To: Dr. Michael T. Greenwood From: John Day Subject: Week 6‚ Case 6 Starbucks Date: Thursday‚ February‚ 28 2013 Question 1 Using the full spectrum of segmentation variables‚ describe how Starbucks initially segmented and targeted the coffee market? Starbucks initially targeted the coffee market using several segmentation variables such as‚ A. Geographic segmentation: dividing a market into different geographical units such as nations‚ states‚ regions‚ countries‚ cities or even neighborhoods
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INTRODUCTION The global spread of coffee growing and drinking all started with a curious goat and that’s what legends say. 9th century Ethiopian goat herder Kaldi drank a concoction made from the beans after seeing his energetic goats eat them. The Sufi monks of Yemen in the 15th century were said to drink it as well. During the 17th century when coffee was introduced to Europe‚ the popularity of cafes followed the same pattern as most coffee houses around the world. It quickly became
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retail stores in more than 50 countries such as the United States‚ Canada‚ the United Kingdom‚ and China. In 1982‚ Howard Schultz joined the Starbucks as Director of Retail Operations and Marketing‚ and advised that the company should sell coffee and espresso drinks in addition to its current product lines of the whole bean coffee‚ leaf teas‚ and spices. As Starbucks began to expand rapidly in the 1990s‚ Schultz‚ the chairman and CEO of Starbucks‚ stated what continues to be Starbucks’ corporate mission
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[STARBUCKS COMPANY] Introduction about Starbucks I knew about this company a long time ago but I just have drunk a kind Starbucks coffee once time last year when my sister bought it for me from American and I can’t forgot the taste of it. Starbucks is a famous brand of coffee and I understand why. That is the reason I decide to analyze this company- as a successful sample of marketing Starbucks Corporation is an American global coffee company based in Seattle‚ Washington. As
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their espresso bars. He saw the potential in the concept of a coffee house thriving in Seattle. Schultz really took that idea and sculpted it into everything the American people were looking for. As the company grew and expanded into other countries‚ it eventually came full circle and ended up back in Europe‚ where the idea began. This would prove to be more of a struggle than expected. You would think that Starbucks would thrive in a country that lives off coffee and tea. The espresso and latte
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director of marketing and operations in 1982‚ he had another epiphany. This one occurred in Italy‚ when Schultz took note of the coffee bars that existed on practically every block" (Myprimetime‚ 2008‚ ¶6) He learned that they not only served excellent espresso‚ they also served as meeting places or public squares. But back in Seattle‚ the Starbucks owners resisted Schultz’s plans to serve coffee in the stores‚ saying they didn’t want to get into the restaurant business. Frustrated‚ Schultz quit and started
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My machine is called‚ The this would be way easier to do by hand machine 9000‚ and my machines job is to open a book. Rube Goldberg machines are devices that accomplish a simple tasks. They are crazy and complicated machines‚ but building my Rube Goldberg Machine wasn’t just fun and games. I encountered many difficult problems while building my machine. An example was that when my marble went down the screw it tipped it over. To solve this problem I added support beams to every side. Also another
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coffee shop one day‚ and that particular place was over crowded. That place was known for its good quality of coffee and excellent service‚ and that was when we came up with an idea of opening a coffee cafe. We will specialize in coffee‚ cappuccino‚ espresso‚ frozen cappuccino‚ mocha‚ brownies‚ cakes and homemade cookies. We are targeting for the university and college students‚ people working in offices located closely‚ the general public‚ and on sophisticated teenagers. Currently‚ there is no cafe
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Starbucks 1) Based on the case information and your personal experiences‚ list at least five things you know about Starbucks. This list offers you some idea about your cognitions concerning the coffee shop chain. The five key things that I know about Starbucks are the amount stores that opened rapidly. It grew from 6‚000 stores in 2003‚ to 16‚000 stores in 2008. I believe this was too extreme because they could miss out on some important marketing strategies such as the three elements; consumer
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importing their own blends of coffee. The legend surrounding the birth of Starbucks tells of Howard Schulz‚ one of the company’s buyers‚ making a trip to Italy in 1983‚ and being astounded to learn that the Country had more than 200‚000 cafés selling espresso coffee and that Milan‚ a city the size of Philadelphia‚ had more than 1‚500. Why couldn’t it be the same in the United States? Now quoted on the stock exchange‚ Starbucks has become‚ to all effects‚ a multi-national corporation. What Schulz
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