Starbucks

Paper Summary:

The paper takes a look at Starbucks, a rapidly growing international company whose strengths are many in number. The paper reports how Starbucks has several obvious advantages, the first major strength being their sheer market saturation. Starbucks also produces very successful and innovative advertising campaigns. The paper then goes on to discuss Starbucks' weaknesses and market competition.

From the Paper:

"Starbucks success also has a great deal to do with their focus on exploring market opportunities and quickly capitalizing on them. A very important aspect of the opportunities which face Starbucks is their competition. Starbucks has several ways to use their competitors to its advantage. The first way involves the standards which are set for the coffee market. Starbucks allows its competitors to set high standards, realizing that eventually these standards will increase to the point that its competitors will not have the funding to meet them. Starbucks also has a unique way of capitalizing on its competitors. Instead of building stores adjacent to its own, in many cases Starbucks is able to acquire existing coffee stores which are located near their existing stores. As a part of their increasing advantage, Starbucks is quickly realizing that the growing interest in music downloads and XM satellite radio can be a very profitable addition to their product line. "

Sample of Sources Used:

• Adrienne, Carter in Tarrytown, N.Y., with David Kiley in New York "Wooing The Starbucks Crowd. " Business Week 10 Oct. 2005: 60. ABI/INFORM Global. ProQuest. The Brooks Library, Ellensburg, Washington.
• Anderson, Rick. "Starbucks: Just Getting Started"Seattle Weekly June 27, 2003. http://www.seattleweekly.com/cgi-bin/search-sw.cgi?cmd=search&db=01%2F01%2F1998&dd=&de=01%2F01%2F1998&dm=0&dp=0&dt=back&dx=1&dy=1998&endday=&endmonth=01&endyear=1998&form=extended&m=all&np=4&ps=10&q=Rick+Anderson&sp=1&startday=&startmonth=01&startyear=1998&ul=seattleweekly.com&wf=0020&wm=wrd
• Karmel, Solomon. "Can new Starbucks chief keep pedal to metal?" Puget Sound Business Journal (2005) April 15, 2005. http://www.bizjournals.com/seattle/stories/2005/04/18/newscolumn2.html
• Wahlgren, Eric. "Will Europe Warm to Starbucks?"BusinessWeek Online. January 24, 2005. http://www.businessweek.com/bwdaily/dnflash/jan2005/nf20050124_0920_db039.htm

More papers on Starbucks:

• Research Paper # 94228 : "Starbucks International Operations"
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• Case Study # 117174 : "Starbucks and Organizational Communication"
• Essay # 83841 : "Starbucks"

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