Abstract This paper explains that marketing professionals use store design, including music, color schemes, placement of products, and placement of advertised in-store specials, to create an ambiance that compels people to purchase their products and services. The author points out that the Starbucks coffee shop store design, which is of the utmost importance to the company, uses a terra cotta color scheme, reminiscent of coffee shops in Milan, Italy, to create a feeling of relaxation and quality. The paper relates that the company has a store design team consisting of 80 individuals that oversees store designs in various regions around the country and throughout the world; only people who have actually worked behind the counter at a Starbucks store are allowed to be embers of this team.
From the Paper "The design of a full sized Starbucks coffee shop is usually open, very clean and inviting. The smell of the coffee is enticing and the menu that is available to customers is extensive and contains several types of coffee. In recent years, Starbucks has tried to make the process of purchasing coffee more convenient with the advent of the Starbucks Card. With the Starbucks card customers can prepay for purchases, which makes the experience more time effective and convenient for customers."
Abstract This paper discusses how the landscape and ambiance of Virginia is often credited with warm feelings of family and success. The makers of Rob's Red Wines of Virginia recognize the ambiance in Virginia and want to target those who have discriminating tastes as well as those who are on a budget so that everyone will be able to enjoy a glass of wine with dinner or the theater or at a social gathering. This marketing plan provides a blueprint of success with regards to outlining the product, the potential customer, the pricing points and how it will be distributed.
Table of Contents:
Abstract
2.0 Introduction
3.0 Mission Statement
4.0 Analysis of the Situation
4.1 Summary of the Current Market
4.2 Target Markets
4.3 The Demographics of the Market
The Demographic Statistics
The Target Population Demographics
Geographically Speaking
Psychographics of the Target Market
Behaviors
4.3 Need Within the Market
4.5 Market Trends
4.6 Swot Analysis
Competition
Share of Competitor's Market Targeted
5.0 Positioning
6.0 Strategies
7.0 Marketing Mix
8.0 Finances
Conclusion
From the Paper "Rob's red Wines of Virginia is seeking to provide the customer with a total wine experience. For the customer who wants to have a quiet gathering at home the store will provide a wide selection of various wines. For the company that is having a fund raiser or other company wide event Rob's Red Wines of Virginia seeks to promote the finer side of life by complementing the company function with a wide array of wines and other alcohol beverages. We are also interested in reaching the customer who wants to take a day and have an adventure. Our wine tasting room is an understated tribute to what the company has to offer by way of wine products. Customers can sit and listen to soft music as they taste the various wines available. There will be an on staff wine expert who is available to answer questions, provide education and to recommend various wines to accompany events, foods or people.
They will have the opportunity to taste, learn and choose wine based on their personal needs. They will also have the opportunity to bring friends and relatives out for a day at the winery where they can smell, examine and taste the wines that are for sale. There will also be specialty cheeses and other foods available to sample and for purchase.
In addition the online store for Rob's Fine Red Wines of Virginia will provide accessories to customers worldwide. There will be an array for the customer to choose from and order for shipment either to themselves or to others as a gift."
Abstract This paper compares the texts of Mawardi and Nizam Al-Mulk and analyzes their contributions to Islamic culture. In addition, the times and the lives of these two great thinkers and the social ambiance that shaped their psyche are examined.
From the Paper ?Al-Mulk drew up a set of protocols for the governance of the empire called the Siyasat Nameh, the two most influential institutions of which were the offices of atabeg, and the right of iqta. Atabegs were military advisers to young princes who frequently ended up usurping the power entrusted to them, while iqta was a grant of the income from land to an official who was entrusted with its running. In theory no ownership in the land passed but in practice large hereditary estates developed. Both these institutions led to a massive decentralization of power and this in turn facilitated and prolonged the factional fighting which characterized the Seljuk period of power.?
Abstract This paper discusses "The Kingdom of Matthias", focusing on the main themes and ideas and whether it acheived its purpose of identifying what factors made the characters change their views about life itself and the world around them. The author illustrates how the book paints a realistic picture of the environment and ambiance of that period of history and of the mood and tone of perfectionism that people embodied.
