Marketing and Starbucks

SHERYL SANDBERG, 39, has served as the Chief Operating Officer of Facebook, Inc., an online social utility company, since March 2008

Sheryl is a very determined and busy woman. Being that she is the COO of Facebook she works hard daily to make the company function properly. She has a lot of responsibilities she has to take care of and over sees many people. According to the University of Iowa Sheryl Sandberg falls under the Democratic leadership, she practices a very participative leadership style. Sandberg spends most of her time emailing and in meetings, she feels strongly on influencing and motivating others who are apart of the Facebook team. She is very involved in the company so Mark Zuckerberg; CEO of Facebook can do what he enjoys. She

As the world’s number one specialty coffee retailer, Starbucks sells coffee drinks, food items, coffee beans, and coffee-related accessories and equipment. In addition, Starbucks sells whole-bean coffees through a specialty sales group and grocery stores. Starbucks has grown beyond coffee into related businesses such as coffee-flavoured ice cream and ready-to-drink coffee beverages. The purpose of this paper is to analyze Starbucks business strategy, customer value proposition, company’s operations and the risks to financial results and reporting in the short term.

Starbucks is no doubt a phenomenon in the United States, but the brand wants to expand globally. Opening chains in various global locations such as Japan, Vienna, England; Starbucks wants to reach out to the coffee loving fans everywhere. Nevertheless opening chains globally is not that simple. There are many uncontrollable factors Starbucks need to focus on to make sure they are making profit as well has abiding by the country’s laws and regulations. Going global takes a lot of market research to make sure that the brand will be successful even with uncontrollable factors. Controllable factors can be tailored to fit the needs of each country. Starbucks has to find the happy medium so they don’t lose their identity overseas.

Sheryl Sandberg is a 47-year-old woman who was born in Washington, D.C. She grew up in a Jewish household and is the oldest of three children. Her and her family moved to North Miami Beach, Florida when she was two years old. She graduated from North Miami Beach High School as 9th in her class. She is currently the Chief Operating Officer of Facebook. She works and lives in Menlo Park, California. She studied Economics at Harvard University from 1987-1991 and then went to the Harvard Business School from 1993-1995. Before she became

Howard Schultz is the man who grew up in a New York City Housing projects to eventually own Starbucks and gain a personal worth of $2.3 billion. The operating profit of Starbucks was US$3,081.1 million in FY2014, compared to an operating loss of US$325.4 million in FY2013. (Publication, 2015)

A challenge that Starbucks faces is the competitive market in the industry that shares the similar interest of coffee. With many competitors that serve coffee, Starbucks standouts than your typical fast food world of coffee. With a higher end that delivers a café atmosphere, Starbucks offers their customers more than you average cup of Joe. Staying competitive is imperative to organizations that share the same industry. With relatively higher cost, customers want to spend less and still have the quality of the coffee. Coffee lovers want the lower cost, quality product and the ease of getting their product without too much hassle. “The chains have been playing up their un-Starbucks features — like fast service, easy-to-pronounce sizes and, that all-American mainstay, the drive-through. Then there is the price: an average 12-ounce cup of McDonald 's Premium Roast coffee is 99 cents, well under Starbucks 's standard price for drip coffee and a far cry from some of its drinks that can cost upward of $4” (Bossman, 2006).

Regarding demographics, we can divide the business into age, family, gender, income, occupation, education, religion, race, generation, nationality and social class. For distinguishing customers ' group, demographics variables are the most popular one to use (Kotler, P. 2003). Starbucks ' essential target market are men and women matured 25 to 40. They represent just about a large portion of (49 percent) of its aggregate business. The young adults comprises up to 40 percent of Starbucks market. According to Price, Starbucks most of the target market is socio economic class C1 and B. Just because of higher price, people who are included in this class can easily afford Starbucks coffee.

In 1981, Howard Schultz, the chairman, president and chief executive officer of Starbucks, walked into a Starbucks store for the first time. Highly impressed of the great coffee and the company’s concept, he joined Starbucks a year later. In 1983 he traveled to Italy, where he became fascinated with the coffee culture in

Howard Schultz, the CEO of Starbucks Corporation, is a great business leader because he has a clear vision that no one had before, a solid strategy to achieve that vision, and a great influence on people around the world.

Most know Starbucks, the ubiquitous retail chain that, in the 1990’s, turned coffee drinking into a national pastime. However few know Howard Schultz, the humble chairman, CEO and mastermind behind Starbucks’. Schultz is credited with bringing Italy’s “coffeehouse culture” to the United States and packaging it for mass consumption. This maverick marketer transformed a little-known four-chain store in the leading retailer of specialty coffee in North America.

Howard Schultz is the current CEO of the famous and well-known Starbucks Coffee. He was born on July 19, 1953, and grew up in a Brooklyn, New York housing project. Schultz got a football scholarship from Northern Michigan and was the first in his family to graduate from college. He first got a job working as a salesman for Xerox Corporation. He later moved back to New York to sell kitchen equipment and housewares for a Swedish company before landing a marketing job at a small coffee bean store called Starbucks. He traveled to Italy and was inspired to open an espresso bar in the United States. His bosses at Starbucks immediately said no, so he started a rival store in 1987, making his java with Starbucks beans. Two years later he

After many years in the coffee industry, Starbucks is well on their way to achieving their vision, “a place that offers interesting coffee-related drinks in a theatrical atmosphere, pivoted around the espresso machine and become most recognized and respected brand of coffee in the world.” However, in order to maintain their position as the leader in the specialty coffee industry several obstacles have been identified. This report identifies three major issues in relation to financing, sales, and expenses and provides the most optimal strategy to surmount each issue.

Companies are continuously translating their policies according to the rules and regulations of each country that they operate in. For instance, American company Starbucks which is coffee house chain, which is producing goods like; coffee, beverages, tea, smoothies, and baking goods. Jerry Baldwin founded Starbucks. Starbucks revenue is$16.447 billion. Starbucks continues its legacy as a global brand, but prior to launching stores of Starbucks in new countries, the purpose of any organization is to increase its profits and sales through satisfying the needs of its consumers. The escalating change in technology drastically affects the businesses of many organizations. Due to stiff and cutthroat competition, the companies that did not enhance their business functions with the rapid change in technology may be easily wiped-out from the market. Localization is the process of modifying the features of the product according to the language, culture and taste of the desired population. This strategy is also known as adaption strategy. The concept of globalization has originated from the word “Global” in which, people from different social, cultural and economical backgrounds live together. During globalization national boundaries are reduced, which results in a larger customer base for companies and hence, an increased revenue and profits. The marketing strategy of an organization is a comprehensive plan that encompasses overall market goals. A good marketing strategy can be

Howard Schultz since he bought Starbucks back in 1987 has played the role of a Strategic Leader for Starbucks. His passion for coffee business and his vision translates into what Starbucks is now. Since the day he visited the Italian Espresso bar, the community life that Schultz witnessed there continues to shape the culture of Starbucks. In his own words: