1. COMPANY DESCRIPTION Starbucks is the largest coffeehouse company in the world. It was founded by three very unusual entrepreneurs‚ an English teacher Jerry Baldwin‚ History teacher Zev Siegel and a Writer Gordon Bawker. They came with this brilliant idea of getting into the coffee business inspired by an entrepreneur who sold high quality coffee beans and equipments‚ named Alfred Peet. The first Starbucks store was opened in Pike Market Place in Seattle on March 30‚ 1971. It is a for profit
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Starbucks: Marketing Plan A Market Analysis Mission Statement and Objectives: Starbucks advertises two essential mission statements. First and foremost‚ it strives to “establish [ourselves] as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while [we] grow(s).” (Starbucks) Reflective of its mission‚ Starbucks bases its strategic campaign and communications on six indispensable philosophies; structuring a pleasant work environment in
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CHAPTER 1 – INTRODUCTION 1.1 - Introduction of Starbucks Starbucks‚ as we see today was not there from the very beginning. Starbucks has the very humble start when three coffee fanatics‚ Gerald Baldwin‚ Gordon bowker ‚ and Ziev siegl‚ - opened a small coffee shop in Seattle’s pike place market. Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle‚ Washington. Starbucks is the largest coffeehouse company in the world‚ with 20‚366 stores in 61 countries
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stakeholders and renamed Starbucks. Starbucks has since grown into a multinational super chain that occupies over 20‚000 stores‚ across 61 different countries. The company’s main objective is to be the “worlds most recognized and respected brand across the globe”. By working with this goal Starbucks has a strong‚ positive brand image‚ engaging customers with every sale‚ and making an impact on local communities‚ whilst expanding its product range and development to customers. Starbucks will have to improve
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------------------------------------------------- Conduct a Marketing Audit ------------------------------------------------- --- ------------------------------------------------- Conduct an External Marketing Audit ------------------------------------------------ ------------------------------------------------- ------------------------------------------------- a) External Marketing Audit In this external audit‚ Starbucks is looking at its macro and micro external environment. Macro
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UNIVERSITY OF REDLANDS MARKETING MANAGEMENT BUAD 680 INDIVIDUAL: CASE SUMMARY 14 OCTOBER 2006 STARBUCKS CORPORATION ASSESSMENT AND EVALUATION OF MARKETING STEPHEN ANSUINI Introduction Headquartered in Seattle Washington‚ Starbucks Corporation is a premium coffee retailer offering a wide selection of hot and cold beverages‚ pastries and light deli fare‚ coffee accessories and equipment. Starbucks opened its first location in 1971 at Seattle’s Pike Place Market and within
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coffee company “Starbucks” November 29‚ 2011 Table of contents Introduction (1) History summary (2) Strategy 1) Best Product 2) Marketing 3) Image of Starbucks 4) Take out coffee in the rapid society Reference Introduction As known Global Company all over the world‚ Starbucks has been loved from tons of coffee- drinkers. In Hawai’i‚ coffee is the best production for sales. Here are some Hawaiian coffee brands but still Starbucks has occupied
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STARBUCKS MARKETING CASE STUDY INTRODUCTION From only one store more than 30 years ago in Seattle to its still growing empire today with thousands of outlets in the United States and in foreign countries‚ the Starbucks Coffee Company is no doubt a well-known success story all over the world. The fact that it started as a small business enterprise that was able to continuously multiply over the years can be a huge motivation for small businesses anywhere in the world. Many business schools have
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Marketing Plan of Starbucks Starbucks in Malaysia is jointly owned by Berjaya Corporation and Starbucks Coffee International and has enjoyed a healthy growth within the Malaysian market since it’s first outlet opened in 1998. At present‚there are 119 stores in Malaysia.Relatively‚ the company’s main goal is to establish the coffee company with high standard brand of coffee in the international market. And‚ in order to achieve this objective Starbucks has been continually
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Chris Fill Date: 29 June 2012 GRENOBLE GRADUATE SCHOOL OF BUSINESS ADVERTISING and MARKETING COMMUNICATION Msc Marketing 5 _ 2011-2013 INTRODUCTION Starbucks is known as the biggest global coffee company all over the world with its chain of more than 17‚000 stores in approximate 57 countries currently through its company-owned stores and licensed retail stores (Starbucks‚ 2011). The first store of Starbucks was first located in Seattle’s Pike Place Market‚ America‚ in 1971 with its mission
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