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Starbucks Coffee, Japan, 2005.
This paper discusses the international marketing strategy of Starbucks in Japan.
950 words (approx. 3.8 pages), 2 sources, APA, $ 33.95
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Abstract
This paper explains that Starbucks' currently mixed success in Japan is evidence that attempting to replicate an American fast food franchise success story, without adapting to local tastes and needs, is a recipe for disaster. The author points out that, relying upon the Japanese taste for newness and Americana, Starbucks quickly found itself running up against (1) Japan's notoriously fad driven economy, (2) Japanese cultural differences such as smoking and (3) not providing enough tea alternatives. The paper relates that with so many Japanese people eating out, Starbucks Japan had many marketing problems relating to its food quality, in terms of freshness and selection; unlike in the U.S., ovens had to be installed in all stores to improve the freshness of its food offerings.
From the Paper
"Initially, it seemed that Starbucks had many advantages in adapting its "circular, green-and-black logo" to Japan. One external advantage enjoyed by Starbucks, an advantage integral to the Japanese culture, was the Japanese peoples' food buying habits. For instance, although it is an industrialized country, supermarkets are less common in Japan than they are in the United States. Many people shop and eat habitually in local neighborhood stores and eateries in Japan because it is impractical to drive to a large supermarket. Patronizing coffee and noodle shops is an ingrained part of local culture."
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Starbucks Prepared Coffee, 2004.
This paper examines the price elasticity of demand of Starbucks prepared coffees.
678 words (approx. 2.7 pages), 3 sources, APA, $ 23.95
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Abstract
The paper offers an analysis of the price elasticity of demand of Starbucks prepared coffees. The paper examines the price increase impact on sales and the selling of Starbucks coffee as a lifestyle product.
From the Paper
"Starbucks is an American corporation that provides prepared coffee in many forms, most of which involve espresso. The company's products, however, are more than just coffee. Starbucks is a cultural icon that purports to sell coffee primarily, but some observers believe that coffee is simply a stalking horse and that following the stalking horse is the marketing of a cultural phenomenon. (Jung) Jung contends that the company is marketing the Starbucks experience."
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Starbucks' Coffee Shops, 2004.
This paper discusses the design of Starbucks Coffee Company?s coffee shops.
1,190 words (approx. 4.8 pages), 3 sources, APA, $ 40.95
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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."
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| Term Paper # 94561 |
temporarily unavailable
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Starbucks' Coffee Company, 2006.
A five forces analysis of the Starbucks Coffee Company.
1,238 words (approx. 5.0 pages), 4 sources, MLA, $ 42.95
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Abstract
This paper paper attempts to apply Dr. Michael Porters' five forces model of competition' to the Starbucks Coffee Company. The paper also comprehensively describes the competitive environment in which the company operates. The paper further addresses how Starbucks defines its 'critical success factors' and establishes a sustainable competitive advantage.
Outline:
Introduction
Porters' Five Forces Model of Competition applied to Starbucks
Assessing Starbucks' Industry Competitors
Pressure from Substitute Products
Bargaining Power of Buyers
Bargaining Power of Suppliers
Potential Entrants
Starbucks' Competitive Strategy
From the Paper
"Regionalized competitors in the United States include Diedrich Coffee and Gloria Jean's Coffee Shops, with the former being concentrated in the Western United States. In the Northeast, Dunkin Donuts is the dominant competitor. Throughout Asia-Pacific nations including Australia, Gloria Jean's chains dominate advertising and branding and present the greatest competitive challenge to Starbucks in these regions of the world."
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Starbucks Corporation, The Coffee Dynasty, 2004.
This paper is a complete industry report about the Starbucks Corporation, the coffee dynasty.
6,840 words (approx. 27.4 pages), 11 sources, APA, $ 155.95
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Abstract
This paper states that Starbucks is a well-managed, aggressive company that has achieved consistent growth since its inception. The author believes that because Starbucks has shown vertical integration in the past, as in its roasting facilities, it should consider becoming involved in the coffee-growing portion of the industry, as a move toward further quality and price control. The paper recommends that the company cut its rate of expansion and decrease the channels of distribution because Starbucks has expanded at a rapid rate, opening a store a day in 1999. Charts. Attractive paper.
Table of Contents
The Early Years
New Leadership and Vision - Howard Schultz
Starbucks Strategy
Growth of Distribution Channels
Product Diversification
Human Resources
Retail Outlets
Chart 1 - Starbucks Growth
Industry Analysis
Industry Environment - Defining the Business
Competitive Analysis
Competitors and their Strategies
Barriers to Change
Substitution
Customer Segments
Industry Suppliers
Situation Analysis
SWOT Analysis Matrix
Financial Analysis
Valuation
Sales and Cash
Investment Positives
Investment Concerns/ Financial Recommendations
Chart 2 - Comparative Company Analysis
Case Recommendations
From the Paper
"Supermarkets, carrying a vast number of nationally branded premium coffee products, pose the greatest competitive challenge in the whole bean coffee market because supermarkets offer customers the convenience of not having to make a separate trip to a specialty store. In addition to these challenges, the company competes for whole bean coffee sales with numerous franchise operators and locally owned specialty coffee stores in both the United States and Canada. Although competition in the beverage market is fragmented at the time, a major competitor with substantially greater financial, marketing, and operating resources than Starbucks can enter this market at any time and compete directly against Starbucks."
