Making Jaun Proud :: essays research papers

The Company is organized into a piece of phone line units. The Companys North American retail headache sells coffee beverages, integral bean coffees and related hardware and equipment through company-operated retail stores in the United States and Canada. The Companys international retail business consists of entities that own and operate retail stores abroad. These two retail segments are managed by different presidents within the company and are measured and evaluated separately by senior management. The Company operates other business units as well and individually is managed and evaluated independently. These other business units are organized around the strategic relationships that decree the distribution of crossroads to the customer. These relationships include retail store licensing agreements, grocery channel licensing agreements, sweeping accounts, and joint ventures.Starbucks Corporation and its subsidiaries buy and roast high quality whole coffee beans. To insure h igh quality of the merchandise, Starbucks built three cook plants of its own, where highly trained and experienced personnel monitor roast of beans. Quality standards are so high that entire batches are thrown and twisted away after testing if qualifications differ from acceptable standards. Later, beans are sell in primarily company-operated stores along with fresh, rich-brewed coffee, Italian-style espresso beverages, decaffeinated beverages, cold blended beverages, a strain of pastries and confections, coffee-related accessories and equipment, and a line of premium teas. Starbucks sees its success in constant festering of its harvestings to bring new experiences and ideas to loyal customers of their coffee-empire. High quality of a yield that will appeal to coffee lovers around the world is Starbucks main consideration. Starbucks sells a lifestyle, to customers and employees alike. It has learned from the experience of Pepsi and others to link its brand to new trends. Starb ucks success could be attributed to an objective to meet their customers needs, and innovative new product offerings. Selecting a marketing strategy based on a product mix is a key to Starbucks success. Coffee is the second most traded goodness in the world (McMahon, 2001), and as a result, Starbucks was forced to adopt a high product differentiation strategy. This strategy differentiates the company from the competition, making its product unique, by targeting quality, service, and the price conscious customer. Starbucks retail stores are usually placed in high-traffic locations and high visibility areas. To reduce risk of failure and economic fluctuations, properties for the stores are leased. Brand name recognition of Starbucks therefore comes from people world frequently exposed to it.