From the Paper "There are several significant ideas brought up by the author's which come together to form the main theme of the story: why did the character's involved fall dupe to an insane and unconventional "storyteller" and even more so why did Robert Matthews either portray or believe that he was the Prophet Matthias, the "Spirit of Truth" (94). First of all we will look at the true main argument of the book, which is how and why Robert Matthews became the self-proclaimed prophet Matthias. He seemed to fail at everything that he did whether it was with his trade as a carpenter, being shunned by his friends and co-workers on account of relaying his religious beliefs to them, or ?his home life [being] degenerated into a nightmare of wife-beating and child abuse.? (49)."
Abstract Starbucks is known for its unique marketing approach for the production and selling of coffee. Today it has a network of coffee houses spreading from one corner of the world to another. The key to the success of this organization is its strategist head Howard Schultz. With his creative mind and innovative approach to consumer based marketing, the organization has been able to expand at a minimal cost and yet at the same time reap a high growth rate of 22% approximately. Today, Starbucks is known for its hip ambiance and expensive coffee. However, critics have predicted the gap between the company's current strategy and that of the future will boot the company out of its own competitive arena.
Abstract This paper examines how much research has been done into the effect of retail store ambiance on customer shopping and consuming habits and how scientists have variably looked at the effect that music, scent, and colors have on the retail habits of their consumers. In particular, it looks at how greater detail has been devoted to the consideration of particular types of music, whether it's background or foreground music, and its influences, and how effects are studied in terms of customer mood, shopping duration, and dollars spent in the establishment. It proposes a study to examine the moderating variable of shopper age by measuring whether background music affects younger shoppers (18 to 29 years old) differently than it affects older shoppers (30 years old and over).
Outline
Introduction
Method
Study Limitations
Implications of this Study
Bibliography
From the Paper "The sampling design chosen for this study is a nonprobability design. Although this means that there isn?t an equal chance for the subject selection in the population, the nonprobability design offers advantages in terms of time and cost that make it appropriate for this study. Since we are interested in doing a small, initial examination of background music on shopping behavior, a small, affordable study is appropriate for this research. The nonprobability design means that the proposed study can be carried out in a cost-effective manner by selecting based on convenience rather than random sampling."
Abstract This paper presents a management proposal to refurbish the existing Side Bar in Sydney, Australia, into a 'Supper Club' so as to respond to the demand of the target market. The paper attempts to gain an insight of what the target market wants out of a Supper Club in terms of type of food served, services, interior design, ambiance and brand awareness. The paper discusses the in-depth interviews that were conducted as a basis to research the ways Side Bar is able to launch such a Supper Club.
Table of Contents
I. Executive Summary
II. Introduction
III. Background
IV. Research Objectives
V. Methodology
VI. Findings
VII. Conclusion & Recommendations
VIII. References
IX. Appendices
Proposal
Discussion Guide
Transcripts & Data Analysis
From the Paper "Side Bar is a bar located at Wakeup! Accomodation for backpackers. Management of Side Bar realizes it is not gaining enough customers to earn sufficient profit in order to cover expenses of daily operations. They acknowledge the fact that Sydney is lacking places providing people with supper and to unwind with close friends after midnight. This phenomenon has led the management to foresee that an opportunity for such a business exists and may have the potential to attract more of the general public. In doing so, management proposes to refurbish the existing Side Bar into a Supper Club so as to respond to the demand of our target market. This report attempts to gain an insight of what the target market wants out of a Supper Club in terms of type of food served, services, interior design, ambience and brand awareness. Thus, in-depth interviews were conducted as a basis to research the ways Side Bar is able to launch such a Supper Club."
Abstract Over the years, numerous musicians have offered alternatives to popular music and have begun a new wave of experimentation. This paper focuses on the composition and production of one of these artists, the contemporary British musician and producer Brian Eno. After looking at how Eno's musical career began in 1972, it then begins to analyse the development of his ambient music genre with particular reference to his solo album "Music For Airports" (1978). It then looks at two of Eno's most successful collaborations, that of David Bowie and U2, while concentrating on his different styles of production for each artist and the effect of his own compositional process on the final outcome.
