusta producer in the world, even though its costs were rising
as the growth in the Vietnamese economy was increasing local income or wages.
The authors elaborate on a second factor to blame for the coffee crisis which entailed the growing
technical skills possessed by the five major roasters– Phillip Morris, Nestle, Sara Lee, Proctor and
Gamble, and Tchibo. These companies accounted for 69 percent of the roasting and instant coffee
manufacturing capacity.
With an increase of Arabica prices after the Brazilian frost in 1997, roasting companies
experimented with steam cleaning techniques to hide any bitter flavoring of Robusta when mixing
with Arabica. These roasters were also educating themselves on how to use lower quality grades of
coffee mixes; thus providing use for previously discarded beans to be sold to roasters who
demanded a lower quality beans.
In conclusion, the

Marketing Management At Pace University
Discussion Questions for Starbucks Case Study Adam J. Stern MBA 642 – Marketing Management
at Pace University TABLE OF CONTENTS I. Has Starbucks has done well in Turkey? What are
some of the common growth drivers in terms of consumer characteristics, market characteristics,
and entry strategies across USA and Turkey that might account for Starbucks' success? 3 II. What
are the core, actual and augmented product benefits offered by Starbucks in Turkey? 4 III. Is
Starbucks using a standardization, localization or hybrid marketing strategy in Turkey? 5 IV. Using
the product/market expansion grid shown in Figure 2, apply the growth opportunities available to
managers in Starbucks Turkey. 5 V. What marketing recommendations would you make to
Starbucks in Turkey to help them sustain and/or improve sales growth, and remain competitive as
they look towards the future? 6 VI. Bibliography 8 I. Has Starbucks has done well in Turkey? What
are some of the common growth drivers in terms of consumer characteristics, market characteristics,
and entry strategies across USA and Turkey that might account for Starbucks' success? Starbucks
identified the opportunity in Turkey, through its partnership with their regional franchise holder, the
Al Shaya Group ("Starbucks Turkey," pg. 12). Despite the many challenges facing them, the Al
Shaya Group was committed to bringing the "Starbucks Experience' to Turkey, and the company
found success by embarking upon an aggressive

Freshly Brewed, Single Cup Of Coffee
Freshly brewed, single cup of coffee contains 2% of Niacin and Magnesium, 3% of Manganese and
Potassium, 6% of Pantothenic Acid, and 11% of the daily recommended amount of Riboflavin
(Gunnars). Coffee is healthy because it contains a great source of nutrients that human beings need
in order to survive. According to the National Coffee Association, in 2015 59% of Americans aged
18+ drink coffee every day. People say, "it's just a coffee," but this is inadequate analysis it. Before a
cup of fresh coffee is brewed at the comfort of one's home or at a coffee shop, it goes through a
lengthy process of transformation. Picture this: a long day's work at a steep hillside where the field
blends in with the horizon, one can't see the end –the end of day and end of coffee field–, a heavy
bag filled with ripe, red coffee cherries at the arm's reach, and a picker. The tangible object that is a
great source of daily nourishment is easily taken for granted nowadays, people do not realize how
some of us are lucky to purchase a product that someone had to really work hard, from dusk till
dawn. Before the product is shipped it is planted, as a next process the cherries are harvested,
followed by wet and dry method of processing the cherries, lastly drying the beans and ending with
milling the beans when in turn are ready for export. See in your mind 's eye seven million tons of
green coffee, and within each and every ton there is a tiny speckle, red coffee cherry, equivalent to
one jelly