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Starbucks and the Guatemalan Coffee Question, 2005.
A public relations strategy designed to counteract negative publicity following the use of Guatemalan coffee at Starbucks.
2,502 words (approx. 10.0 pages), 5 sources, MLA, $ 76.95
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Abstract
This paper looks at how Starbucks is combating an increasingly negative image, which neither its campaign for social responsibility nor its highly publicized charity and philanthropic activities have been able to negate. It explains that the negative image did not emerge from activities or strategies directly associated with the corporation, but with conditions plaguing Guatemalan coffee farmers.
From the Paper
"In early 1995, the U.S Guatemala Labor Education Project, a human rights group based in Chicago, reported that Starbucks' Central American suppliers were underpaying workers. Wages on the farms were about 33 cents per hour. Although, Starbucks does not own the plantations, UGLEP has threatened public protests unless the company uses its leverage to improve conditions (Simons 44). In October 1995, Starbucks drew up a code of conduct for the farms, but a year and a half later, "the conditions are still rotten, " says Rhett Doumitt, a UGLEP staffer based in Guatemala. Starbucks says that it commissioned a study of the Guatemalan farms to test the feasibility of enforcing standards (Simons 44). To date, it has done little to actively improve conditions despite claims of trying."
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CSR at Starbucks Coffee, 2008.
This paper analyzes the corporate social responsibility (CSR) policies at Starbucks.
742 words (approx. 3.0 pages), 3 sources, MLA, $ 26.95
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Abstract
This paper discusses Starbucks' efforts at corporate social responsibility (CSR). The paper analyzes Starbucks' policy regarding employee relations, environmental protection, an ethical means of procuring coffee and community building ventures in supplier nations. The paper reveals that, on the whole, the firm has managed to avoid serious controversy over its operating practices or community involvement. The paper uses this as evidence that Starbucks is making an effort to be recognized as a socially responsible corporation.
From the Paper
"Starbucks Coffee is indisputably the single largest coffee chain in the world with 15,000 locations around the globe. Starbucks can also be seen at designated spots at airports, grocery stores, universities and hotels. But with big business comes big responsibility and Starbucks is making commendable efforts to display a sense of corporate social responsibility. Not everyone would agree with Starbucks that it is highly ethical and very socially responsible but there has been little rage against the firm's operating practices so it can be argued that Starbucks is doing something right."
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Product Positioning Paper - Starbucks Coffee, 2006.
A marketing analysis and recommendation to Starbucks on the continuing growth of their frappuccino product.
3,085 words (approx. 12.3 pages), 6 sources, MLA, $ 90.95
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Abstract
This paper is a research paper on product positioning. In particular, this paper encompasses product positioning research and gives recommendations to Starbucks on their frappuccino product. It analyzes pricing, new and more attractive promotional programs, and distribution strategies to ensure continued growth of the product.
Table of Contents:
Thesis
Current Segmentation
Current Target Market
Current Positioning
External Influences
Internal Influences & Demographics
Situational Influences In The Decision Making Process
Nominal Decision Making Process
Post Purchase Process Analysis
Product
Place/Distribution
Price
Promotion
Conclusion
From the Paper
"Starbucks Frappuccino has been a dominant coffee brew for several years now. Product marketing to the current target segments and cultures are becoming less of a growth potential market because of product saturation and changing influences. Current segmentation, targeting and positioning have been extremely successful as of today. The understanding of external and internal influences attribute to the analysis of the current consumer base. The consumer decision-making process and the level of consumer involvement, along with a serious analysis of their post-purchase process complete the understanding of this Frappuccino success. In an effort to maintain and grow the Frappuccino product of Starbucks, a repositioning of the image must be considered. New pricing, new and more attractive promotional programs, and even distribution strategies must be addressed and implemented to successfully reposition the Starbucks Frappuccino product in the marketplace of tomorrow."
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Starbucks Corporation - A Coffee Dynasty, 2001.
An industry report on Starbucks, including early years, vision, strategy, industry analysis, competitive analysis, situation analysis, financial analysis and case recommendations.
7,089 words (approx. 28.4 pages), 11 sources, $ 158.95
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From the Paper
"Starbucks is a well-managed, aggressive company that has achieved consistent growth since its inception. The company has earned its place in business history as an innovative first-mover and has established a brand that is synonymous with quality. Starbucks sells premium coffee beverages and beans through company-owned and licensed retail outlets. The company?s stated objective is "to establish Starbucks as the most recognized and respected brand of coffee in the world". Through its retail outlets, the Seattle based company also sells bakery goods, confections, and coffee equipment and merchandise. The company has expanded both its product line and its marketing channels as it has grown. To serve these new channels, the company has partnered with several high-profile corporations, including PepsiCo, Dreyers, and Barnes & Noble. Starting with 17 stores in 1987, Starbucks has grown to 2,619 company operated stores located throughout the United States, Canada, and the United Kingdom exceeding the established goal of 2000 locations by year 2000. Starbucks is just beginning its international expansion, and plans to focus first on Asian markets."
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Starbucks International Operations, 2007.
This paper analyzes Starbucks Coffee's international operations.
3,216 words (approx. 12.9 pages), 18 sources, APA, $ 92.95
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Abstract
This paper examines Starbucks Coffee's move into the international market. The paper first describes the franchise's products and success in the United States. It then goes on to describe the challenges Starbucks faces now that it has taken on a global scope. The company's strategy was to establish Starbucks as the most recognized and respected coffee retailer in the world. The author compares and contrasts Starbuck's success in various international markets, including Japan and Europe.
Outline:
Strategies for International Expansion
Problems for Starbucks on the International Side
Future Outlook for Starbucks Internationally
Table 1 - Starbuck's International Presence
Appendix A
Appendix B International Market Risks
From the Paper
"Since 1987, Starbucks has transformed itself from a modest nine-store operation in the Pacific Northwest into a powerhouse multinational enterprise with 7,225 store locations, including some 1,600 stores in 30 foreign countries. During Starbucks' early years, when coffee was a 50-cent morning habit at local diners and fast-food establishments, skeptics had ridiculed the notion of $3 coffee as a yuppie fad. The popularity of Starbucks' Italian-style coffees, espresso beverages, teas, and pastries has made Starbucks one of the great retailing stories of recent history and the world's biggest specialty coffee chain. In 2003, Starbucks made the Fortune 500, prompting Schultz to remark, "It would be arrogant to sit here and say that 10 years ago we thought we would be on the Fortune 500. But we dreamed from day one and we dreamed big." "
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Starbucks, 2004.
Presents an executive summary for the Starbucks coffee company.
3,834 words (approx. 15.3 pages), 7 sources, MLA, $ 105.95
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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."
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Starbucks, 2002.
An overview of the operations of Starbucks coffee.
2,400 words (approx. 9.6 pages), 5 sources, $ 89.95
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Abstract
This paper analyzes the marketing of Starbucks coffee, including information about the product, the stores, the background of the company, promotions, placement, pricing, and product mix.
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Starbucks, 2004.
This paper is a case analysis of Starbucks in the premier coffee industry.
4,000 words (approx. 16.0 pages), 14 sources, MLA, $ 108.95
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Abstract
This paper explains that Starbucks' primary industry is gourmet or specialty coffee; however, in recent years, Starbucks has expanded its offerings to include a line of ice cream for supermarkets, a joint venture with Pepsi Cola to market is highly popular Frappuccino, items such as t-shirts and coffee mugs, and has continued to expand its sales to alternative outlets, such as food service and nontraditional retail sites, including Barnes & Noble, Holland America cruise lines, Seattle Kingdome, and United Airlines. The author points out that Starbucks has relied primarily on word of mouth as its best and most utilized form of advertising. The paper stresses that Starbucks has managed to create and implement a marketing strategy that appeals to nearly every segment of the population, from college students looking for caffeine while studying for midterms to senior citizens looking for a place to congregate and talk.
Table of Contents
Situational Analysis
Environment
Industry
Firm
Marketing Strategy
Problems
Strategic Alternatives; Selection of Strategic Alternative and Implementation
From the Paper
"Current or pending federal, local, or state legislation may change or impact an industry, firm, or marketing strategy. In recent years, Starbucks and other gourmet and specialty coffee retailers have faced increasing pressure to begin and continue purchasing Fair Trade Certified coffee and marketing it in their retail outlets and on their internet sites. Under an agreement reached with a fair trade organization, Starbucks and other proprietors of gourmet and specialty coffees will buy Fair Trade coffee from certified importers who ensure that they have paid coffee farmers a fair and reasonable price for their coffee beans. In addition to ensuring that a greater portion of the money goes into the pocket of the individual coffee farmers, such an agreement will enable Starbucks and other gourmet and specialty coffee retailers to improve the quality of coffee and the quality of life for individuals residing in developing countries."
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Starbucks, 2007.
This paper analyzes the Starbucks coffee chain.
877 words (approx. 3.5 pages), 1 source, MLA, $ 31.95
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Abstract
The paper discusses how Starbucks has rewritten the way the world drinks coffee and has changed many corporate functions. The paper highlights the political, economic and social qualities of Starbucks and reveals that perhaps the most distinctive aspect of Starbucks is its commitment to the environment and the suppliers they deal with, often in third-world countries.
From the Paper
"The political, economic, and social realities facing Starbucks are not nearly as influential as in many other businesses, at least at first glance. They are a coffee house, so it would seem they have little impact in other matters. However, Starbucks has rewritten the way the world drinks coffee, and it has rewritten many corporate functions, as well. In fact, in many areas Starbucks is rewriting how companies do business and are responsible in the communities they serve. Economically, the company is in good financial shape. They have increased earnings every year since 1995, and not surprisingly, have increased their stores from 165 global locations in 1992 to 13,168 in the first quarter of 2007 (Editors, 2007)."
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