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Project (Starbucks corporation) final
Pages 4 (1004 words)
Starbucks Corporation: A Critical Analysis of Branding and Marketing Strategy Project Proposal Ashraf Albataineh 7/1/2013 Prof. Timothy Malone Contents Contents 2 I.Company Background 3 Company Overview 3 II.Significance and Objective of the Project 3 Research objective 3 Management problems 4 Marketing Research problems 5 Hypothesis 5 Research Question 6 III.Methodology 6 Project Research Technique 6 Justification of Research Design 7 IV.Sample Selection 8 Identification of Sample Size 8 Justification of the Choice of Sample Size 8 V.References 9 I.
From the year 1971 to 1976, Starbucks was at Western Avenue. After the company moved to 1912 Pike Place there has been no relocations. The company used to sell roasted Coffee. In the initial days the company was not selling any brew coffee. During the mid 1980s the company cashed in the opportunity to purchase Peets. However, during this time the company sales begun to fall. At that point of time, Starbucks was bought by Howard Schultz who had the vision of making Starbucks a real global brand. Howard Schultz decided to rebrand Giornale coffee chains as Starbucks. Since then there has been no turning for the company. Today the company has become the largest coffeehouse in the world. The company has 20, 891 stores on a global basis in over sixty countries. This includes over ten thousand stores in USA, over thousand stores in Canada, and over five hundred stores in UK, Japan, China, Mexico, turkey, Thailand, Germany and India. As on 2012 the total revenue of the company was US$13.29 billion (Keller, 2012). II. ...
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