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Starbucks and the Move into Malaysia, 2002.
An overview of the necessary knowledge for Human Resources personnel in reference to Starbucks' expansion into Malaysia.
6,818 words (approx. 27.3 pages), 9 sources, MLA, $ 154.95
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Abstract
The writer explains the background policies of Starbucks when entering Asian markets, showing how this complies with Starbucks' mission statement. The paper details the prospect of entering the Asian market with reference to economics, the market, religion, political stability, and other details which foreign investors need to be aware of. In conclusion, the writer describes the basic plan for entry into the Malaysian market and briefly discusses some problems that were encountered in doing so, and the solutions that were decided on.
Table of Contents:
Mission Statement
Our Operation
Malaysia - A Prospect in Capsule Form
- The Economic Base
- Consumer Market
- Political Stability
- Religion and Ethnicity in Relation to Politics and Marketing
- Foreign Operations and Business Practices
- Malaysia's Financial Strength and Prospects
- Indicators for Our Success in Malaysia
- Malaysia Banking Service
- Telecommunications
- Other Background Notes from U.S. Agencies Affecting the Plan
- The Plan and Conclusions
Bibliography
From the Paper
"The last ten years of fast growth, a factor we recognized early on, has created and increasingly wealthy Malaysian middle class, and more progress has been made in reducing poverty than in several Asian countries. This factor is likewise in our favor where Starbuck's expansion program is concerned.
"Demand for Western commodities were high until the recent Ringitt devaluation, but will certainly decrease for a couple of years. The government encouragement to buy Malaysian is another motivating factor for Starbuck's expansion into the country with our planned new facilities. As the SBI teams shall be hiring, training, integrating and blending Malays we shall very quickly become known more as a local rather than international presence in our expansion areas.
"Moreover, Malaysians are very brand and "prestige," conscious, and often base purchasing decisions on information from close associates and family. Special deals free gifts, and discounts - the deeper the better - also have some measure of success in marketing campaigns. Our recent historical research bears out this aspect of the typical Malaysian customers we seek and therefore contribute heavily toward the need for this expansion into this nation."
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Starbucks and Howard Schultz, 2006.
A review of the Starbucks Corporation focusing primarily on the strategy and planning of Howard Schultz, creator of Starbucks.
1,917 words (approx. 7.7 pages), 3 sources, MLA, $ 61.95
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Abstract
This paper takes a look at Howard Schultz and how he made the Starbucks Corporation the global success it is today. According to the paper, Mr. Shultz was an avid risk taker and his purchase and leadership of Starbucks impelled him to take many a risk.
From the Paper
"In any established market, there are always going to be price-sensitive customers, quality-sensitive ones and convenience-sensitive ones. Since there are always some customers who love service and others who love the experience, Mr. Shultz responded to this risk by accepting it and creating a strategy aimed at serving the desires and tastes of all customers. Starbucks is a place one can go for quality coffee, relaxation, to meet with friends, to study, to read, to chat or to surf the internet. It is a place for everyone. Mr. Schultz transformed Starbucks into a designer name brand of coffee shops. The employees, the atmosphere, the coffee and the coffee related products magnetize people. Had Mr. Schultz not taken the risk of emulating the Italian espresso bars, I doubt if Starbucks would have as much success that it does today."
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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' 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 Business Requirements Analysis, 2006.
A business requirement analysis of the Starbucks corporation.
1,924 words (approx. 7.7 pages), 2 sources, MLA, $ 61.95
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Abstract
This paper forms a business requirement analysis of the Starbucks corporation. The objectives of this business requirements analysis are to define an online catalog system for Starbucks that includes m-commerce (mobile e-commerce) capabilities. This business requirements analysis evaluates both the use cases and requirements of the catalog management system for the Starbucks website, Starbucks.com, and also further evaluates the integration and infrastructure requirements for supporting m-commerce.
Contents:
Executive Summary
Business Requirements Analysis
Use Cases for Catalog Sales Management
Use Cases for Real-time Price, Availability, and Order Status
Technology Project Plan
Starbucks Solution Plans: Catalog Management must include e-Commerce System (includes Order Capture, Order Status, Order Management, and m-commerce Integration)
From the Paper
"AMR Research (2003) has stated that fully 70% of the cost of implementing a catalog management system is in changing the behaviors of existing users. Called change management, this area focuses on getting both users internal and external to the company to change how their jobs are done daily.
The internal stakeholders of sales, product management, service, operations, software engineering, and all other support services need to have a comprehensive understanding of the entire launch process first for the catalog management system they will use to sell their specific products. In fact these organizations need to be included in the development processes and cross-functional development meetings so the needs not only for their own departments but also to enable them to synchronize their efforts with others are critical.
For customers, the launch of the new catalog has to stress ease and speed of navigation and the ability to get real-time pricing and availability on any order, anytime. The need for education is the most critical, and the ability to position and promote both catalog management, e-commerce including order capture, and order management applications. "
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Starbucks, 2007.
