StudentShare solutions
Triangle menu

Starbucks Coffee - Coursework Example

Nobody downloaded yet

Extract of sample
Starbucks Coffee

The findings reveal that there are clear segments within Starbucks consumer base in UK and marketing strategy has to reorient to the identified specific needs of each of these segments.
This paper presents an analysis of consumer behaviour in relation to various coffee products offered by the Starbucks UK. Coffee is a product that is consumable on the spot and in its generic form can be considered as a part of daily consumption routine of the consumer. However through the processes of product development and product packaging marketing strategies of coffee products sellers have brought to market place various variants of the generic product and this has worked to rouse consumer demands in respect of each these variants .What is interesting to note is that these variants have resulted in the development of specific consumer choices, rationale for consumption and even lifestyle related issues. This has given rise to innumerable opportunities to innovate and raise other variants of the generic coffee products for the prudent marketer. ...
This has given rise to innumerable opportunities to innovate and raise other variants of the generic coffee products for the prudent marketer. In fact consumer behaviour in relation to several of these variants can be steadfast, widely spread and telling for a marketer and thus, a thorough and in-depth study of the consumer behaviour would help to reveal the various deficiencies and plus points in the overall offering of the coffee products by a marketeer. This paper proposes to do achieve this by studying the consumer behaviour in relation to various coffee products offered by the Starbucks, UK.

Starbucks: The Organization
Wikipedia, states the following about Starbucks, "Starbucks is the world's largest multinational chain of coffee shops. Founded in 1971 as a coffee bean retailer, then acquired in 1987 by Howard Schultz, it has acquired and built coffeehouses all over the world. In addition to drip brewed coffee and espresso beverages, Starbucks shops also serve tea and bottled beverages, pastries, and ready-to-eat sandwiches. Some Starbucks stores are inside other retail locations such as supermarkets, banks, and bookstores".(Starbucks,2007) The history of the company is also involved and interesting.Starbucks,UK website has lucidly put together its history since 1971,the year in which Starbucks was established, in following words, "[ In ]1970's ,[t]he first Starbucks opens. The name comes from Herman Melville's Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world's finest coffees to the cold, thirsty people of Seattle. Howard Schultz joins Starbucks in 1982. While on a business trip ...Show more


Consumer behaviour can be a very evolved process. In particular for a consumable product like coffee this process is expected to be fairly simple and well explained. However major coffee sellers like Starbucks have proven otherwise, by variegated product and offering innovations with in the vanilla coffee products…
Author : hesterhomenick
Starbucks Coffee essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the coursework on your topic
"Starbucks Coffee"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Business Plan for the coffee shop
This essay discusses that the new coffee shops will provide the customers with the chance to make a variety of choices regarding the products and services offered in the market. The coffee shops will mostly rely on customer service and quality products as a strategy to retain existing customers and attracting new customers.
6 pages (1500 words) Coursework
Starbucks in 2009: The Coffee Goes Cold
The company has become a global icon, but despite its amazing organic growth of over 20 consecutive years expansion the firm has finally reach a crossroad due to changes in the marketplace. A declining economy has decrease the purchasing power of many Americans and millions are living economic hardship due to rising unemployment.
4 pages (1000 words) Coursework
Should Starbucks Make The $40 Million Investment? Why? 7 C. Irrespective Of Your Answer To The Previous Question Now Assumes That Starbucks Has Decided To Go Ahead With The $40 Million Investment. How Would You Go About Evaluating Whether This Investment Was Worth Making?
10 pages (2500 words) Coursework
Critical evaluation organization's Resources and Capabilities of Starbucks in Thailand. (internal environment)
ities. In terms of tangible financial resources, the company has the required monetary capital to invest in new product development processes. The cash assets acquired by the company helps it to channelize certain impending risks, which it might face in investment procedures in the new places of Thailand.
3 pages (750 words) Coursework
Critical evaluation organization's Resources and Capabilities of Starbucks in China. (internal environment)
In the context of the Resource-based theory, a firm is able ‘to develop a competitive advantage only if its resources are unique’ (Sehgal 2010, p.43). Two are the key characteristics of a unique resource: ‘a) it is rare and b) it cannot be duplicated, at least not easily’ (Sehgal 2010, p.43).
7 pages (1750 words) Coursework
Starbucks in China
This way, I save more time because I am able to do many things while waiting for my coffee and have a wide array of flavors to choose from. I am not advertising Starbucks. In fact, I am puzzled with how this coffee company attained such a huge international success.
30 pages (7500 words) Coursework
Price Leadership in Coffee Shops
In 2009, Starbucks on the other hand had 727 stores and 400 of them were situated in London. Costa and Starbucks seem to be on top of these three, followed by Caffe Nero when it comes to the number of branches already located in the UK. This means that among the three,
6 pages (1500 words) Coursework
Develop a country/market Analysis document for a product of your choice to sell in an emerging economywhere the company is not present
The chain is also well known for its top-notch service and community leadership. The first Tim Hortons restaurants offered only coffee and donuts. However, over the years, the QSR has added numerous products in its repertoire including muffins, cakes, pies, croissants,
14 pages (3500 words) Coursework
The Innovative Entrepreneur
This aspect improves the company’s competitive advantage in the market. However, this type of innovation may change the customers’ perceptions towards the other products by the company. This aspect might
1 pages (250 words) Coursework
Marketing plan
renowned globally with customers associating the company’s coffee houses with an outstanding atmosphere and quality customer service that defines a memorable experience. Without doubt, Starbucks has recognized the value of the service-profit chain. This paper will discuss how
2 pages (500 words) Coursework
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment