In terms of food, we can not deny the succeed of McDonald or Duckin’ Donuts. And in the coffee markets, there is a firm which changed the way Americans and people around the world view and consume coffee - Starbucks. It is no exaggeration to say that Starbucks has brought American coffee’s ubiquity and defined the American coffee value. In this case, I will analyse Starbucks’ globalization and how it adapt to other areas as a model of American coffee
Green Mountain Coffee is a well known name in the coffee world. Based in Waterbury, Vermont, Green Mountain Coffee has been offering its customers great quality coffee for a long time now. What could be better than a steaming cup of coffee on a lazy morning? Or for that matter, any time of the day, a good cup of coffee can really lift up your spirits. That is what Green Mountain Coffee likes to do.
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. When I was in Starbucks observing, there were people in there who tasted their coffee and looked like they were in heaven because it was so good. I used to live up north, so Dunkin’ Donuts was a huge thing up there. I’ve never seen anyone up there get so excited over there coffee and that is definitely not a country- wide thing like Starbucks is. It is interesting that Starbucks is one of the most expensive brands out there yet they have such a huge loyal fan base.
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
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.
It is an American company founded in 1971, it is a leading retailer and marketer of specialty coffee around the world and according to (Starbucks, 2016) it has a majority of market share having 32,8% in U.S. alone. This is a brand that has grown from a small retailer to a multibillion-dollar company and gained global recognition and worldwide success. Starbucks has opened over 20,000 operated and licensed stores in 70 countries and currently has employed over 180,000 employees (ibid.). Starbucks product assortment consists of premium coffee, high variety of beverages, fresh food and healthy snacks as well as offering an upbeat environment in their coffee shop. This research paper uses SWOT as analytical tool to examine internal and external factors, which affect the operation process of this coffee industry leading company.
The training set up by performance management empowers staff to understand their strengths and weaknesses, know what job responsibilities they are fit for, and find a company-specific position such as a cleaner, cashier or referee who serves Starbucks in a different role. Reward management The assessment reports will allow Starbucks to reward employees for their performance, so that employees feel that they are valued by Starbucks paid the time and effort is worth it. After giving the reward, employees have a sense of belonging to Starbucks and therefore work more earnestly and the morale of the employees is improved. Career management Performance management is to identify the employee’s ability to work and to arrange each employee’s job. For example, Starbucks will consider outstanding performance promotion opportunities for employees, therefore the contents of the assessment report is to determine the development of staff’s career, determine the future position of employees in the company.
This study relied on the questionnaire as another key method of data collection, because it identifies and captures questions about a subject. For this particular study, the survey consisted of both closed ended and open-ended questions. Unlike the IDIs where the researcher wanted have insights , in the survey , there were more closed ended questions to ensure only the needed information was provided. Open-ended questions served as a way of clarifying points and perceptions that were not clear enough in other studies or for the researcher. Overall, the survey questions served as a guide and to give the researcher information that will
The main purpose of this chapter is to discuss the research findings that related to the research questions and hypotheses. Moreover, based on these findings to present a conclusion and recommendation. Finally, the limitations of this research will be discussed and analyzed critically in order to provide empirical evidence for future research that relate to the indirect relationship between CSR and brand loyalty. 5.1 Discussion of Findings Although some of the findings do not present as expected, the hypotheses were verified based on the traditional path analysis method (MRA). The main findings of the study are presented as follows: (1) The first research question was asked about which dimensions of CSR are included in Starbucks CSR Annual Reports.
Starbucks is likewise the most perceived brand in the café portion and is positioned 91st in the best worldwide brands of 2013.Starbucks adequately influences its rich image value by promoting items, permitting its image logo out. Such solid business sector position and brand acknowledgment permits the organization to increase noteworthy game changer in further venturing into universal markets furthermore help register higher development in both residential and worldwide markets. Through the years, they have attained to critical economies of scale with predominant circulation channels and supplier