This paper examines Starbucks' history, marketing strategies and organizational structure.
955 words (approx. 3.8 pages), 5 sources, MLA, $ 33.95
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Abstract
This paper explains that Starbucks is able to utilize a differentiation marketing strategy because coffee and coffee products appeal to a large and loyal consumer segment and Starbucks products are well recognized by these consumers. The author points out that the major difference between Starbucks' hierarchical structure and other companies is that Starbucks' mission and strategy is not to let the consumers decide which way the company moves but requires their partners and managers to build the company from the inside out. The paper suggest that because Starbucks may have grown to its potential, it needs to focus on keeping its consumers interested in those products and services that provide the company and stakeholders the best return on their investment.
Table of Contents:
Introduction
Starbucks: From the "Grounds" Up
SWOT Analysis
Evaluation of SWOT & Environmental Factors
Marketing Strategies
Organizational Control Systems
Recommendations of Structural Organization
From the Paper
"According to Howard Schultz in his book, "Pour Your Heart into It," fine coffee was introduced by Alfred Peet, an importer of coffee to America. Starbucks was founded in 1971 by Gerald Baldwin, a literature major and English teacher, and Gordon Bowker, a writer, and Zev Siegl, a history teacher, who later sold his portion of the company to move on to other things. They had purchased Peet's imported coffee by mail-order for many years for their four stores. However, Howard Shultz did not learn about the company until 1981. At that time, he discovered that consumers wanted quality coffee..." that tasted good.
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Starbucks, 2005.
A case study of the Starbucks Corporation.
1,125 words (approx. 4.5 pages), 2 sources, $ 44.95
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Abstract
This paper examines how there are a number of issues confronting Starbucks Corporation within the given case study. It looks at how the current strategic direction of the company in the view of senior management, will allow Starbucks to sustain growth through the development of the Starbucks brand image and by increasing the presence of Starbucks in diverse markets both in North America and around the world. In this analysis the issues confronting Starbucks would appear to be mainly a balancing of the diverse opportunities presented to the company by its rapid growth.
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Starbucks' Challenges, 2005.
Examines the challenges faced by coffee giant Starbucks as they open more shops internationally and face competition by local tea cultures.
1,245 words (approx. 5.0 pages), 5 sources, MLA, $ 42.95
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Abstract
Starbucks has recently shown profound growth that is tempered by concerns over stores in foreign markets and the rise of a tea culture in the United States. In recent years, Starbucks' revenues have soared and the number of stores has increased dramatically. This paper shows that one potential cause for concern is a new focus on opening stores in rural and low-income areas, as opposed to the well-established success in high income, urban areas. In the global market, cultural differences have impacted Starbucks' potential success, especially in Japan. The paper shows that the strong coffee culture that played a role in Starbucks' success in America is not necessarily present worldwide. In the U.S., the potential growth of a tea culture may damage Starbucks' hold on the beverage market, especially given that the company faces stiff competition from competitors who may better embody the values of the tea culture.
From the Paper
"However, this growth is likely to be limited not only by a potential reluctance to the values of coffee culture, but also by a number of practical concerns. For example, space limitations dictate that the average Japanese apartment does not have a coffeemaker. Instead, instant coffee is served at home, and also given to guests. Price and availability also limit the consumption of coffee in Japan. Note Weinberg, and Bealer (2002), "outside of fancy restaurants, which are out of reach for the average Japanese, fine coffee is still hard to find" (p. 145)."
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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 Coffee, 2007.
This paper examines the successful marketing strategies employed by Starbucks Coffee.
1,094 words (approx. 4.4 pages), 3 sources, MLA, $ 38.95
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Abstract
In this paper, Starbucks Coffee messaging is analyzed from a promotion and pricing analysis perspective, with specific attention to television, Internet and point-of-purchase media strategies. Starbucks' promotional messaging is analyzed in the context of each media strategy the company has chosen to use, including how the company positions its products for its target markets. The paper also evaluates how Starbucks' product life-cycles are rapid and marked with high levels of innovation. The paper concludes that due to Starbucks' many lifetime customers and a product strategy that never stops due to the multi-hemisphere focus of the company, Starbucks dominates global coffee service today.
Outline:
Introduction
Messaging Analysis
Analysis by Media Strategy
From the Paper
"Starbucks wisely supplants this "reward yourself" messaging with a focus on their core demographic of coffee drinkers looking for the caffeine to excel at their many activities, both professional and personal. This is readily apparent in their TV spots showing the young professional going off to work with a Double Shot in their hand. This is a motivating spot in that there is a marching band behind the young professional and even a cheering section when he gets to his desk. Clearly, caffeine sells. This specific commercial was called "Eye of the Tiger" as the band itself follows him through his morning routine and out the door to work."
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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' International Strategy, 2004.
An overview of Starbucks' international strategy with a special focus on Europe and the German dilemma.
6,580 words (approx. 26.3 pages), 16 sources, MLA, $ 151.95
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Abstract
This paper focuses on the general framework for international business with an emphasis on the Starbucks Corporation. Porter's model is used to show threats and opportunities for internationalising a business. It further examines the coffee market in general focusing on the American market. It also investigates market potential and market risk for Starbucks and their further expansion.
Outline
Introduction
Starbucks' International Strategies
Starbucks in Germany
Joint Venture with KarstadtQuelle AG
Conclusion
Appendix II
Table of References
From the Paper
"Joint ventures describe the collaboration of a domestic with a foreign company in order to enter a target market. The domestic company is often used to provide market, customer and cultural information about its market, it can be used to get access to its distribution network and in some cases foreign governments might require the integration of a local company in order to grant access to their market. Partner skills can be integrated and special knowledge can be used to gain market benefits. And above all a lack of resources may make it necessary to find a partner in order to be able to enter a foreign market."
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Marketing Starbucks, 2004.
This paper is a marketing plan for Starbucks Corporation in the specialty coffee industry.
1,700 words (approx. 6.8 pages), 1 source, MLA, $ 55.95
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Abstract
This paper explains that Starbucks Corporation?s target markets are determined through demographic segmentation, particularly age segmentation, and are generally classified into two divisions, college students and business executives. The author points out that the Starbucks Corporation?s pricing strategy is largely based on competition. With prices ranging from a minimum of $8 and a maximum of $18, Starbucks coffees are in the average price range for the specialty coffee market. Starbucks? wide range of business activity allows it to utilize numerous channels of product distribution. The paper relates that the company adapts vertical channel integration, wherein the corporation owns and operates its own production facilities, warehouses, and retail stores.
Table of Contents
Organizational Mission
Organizational Objectives
Marketing Objectives
Marketing Strategy
Target Market
Marketing Mix
Product Strategy
Pricing Strategy
Distribution Strategy
Publicity Strategy
Advertising Strategy
Personal Selling Strategy
Sales Promotion Strategy
From the Paper
"The introduction of new products in the company is seen through the promotion of the following products: the ready-to-drink Starbucks Doubleshot, Starbucks Ice Cream, and Starbucks Coffee House Blend brand. The RTD drink Doubleshot is a new Starbucks product aimed to satisfy the needs of consumers who are always in a hurry. Thus, Doubleshot is a Starbucks product that is ?[t]he ideal way to start a busy day!? Meanwhile, Starbucks Ice Cream is a product aimed mainly to college students who love the traditional Starbucks traditional coffee beverage taste ice cream form, and this product is available in six (6) flavors. Lastly, the special signature brand House Blend Coffee of Starbucks introduces a new way wherein home-based consumers will also enjoy the goodness of Starbucks coffee. This product comes in different flavors (ranging from African, Arabian, to French Roast flavors), customized to fit the coffee-lover?s taste and need for new, yet, equally delicious taste of the traditional Starbucks coffee."
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IT and Starbucks, 2005.
A look at the information technology methods used by Starbucks.
1,015 words (approx. 4.1 pages), 3 sources, MLA, $ 35.95
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Abstract
This paper explains how Starbucks Inc. uses IT in its business model. It shows that information technology is used in a wide variety of ways, both in-store at the customer level and behind the scenes. It argues that the reason Starbucks is successful is because Starbucks has never shied away from using information technology in its most important role as a behind-the-scenes tool for success.
From the Paper
"Perhaps the most interesting thing Crynes has done is to develop a concept of ?IT Lite.? Because technology, for Starbucks, is not center-stage but is used rather to facilitate the smooth running of its business, it needs to be included in all strategic planning processes. This means that whenever Starbucks is planning to shift a particular business practice, the goal will be to include IT as a component of that planning process to ensure that the new plan will have the greatest degree if technological support possible. In other words, the IT is there to support the business, not as a selling point itself."
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Starbucks, 2005.
A case study of the Starbucks chain and their success.
1,350 words (approx. 5.4 pages), 2 sources, $ 53.95
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Abstract
This paper takes a look at the 'coffee culture' of our generation with the understanding that the Cafe is an alternative to bars or pubs. This paper takes a specific look at the Starbucks chain, the history of Starbucks and how Starbucks became the leader of coffee products in the USA.
From the Paper
"Cafes are linked to social purposes in that they are places of relaxation where coffee stimulates conservation. They very consciously serve as an alternative to bars. The focus in this paper is Starbucks, a specific alternative among cafes such as Second Cup, Timothy's or Java Jive. Several notable features distinguish Starbucks from other coffee shops. Starbucks began by developing an Espresso Roast coffee which eventually became the leading coffee product in the United States. Quality standards are judged by aroma and flavor, and employees are equipped with the best available technical expertise."
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