Globalisation is not an expansionary mindset anymore and in many cases, a strategic imperative to identify growth opportunities. Organisations are increasingly looking beyond their national markets.
BusinessManagement Topic: Assignment Introduction The economy in trouble, the stock market tanking it is important to start your day with a good cup of coffee to take on these challenges.
The paper examines Starbucks business and it Starbucks brand equity practices. Their focus was to sell coffee beans and equipment. Later, they began buying coffee beans directly from the growers. Inan entrepreneur by the name of Howard Schultz joined the company; Schultz felt that the company should sell coffee and espresso drinks as well as coffee beans.
The partners felt that selling coffee and espresso drinks would take away from their primary focus of selling coffee beans. Since the idea did not work, Schultz started his own company called II Giornale coffee bar chain in Schultz changed II Giornale outlets to Starbucks chains and quickly began to expand.
Starbucks coffee has grown into the largest coffeehouse company in the world with 16, stores in 94 countries such as in Australia, Canada, China, Puerto Rico, etc. Starbucks has thirty blends and single origin coffee.
Starbucks brand coffee can also be purchased in local stores to brew at home. Starbucks employs overemployees worldwide with over five million customers a week. Case study on Starbucks Coffee Product Analysis Product Overview Starbucks product line has grown to include fresh brewed coffee, hot and iced espresso beverages, coffee and non coffee blended beverages, Tazo tea, baked pastries, sandwiches, and salads.
The global consumer products include bottled Frappuccino, iced coffee, and espresso drinks, whole bean coffee, tea, coffee liqueurs and premium ice cream. Starbucks understands concepts of brand identity and product differentiation. Starbucks realizes this success depends significantly on the value of the Starbucks brand while relying on its excellent reputation for their product quality, superior, and consistent customer service.
The management believes it must safeguard and develop the value and importance of the Starbucks brand in order to bring continued success in the future. The perception of brand value by the consumer is based on an array of personal qualities.
Starbucks has been able to establish an ambiance of sophistication and intellect.
Loyal customers enter the retail chain as an escape from their mundane lives into a serene, regal atmosphere where they proudly sip from their branded mugs. Starbucks profits from the way they make their customers feel, allowing them to portray a prominent image and feel like the upper crusted elite in society.
Therefore, Starbucks brand equity and quality is synonymous with high prices and a classy image. The Company already owns and has also applied to register many service marks and trademarks both in the United States and in many countries around the world.
Starbucks owns numerous copyrights for items such as product packaging, promotional materials, in-store graphics, and training materials. Market Structure Starbucks, despite their inflated prices have been able to create a sense of brand loyalty with and array of loyal followers.
Coffee is a fairly homogeneous item which Starbucks has been able to market their standards of portraying a luxurious lifestyle.
Starbucks operates in a monopolistically competitive market structure in which they have been able to maintain a control over their inflated prices.
They have been able to create a standard for their coffee and in which they require their customer base to be exaggerated prices for a cup of their various brews.
With usage of the Starbucks logo, quality, and various trademarks, they differentiate their coffees from their competitors. Starbucks prides itself on being completely different from any other coffee house and its competitors, which is a reason why Starbucks has become so successful.
Starbucks has mastered knowing how to benefit their customer; leverage the company widely to many products and markets, and create ideas that are hard for competitors to imitate.
There are other homogenous coffee shops in the market, but their loyal customers believe that the superior quality, taste, and aroma cannot be found from any other coffee brewing entity.
At one point, their customers were more interested in the pretense that holding a Starbucks cup represented, but due to the current economic conditions, their customers have began second thinking how they are affected by the extravagant price of the black gold they have been sipping.
Operating in a monopolistic competitive society has caused the Starbucks effect to crumble. The organization has been able to maintain customers in the short run that were more interested in their details rather than price. When a business is making a profit in the short run, they will eventually reach equilibrium in the long run because their demand will eventually decrease, as we have seen in the recent times.
Due to this, in the long run, this monopolistically competitive firm will result in a zero economic profit. Because Starbucks has profited on their brand loyalty, they know that some loyal customers will never depart despite the towering prices.
With the recent news of Starbucks closing six hundred store, it is evident that they have been running in a marginally inefficient business model. Most monopolistically competitive firms are marginally inefficient because production average total cost is not at the lowest point.
In this event, in the long run, the marginal cost is simply less than the price of the good.
This translates to the price of the Starbucks beverage to me marked up over the cost of production. The cost of producing for Starbucks may not be the most cost-effective, but it is less than the price charged for their gourmet brews.
This could also explain why the price of Starbucks coffee is so high; their production costs are high and must that cost onto the customers to increase their revenue and decrease expenses.Stock quote for Starbucks Corporation Common Stock Common Stock (SBUX) with real-time last sale and extended hours stock prices, .
The first research model proposes that the five dimensions of consumer-based brand equity; physical quality, staff behaviour, ideal self-congruence, brand identification, and lifestyle-congruence have positive effects on brand loyalty via consumer satisfaction.
Dec 21, · Starbucks' holiday campaign has won and bought more online video views than any other brand push tied to Christmas, Black Friday, Thanksgiving or other year-end holidays, according to Visible.
I love Starbucks. It’s my go-to spot for late-night study sessions. (The baristas know me by name, #embarrassing.) Last week I spied Starbucks new . Starbucks Brand; Starbucks Brand Identity, Personality & Experience.
Posted on August 6, probably not, but it does help build Starbucks brand value. It is the little extras, the attention to detail that turn a routine visit for coffee into a product photo op. It’s memorable and it grabs attention, a pretty good brand engagement recipe.
Hence, connecting the soul of the Starbucks brand with the deeper history and meaning of coffee and the coffee shop contributed to the company’s rapid growth and development in the following decades as it grew beyond its American roots and established itself as a .