Starbucks Coffee Marketing

In: Other Topics

Submitted By richa03
Words 11534
Pages 47
no. 1-0023

Starbucks Coffee Company*
On an overcast February afternoon in 2000, Starbucks CEO Orin Smith gazed out of his office window in Seattle and contemplated what had just occurred at his company’s annual shareholder meeting. In prior years, the meeting had always been a fun, all-day affair where shareholders from around the country gathered to celebrate the company’s success. This year, however, Smith and other senior Starbucks executives heard an earful from the activist group Global Exchange. A human rights organization dedicated to promoting environmental, political, and social justice around the world, Global Exchange criticized Starbucks for profiting at the farmer’s expense by paying low prices and not buying “fair trade” beans. Not only did the activists disrupt the company’s annual meeting to the point that the convention hall security police asked the activists to leave, but they also threatened a national boycott if the company refused to sell and promote fair trade coffee. Although Smith strongly disagreed with using the shareholders meeting as a public forum, he knew there was a strong likelihood his company could face serious reprisals if it did not address the issues raised by Global Exchange. Fair trade began after World War II as religiously–affiliated, non-profit organizations purchased handmade products for resale from European producers. During the 1970s and 1980s, the concept evolved further into buying crafts from low-income, third-world producers at a “fair” price and selling those products in Western markets.1 Fair trade was an economic model based on fair labor compensation and mutual respect between producers and consumers. By the late 1990s, the fair trade movement had gained a foothold in the United States, and in early 1999, TransFair USA, a third party certification agency, launched its Fair Trade Certified coffee label. During…...

Similar Documents

Starbucks Coffee

...STARBUCKS SUBMITTED TO: SUBMITTED BY: Dr. R. SUJATHA SHIVANGI SRIPAT A0102311058 MBA-HR, B-09 Starbucks Corporation is an American global coffee company and coffee house chain based in Seattle, Washington. Starbucks is the largest coffee house company in the world, with 20,366 stores in 61 countries, including 13,123 in the United States, 1,299 in Canada, 977 in Japan, 793 in the United Kingdom, 732 in China, 473 in South Korea, 363 in Mexico, 282 in Taiwan, 204 in the Philippines, and 164 in Thailand. Starbucks sells hot and cold drinks, coffee beans, salads, hot and cold sandwiches, sweet pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. From Starbucks' founding in 1971 in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly. In the 1990s, Starbucks was opening a new store every workday, a pace that continued into the......

Words: 1064 - Pages: 5

Starbucks Coffee Executive Summary

...Starbucks Coffee Executive Summary STARBUCKS COFFEE COMPANY EXECUTIVE SUMMARY Starbucks Coffee Company is North America's leading roaster and retailer of specialty coffees. Headquartered in Seattle, WA, Starbucks has 931 retails stores and 75 major airport locations. The Company's objective is to establish Starbucks as the most recognized and respected brand of coffee in the world. To achieve this goal, the Company will continue to rapidly expand its retail operations, grow its mail order and specialty sales operations, and selectively pursue other opportunities to leverage and grow the Starbucks brand through the introduction of new products and the development of new distribution channels. Employees are one of the most important resources to Starbucks. If the company is to prosper, the employees must be treated well. All employees are eligible for Starbucks' health care and benefits package, as well as a starting wage above the minimum. Starbucks' strong commitment to the environment is guided by an environment committee. The Company endeavors to offer an environmentally safe product, as it believes that the welfare of people, plant and product are linked. Starbucks prides itself on being a "good citizen" locally and in the various coffee producing countries. They make significant contributions to local charities that focus on children, the environment, the homeless, and AIDS research/support.  Financially, Starbucks has had solid earnings and returns. While still in......

