Starbucks - 7018 Words

Page 39 STARBUCKS: MAINTAINING A CLEAR POSITION Bryan C. Seaford, TIAA-CREF Robert C. Culp, Tuscan Sun, Inc. Bradley W. Brooks, Queens University of Charlotte CASE DESCRIPTION The primary subject matters of this case are Marketing and Branding. Secondary issues examined include brand equity and brand positioning. This case has a difficulty level of three (appropriate for junior level courses or higher). This case is designed to be taught in one and one half class hours and is expected to require four hours of outside preparation by students. CASE SYNOPSIS When Starbucks originated in Seattle, Washington in 1971 as a purveyor of dark roasted coffee beans and coffee merchandise, its founding owners didn’t anticipate the extraordinary†¦show more content†¦They had become hooked on the dark-roasted coffee Alfred Peet advocated over the light-roasted coffee found in most large stores. Peet had encouraged their desires to bring dark-roasted coffee to the Seattle, Washington marketplace. He taught them that the fullest flavor is from a very dark roasting of the coffee beans (Schultz, 1997). The First Starbucks The three partners i nitially disagreed over naming their new coffee company. Gordon consulted with a creative business associate, artist Terry Heckler, about naming the store â€Å"Pequod† after the ship in Herman Melville’s Moby Dick. Terry told him, â€Å"You’re crazy! No one’s going to drink a cup of Pequod!† (Schultz, 1997). Eventually, the Starbucks name was chosen as a derivative of â€Å"Starbo,† the name of a Mt. Rainier mining camp in the 1930s (Skoog, 2002). Baldwin liked the additional connection to Starbuck, a character from Moby Dick. Journal of the International Academy for Case Studies, Volume 18, Number 3, 2012 Page 41 The first store opened in Pike’s Place Market in Seattle. Consistent with locating in such a key port city, the first Starbucks had nautical dà ©cor. The one employee, Siegel, wore a white apron. The store sold 30 varieties of coffee beans (direct from Peet’s) as well as other coffeerelated merchandise but no ready-to-drink beverages. The original Starbucks logoShow MoreRelatedStarbucks And Starbucks : Starbucks1047 Words   |  5 PagesIntroduction: Rumors have fluttered about a widely known company that specializes in coffee called Starbucks. The rumor accused Starbucks in 2004 over an email. A Sargent in the Marines helped make the email go viral. A friend of his informed him about the email and it then began to spread like wildfire. According to the Sargent, he actually contacted the disgruntled sender and got a â€Å"real story† from him, but this was never actually verified as to whether or not it’s true. The whole situation upsetRead MoreStarbucks : The Success Of Starbucks1080 Words   |  5 Pages What factors accounted for the extraordinary success of Starbucks in the early 1990s? What was so compelling about the Starbucks value proposition? What brand image did Starbucks develop during this period? The factors for the extraordinary success of Starbucks is all due to the vision of Howard Schultz. Schultz wanted to change the coffee drinking experience by establishing benefits to create value in the coffee drinking experience. One of his vision was to recreate the coffee culture in ItalyRead MoreStarbucks : The Entry Of Starbucks923 Words   |  4 PagesThe entry of Starbucks in Australia began in July 2000. The Starbucks Australia is a wholly owned subsidiary as a joint venture between Markus Hofer and Starbucks Coffee International, subsequently licensed its local chain to the Withers Group, which operates 7-Eleven in Australia. Began selling espressos, frappuccino, and filtered coffee from its first store in Sydney’s Central Business District (CBD). The company was facing difficulties in the Australian cafà © market. However, the company aggressivelyRead MoreStarbucks And Its Impact On Starbucks1054 Words   |  5 PagesA total weighted score at 2.67 for Starbucks po ints to an average but good internal standing in the Internal Factor Evaluation. The first strength of Starbucks is its diverse and inclusive workforce that allows this corporation to cater to a wider market reflecting today’s current demographics. This key strength has put Starbucks as a well-recognized brand among this young and diverse market. According to the Starbucks website, their workforce has led the way in diversity, 65% of U.S. employeesRead MoreStarbucks694 Words   |  3 PagesIntroduction 1.1 Purpose of report The economic impact of Starbucks on the UK economy June 2013 The objective of this report is to investigate the economic contribution of Starbucks to the UK economy. This contribution is quantified in terms of impacts from: ï€  The operation of Starbucks in the UK; ï€  The supply chain effects created by Starbucks purchases of inputs from elsewhere in the UK economy. ï€  The consumer expenditure of Starbucks’ staff and those employed directly in its supply chain spendingRead MoreStarbucks And Its Effect On Starbucks1079 Words   |  5 Pagesyear Starbucks made 10.7 billion dollars? Who here has ever been to Starbucks? Well I have, they have delightful hot and cold drinks and scrumptious desserts. But did you know Starbucks also owns Teavana. Today I’m going to talk to you about one of the world’s most well-known coffee shops in the world; Starbucks. Firstly I’m going to talk about its history. When first started it was called Pequod’s coffee because Pequod was the name the owner’s first ship. But they soon settled on Starbucks. StarbucksRead MoreStarbucks : Starbucks Economic Analysis1673 Words   |  7 PagesStarbucks Economic Analysis 1 Starbucks Economic Analysis PATTEN UNIVERSITY JULY 29, 2015 MGT407 Managerial Economics Starbucks Economic Analysis 2 The coffee industry had never been the same since the early 1970s when three investors started a Seattle business called Starbucks Coffee, Tea, and Spice in Pikes Peak Market. Each invested about one thousand dollars and-and borrowed five thousand more from a bank to launch their endeavor. The coffee-loving character in Herman Melville’s great novel MobyRead MoreStarbucks, A Large Portion Of Starbucks1055 Words   |  5 Pages For Starbucks, business is good. Starbucks continues to come up with more and more innovations and ways to market their products. Last year Starbucks started bottling their iced coffee and selling them as a new product lines in their stores, as well as many new sandwich choices. The ability to provide fresh new ideas year after year provides Starbucks with a growing customer base and a growing net gain. Starbucks will continue to come up with new ideas and products that will continue to bring inRead MoreStarbucks Case Analysis : Starbucks1580 Words   |  7 Pages7/25/15 Starbucks Case Study I chose to do a case analysis on Starbucks because I am a huge fan, as a college student I am addicted to caffeine and Starbucks is how I get my caffeine fix! I am a gold card member with Starbucks meaning, I drink so much of their coffee they rewarded me as a valuable customer. Some perks include a free food or beverage after twelve purchases, a free food or beverage on my birthday, as well as discount coupons and exclusive member deals. The first Starbucks locationRead MoreStarbucks1117 Words   |  5 Pagesï » ¿Starbucks started in 1971 and by creating a cozy third place to customers beyond home and work and offering a slightly higher price yet fine quality coffee, within 25 years, it had opened just over 1000 stores. In order to maintain its leadership position, Starbucks had continued pursuing growth opportunities by selling Starbucks products through mass distribution channels and expanding its retail footprint. Along with the rapid expansion and success, Starbucks has encountered financial downturn