Abstract This paper explains that strategic management is the continuous process of identifying and pursuing the organization's mission statement by aligning internal capabilities with the external demands of the environment. The paper then outlines the actions of planning, organizing, leading and controlling, which formulate the strategic plan for the proposed University of Perk CoffeeShop. The paper stresses that the demand for coffee, especially among college students, is apparent by the amount of coffee being consumed around the world; therefore, if done correctly, the coffee-by-the-cup business offers significant financial rewards for those entrepreneurs who have researched the market and have found the right location.
Table of Contents:
Abstract
Introduction
Planning Premises
Location and Atmosphere
Marketing
Product Analysis
Alternative Plan
Evaluation
Implementation of Plan
From the Paper "Location is the most important part of every retail business, especially the food service industry. University of Perk will be located at the University of Phoenix campus, thereby catering to the students and faculty of the college.
"University of Perk will provide a comfortable and inviting atmosphere for college students looking for a place to regroup and enjoy a nice cup of java or an atmosphere conducive to studying."
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 coffeeshop store design, which is of the utmost importance to the company, uses a terra cotta color scheme, reminiscent of coffeeshops 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 describes a marketing strategy for The Little Purple CoffeeShop. The paper begins by segmenting the market to identify a specific market with specific characteristics and needs. Next, the paper discusses how to position the product in order to meet the two major needs of this targeted market. The two major needs recognized are variety and a high degree of socialization. The paper then provides product development and marketing strategies to position the products based on these two recognized needs and to match the characteristics of the target market.
From the Paper "The Little Purple Coffee Shop is a new business designed to target a young market of social coffee drinkers. In this highly competitive market where the coffee shop will be competing against recognized and successful companies such as Starbucks and Gloria Jean's it is critical that the business targets a specific market effectively. This has been achieved by segmenting the market to create a target market with specific characteristics and needs. The product has then been positioned to meet the needs of this target market. Product development and marketing strategies have then been created to position the products as desired, and to meet the needs of the target market. This includes considering branding, product/service attributes, and product-support services. Overall, this information creates a specific product and service tailored to the needs of a specific market, with this helping to assure the success of The Little Purple Coffee Shop."
Abstract This paper takes a coffeeshop as a business model in order to suggest an improved running of the business. The author explains how In this highly competitive business world, it is important to adopt the most suitable management practices and therefore organizations are required to experiment with new concepts. He indicates that while some new ideas may serve one's business positively, others may not prove to be very successful and it all depends on the type of business and the organizational structure.
From the paper:
"Though the corporate world is changing rapidly, still the best way to gain an edge over your rivals is still what it used to be, i.e. adoption and implementation of sound business practices. But important thing is that the very definition of those practices has changed too and they are no longer what they used to be some decades ago. We have seen how in this age of cut-throat competition, the organizations are required to stay one step ahead of their rivals by continuously improving their services. But often marketing and management experts are amazed at the pace at which business values are changing and they are struggling with a practical definition of good business and sound strategies. The two things that have come to our notice in recent times are that customers are becoming the most important factor in all company policies, most firms are trying to achieve a customer-oriented approach in order to attract a loyal customer base. Another important thing is quality of the products; the customers are satisfied only when what they are being offered is better than the products of some other firms."
Abstract This paper covers all the aspects of developing a business, called "The Dark Side CoffeeShop" to cater to the needs of students at Denver University. The paper examines everything related to the start-up of the business, including competition, market analysis and profitability.
Table of Contents:
Executive Summary
Legal Structure and Ownership
Mission Statement
Industry
Competition
Direct Competition
Indirect Competition
Target Market
Needs, Wants and Motives
Strengths
Weaknesses
Opportunities
Threats
Demand Analysis
Anticipated Sales
Objectives and Goals
Logistics
Pricing Strategy
Marketing Communications Image
Marketing Message
Packaging
Advertising
Advertising Media
Promotion
Publicity Activities and Public Relations
Customer Relations and Customer Service
Personal Selling
Conclusion
From the Paper "Threats to our business would be Stella's for the atmosphere and Starbucks for the name. Because of our hours being later, from 4 pm to 2 am, we also are threatened by businesses that sell alcoholic beverages. We are trying to target those customers who do not drink alcohol. Those who do drink alcohol have the option of going downtown to the local bars, or if they want to stay close to campus, they can go to the Border, or the Stadium. Another threat could be other coffee shops trying to steal our ideas, thereby creating competition that is even more direct. It is because of this that we must establish a strong market, and customer loyalty, ensuring that these customers will come back, despite our competition."