Words: 8226 - Pages: 33

Starbucks Coffee

...Starbucks đang bị tín đồ cà phê Việt xa lánh? | | |Trái ngược với hình ảnh chen lấn, xếp hàng dài chờ đợi trong lần khai trương quán cà phê đầu tiên Việt Nam, mới đây Starbucks khai| |trương quán cà phê thứ hai trong một khung cảnh lạnh lẽo đến bất ngờ... | |[pic] | | | | | |Sự xuất hiện của "người khổng lồ Mỹ" Starbucks những trưởng sẽ đảo chiều thị phần cà phê Việt, thay đổi phong cách hưởng thụ hương| |cà phê truyền thống của Việt Nam. Đặc biệt khi nhìn vào hình ảnh hàng trăm người xếp hàng chen lấn để mong được thưởng thức ly cà | |phê Starbucks khi thương hiệu này khai trường quán cà phê đầu tiên tại TP.HCM ngày 1/2/2013.   | | | |Tuy nhiên theo nhận định thì việc nhiều người đổ xô thậm chí là chen lấn trong ngày quán cà phê Starbucks khai trương chỉ là một | |trong hàng loạt chiêu thức PR của hãng cà phê nổi tiếng này. Một luồng ý kiến thì cho rằng việc nhiều người...

Words: 1569 - Pages: 7

Starbucks Coffee

...Executive Summary: Starbucks coffee is an American coffee company founded in the United States in 1971. They are best known for serving a wide range of Fresh‐brewed coffee, hot and iced espresso beverages, Frappuccino coffee, non‐ coffee blended beverages, smoothies and Tazo teas. They also have a wide variety of selection of food items that are packaged to choose from. Their head office is located in Toronto and currently has 5 key employees in the Human Resources Department that are managing the training of new hires. Their coffee has always been about quality and passion in making and serving its customer with a perfectly made beverage. Starbucks Mission is to inspire and nurture the human spirit one person, one cup and one neighbourhood at a time. To accomplish its mission, Starbucks has principles that guide all of its employees as they go about their daily business: * Our Coffee – It has always been, and will always be, about quality. * Our Partners – We always treat each other with respect and dignity. And we hold each other to that standard. * Our Customers – When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. * Our Stores – It’s about enjoyment at the speed of life – sometimes slow and savoured, sometimes faster. Always full of humanity. * Our Neighbourhood – We can be a force for positive action – bringing together our partners, customers, and the community to......

Words: 358 - Pages: 2

Starbucks Coffee

...How Starbucks Coffee changed the Coffee Industry Submitted by JAVIER SEPULVEDA Prepared for Jeffrey Bramlett BUSN 6120, Managerial Economics Spring 1 semester, 2013 Section OF Webster University March 2, 2013 CERTIFICATE OF AUTHORSHIP: I, xx, certify that I am the author.  I have cited all sources from which I used data, ideas, or words, either quoted directly or paraphrased.  I also certify that this paper was prepared by me specifically for this course. Javier Sepulveda 03/02/2013 Signature Date ABSTRACT The importance of coffee to the world economy cannot be overstated. It is one of the most valuable primary products in world trade, in many years second in value only to oil as a source of foreign exchange to producing countries. Its cultivation, processing, trading, transportation and marketing provide employment for hundreds of millions of people worldwide. Coffee is crucial to the economies and politics of many developing countries; for many of the world's Least Developed Countries, exports of coffee account for more than 50 percent of their foreign exchange earnings. Coffee is a traded commodity on major futures and commodity exchanges, most importantly in London and New York. In my research Paper, I would like to review and analyze the impact of Starbucks Coffee in the coffee industry as it growth has become synonymous for coffee with a new type of café culture from its birth in the 1970s. The Starbucks......

