Considering that coffee is the most consumed beverage in the United States, Americans are always very keen when it comes to the selection of the coffee flavor and brand that they intend to purchase. Based on that fact, Americans are very keen where the coffee they drink is being imported from. Fair Trade also considers other coffee-growing countries when outsourcing for their coffee as a way of ensuring that they can provide as many flavors and brands as possible. The Coffee Fair Trade in the United States Fair Trade Coffee, currently, sources its coffee from around 30 countries and gets it supplies from over 812,500 coffee members who are registered to their certified associations or cooperatives according to Freund (2017). Further, Freund
Opportunities Rad Coffee provides its customers with a unique experience that isn’t duplicated anywhere else. Rad Coffee, unlike its competition, created an environment that caters to every individual with everyone’s favorite coffee beverages and some new, fun, creative creations that are unique to Rad Coffee such as the Frankenstein and Cookies & Scream blended drinks. With their off-the-wall personality and their “cater-to-all” styled beverage menu, Rad Coffee has created a brand for itself that is sure to stand above the competition. Furthermore, as a small coffee shop, it could be easier to maintain the business. They have a high potential to expand to more locations with different radical themes to attract more diverse types of people with different personalities and interests.
Starbucks achieves this with its tension-relieving environment and Tim Hortons achieves this with its fast service and familiar feel. Both companies are very successful. Starbucks is successful by being innovative and inspirational and Tim Hortons is successful by keeping their brand familiar to their consumers. On other hands, both Starbucks and Tim Hortons commitment to recycling cups in their
Called Coffee and Farmer Equity (C.A.F.E.) Practices, it helps farmers grow coffee bean better for people and the planet. Also, Starbucks aim their coffee certified or verified by an independent third party from 100%. Moreover, Starbucks is a fair trade to farmers and maintain high-quality coffee. It is development society and environment responsibility (Coffee Sourcing).
The first one is the coffee, as the company strives to get the best quality coffee to provide the best experience for their customers and deliver their value proposition. Indeed, to assure this high-quality Starbuck controls as much of the supply chain as possible. The company implemented a strategy that insures the same process in each of its facilities. They have a strict supplier policy and very few facilities to roast the coffee beans to be able to supervise the whole process and make sure that each bean and packaging is done the same way. This reinforces the intent on competitiveness as they have a control over their supply chain and create value throughout every step of the process.
They have no hesitation in changing for different values to success in expansion. Finally, Starbucks is an American ideal coffee brand model for Vietnamese entrepreneurs who want to invest abroad as well as for others around the world. By looking at the success of Starbucks Corporation, we can see easily the superiority in the economic strategies of a successful company in the United
Starbucks and Tim Hortons Nowadays, the number of coffee drinkers are increasing. As the demand for coffee grows, the number of coffee chains is also increasing. Of that, the representative coffee chains in North America are Starbucks and Tim Hortons. Starbucks has the highest brand awareness amongst the world coffee chains. It started in Seattle, the United State in 1971.
Starbucks was founded in 1971 by three partners who had met in college. They wanted to make a dark roast coffee that people could enjoy and they also knew what college students liked and didn’t like. They also stressed quality which brings me to my next point of why I believe people come into Starbucks. They come because of the quality. On their website, it says that they target beans from higher altitudes and that’s how they get the best quality in their coffee and I can say that that is true.
This strategy will bring more revenue to the company and will put the Starbucks on the map with other great small shops. The brand has also positioned itself best coffee brand in the market by providing attractive store design, unique environment, elegant taste and high quality coffee beans (Kotler & Keller, 2009). Risk management in Starbucks organization is very important and the company takes them very seriously. The company cannot afford mistakes or failures, so they hire the best of the best to managers and employees. The company has a very tough hiring process, because they want to be sure that the person they are hiring is a perfect fit for its position.
Target Market The typical and most devoted coffee drinkers are 25 to 45 year old, prosperous, educated adults. Specialty products appeals to various adult demographics, including college students and young adults. UK & Ireland coffee consumption has shown steady growth, with specialty teas/coffees and foods having the strongest growth. Dublin, with its liberal and outgoing population and long rainy winter, has traditionally been a great place for coffee institutions. HealthTea Café will strive to build a loyal customer base by offering a great tasting coffee in a relaxing environment of its café located in the heart of Dublin City Centre.