Outline
Introduction - A Brief History
Eno - Ambiance and Composition
Collaborations - To Influence and Inspire
Working With Bowie
Working With U2
Summary
Bibliography
Discography
Websites
From the Paper "Brian Eno is not only known as a musician and producer but also as a composer who is not afraid to draw on the assets of many types of music and musical ideas. He has been described as an artist, professor and a thinker who stretches the confines of rock music with his use of mixing popular genres with experimentation and minimalism. His compositions range from progressive rock to what Eno calls ambient music, where he concentrates on experimenting with the colour of sound and texture, with the use of what he calls his "real instrument" the recording studio. Also using this instrument Brian Eno has collaborated as a co-composer and producer with a large amount of rock and non-rock musicians, resulting in various combinations of styles at different levels of influence. "
Abstract This paper explains that Wong Kar Wai, one of the most genius contemporary filmmakers because of his visually stunning films, directed some of the most beautifully made movies such as "Chungking Express" (1994), "Fallen Angels" (1996) and "In the Mood for Love" (2001). The author points out that the stylistic elements of the production design, costume design, editing and cinematography indicate that "Fallen Angels" is not to be watched passively. The paper relates that the film has the characteristics of a film noir: The black and white photography, the low-key lighting, the underworld ambiance and the ubiquitous cigarette smoke; the main characters operate in the nighttime underworld of a city, which does not sleep.
From the Paper "In all of Wong's films, viewers are encouraged to have a critical eye for seeing. In "Fallen Angels", Wong and cinematographer Christopher Boyle exploits the visual elements to convey the message of the film. The entire film is virtually shot with the actors in close proximity to the camera's wide-angle lens, distorting their figures and achieving a "fisheye" effect. The cinematography successfully mix together with the intentionally dazzling set design to produce images that relentlessly highlight stylistic appearance. Moreover, these images are emphasized using either step-printing or swift snippets of black and white."
Abstract This paper explains that that Leni Riefenstahl's film of the 1936 Olympic documentary is propaganda, focusing more on German and German-sympathetic athletes and the ambiance of the Berlin stadium, seen in its new Nazi grandeur; whereas, in the most stunning photography, Ton Ichikawa's film of the 1964 Tokyo Olympiad is a salute of the exertion of the athletes regardless of race, nationality or ethnic background. The author points out that "Tokyo Olympiad 1964" is not a "sports documentary" in the traditional sense of showing races, winners and celebrating crowds but rather a technically and emotionally gripping documentary about the effort of preparation and the Olympic spirit. The paper concludes that, in a sense, this film is just as much a propaganda piece about Japan's new maturity as was Olympia 1936 but in a way that the glorification politics do not interfere with the presentation of the athletics.
From the Paper "There is no real story line easy to follow, even though this nearly three-hour film opens with buildings being demolished to make way for the Olympic stadiums and arenas, and training areas as well as housing. As we see this, there is a voice-over which gives the other previous Olympic locations and dates. One of the next scenes is the obligatory Olympic documentary one of the torch reaching Japan, and the following thew various runners in the countryside, running to bring the torch to Tokyo and its new Olympic stadium. For Americans, the win of the Native American, Billy Mills, in the 10,000 meter race is a highlight. But, interestingly enough, the camera stays at the finish line until every racer has finished. There is also a somewhat poignant story line about the single athlete from Chad, who shares no common language with any other athlete, and trains alone. When he loses in the semi-final heat, Ahmed Isa is ignored by the crowd, but not Ichikawa. Here is loneliness amid the shouts of tens of thousands."
Abstract This paper discusses the future prospects of Borders Book Store. It particularly discusses the need increase its use of technology, as Borders is, by definition, as company that sells low-tech products - books. The paper analyzes a proposal for including WiFi technology in Borders cafes and discusses the pros and cons of this addition. It concludes that test-marketing may be necessary to test the viability of using WiFi technology.
Table of Contents:
Borders Book Store
What is WiFi? Why WiFi? --Pros
WiFi--Cons
Test-marketing
From the Paper "The downside to including a WiFi network within Borders cafes is that customers may be more apt to do work or talk to their virtual friends on the Internet, than peruse Borders afterwards and buy books and magazines. The time spent on the Internet is time that will NOT be spent looking at Borders items for sale. Although the cafe is an important part of Borders business, if customers are coming just to access the WiFi network, Borders cafes will not necessarily have an additional attraction, as opposed to a local Starbucks or restaurant that also offers WiFi and perhaps a larger selection of food and beverage items. Also, customers who wish to do work or socialize upon their laptops usually come in alone, rather than in more lucrative couples from the cafe's point of view. When using the Internet, these solitary patrons stay longer, perhaps, then if they were just looking at magazine within the store, also minimizing the amount of places for customers to sit down and eat, and reducing the total amount of patrons able to eat at the cafe."