Words: 3785 - Pages: 16

Starbucks Marketing

...Introduction of the Starbucks     Starbucks Corporation is an American global coffee company. It is the largest coffeehouse chain in the world, with 19,972 stores in 60 countries which headquarters based in Seattle, Washington. Starbucks is named after the first mate in Herman’s Moby Dick. It was founded on March 30th in 1971 by Gerald Baldwin, Gordon Bowker and Zev Siegl. And the Starbucks’ CEO is Howard Schultz nowadays. The company’s logo is also inspired by the sea-featuring a twin-tailed siren from Greek mythology. Until 2012, the company has an annual turnover of $13.29billion.      Initially, Starbuck only sells high-quality bean coffee, drinks, salads, sandwiches and baked food through their company-operated retail stores, with the rapidly development of Starbuck, the company also offered bottled beverages in locality stores and grocery stores. In 1991, Starbucks established a relationship with CARE an international humanitarian organization and establishes a line of premium ice creams and offers a line of premium teas in the market, which was the beginning of the company’s international expansion effort. In 1992, Starbucks successfully listed. And in the later several years, this company has already acquired some small business. Then, Starbucks begin to expand its global marketing.     The Company’s objective is to establish Starbucks as the most recognized and respected brand in the world. In realizing and achieving this goal, the Company plans to continue to......

Words: 4402 - Pages: 18

Starbucks Coffee Hom

...STARBUCKS COFFEE Hospitality Organizational Management I. History The history of Starbucks starts back in 1971 when the first store opened in Seattle, Washington. Jerry Baldwin, Zev Siegl and Gordon Bowker got the idea from Alfred Peet (of Peet's Coffee fame). The store initially sold just coffee beans and coffee making equipment rather than the drinks they have become so famous. After about 10 years, Howard Schultz was hired as Director of Retail Operations and came to the conclusion that they should be selling drinks rather than just beans and machines. He couldn't convince the owners, so he went his own way to start the Il Giornale chain of coffee bars in 1986. The next year, Baldwin and the others sold Starbucks to Schultz who then renamed his Il Giornale locations to Starbucks and quickly started to expand. After conquering Seattle, the chain spreads across the United States and then internationally. The first location outside of North America was in Tokyo and they still have a sizable presence in Japan today. Over the course of its history, Starbucks has bought or acquired companies like Peet's and Seattle's Best Coffee, and took over many locations of Coffee People and Diedrich Coffee stores. In the 1990s, Starbucks was offering stock options to employees and went public. Today, Starbucks has expanded to more than 17,000 stores in 55 countries around the world. Their biggest presence is still in the United States, with 11,000 locations. You can find a...

Words: 3852 - Pages: 16

Reward Programs of Starbucks Coffee

...CHAPTER I INTRODUCTION Starbucks Reward Program has found a new way to connect with other customers such as creating an internet site where they can gather information about their rewards and points. Therefore; we will conduct more research about the rewards program that they have, and what will be the good benefits of it for their customers. We will show the kinds of rewards they have and its backgrounds. Thus, this can be a preference for the other Starbucks Patronisers if they still don’t know what other reward programs they can have and what will be the advantages and disadvantages of it. However, these rewards have some misfires that you will know. This study will only occur from August to October 2014. We will only gather first information from the questionnaires and interviews that we will conduct to provide the most accurate information and to prevent false information. Background of the Study Starbucks Reward Program encourages their customers to buy their products because of rewards. Reward programs of Starbucks were created to test the loyalty of their customers. There have been changes about their rewards to test the loyalty of the few. Starbucks Rewards Program also has the capability of giving their customers satisfaction by giving them back the gratitude for buying their products. The purpose of the study is to identify the credibility of the reward program of Starbucks Coffee. Rewards Program of Starbucks also allows customers to access or to track......

Words: 10698 - Pages: 43

Branding Starbucks Coffee

...Starbucks Coffee Estudio de caso: Claudio Covacevich P. Preparado por Starbucks Corporation (NASDAQ) es una cadena internacional de café fundada en Seattle, Washington. 1. Es la compañía más grande de café del mundo, con aproximadamente 16 000 locales en 44 países. Historia En Estados Unidos, hablar de café es pensar en Starbucks. La sorprendente cadena de cafeterías norteamericana va camino de lograr lo que un día se propuso su principal impulsor y máximo responsable de su estrategia, Howard Schultz: convertirse en la marca más conocida y respetada del planeta. Asentada en un concepto muy específico de servicio al cliente y propulsada por una agresiva y fulgurante expansión nacional e internacional, la compañía ha logrado que su popular sello de identidad Historia Todo empezó con una cafetería en Seattle en 1971, y en poco tiempo comenzó su crecimiento a escala local, entrando en el negocio de la importación de café y tostando el grano en una planta propia. El negocio dio un giro de 180 grados cuando, en 1982, Howard Shultz entró en la compañía encargado de dirigir las tareas de marketing y de gestión del negocio minorista. El directivo realizó un viaje a Italia en 1983 en el que descubrió el encanto de las cafeterías de Milán, el sabor de los “espressos” y el placer de pararse a saborear una taza de café en un entorno agradable. Convencido de que ese Historia La visión de Schultz se tradujo en locales acogedores, en los que los clientes......

