Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
9Activity
0 of .
Results for:
No results containing your search query
P. 1
Research Report on Starbuck Global Expansion

Research Report on Starbuck Global Expansion

Ratings: (0)|Views: 1,273 |Likes:
Published by purnakandel

More info:

Published by: purnakandel on Nov 18, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less

04/13/2013

pdf

text

original

 
1
CHAPTER: 11.0 Introduction
In
this sectio
n
 
I
will prese
n
t the reaso
n
s for choosi
ng
the topic. A
n
i
n
troductio
n
to theCoffee
In
dustry a
n
d the case compa
n
y, fi
n
ally the research problem, objectives a
n
d itslimitatio
n
s, followed by a
n
outli
n
e of the report.
1.1 Areas of 
In
terest
In
decidi
ng
a topic for my ma
n
a
g
eme
n
t research report a
n
importa
n
t factor was that
I
woulde
n
 joy the subject, a
n
d be i
n
terested i
n
it. After e
n
 joyi
ng
the APDMS module, specifically thestrate
g
ic marketi
ng
ma
n
a
g
eme
n
t a
n
d ma
n
a
g
i
ng
fi
n
a
n
cial pri
n
ciple a
n
d tech
n
ique,
I
thou
g
htStarbucks
g
lobal expa
n
sio
n
strate
g
y, with a focus o
n
 
In
dia would be a suitable a
n
d
I
couldsucceed i
n
a
n
d e
n
 joy e
n
ou
g
h to dedicate my time to.Si
n
ce
I
am more familiar with
In
dia
n
eco
n
omy a
n
d rapidly developi
ng
eco
n
omy of 
In
dia,
I
 have choose
In
dia
n
market for Starbuck 
g
lobal expa
n
sio
n
.
1.2 Overview of Starbuck Compa
n
y
The very
n
ame Starbucks is practically sy
n
o
n
ymous with coffee. As ope
n
i
ng
the first locatio
n
 i
n
1971 i
n
Seattle¶s Pike Place,
n
owadays, Starbucks has become the lar 
g
est specialty coffeestore, with
n
early 16706 stores, (whereas 8850 compa
n
y operated stores a
n
d 7856 Lice
n
sedstores) a
n
d more tha
n
170,000 part
n
ers (employees) i
n
more tha
n
50 cou
n
tries (Starbucks, asof 27 Dec. 2009), a
n
d has already
g
o
n
e public i
n
America
n
a
n
d Japa
n
market. Si
n
ce 1992, itsstock has rise
n
a sta
gg
eri
ng
5,000 perce
n
t.
In
1992, Starbucks became a public compa
n
y, part
n
eri
ng
with other compa
n
ies, such asBar 
n
es & Noble,
In
c. a
n
d PepsiCo. Starbucks Corporatio
n
 
g
rew quickly, ope
n
i
ng
ma
n
y storesthrou
g
hout the world. Starbucks Corporatio
n
seemed to be o
n
its way to achievi
ng
its
g
oal of  becomi
ng
the most well-k 
n
ow
n
coffee compa
n
y i
n
the world.
In
1999, Starbucks acquired thetea compa
n
y by the
n
ame of Tazo. Starbucks also provide hi
g
h-speed wireless
In
ter 
n
etco
nn
ectio
n
s i
n
its stores.
I
t
n
ow offers wireless broadba
n
d
In
ter 
n
et service throu
g
hout North
 
2
America, offeri
ng
T-Mobile HotSpot i
n
the U.S. a
n
d Bell Hotspot i
n
Ca
n
ada. Music was a
n
atural evolutio
n
i
n
Starbucks as it had bee
n
playi
ng
music i
n
the stores for almost 30 years.
In
2004, Starbucks barista-i
n
-chief Howard Schultz made a bi
g
push i
n
to music busi
n
ess,aimi
ng
to tra
n
sform the record i
n
dustry.
I
t took i
nn
ovative actio
n
to co
nn
ect quality music tothe Starbucks Experie
n
ce by lau
n
chi
ng
a revolutio
n
ary i
n
-store CD bur 
n
i
ng
service at theStarbucks Hear Music Coffeehouse i
n
Sa
n
ta Mo
n
ica, Califor 
n
ia.Starbucks is o
n
e of the lar 
g
est chai
n
s of coffee shops i
n
the world.Starbuck¶s strate
g
y focused o
n
three compo
n
e
n
ts; hi
g
h-quality coffee, i
n
timate service, a
n
dambie
n
t atmosphere. Starbucks worked closely with
g
rowers i
n
Africa, South a
n
d Ce
n
tralAmerica, a
n
d Asia-Pacific re
g
io
n
s to i
n
sure the quality of its product. Starbucks called allemployees' "part
n
ers" a
n
d worked hard to trai
n
them with the skills
n
ecessary to best servethe customer. The atmosphere at Starbucks was crafted after the Europea
n
-style espresso bar.Starbucks strives to obtai
n
bra
n
d reco
gn
itio
n
worldwide throu
g
h hi
g
h quality products a
n
dservices. The stro
ng
focus that is put o
n
the customer at Starbucks is appare
n
t from theatmosphere a
n
d the staff that the compa
n
y employs. The staffs are well take
n
care of as far as compe
n
satio
n
a
n
d be
n
efits. To be e
n
viro
n
me
n
tally frie
n
dly Starbucks
g
ives to
n
umerous phila
n
thropic efforts.
In
additio
n
to
g
ivi
ng
they have also established their ow
n
charitiesthrou
g
hout the years. The compa
n
y offers i
n
dustry leadi
ng
health be
n
efits that be
g
i
n
after i
n
itial
n
i
n
ety days that i
n
clude medical, de
n
tal, a
n
d visio
n
. Full-time a
n
d part-timeemployees are also eli
g
ible for stock optio
n
 
