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Starbucks coffee proposal

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Market positioning on Starbucks
Student’s Name: Prakhas janu
ID: PU3082
Course: HC3131
Date: 1/12/2017

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Integrated Business Management
The Starbucks Coffee, Tea, and Spice Company was founded in Seattle in 1971
by Jerry Baldwin, Gordon Bowker and Zev Siegl, with a vision to educate the consumers about
fine coffees. Starbucks began to expand when Howard Schultz took it over in 1987. His plan was
to recreate the Italian espresso bar experience in America by making a personal relationship
between consumers and coffee. Within years, they grew from a small, regional business
into the undisputed leader in the specialty coffee industry by buying only the best quality coffee
and providing an unmatched store experience (Stanley, 2002).
“To inspire and nurture the human spirit one person, one cup, and one neighborhood at a time
(Starbucks coffee company, 2018).
Purpose of the Project
The purpose of this project is to assess on how Starbucks has obtained its market
positioning in the industry over the years and established itself as not only a brand but also a
lifestyle. The project explains the principles applied as well as the approach followed by the
company that has led it to become one of the world’s biggest companies providing specialty coffee
having its operations widespread in 62 different countries with more than 23,000 branches around
the world (Bayeh 89, Forbes.com).
With growing number of stores, not only is Starbucks concentrating on expanding its
footprint, but also changing its store mix. Instead of opening more dine-in restaurants, the coffee
giant is concentrating on drive-thru in the outer edges of urban and suburban areas. This strategy
is aimed at increasing the company’s store penetration.

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Market positioning on Starbucks Student’s Name: Prakhas janu ID: PU3082 Course: HC3131 Date: 1/12/2017 Integrated Business Management The Starbucks Coffee, Tea, and Spice Company was founded in Seattle in 1971 by Jerry Baldwin, Gordon Bowker and Zev Siegl, with a vision to educate the consumers about fine coffees. Starbucks began to expand when Howard Schultz took it over in 1987. His plan w a s to recreate the Italian espresso bar experience in America by making a personal relationship between consumers and coffee. Within years, they grew from a small, regional business into the undisputed leader in the specialty coffee industry by buying only the best quality coffee and providing an unmatched store experience (Stanley, 2002). “To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time” (Starbucks coffee company, 2018). Purpose of the Project The purpose of this project is to assess on how Starbucks has obtained its market positioning in the industry over the years and established itself as not only a brand but also a lifestyle. The project explains the principles applied as well as the approach followed by the company that has led it to become one of the world’s biggest companies providing specialty coffee having its operations widespread in 62 different countries with more than 23,000 branches around the world (Bayeh 89, Forbes.com). With growing number of stores, not only is Starbucks concentrating on expanding i ...
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