Transcript:
It was just a little wipe Ethel Sunset Strip took me on women deep in jail with no bells in the silent no arrested hey just gazing at the marks on the opposite wall remembering the music of my lovers car Starbucks Coffee company has become a common brand among coffee lovers everywhere the locations now in over 55 different countries they’ve grown substantially from their beginnings in Seattle 1971 marked the first Starbucks store in Pike Place Market Seattle from there through 1982 they began providing services to restaurants and local espresso bars in a ten-year span they grew from 17 stores to 1412 and opened in various countries initiating ideas like stock shares for employees and acquiring companies like Tazo they also would become partners with nonprofits such as Conservation International today Starbucks has 18,000 784 locations worldwide with over one hundred forty nine thousand employees in a 2010 recorded profit of 940 5.6 million Starbucks mission statement has been to inspire and nurture the human spirit one person one and one neighborhood at a time Starbucks offers coffee tea food and accessories they sell a variety of hot cold or blended Fairtrade coffees and teas as well as other beverages as for foods they offer baked goods and healthy snacks ranging from donuts to chicken wraps Starbucks keeps their customers satisfied by offering accessories such as coffee mugs coffee makers CDs free iTunes samples take home coffee and more and I kill the first man and it came up on cuz the devil works quick you know don’t you know starbuck stress is a community atmosphere and betrays that by handing the customer their specialized drink using their name employees are trained to build relationships with our customers create a family atmosphere and serve their customers with dignity and respect these are significant reasons why people will continue to come back and continue to spend up to five dollars on a cup of coffee coffee is one of the most popular beverage choices in the entire world North America in particular and Starbucks is the leading brand even for the small town of Vernon it has five locations for this reason Starbucks executes intensive distribution Starbucks strengths greatly outweigh their weaknesses with their social responsibility customer service specialty coffee blends product expansions and their quality coffee Starbucks feels that it is necessary to hold a competitive advantage by creating significant short-term goals of conserving water conserving energy encouraging reusable cups retrieving all of their coffee ethically and having recyclable materials as stated earlier another strength that put Starbucks above the rest is their customer service by creating a family type atmosphere the most significant strength Starbucks shows is their quality coffee brewed to perfection and purchased only from the best growers partnering with companies like Apple iTunes gives a younger appeal Starbucks does however have some weaknesses and these are prices advertising and locations many will argue that Starbucks has too high of prices for their products many people cannot afford to spend such a staggering amount on coffee and we’ll go to cheaper locations Starbucks has a unique marketing strategy in which they have straight from television commercials and other mainstream marketing strategies people may see this as a weakness because they believe that if Starbucks use mainstream marketing strategies they could be even more popular Starbucks is not as popular overseas as it is in North America for lack of marketing and lack of locations Starbucks is always looking for opportunities to increase profits sales and market share they can continue to expand their product lines and create new products to keep customers interested such as new coffee flavors or roasts new mugs or new food items they could also continue to partner with other companies like they did with Apple and iTunes giving out free iTunes sample can help promote ethical online music purchasing although Starbucks is a leading brand there are other companies that may pose a threat such as Tim Hortons Dunkin Donuts blends and even McDonald’s many people will be drawn to these cheaper coffee locations but the people who want quality coffee will come to Starbucks still the threat for Starbucks to monitor is that they’re cheaper retailers are steadily improving their coffee and heading towards a gourmet type beverage industry Starbucks target market is a consumer market their coffee is directed at people who have disposable income that can be spent on high-priced drinks they are directed towards adults ages 25 to 40 who are working and enjoy coffee in the morning before work this is their primary market which accounts for 49 percent of their market young adults ages 18 to 24 account for 40% of the Starbucks sales this is due to the environment and the location of Starbucks Starbucks is often shows in locations near colleges or universities to target students they also create a welcoming environment as students go do when studying or working on projects Starbucks also offers free Wi-Fi in most of their locations so students can bring their laptops and surf the web Starbucks is still deep in the growth stage of its product lifecycle and has not shown signs of slowing down this positioning grid tells us that Starbucks is the leader in innovator of quality coffee they portray a friendly laid-back atmosphere when selling their coffee and other products this experience is one reason that keeps customers frequent our recommendations to Starbucks are as follows due to such a wide variety of products they should begin to monitor their product sales daily and eliminate those that don’t do well only 30% of customers come after lunch to increase the flow of customers after 12 and draw new ones to offer a happy hour or drink so lower priced this would draw customers who aren’t willing to pay full price for these gourmet drinks and it would add customer flow in the later hours of the day Starbucks shows their goals for 2015 of having 25% of their customers using reusable cups we believe the 10 cent discount offered to people who use reusable cups is not enough to sway 25% of customers to use reusable cups we suggest they offer a high discount as well as offer their reusable cups at a lower price to encourage people to go green and give Starbucks a greener look
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