g
ra
n
ts throu
g
h Bea
n
Stock, which is thecompa
n
y¶s wide stock optio
n
pla
n
. To achieve profitability a
n
d keep up with the costs of employee be
n
efits, Starbucks has expa
n
ded at a
n
astou
n
di
ng
rate domestically a
n
d arou
n
d theworld. The compa
n
y curre
n
tly operates i
n
all 50 states i
n
the U
n
ited States as well as theDistrict of Columbia, a
n
d worldwide i
n
51 cou
n
tries.
1.2.1 Business Mission
Starbuck¶s visio
n
is to become the most reco
gn
ized coffee bra
n
d i
n
the world.
In
order toaccomplish this
g
oal, Starbucks follows four 
g
uideli
n
es. The first of these is to use the fi
n
estcoffee bea
n
s to make their dri
n
ks. Starbucks prides itself o
n
usi
ng
the best quality supplies tomake their products. The seco
n
d compo
n
e
n
t is to make sure that co
n
sumers thi
n
k of their store first, over all of the other coffee compa
n
ies by creati
ng
a memorable ima
g
e. The third
 
3
compo
n
e
n
t is providi
ng
a summary of the role of what Starbucks does. The compa
n
y lacks i
n
 this compo
n
e
n
t because it does
n
ot specify what busi
n
ess the compa
n
y is i
n
. The fourth a
n
dfi
n
al compo
n
e
n
t is to strive a
n
d to reach the compa
n
ies full pote
n
tial. These
g
uideli
n
es are i
n
 a
n
effort to make Starbucks the most reco
gn
ized a
n
d the most respected bra
n
d of coffee.Starbuck¶s missio
n
stateme
n
t is to, ³establish Starbucks as the premier purveyor of the fi
n
estcoffee i
n
the world while mai
n
tai
n
i
ng
[their] u
n
compromisi
ng
pri
n
ciples [as they]
g
row´(www.starbucks.com). Starbucks has six
g
uideli
n
es that they follow whe
n
maki
ng
marketi
ng
 decisio
n
s. The six pri
n
ciples are:· provide a
g
reat work e
n
viro
n
me
n
t a
n
d treat each other with respect a
n
d di
gn
ity.· Embrace diversity as a
n
esse
n
tial compo
n
e
n
t i
n
the way they do busi
n
ess.· Apply the hi
g
hest sta
n
dards of excelle
n
ce to the purchasi
ng
, roasti
ng
a
n
d freshdelivery of our coffee.· Develop e
n
thusiastically satisfied customers all of the time.· Co
n
tribute positively to our commu
n
ities a
n
d our e
n
viro
n
me
n
t.· Reco
gn
ize that profitability is esse
n
tial to our future success. (www.starbucks.com).Starbucks¶ missio
n
is mea
n
t to be
n
efit both its employees a
n
d its customers. Starbucks believes that it is importa
n
t to make their employees happy, so they will, i
n
tur 
n
, to pleasetheir customers. Starbucks is k 
n
ow
n
for the
g
ood treatme
n
t of their employees a
n
d for their hi
g
h level of customer service. Their hi
g
h quality products also make their 
n
ame well k 
n
ow
n
 a
n
d respected by their customers.
1.2.2 Marketing Objective
Starbucks believes it is importa
n
t to have a
g
ood relatio
n
ship with their customers wherever they are located. For this reaso
n
, the compa
n
y i
n
sists o
n
usi
ng
hi
g
h quality
g
oods a
n
dservices. The compa
n
y also prides itself o
n
bei
ng
very ope
n
to diversity because they believethat without diversity, their compa
n
y would
n
ot be as successful as it is
n
ow. They are k 
n
ow
n
 to be accepti
ng
of diverse
g
roups of people because they bri
ng
i
n
ideas for 
n
ew
g
rowthopportu
n
ities. Jim Do
n
ald, Preside
n
t a
n
d CEO of the Starbucks Corporatio
n
states, ³Whe
n
 we embrace diversity, we succeed´ (www.starbucks.com). Starbucks believes that withoutdiversity, their compa
n
y would
n
ot have
g
row
n
i
n
to the hi
g
hly successful i
n
ter 
n
atio
n
alcompa
n
y that it has
g
row
n
i
n
to today.

Activity (9)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Cyndy Teng liked this
Des Cheung liked this
Joan Cheah liked this
Abey Francis liked this
Abey Francis liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->