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Starbucks - Essay Example

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Starbucks Corporation-Case Study Starbucks Corporation is a company that is synonymous with coffee. As a result, when the name Starbucks is uttered anywhere in the world, what normally comes into the minds of many is the quality coffee that the company sells…
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Download file to see previous pages... Other countries where Starbucks has opened several stores include Canada, where it operates 1,248 and Japan where Starbucks has 965 stores (Garza par. 1). Industry Starbuck Corporation deals with the sales of drip brewed coffee, hot drinks of espresso, coffee beans, hot and cold drinks, sandwiches, salads, sweet pastries, Panini, snacks and other items such as tumblers and mugs. In addition, Starbucks sells coffee and ice cream at its grocery stores (Stevens and Loudon, 2005). As aforementioned, Starbucks is currently the largest coffee company and chain in the world operating more than 20,000 stores in 62 countries. Starbuck also stands out as one of the major employer company in the world with more than 149,000 employees. In addition, the company has over 4 million followers on Twitter plus 34 million likes on Facebook (Garza par. 3). Regarding growth, Starbucks currently operates at a mature stage of its lifecycle. Since its founding more than 2 decades ago, the company has experienced rapid growth since its formation. Nevertheless, the growth prospects have significantly slowed down in recent times, which have even forced it to close some of its chains. Starbucks is currently focusing its efforts on its earlier endeavors and internationalization (Allison 4). Starbuck’s Mission Statement Starbuck’s mission statement is more than just words. ...
Starbuck’s Sales History Starbuck has always registered increased sales over the last two decades of its existence. With a market capitalization worth $50 billion, the company has always been able to register increased sales, thanks to its quality coffee, which continue to attract more customers. In the year 2012, for example, the company registered $13 billion in sales (Murphy par. 3). Target Markets Starbuck has a very diverse market with segments varying depending on the different products that the company offers. However, in general terms, Starbuck’s target market comprises of the coffee drinkers throughout the country. Starbuck also targets mainly men and women aged between 18 to 35 years since they form about 40% of the total market. Most of the company’s customers reside in cities and suburban areas. Starbuck’s target market also comprises of university faculty members and students, as well as individuals working in managerial, professional, and executive positions. Further, the company also targets people with earning relatively higher incomes, since the company’s products are more expensive than other coffee shops such as Tim Hotton and Coffee Times (Murphy par. 5). Competitive advantage Starbuck’s competitive advantage is based on the company’s strengths. These include the premium quality of its coffee drinks and other products that it offers. Starbuck also provide its customers with a brand experience that goes beyond the products that it deals with, including excellent customer service, peculiar drink names, and elegant looking stores that serves as an excellent meeting point. The company also gives back to the community and protects the environment through corporate social responsibility. In addition, the company has strong personnel ...Download file to see next pagesRead More
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Starbucks NAME: AFFILIATION: UNIVERSITY: COURSE TITLE: DATE OF SUBMISSION: Starbucks Introduction 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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