Abstract This paper examines the ambiance provided by David Lynch through sights and sounds in this bizarre glimpse at surreal suburbia. It looks at how "Blue Velvet" is packed with recurring motifs that enhance the overall quality of the film. These motifs are analyzed through multiple examples of how Lynch puts a spin on film noir techniques.
From the Paper "As the montage continues, the camera pans down from the sky to a white picket fence supporting a growth of American Beauty red roses; dissolve to a slow motion fire truck with a waving fireman on board; dissolve to another white picket fence with yellow tulips; dissolve to a traffic guard escorting children across the street; dissolve to a white house with a man watering the yard. Up to this point, the viewer is shown nothing less than a Norman Rockwell setting; a perfect suburbia with sunny skies and friendly people. At this point in the montage, Lynch gives us our first flicker of the unusual, from the shot of the man watering the lawn the scene cuts, instead of dissolves, to a woman inside the home watching television. "
Abstract The paper relates that Starbucks does not just sell the product but it also sells the ambiance which comes in the form of a European style coffee shop, a place where people can relax at any time of the day. The paper states that Starbucks has created a culture of making regular coffee drinking a sophisticated act for the American public. The paper also discusses how Starbucks made the company the most recognized and respected brand in the world.
Outline:
What are the main elements of Starbuck's differentiation strategy?
How did this strategy fit in the environment originally, and which resources and capabilities supported this strategy? What was the role of vertical integration?
How did this strategy evolve over time (US and internationally)?
The case ends in 1997, what happened after that? Describe the major changes that happened afterwards?
From the Paper "Deming was of the opinion that quality was an ongoing process and had to be constantly evaluated with reference to both internal and external environments affecting the organization. (DeVor, Chang, & Sutherland, 1992) The training of the workforce for instance has ensured that the quality of the coffee is always consistent. More important however, is that the employee can "educate" the customer about the coffee and the processes used to make the coffee. Trained employees are also able to instruct the customer about duplicating the coffee making experience within their homes. The average gourmet coffee drinker is also becoming more knowledgeable about brands, products and supporting accessories (espresso and gourmet coffee brewing machines) and Starbucks is probably responsible for this newly educated American customer."
Abstract This paper explains that Starbucks' competitive advantage is the strategy positioning of its coffee products within stores that stress service and a home-like ambiance. The paper relates that, after its initial success, Starbucks faced a great threat from its competitive rivals. The paper then examines the company's alternative strategies of increasing labor hours, product and service innovations, automation of the mixing processes and retail expansion. After evaluating the potential impact on sales and profitability of each alternative, the author recommends the expansion of the number of retail stores.
Table of Contents:
Executive Summary
Situation Analysis
Evaluation of Alternatives
Increasing Labor Hours
Retail Expansion
Product and Service Innovation
Automation of Mixing Processes
Recommendations
Conclusion
From the Paper "Service innovation had greater potential in this respect as it would not require partner acceptance and would not interfere with their speed of service. In this respect, the introduction of the stored value card had already proved to be a great success. The management of the company might consider similar innovations. This will help with formulating new positioning strategies that will enhance Starbucks' competitive edge. The critical need was to position the company differently from the smaller coffee chains. Currently there were no such positioning strategies."
Abstract This paper briefly discusses how one of the most famous German Baroque composers and musicians was Johann Sebastian Bach. It looks at how Bach came from a long legacy of musically inclined individuals, a family tradition which was epitomized by his life and career and how, through his heritage, education, and experience with the best musical programs in Germany, Bach quickly rose to the top of German society. He made friends with royalty and brought great discipline to even the most fractured musical schools in Germany. It also examines how the incredible ambiance of his original performances has continued through the generations into modern day performances, which give credence to the brilliance within every Bach composition.
From the Paper "Born in 1685, Johann Sebastian Bach entered into an already musically inclined family. His father, Johann Ambrosius, was under the employment of the Duke of Eisnach as a court trumpeter, (Smith, 1996). Johann Ambrosius also served as the director of musicians within their native town. Also musically inclined within the Bach family were his older brothers and uncles, who brought variety and expertise to the future composer and musician. In fact, it was his father who introduced him to the violin and harpsichord, and his older brother who directed him towards mastering the organ. Johann Sebastian Bach was forced to live with his oldest brother when both his parents died within a year's time, when he was still a child of nine years old. "