Fair Trade Coffee Offers a Solution to the Coffee Crisis...
Fair Trade Coffee Offers a Solution to the Coffee Crisis
When you buy a cup of coffee in Starbucks every morning to keep you awake through the day, do
you ever think of the origins of these coffee beans? How much of those three dollars you pay in
Starbucks goes to the Farmers? Personally, I'm not a coffee–drinker. But somehow I realize the big
sign in front of Java City in the Reitz Union Food Court, which says "Certified Fair Trade Coffee."
I'm surprised how few students know what it means. Currently, farmers in Brazil and Vietnam grow
the majority of coffee beans.
These farmers then sell their beans to the middlemen who pay them low prices–an average of $0.3–
0.4 per pound. The farmers are earning less or even losing for growing ... Show more content on
Helpwriting.net ...
As a result, wholesale coffee prices are at their lowest levels in 100 years. Back in 1997, unroasted
coffee beans that had a wholesale price of $2 a pound dipped to under 50 cents a pound in 2002, a
price below many farmers' production cost. Since farmers couldn't afford the proper working
conditions, the beans would be grown using the twelve most health–threatening types of pesticide.
Furthermore, "With low prices, farmers tend to reduce inputs and take less care of the trees. In some
cases this means that it is easier to cut down forest for plantations rather than care for existing ones,"
said Néstor Osorio, executive director of the ICO (Roach). The farmers could not afford to improve
organic growing conditions and develop higher quality coffee beans. It directly reduces the range of
quality and varieties of coffee we are obtaining! According to Liam Brody, a program coordinator
for Oxfam America in Boston, the situation was so adverse that "hundreds of thousands of coffee
farmers in Africa and Central and South America have lost their jobs as farmland is converted to
other agricultural uses such as livestock grazing or the cultivation of illicit drugs"(Roach).
To alleviate the coffee crisis, Fair Trade coffee is the most appropriate action. TransFair is the only
organization in the United States to determine whether or not coffee beans meet fair trade standards–
"an importer must meet stringent international criteria; paying a minimum price per

Coffee And Poverty
First of all, people in local communities suffer from poverty because of imbalanced trade and
payment to the commodity that they grow. Their lives depend a great deal on so–called global
commodities such as coffee, cacao, and tea, which can be available to citizens in developed
countries at a low price. Therefore the demand of these commodities has increased in the last few
decades. According to Ambinakudige (2009), coffee that is one of the most traded commodities in
the world is the main means of small farmers' lives in developing countries. He examined how
people in developing worlds are influenced by volatile global markets, especially focused on small
farmers in the Kodagu district of India. In 1998, the amount of coffee export reached to US$469
million. However, after the International Coffee Agreement collapsed, known as the coffee crisis,
which deregulated the international coffee supply, the labour force in coffee sector decreased in
India, and 150,000 jobs were lost between 2000 and 2002 (Oxfam, cited in Ambinakudige 2009).
People cannot manage their coffee plants and yield, earn enough money to return a loan on time, and
get the loan the following year, which results in less investment in coffee. That cycle makes their
lives worse and makes people stay in the cycle of poverty (Ambinakudige 2009 p.562).
Here is an another example of livelihoods of coffee farmers. The film 'Black Gold' (Francis &
Francis 2006) depicted the unequal coffee trade in Ethiopia where the

The Coffee Crisis
The Coffee Crisis
MBA 6008–Global Economic Environment
Capella University
Theresa Patterson
December 18, 2011
Coffee was the top source of income for 25 million farmers in Latin America, Africa and Asia. Due
to the lack of appropriate compensation for their harvest, communities in coffee– producing
countries around the world are suffering. Coffee is a chief export for many developing nations and
their entire economies are collapsing with the market. In 2004 the governments of coffee producing
countries were adamant in finding the answer to the dramatic decline in coffee prices.
Coffee is consumed primarily in the northern hemisphere, particularly in Europe, ... Show more
Its flavor is substantially different than the flavor of arabica coffee, which is generally more
favorable and considered to be 'better' coffee. It is used extensively in blended coffees with arabica,
though, and one of the effects of the current coffee crisis is that the overabundance of robusto on the
market is encouraging many companies to increase the amount of robusto coffee that goes into their
blends.
Second, and more importantly, with income from producing coffee not even covering the expenses
of growing it, the growers are forced to sacrifice quality in order to reap the highest possible prices.
Robusto coffee yields far more coffee per acre of land than arabica coffee. Growing sun coffee
rather than the better tasting but more labor intensive shade grown coffee also yields more product
and thus, more profit. The low prices also encourage producers to rush through picking, including
underripe and overripe berries in the harvest because they can no longer afford to pay for three
separate pickings of the crop.
Fair Trade coffees are only one of the solutions being suggested for the current coffee crisis. While
Fair Trade guarantees a floor price for raw coffee sold by coffee cooperatives, it is only one part of a
comprehensive strategy to stabilize coffee prices at a level that will continue in supporting its
growers. Another is the adoption of a set of quality standards for buyers. Both the UN and the ICO

