Starbucks Coffee Corporation

Résumé du document

Starbucks Corporation sells authentic coffee with more than 13,000 coffee shops in more than 41 countries. It has 4200 licensed franchises and 6000 outlets that are the property of the company. The main objective of the company is to establish Starbucks as the most recognized and respected brand in the world. The current chairman Howard Schultz has set targets for the long-term expansion of retail sales, product innovation and service innovation. According to Schultz, "The idea was to create a chain of coffee-houses that would become America's "third place?. At the time, most Americans had two places in their lives - home and work. But I believed that people needed another place, a place where they could go to relax and enjoy others, or just be by themselves. I envisioned a place that would be separate from home or work, a place that would mean different things to different people." (Moon) Starbucks has been widely implemented in the United States. The expansion of Starbucks in the world has steadily increased, from Asia to Europe (since 1998, starting with the United Kingdom), to Latin America and the Middle East. The creator of the coffee bar has managed to impose its green and white logo at every corner, on the cups, thermos, coffee mills, ice cream and cold drinks that are sold in supermarkets. It is no wonder that 35 million consumers visit at least one Starbucks coffee shop in a week. But more than being the leader of the coffee shop concept, the Starbucks International group also is known for its coffee bean roasting and branding of specialist coffee.

Extraits

[...] As part of this commitment, Starbucks, TransFair USA and FLO will explore integrating the verification process for their respective programs. This will increase the efficiency of their individual audits and enhance the positive impact of the programs on small-scale coffee farmers, their communities and the environment. Source: www. starbucks.com / sharedplanet Finally, the company announced on its website the opening of its store in California built with recyclable materials. Starbucks continues its efforts to the Green Marketing in setting objectives for 2015: Purchase 100% of coffee through ethical sourcing practices Invest in a better future for farmers and their communities by nearly doubling farmers loans from $ 12.5 to $ 20 million Fight climate change by offering farmers incentives to prevent deforestation, starting with pilot programs in Sumatra, Indonesia and Chiapas, Mexico. [...]

[...] In the shops, a selection of some thirty coffees are available for tasting on the spot or to take out. These coffees are either single origin coffees or blends. Furthermore, Starbucks offers it's customers the option of drinks-customization. In the United States and abroad, Starbucks carries out joint ventures for the development of new products. E.g: Frapuccino: Starbucks formed a joint venture with Pepsi Cola Co. for the development of its Frappuccino range, a line of 6 flavours of light coffee, also available in bottle. The variety of flavours offered is not the same across countries. [...]

[...] Starbucks has been widely implanted in the United States. The expansion of Starbucks in the world has steadily increased, from Asia to Europe (since 1998, starting with the United Kingdom), to Latin America and the Middle East. Thus, the creator of the coffee bar has managed to impose its green and white logo at every corner, on the cups, thermos, coffee mills, ice cream and cold drinks sold in supermarkets. It is no wonder that 35 million consumers visit at least one Starbucks coffee a week. [...]

[...] International Targeting: 15,000 stores in the coming years China could be one of the largest markets, and therefore the company will focus on Beijing and Shanghai (Great urban population, growing economy, increasing consumption of coffee). Growth in the markets for coffee: Starbucks has a market share of over 40% of the coffee market (Datamonitor, 2008). Therefore, growth in this category can lead to opportunities for growth and expansion in the near future. Threats Coffee might not be the favourite drink of customers, and another type of drink or recreational activity may become more favoured. Rising raw material costs could affect the margins of the corporations consumer society. Competitiveness, market entry of new competitors. [...]

[...] In addition, partnerships provide a better knowledge of foreign markets to better adapt internationally. For example, Starbucks was able to complete its development on the Japanese market because it has used the expertise of its partner Sazaby. Standardization vs. Adaptation As with any brand to international markets, Starbucks faces many challenges to preserve the identity and legitimacy of its original products while promoting awareness of its new launches. Starbucks has implemented standardized branded products, product that are the same in each branch of each city such as the as the espresso. [...]