Schultz was on a mission to spread Starbucks everywhere. Samantha Lyons Marketing Management Case Study #2 7/29/2019 Starbucks Case Study Part I. Starbucks started out as a coffee bean and tea retailer. This customer loyalty was no mistake, as one of their mantras was to create an experience and always say yes to the customer. The specialised in selling whole arabica beans to a niche market of coffee purists. 2 Strategic Marketing Planning of Starbucks Coffee A Case Study 3. In order to improve the environment, with a little push from the NGO, Starbucks first main goal was to provide more Fair Trade Coffee. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. What this means is that Starbucks will aim to only buy 100 percent responsibly grown and traded coffee. Every quarter, Smith spends at least a couple of days behind the counter as part of their ‘Adopt a Store’ program for the senior executives. Although Starbucks Company has managed to pass 2008 crisis successfully that is proven by stock market indicators (Starbucks Corporation (SBUX) stock price), some specialists predict loosing marketing positions due to economic troubles and rise of competitors such as McCoffee or DD. Case Summary. All that changed in 1981 when Howard Schultz entered the picture. … Their prime product was the selling of whole bean coffee in one Seattle store. 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. Three friends, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who all had a passion for fresh coffee, opened a small shop and began selling fresh-roasted, gourmet coffee beans and brewing and roasting accessories. Starbucks is the largest and fastest growing coffee house chain in the world. It also drives higher customer loyalty. Starbucks strategically positions each store with hopes of matching the specific location, helping to create a unique atmosphere. Professor of Business Administration. The Ethical Foundations of Starbucks and Humana Executive Summary This paper examines the ethical foundations of two companies operating in very different markets. Amity University; Download full-text PDF Read full-text. By Rick Kelly. Whenever a company grows that rapidly as Starbucks did, from starting with 11 stores in 1987 to 7,000 stores nowadays, a lot of factors change. In 1971, Gerald Baldwin, Gordon Bowker and Ziev Siegl opened a small shop in Seattles Pike Place Market. The CEO of Starbucks took right decision at right time about introducing new ideas in the market. Copyright © 2000-2020. In such situation the company needs to look for new ways of keeping consumer. More to that, Starbucks have provided their customers with extra-ordinary opportunities such as access to wireless internet that encourages the customers to spend more time in their stores and possibly ordering more coffee or other goods when they are there. Thank you very much for the professional job you do. Starbucks case analysis The analysis show that the CAGR is 11.89%, which is a good trend for the next five years. Responsibly grown coffee means preserving energy and w… December 2016; Authors: Shalini Gautam. Understanding Starbucks’ development … Case Study #1 Starbucks The cause of this case study is to evaluate and recognize Starbucks growth in the past decades. The year 1987 was the year of Starbucks and the start of the coffee industry’s revolution. Transcript. It discusses the core competencies of Starbucks and the alternatives and opportunities for … In the same matter, Starbucks is a company that has helped better the economy. 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