Starbucks - Admission/Application Essay Example

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Starbucks
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Located in several countries all over the world, Starbucks is one of the leading coffeehouse chains offering a range of products from coffee to a number of food items. …
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Download file to see previous pages Started in 1971 in Seattle, it has established itself not only in the US but also as an international brand in over 40 countries with the total number of stores exceeding 3000 (Pham-Gia, 2009). Starbucks values the relationship it has with its customers. It transcends the ephemeral interaction that the customer has with a Starbucks’ barista into a unique connection, a value ingrained in its vision which is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Starbucks Corporation, 2011). For any organization, vision is invariably one of its most important core values since it allows its employees to be oriented in their work and to collaborate for the achievement of shared goals and objectives. In order to achieve this vision, mission plays an integral role. It chalks out the plan with which the organization aims to achieve its goals. Thereby the mission not only reiterates the values which are represented by its vision but also has distinctive features which set it apart from other competitors. The mission of Starbucks inculcates the goal of making the company as the principal supplier of top-of-the-line coffee on an international level and to always adhere to its operating rules and standards (Pahl, 2009). This mission affects the attitude and performance of employees at the organization and other stakeholders which are directly or indirectly concerned with its functioning. The primary stakeholders for Starbucks include the employees themselves along with its customers, stockholders, partners, NGOs and environmental groups, media, government organizations, groups/organizations by university students, competitors and regional community groups (Clampitt, 2009). Specialty Coffee and Porter’s Five Forces Specialty coffee is still a growing market in the food industry since trends show a shift from the conventional consumer good-aligned market to one whereby the product quality is better and brands have distinct traits which set them apart from other brands (Baghdadli, 2008). The market for specialty coffee is also quite fragmented with a high level of competition primarily due to low barriers to entry (Pearce & Robinson, 2003). This pertains that there are certain factors in play, based on the competition, which affect Starbucks’ performance. According to Michael Porter, there are five forces which influence the competitiveness of the organization. An analysis of these forces allows an insight into the operational dynamics of competition in a particular industry. The Five forces model identifies the important forces which establish the competitive prowess of a business. One of the prime determinants of the competitive model is the new entrants in an industry. New entrants in an industry are heavily influenced by barriers to entry. As a general rule, the lower the barriers, the easier the entry into the market. The costs of entry along with other competitors that are already operating in the market dictate the competitive power of the business. For instance, Internet has decreased the entry barriers and has made it easier for businesses to break into the market. Similarly, Starbucks’ entry into the market in Italy, which already had a number of competitors in the market, augmented the competition present (Thomson & Baden-Fuller, 2010). In the coffee specialty market, barriers to entry are relatively low. According to Bussing-Burks (2009), the coffee market already boasts several businesses offering similar products. She further observes that it does not cost much to make a coffeehouse, thereby attracting a number of businesses to the market. Where many businesses have not been able to do well, there are others which have established themselves as profitable entities. Bussing-Burks (20 ...Download file to see next pagesRead More
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