Words: 1572 - Pages: 7

Starbucks Coffee a Case Study

...1. INTRODUCTION OF STARBUCKS COFFEE The company, Starbucks Coffee was initially incorporated in the year 1971 by 3 entrepreneurs in Seattle where the business of the company is mainly selling whole bean coffee. Throughout the years of 1990s, Starbucks Coffee under the leadership of Howard Schultz, the company had expanded and growth rapidly with several efforts done. Starbucks coffee started its global expansion from year 1996 opening its first store outside of North America in Japan. Opening globally made Starbucks Coffee Company to record total net revenues of USD 9.8 billion for its business sales and operation. One of the Starbucks Coffee Company globally expansion market is Malaysia Food and Beverages Industry. Starbucks Coffee Company expanded to Malaysia in year 1998. The mode of entry of Starbucks Coffee Company to Malaysia expanding and operating its business through the mode of licensing. Berjaya Corporation Berhad is the company that obtained the license to operate Starbucks Coffee Company locally. Berjaya Starbucks Company Sdn. Bhd. Is formed and jointly owned by Starbucks Coffee International and Berjaya Corporation Berhad. Starbucks Coffee Malaysia opened its first store on 17th December, 1998 at KL Plaza Bintang, Kuala Lumpur. The business of Starbucks Coffee Malaysia basically are selling of espresso and coffee beverages, non-espresso and coffee beverages, coffee-related accessories and equipment, gift and merchandise, souvenirs, pastries and......

Words: 4629 - Pages: 19

Marketing of Starbucks

...Starbucks is a international store of coffee. Its business operation is all over the world. Therefore, we choose two counties, U.S.A. and Taiwan to explore Starbucks’ business operation and its marketing development issue. During the project, we would like to discuss about Starbucks their product marketing development and quality control management. For the product marketing development, we would like to through the questionnaire to know about what the customer’s preferences in the Starbucks coffee beverage. For the quality control, how to ensure that the products or services that are provided meet specific requirements and characteristics, such as being dependable, satisfactory, and safe. Furthermore, we would find out the product develop plan in several years of Starbucks from survey counties. In survey, we would like to put into practice what has been learned in the marketing, international marketing and quality control management. And, we hope that we can use the presentation skills and communication skills learnt in Higher Diploma and have a good performance. Starbucks' have three target audiences in USA and Taiwan: Adults Starbucks’ primary target market is men and women aged 25 to 40. They account for almost half (49 percent) of its total business. Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare. Young Adults Young adults aged 18 to 24, total 40 percent of Starbucks' sales. Starbucks positions......

Words: 1813 - Pages: 8

Starbucks Coffee

...CASE STUDY: STARBUCKS COFFEE BY: KATHLEEN LEE GRC 411 CASE STUDY: STARBUCKS Brief History: The first Starbucks location opened in 1971. The name is inspired by Moby Dick’s first mate. This name and the mermaid logo were inspired by the love of the sea, from Starbucks original location in Seattle Washington in the heart of Pike Place Market. Starting as a single shop specializing in high quality coffee and brewing products the company grew to be the largest roaster in Washington with multiple locations until the early 80’s. In 1981, current CEO Howard Schultz, recognized a great opportunity and began working with the founder Jerry Baldwin. After a trip to Italy to find new products, Schultz realized an opportunity to bring the café community environment he found in Italy to the United states and the Starbuck’s brand we know today began to take form. Selling espresso by the cup was the first test. Schultz left Baldwin to open his own Italian coffee house Il Giornale which found outrageous success and in 1987 when Starbucks decided to sell the original 6 locations, Schultz raised the money with investors and purchased the company and fused them with his Italian bistro locations. The company experienced rapid growth going public in 1992, and growing tenfold by 1997, with locations around the United States, Japan and Singapore. Starbucks also began expanding its brand. According to George Garza in his article The history of Starbucks the following product......

