SYNOPSIS Starbucks Corporation‚ originally founded in 1971‚ but purchased by Howard Schultz in 1987‚ is the market leader in selling gourmet coffee (Starbucks‚ 2008). Starbuck’s main objective is to establish itself as the most respected and recognized coffee brand in the world (Fact Sheet‚ 2008). Starbucks has accomplished this objective and experienced much success through their competitive strategy of clustering several stores within the same community and through their distinctive competencies
Premium Management United States Marketing
This is a strategic report on Starbucks. First of all I will explain the external environment of Starbucks using PESTEL analysis‚ Porter’s five forces analysis and competitor analysis. Next will be an analysis of Starbucks’ strategic capabilities. These will be determined using a resource audit‚ a value system analysis‚ the identification of possible core competences and the identification of important stakeholders. After this I will present a SWOT analysis of Starbucks before discussing three possible
Premium Coffee Strategic management
Audit Starbucks Stores R. J. Yung Marketing Management March 13‚ 2006 Executive Summary Since its foundation in 1971‚ Starbucks has been working uncompromisingly to achieve the company objective of becoming the world’s leading coffee brand. Having gone through various stages of growing pain‚ today the Company is operating with over 10‚000 stores in 37 countries. Starbucks’ success was mostly a direct result of its aggressive expansion plan‚ that consequently turned the Starbucks coffee beverages
Premium Coffee Starbucks
Marketing Research Planned Projects‚ Goals and Objectives Starbucks is now starting there two new major projects which are the “Our Next 40 Years Begins Now” and “Explore Green Store”. The project‚ “Our Next 40 Years Begins Now”‚ started on March 8‚ 2011 marked its 40th anniversary‚ and as part of their celebration they had introduced their new logo. “As you start to see it out in the world‚ I hope you’ll start to appreciate the simplicity and elegance of the new design. I like the new mark
Premium Greenhouse gas Recycling Coffee
Prepared for: Starbucks Coffee Submitted: Thursday‚ 2nd February 2012 Prepared by: • Velisya (551496) • Aktalisa Tifany (548994) • Steffany Ciputri (551288) • Gabriela Tiffany (546561) Executive Summary This essay discuss about how Starbucks utilizes its marketing mix in order to gain market share. Starbucks‚ which has been in the coffeehouse industry for 41 years‚ face higher competition than before. Even so‚ Starbucks is able to not only survive through this
Premium Coffee Espresso Marketing
STARBUCKS Starbucks Coffee Company is the leading retailer‚ roaster‚ and brand of specialty coffee in the world‚ with more than 7‚500 retail locations in North America‚ Latin America‚ Europe‚ the Middle East‚ and the Pacific Rim. It has long prided itself on offering an enriched customer experience as much as on great-tasting‚ high quality coffees. I chose to do my report on Starbucks because besides being a Starbucks addict‚ like many others I know‚ I am also interested in how the company might
Premium Coffee
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
Premium Coffee Starbucks
Assignment #1-1: Case Study # 7 - Starbucks by Nguyen Thi Huong (MBA) Student ID: 201305046 November 2013 TABLE OF CONTENTS Page Executive Summary 4 Introduction 6 From a humble coffee shop in Seattle‚ Starbuck Coffee Company has grown into a dominant multinational corporation all over the world. Starbucks is continuously striving to maintain its position in a fast-moving and changeable coffee industry. 6 A. Environment 6 - Strong Financials: Starbucks after becoming a public company
Premium Starbucks Coffee
TROUBLE BREWS AT STARBUCKS Introduction This assignment is based on a Starbucks case study. The questions that are answered in this assignment are aimed at providing a clear understanding of the Starbucks‚ which was a Wall Street darling. The issues highlighted include; the targets that was behind the launching of the Starbucks by Howard Schultz‚ the positioning of the Starbucks in terms of price‚ promotion‚ product and distribution. The assignment will also give an overview of the definition of
Premium Starbucks Howard Schultz Coffee
Starbucks Failure in Australia Introduction There are a number of different reasons why Starbucks failed in Australia and will be spoken of in more detail over the course of the report. Since World War II‚ Australians have developed a taste for coffee that many of the European migrants that moved to Australia brought with them. Starbucks first began in 1971 its main goal was to offer a coffee experience that no other coffee shop has done before. As stated in the case study‚ Starbucks
Premium Starbucks Coffee