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An analysis of Starbucks

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  1. How would you summarize the Starbucks organizational context?
  2. How does Starbucks structure itself to be effective?
  3. How does Starbucks ensure that its decisions allow it to achieve its organizational outcome?
  4. How does Starbucks develop when it comes to its employees to ensure that there are no gaps between performance and development?
  5. Given the current situation of the MNC, what is Starbucks doing well in and what is it doing poorly in?
  6. What has made Starbucks an industrial leader in the world of 'coffee'?
  7. What is Starbucks involvement in corporate social responsibility?
  8. Why is the US model becoming so popular all over the world, even in countries where coffee has always had an historical legacy?

Microsoft and Google have now become household names, the companies that conquered the American continent and later the rest of the world in the space of a few decades. So, do these organizations have any common features? Both are of U.S. origin and began on the initiatives of passionate scholars. In recent years, a new company has gradually integrated into the global landscape: Starbucks Corporation.

The story of Starbucks began in 1971 with the opening of a small coffee roasting plant in Seattle in the U.S. Over the years, thanks to the genius of Howard Schultz, an American businessman who joined the company in 1985, the small company started by three academics has now developed into an international chain specializing in coffee.

The story of Starbucks is intimately linked to the development of the global coffee market. This is what will be examined in the first section of this document: the overall demand for coffee has declined in recent decades, and a new trend of "gourmet coffee" has developed gradually; consumers are focusing more on the quality coffee sold and served with a set of adequate services.

A question then arises, why pay for a more expensive coffee; why has the "premium coffee" become the new "darling" of the former consumers of good old black coffee? A number of factors can be attributed to this new tendency, functional and emotional factors as well as a phenomenon of "effective branding" that will also be developed later.

These will supply the means for understanding emergent behaviors in coffee consumption. The latter follows a pattern that might be called a new trend, which has similarities to various industries, including fast-food restaurants, discos, etc. While using the factors of success of other industries, the new global coffee giant has developed a corporate identity that stands out, and has brought a whiff of fresh air to the American continent and the world.

This study will discuss some marketing elements of the phenomenal success that began in a small shop in Seattle. Subsequently, it will examine the growth of the competition in the global coffee industry which registered a gradual growth as initially the investors were reluctant to invest in such an industry.

Starbucks Corporation is a restaurant chain specializing in coffee shops whose registered office is located in Seattle, USA. It is listed under indicator SBUX (NASDAQ). The company can boast of more than13,000 coffee outlets spread all over the globe in a total of 37 countries, making it the world leader in the retail sale of coffee.

Each outlet offers coffee drinks, tea and food (croissants, sandwiches, spices), and other products (CDs, books) from its various partnerships, which will be discussed. Parallel to its stores, the company owns the brands Seattle's Best Coffee and TorrefazioneItalia coffee and sells beverages in supermarkets in some countries (including Frappuccino, an iced drink made with coffee).

Recently, the company has followed a trend very much in vogue in the United States has arrived in France: the creation of a credit card in its name in partnership with a major bank . This type of exchange allows the bank and the mark of the Blue Card to take advantage of advertising and benefit from the brand, from which it receives financial returns based on transactions by card holders.

Tags : Starbucks, marketing strategy, global coffee market, group analysis

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