Words: 2531 - Pages: 11

The Marketing Strategy of Starbucks Coffee

... Introduction Starbucks has been leading the coffee shop market in more than 40 years now. It has always been the place to find the world's best coffees. Its first store was founded at Pike Place Market in Seattle, Washington, United States. It has given a positive outcome so they serve consumers all over the world. The success of Starbucks coffee had come this far because they expand their operation and services and didn't limit their products. They sell not just coffee but tea, pastries, frappuccino, beverages and smoothies as well. Starbucks is the largest coffee house company in the world ahead of UK rival Costa Coffee, with 22, 551 stores in 65 countries and territories, including 12, 739 in Canada, 1,117 in Japan and 830 in the United Kingdom. From Starbuck' founding in 1971 as Seattle coffee bean roaster and retailer, the company has expanded rapidly. Between 1987 and 2007, Starbucks opened on average two new stores every day. Starbucks had been profitable as a local company in Seattle in early 1980's but lost money on its late 1989's expansion into the Midwest and British Columbia. Its fortune did not reverse until the fiscal year of 1989-1990, when it registered a small profit of $812, 000. By the time it expanded into California in 1991 it had become it trendy. The first store outside the United States or Canada opened in Tokyo in 1996, and overseas stores now constitute almost one third of Starbucks' stores. The company planned to open a......

Words: 9092 - Pages: 37

Starbucks Coffee Company

...SUMMARY ABOUT STARBUCKS Starbucks Corporation is an international coffee and coffeehouse chain. Starbucks is the largest coffeehouse company in the world, with 16,120 stores in 49 countries. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs and coffee beans. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also sold at grocery stores. Starbucks establish as the premier purveyor of the finest coffee in the world while maintaining their uncompromising principles as they grow. The following six guiding principles are the main company mission. First of all they provide a great work environment and treat each other with respect and dignity. Secondly they embrace diversity as an essential component in the way we do business. Moreover they apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. Also they develop enthusiastically satisfied customers all of the time. Furthermore they contribute positively to our communities and our environment. And finally they recognize that profitability is essential to our future success. The company’s environmental mission statement is that Starbucks committed to a role of environmental leadership in all facets of our......

Words: 3699 - Pages: 15

Costa Coffee vs Starbucks -Marketing

...How Costa Coffee would benefit and create additional value for their coffee store clients by using elements of Starbucks marketing strategy? Contents Introduction 3 Coffee Market in the UK 3 Market Leading Coffee Shops in the UK 4 Costa Coffee 4 Identifying competition 6 Starbucks 6 Conclusions 8 Recommendations 9 References 11 Appendix 1 13 Appendix 2 14 Appendix 3 15 Introduction Competitive marketing strategy is described by Kotler and Armstrong (2012) as a strategy which positions company against competition giving it the strongest possible strategic advantage. I have chosen Costa Coffee as it currently is the market leader in terms of most coffee retail outlets in the United Kingdom as demonstrated on appendix 1. Kotler and Armstrong (2012) point out that competitor analysis includes assessing competitions objectives, strategies, strengths and weaknesses, reaction patterns and selecting which competitors to attack or avoid. For he purposes of this assignment, I have identified competition based on the market share and customer view. Competitive marketing strategy is selected on the basis of it creating further value for the customer. Blythe (2009) concludes that competitive advantage is the outcome of......

Words: 2664 - Pages: 11

Batti Gul Meter Chalu 2018 | CAM Aquaman | Running Man Episode 332