Historical Research Paper on the Coffee Industry
Running head: THE COFFEE INDUSTRY
Historical Research Paper on the Coffee Industry
Amanda Cox
BBA110
Jones International University
Battery acid, brain juice, cup of Joe, java, liquid energy, caffeine fix, morning brew, and day starter
are all nicknames for that wonderful hot liquid that many people around the world call coffee. I am
one of those many people. Whether it is brewed in my coffee pot in the morning or someone does a
run to a coffee shop for me; coffee is one of those things I just can't live without in the morning. The
origins of coffee are still a perplexity. While nobody knows the true origin of coffee there are three
main stories that are said to explain how this remarkable indulgence came to be.
The three stories ... Show more content on Helpwriting.net ...
Due to the fact that employees are regarded as partners, they need to go through 'Starbucks New
Partner Training' which includes training on ethics, safety, legal aspects of the company, as well as
outstanding customer service and showing the customer that they are what has made the business
what it is today. Education is not just found in the businesses within the coffee industry.
Education tends to be taken for granted in this country, yet it is something that coffee workers in a
lot of the coffee producing countries fight for. This is where the Fair Trade Act and non–profit
organizations like the IWCA come into play. The International Women's Coffee Association has
provided grants in many of these third world countries that have funded nurseries, kindergartens,
and other schools. This in turn helps the families because the mother is able to go into the coffee
farms and work. The Fair Trace Act guarantees that coffee farm workers will earn at least a living
wage (or $1.26 per pound of coffee beans) and allows them to be able to get their communities
grants which in turn are used for food, shelter, health facilities, and education. In these countries,
coffee doesn't just mean miniscule amounts of money in the poverty stricken workers' pockets but it
also means that the workers are able to afford to send their children to school in the hopes that they
cycle of working ones' self almost to death can be broken. These countries look at children as

Tim Hortons Case Study
Tim Hortons' Industry
Tim Hortons belongs to a vast sector, termed the Hotel, Restaurant, & Leisure Industry. This sector
is comprised of owners and operators from casinos and gaming facilities, betting services, hotels and
cruise–ships, travel agencies, tour operators, leisure facilities, restaurants, bars, pubs, fast–food or
take–out facilities and services (CMDportal, n.d). Industry Sector Classification is often used to
specify businesses at the Legal Entity level. At the Legal Entity level, the classification is based
upon their industry activity. In terms of Tim Hortons, its activity lies within its Coffee and Snacks
industry.
Coffee, Tim Hortons most significant source of income, is produced in more than fifty developing
countries, including Latin America, Africa, and Asia. Understanding the importance of keeping costs
low, Tim Hortons has strategically chosen to develop their coffee in these regions. Keeping costs
low means an increase in profitability, appealing stakeholders. However, The roasting and branding
of coffee is more capital intensive, subsequently relocating that aspect of their business to northern
industrialized countries ( COFFEE VALUE CHAIN & P3G ANALYSIS, n.d).
The coffee value chain involves four main phases: cultivation, processing, roasting, and
consumption. Each phase in the process has environmental, social, economic, and governance
outcomes, affecting the future sustainability of extracting the coffee bean. The photo below
illustrates the

Price Analyst in Marketing
Q1,
According to Starbucks performance in global market during the last a few years, and the current
global tough economic situation, it suggests that Starbucks should really focus on how to maintain
the current exist stores more sustainable in profitability and environment friendly instead of rapidly
increasing growth as to reach 40000 stores target. First, according to the case of "Starbucks–A
paragon of Growth and Employee Benefits Faces Storm Clouds " study, we found Starbucks has
closed almost 7100 stores in USA market because of economic clash. It also mentioned that the
raising of strong competition of MCD, who provide much cheaper price of coffee. The heavy
pricing completion from competitor and slowing economic drives ... Show more content on
Helpwriting.net ...
Q (2) Under graph is from the executive summary section of Starbucks.com, the Document of
Webcast and Presentation report. It shows that Starbucks own 32.6% share in coffee and Snack
Shops in US 2011. The 32.6% market share of Starbucks in snack and coffee industry is couple the
market share of its competitor – Dunkin Corp.. Moreover, I believe its market share still has room to
grow in the future to reach 40 percent of market share in the world, as –worldwide coffee empire –
Starbucks.
Q(3)
From the overall graph, it demonstrates that Starbucks is recovering now, but it hit badly during the
financial crisis from 2008 to2011. Although the average store's net profit is very positive, the
number is clearly fluctuating, especially recently year between 2008 and 2012. As result of the
history experience, Starbucks should become stronger to prepare the next economic clash hit the
market downside as 2008.
Q(4)
Lastly, combining all the research above question 1,2 and 3, we know more about Starbucks and its
internal operation strategies and external marketing strategies. Although they have made huge
accomplishment to become the coffee emperor from a tiny coffee shop, the growth of profitability is
unstable, especially during the economic downturn period. In short, I believe Starbucks should
adjust the plan a little bit by put priority in maintain company long term grow and make it strong to
prepare for