Abstract In this article, the writer examines the coffeeshop industry in the Untied States. The writer points out that Starbucks is the dominant leader in this industry, followed by regional competitors Diedrich Coffee and the many individually owned and operated coffeeshops throughout the metro area and the nation. Starbucks, Dietrich Coffee, and the Coffee Bean and Tea Leaf Company, which has locations both throughout the Western US and internationally, are the three companies included in this marketing strategy and competitive analysis. The writer demonstrates that Starbucks dominates the U.S. coffee market from a retail perspective and has critical success factors of global growth and supply chain coordination as their most pressing challenges. The writer concludes that the competitive growth strategy of Starbucks centers on the management team's focus on the development and launching of stores, on international growth and on improving innovation and new product development.
Outline:
Introduction
Segmentation Strategies
Marketing Mix Analysis
Website Analysis
Market Position Analysis
Micro-environment versus Macro-environment
Customer Relationship Management
Societal Marketing
Concept Stages of the Product Life Cycle
Personal Buyer Decision Process
Competitive Analysis of Advertising Efforts
Supply Chain Management Assessment
Sustainable Competitive Advantages
References
From the Paper "Starbucks' segmentation is also globally-focused, as can be seen from the world map shown in the following graphic. Segmenting globally has raised an entirely new set of revenue opportunities for the company, which expects by 2009 to have the majority of its revenue generated outside the United States. Investment analysts tracking Starbucks agree with this assessment. The backlash against globalization from western corporations is a major issue for Starbucks global growth plans, and their approach to highly customizing their stores and hiring only local workers, giving them health insurance, profit sharing, and respecting local customs has helped make globalization successful to this point. There is an abundance of work going on inside Starbucks right now to bring GIS expertise in-house to aid in their segmentation planning based on taking both demographic, psychographic and attitudinal segmentation criteria overlaid against potential market areas."
Abstract The paper outlines a marketing plan for a coffeeshop that will be known as Coffee Time. The paper looks at difficulties in selling services, the target market, market research methods, consumer characteristics, the competitive environment as well as promotion and pricing strategies.
Outline:
Product or Service
Brand name & Rationale
Type of Business
Challenges of Selling Services
Target Market & Research Methods
Target Market Characteristics
Final Consumer Characteristics
Market Needs Being Satisfied
External Environment Influence
Market Research Techniques
Promotion Strategies
Initial Pricing Schemes
From the Paper "The product or service in this case is coffee as well as various tea drinks which are to be marketing in a concept for a coffee shop. The restaurant industry is composed of two major segments: the full-service segment and the fast food segment. However, over the past decade a novel concept has quickly been developing into a new segment of its own: the quick-casual segment. Coffee Time has found a niche market product in its mixed coffee/tea products and has planned its menu to include, in addition to fresh breads, such items as: salads, soups, gourmet roast coffees, and other specialty type food and drink items such as teas, chais, and other gourmet style teas. Per the coffee industry, the specialty coffee market is and always has been a fractured market with the exception of Starbucks ("IS"). "
Abstract This paper explores some of the economic statistics regarding the coffee industry, the major and not so major players in the industry, their success rate, the reasons for their success, and the likelihood of their continued success.
