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Starbucks Company Analysis

1.0 Introduction/Background

Starbucks Coffee Company is the largest retailer and roaster of specialty coffee in the world. It was established in STARBUCKS COMPANY ANALYSIS RESEARCH PAPER1971 by three partners in the US and has since then spread its operations in over 50 countries globally (Seaford & Brooks, 2012). It expanded tremendously and tripled its stores between 2002 and 2007 from 5,886 to 15,011 respectively. However, its rapid expansion was altered by the recent economic crisis that peaked in 2008. Despite this, the company continued to focus on its expansion goal into the international market. Strong and persistent focus on international sales led to significant growth and expansion of this company during the subsequent years. During the second quarter of 2010, for instance, Starbucks’ profits increased eightfold to $217.3 million. Currently, this company has more than 1700 stores in various locations in the world. It distributes its products in terms of stores and does not sell franchises (Gossage, 2011). Apart from specialty coffee, this company owns other two brands, namely, Tazo Tea and Seattle’s Best Coffee. The company has also invested in the music industry and has been offering various music products and services to customers. This paper presents an analysis of Starbucks through the following topics:

1. Starbucks environment

  • Furniture/Decoration inside the company,
  • Music of Starbucks (background music and how they market the music)

2. Marketing strategies

  • Advertisement strategies
  • Use of Gift Cards/E-Cards
  • The company’s Technology)

3. Social responsibility

  • Global Responsibility,
  • Community
  • Environment

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