StudentShare solutions
Triangle menu

STARBUCKS - Coursework Example

Nobody downloaded yet

Extract of sample

10 Evaluation of the Effectiveness of the Investment 10 Conclusion 12 References 13 Bibliography 15 Introduction In 1971, Jerry Baldwin, Gordon Bowker and Zev Siegal start up a coffee store in Washington in the heart of Seattle’s Pike marketplace. During 1987, Mr. Schultz purchased the store and started expansion of the business outside the Pacific Northwest and Chicago. In 1993 Starbucks registered under company rules and started selling share to expand its business world-wide (Starbucks Corporation, 2013; Lee, 2009). Starbucks wanted to establish itself as the premier seller of the most favourable coffees globally. The company was committed towards ensuring and incorporating exceptional business principles, ethics, corporate social responsibility as well as unique product and services. The mission as well as vision of the company duly focused upon the motto "inspire the human spirit." During the year, 2002, Starbucks conducted qualitative research wherein it was discovered that the brand image of the company was deteriorating. As a result, Starbucks has been extensively concerned about its eroding customer base and reducing level of customer satisfaction. The company was duly committed towards mitigating the problem of reducing customer base in order to return to the mainstream of growth and expansion in the global market (Moon & Quelch, 2006). A. The Case Highlights Customer Satisfaction Issues That Starbucks Is Facing. ...
This ultimately led the company to place due consideration to resolve these issues in order to remain viable at the marketplace and to gain greater competitive advantage over its rivals. Few important issues considered by the company are revealed below. . Consumer Frequency as well as Loyalty Issue The scores of customer satisfaction obtained from the qualitative research was taken into due consideration by the organisation because this factor was directly related with the customer loyalty and its overall performance. To ascertain the degree of customer loyalty, the researchers were concerns about analysing the data of customers’ frequency of visit in the Starbucks coffee stores. According to the research, it was found that 21% of its total customer visits the company’s stores more than 8 times per month while 37% of customers visit 3 to 7 times per month. At the same time it was ascertained that 42 % of customers visits just 1 to 2 times per month at the Starbucks stores. Source: (Moon & Quelch, 2006) This research data revealed the negative impact on the organisation in terms of customer loyalty as well as level of customer satisfaction (Moon & Quelch, 2006; Hurth, 2006). Starbucks Brand Image The organisation also concerns about few more important attributes which were associated with the Starbucks brand image. Firstly, the researchers were concerns regarding the customers’ awareness about the speciality of Starbucks gourmet coffee. Through this analytical study the researchers discovered that 54%of customers were fully agreed about the Starbucks speciality coffee and they were aware about this product. Secondly, in ...Show more


Starbucks Table of Contents Introduction 3 A. The Case Highlights Customer Satisfaction Issues That Starbucks Is Facing. Should Starbucks Worry About Customer Satisfaction? Why? 3 Customer Satisfaction Issues 3 Should Starbucks Worry about Customer Satisfaction 5 B…
Author : vilma23
STARBUCKS essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the coursework on your topic
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

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
Essence of Corporate Social Responsibility and CSR
Essence of Corporate Social Responsibility and CSR Introduction The project has been done in lieu of identifying and analyzing the different aspects corporate social responsibility. The different aspects of CSR discussed in the project include, benefits of CSR, importance of CSR keeping alignment with the business objective, factors influencing CSR activities, key performance indicators for CSR, value of social reporting and the influence of Government on CSR activities.
6 pages (1500 words) Coursework
PEST Analysis of Starbuck in China
This paper explores a favorable environment in the Chinese economy for foreign companies. The economic and political factors provide favorable incentives for multinationals however; Starbucks need to work around the technological and social characteristics of the population to gain a higher competitive edge over its competitors in the beverage industry in China.
7 pages (1750 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 Coffee
This has worked to evolve consumer behaviour patterns that have gone to the extent of even establishing lifestyles and segments based on Starbucks' products consumption patterns. This paper takes up the study of such evolving consumer behaviour through an in-depth literature review and analysis and by means of administering a questionnaire amongst the consumers of coffee products at Starbucks' coffee houses.
40 pages (10000 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
Starbucks in India
It geographical features highly favour business development. There is big land for companies’ development. The diverse population is also a feature that favours
5 pages (1250 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
Contact Us