From the Paper "The coffee industry seems to be one industry that is recession proof. The demand for coffee has continued to rise in recent years despite struggles by other producers of similar goods. It seems that consumers are willing to pay for small luxuries, such as a caramel macchiato, even during tough times. The coffee business has grown exponentially not only in the United States, but also abroad. Many larger names in the coffee industry, such as Starbucks and Seattle's Best coffee (numbers 1 and 2 according to statistics) have already opened shop in dozens of foreign countries. It is likely that as demand continues to grow, so too will expansion. Large coffee businesses are not the only one's profiting however, from the boom in demand for coffee. Smaller players such as Peet's coffee and Dunn's have also realized growth during the last several years."
Abstract The paper focuses on presenting the steps for starting a coffeeshop and ensuring its successful functioning. The paper presents an analysis of the target segment of customers and the coffeeshop's specific features, continuing with the project's objectives, scheduling and management. The paper sets forth several recommendations aiming at presenting ideas that will ensure the coffeeshop's success in the medium term and long term.
Outline:
Project Specification
Business Case
Stakeholders
Keys to Success
Macro (Top Down) Cost Estimate
Work Breakdown Structure
Schedule and Key Milestones
Project Management
Risk Management Plan
Recommendations
From the Paper "Another key for the new coffee shop's success is a very good marketing strategy, especially regarding Public Relations. PR basically means doing a good thing and speaking about it. In other words, no matter how great the new coffee shop will be, unless it is very well advertised, it will not be worth a dime. The new coffee shop will be advertised on: business cards, T-shirts, travel mugs, coasters, glassware, sport bottles, ceramic cups, and others. Also, the coffee shop could be advertised on radio for greater success."
Abstract This paper presents an overview of the marketing plan employed by the Starbucks Corporation. The paper begins with an introduction to Starbucks and its aim to be the producer of great coffee and great coffeeshops. Following on from this, the paper shows how this company markets itself in order to achieve these objectives.
From the Paper "Starbucks Corporation's target markets are determined through demographic segmentation, particularly age segmentation. Starbucks consumers are generally classified into two divisions: the college students and business executives. These two large markets are the biggest consumers of Starbucks because the environment in which these consumers are placed are in a highly-dynamic environment, thereby resulting to the consumers? need for a stimulating drink that will keep the people going all day, which is what Starbucks coffee ultimately delivers."
Abstract This paper presents a brief synopsis of the Starbucks coffee company by looking at its product, its image, its history, and its objectives for the future. The paper looks at why Starbucks ' image has been tarnished, what it is doing to improve its image, how this is part of Starbucks' long-term business strategy, and how Starbucks' entry into the music industry is also part of their long-term business strategy. The paper also details how best to implement this strategy and what needs to be done in order to ensure continued growth and success.
From the Paper "The problem of Starbucks is of being a brand leader in a service industry, and the related product being in trouble internationally. In a way, one can say that the company has become very large and this is leading to attention on its behavior on the industry, not that any recent action has caused any trouble to the consumers or suppliers. At the same time, the company is in a position where it has to go beyond its position as a coffee shop, and the organization has already taken certain steps towards that end. To remove being a coffee shop, it has to build an image as an organization, and this is being sought through the selling of music CDs. As a product, the new line is quite different from the traditional product, or associated products that it was selling earlier. One has to remember that the organization started only as an outlet for coffee and moved into being a liquid coffee shop only later."
Abstract This paper discusses the growing problem of drugs in the United States and in the Netherlands. Although both countries are at opposites polls when it comes to drugs, the Netherlands is more lenient while the United States has stricter laws, it shows how neither has been successful in reducing the drug problem. It examines the laws of each country from the coffeeshops selling soft drugs and the legalization of cannabis in the Netherlands to the numbers of people locked away in the States for drig use and their cost to the tax payers. It proposes minor solutions to perhaps solve some of the problems but concludes that at present there is no real solution to the international drug problem.
From the Paper "The goals of Netherlands? drug policies have been with the hope that "decriminalization and eventual legalization of such drugs as marijuana and heroin will have nothing but beneficial effects. Criminal organizations that prosper under the current laws will suddenly find themselves out of business; addicts will no longer have to steal to feed their habit; and government regulators will ensure that users will not suffer overdoses or contract diseases" (Schuster 25). Many Americans have argued the above in the United States, Canada, and Great Britain. They feel that legalizing drugs would be the solution, but look at Netherlands, has it been the solution? Education concerning drugs they feel is important."
Abstract This paper is a case study of Starbucks coffeeshops. It provides details of the history of the company and continues through its growth and expansion overseas. In the conclusion, the author provides her advice as to how the company should go forward. Relative figures are included with the paper.
Outline:
History and Evolution of Starbucks
Key Events in the History of the Company
The Starbucks Model
The Key Issues and the Decision by Starbucks to go International
Some Negative Elements of Globalization Focused by Starbucks
Based on this analysis, my advice for Starbucks with respect to the next 3-5 year period
From the Paper "Seattle entrepreneurs Jerry Baldwin, Zev Siegl, Gordon Bowker founded Starbucks in 1971, locating their coffee importing business in Seattle's Pike Place market. The founders were content to grow the coffee importer to five stores in the metro Seattle area, and were gradually becoming known in the coffee industry, and as a result of these associations met Howard Schultz, who would eventually buy the chain and transform its business model. Mr. Schultz was passionate about introducing retailing concepts he had originally discovered during a trip to Milan, Italy and immediately after coming back from Italy, launched what would become the prototypical Starbucks stores, combining meetings places with good ambience for friends catching up with each other while enjoying a quality cup of coffee, calling these locations Giornale. As a result of the success of these stores Schultz purchased the Starbucks store chain in 1982 for $4M. As part of the retailing strategy Mr. Schultz began providing coffee to restaurants and espresso bars in the same year he purchased the company. Throughout the late 1980s Starbucks completed its first geographic expansions to Chicago and Vancouver, and also created its own catalog as well. Mr. Schultz has been known to focus on the socially responsible aspects of Starbucks since its founding and in 1991 initiated a relationship with CARE (an international humanitarian organization) and introduced CARE coffee sampler, and in 1992 Starbucks completed its IPO (initial public offering) on the NASDAQ National Market. The first half of the 1990s were years invested in the development of retail locations throughout the U.S. and the sale of music through retail storefronts in 1996, and also in the same year Starbucks opened locations in Japan, Hawaii, and Singapore. Within two years Starbucks launched stores in Taiwan, Thailand, New Zealand, and Malaysia, with Starbucks Coffee International in 1999 - 2000 timeframe launching new retail locations in China, Kuwait, Korea, and Lebanon. During this global expansion phase, Starbucks partners with Delek Group to open Starbucks retail locations throughout the Middle East including Israel. During the 2000 - 2003 timeframe global expansion continued with locations added in Paris, more retailing alliances formed globally and within the U.S. including Albertson's, and a more concentrated focus on acquisitions as well. The last three years of the company's history has included several acquisitions, joint ventures and alliances for entrance into foreign markets, and a series of research efforts to determine how best to enter the Indian market as well. In addition to the retailing strategy efforts, Starbucks has also moved into music recording with a joint venture with Concord Music Group to create the record label, Hear Music, which was announced in March, 2007. Hear is going to focus on internally known artists, with the first artist being Paul McCartney."
Abstract The paper discusses the opening of a new store called "Sweet Treats CoffeeShop and Bar". The paper analyzes the market, the trends, the demands forwarded by customers as well as the strategies implemented by the competition. The paper also discusses the development and implementation of a wide series of strategies focused around the store's core competencies and the main features which differentiate Sweet Treats from its competitors.
From the Paper "Sweettreats desires to create their own brand and will therefore not buy a franchise from other players in the industry. But this implies more risks and generates additional expenses. For instance, they will have to built, rent or purchase a location for their store. Then, they will have to acquire the necessary machineries and technologies. In addition, their being a new firm might generate reduced interest and trust from the community and the targeted audience. In this order of ideas, the officials at Sweettreats should start by finding a location for their future coffee and bar. It would have to be located in a friendly and safe neighborhood and in a central area, with intense traffic and where it could easily be accessed."