Coffee Trends In Denmark Essay
Coffee trends in Denmark
Coffee in Denmark is a very popular and growing product. A lot of brands try to make it at this
market, but it's tough because there are a lot of competition and the prices are very low, so if you're
not selling a exclusive or unique product you're not going to make a big profit. The big companies
who are retailers at the market compete with each other, but also with all the cafés in example
Copenhagen. A lot of people go to these cafés to have a better quality coffee and have a cozy time
while drinking the coffee, than the coffees you can bye in the supermarkets.
In 2011 there were a very strong increasing in the unit price of the coffee. The unit's prices for
fresh–grounded coffee increased with 29%, which ... Show more content on Helpwriting.net ...
The variety of capsules in Denmark is also limited compared to other countries. The customers have
to refill the capsules, and that is an expensive weakness for the concept.
Opportunities
There are a big demand for homemade coffee that gives the opportunity to expanding and
developing Dolce Gusto's products. It's also good quality coffee, which means that they can apply
for the premium coffee drinkers, and not just the normal coffee drinkers. They can also open more
shops; these are quite limited right now. Dolce Gusto is in process of getting recycling pods, and
that's a big opportunity to get more environmental friendly.
Threats
Dolce Gusto has many strong competitors, for instance Senseo. A product which is a very strong
competitor can be Fresh grounded instant coffee, the customers doesn't need to buy an expensive
machine to make good coffee. Also the local coffee is a big threat for the Dolce Gusto. Today people
are more concerned about the environment than ever. That means that the potential customers
choose the local coffee instead, because they want good coffee, which is not supply that much. It
must come from a local brand, and not a big well–known brand.
Ansoffs Growth Matrix
Market Penetration Product development
Market development Diversification

Market Penetration
Dolce Gusto could definitely use more money on

How Howard Schultz Is A Proven Effective Business Leader
Table of Contents;
Page
Cover Page 1
Table of Contents 2
Introduction 3
Motivation 3
Planning and Decision Making 4
Restructured Organization 6
Conclusion 8
References 9
Introduction
"Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood
at a time." (Starbucks, 2013). That is the mission statement of Starbucks. Whenever you think about
who has the most premier cup of coffee or the most mouthwatering Frappuccino, you can't help but
visualize the green twin–tailed mermaid coffee icon. With more than 21,000 locations in 66
countries and revenue upwards of US $16.44 billion (Fortune 500, 2015), something or more
importantly someone is ... Show more content on Helpwriting.net ...
Howard Schultz transformed the local coffee manufacturer into a profitable national retailer with a
simple, if radical, growth strategy: investing in employees. The centerpiece of Schultz 's master plan
is a generous and comprehensive employee benefits package encompassing health care, stock
options, training programs, career counselling and product discounts for all workers, full–time and
part–time. Although the connection between such an aggressive employee benefits package and the
bottom line is often difficult to show conclusively, the circumstantial evidence is compelling. The
company is posting higher profit margins every year, and the company 's health care costs, despite
the extensive coverage, are well within the national average." (Guilsborough, Eng., Wellens Pub,
1997)
Considering this, Howard Schultz gives his employees more incentives to love working in
Starbucks. He sees that rewards and benefits help retain skilled and dedicated workers to solidify the
foundation, which will promote better job performances and evidently to a successful business.
Employees feel a sense of ownership towards the company, the sense of which they feel
economically and spiritually tied to their work. This not only increases morale but also motivates
and increases the appeal to work for the company. In addition, this decreases turnover rates.
Attractive benefits from a company is not always easy to find, which can help build a tight–knit
team of cohesive members who will

Starbucks Company

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