Starbucks Coffee Company Research Paper Example | Topics and Well Written Essays - 1000 words

Starbucks Coffee Company - Research Paper Example This is a persistent human behaviour, whether there was Starbucks or not. Some people go to bars, but coffee shops provide a great alternative. The fact that Starbucks took this behaviour and institutionalized it was a strategic success. b. Development of long-term buyer-seller relationships (Griffin, 2011: 498) Starbuck’s aim was ‘to create a relevant, emotional and intimate experience’ in order to build trust with the consumer (Jain, 2009: 3). By creating a unique relationship that cannot be matched by having just another cup of coffee in another coffee shop, customers seek to relive the pleasant personal experience by returning repeated to the same brand. c. International marketing mix (Griffin, 2011: 498) Schultz, who conceptualized Starbucks’ renowned business model, developed his concept from observing Italian coffee bars and was impressed that each had its own character (Jain, 2009, p.1). Starbucks has grasped the universality of appeal in what was a n Italian custom, and replicated this in all the countries the company was able to successfully market to. d. Value creation in its operations process (Griffin, 2011: 347) In the case, it was said that Americans will not pay a high price for coffee (Jain, 2009: 2), but Starbucks was able to overcome that, because customers found value in the store ambience and the service, which actually comprise its operations process. Cleanliness, a relaxing atmosphere, prompt and courteous service are as much a part of the product as the coffee itself, for which reason people find value in it to pay a high price for it. 2. SWOT Analysis in point form. Strengths Ability to accommodate customers’ requests (‘just say yes’): Enhanced customer satisfaction and brand loyalty. Store ambience and design: Created a comfortable atmosphere that encouraged repeated and long-term seller-buyer relationship that reinforced brand loyalty. Strong employee culture: Generous benefits keep employ ees engaged and high employee morale encourages innovativeness and pleasant staff-customer interaction. Weaknesses Too many stores located close to each other tended to cause stores to ‘cannibalize’ each other’s customers The competitive advantage is essentially replicable. Unlike manufacturing which can patent its product design or manufacturing process, what Starbucks offers – coffee blends, ambience, service – can be replicated by others, as it already has. Opportunities Expansion to international markets; emerging market such as China and India, allows the firm alternatives to its already saturated market. Innovations in coffee preparation could further be explored, such as the Frappuccino developed by its staff. Threats Strong competition has posed challenges not only for coffee but tea and other products Economic weakness discourages personal consumption spending. Environmental and anti-globalization activism targets multinationals like Starbu cks. 3. Compensation provided baristas Starbucks’s compensation package was described as generous because it included health benefits for both full-time and part-time employees who rendered 20 hours of service per week, and also provided them stock options which is a gain-sharing plan (Griffin, 2011: 258). The advantages to the company were enhanced

Samsung Group Research Paper Example | Topics and Well Written Essays - 3000 words

Samsung Group - Research Paper Example The company was founded in 1938 by Lee Byung-chull in Daegu City. The company’s first name of incorporation was Samsung Sanghoe. The company started off small with forty employees. It was initially a trading company whose dealings involved locally grown groceries and noodles. After the progress of the enterprise and its flourishing, the owner of the business decided to move Samsung Sanghoe to Seoul. Byung-chull had to move the company to Busan during the Korean War, and the company started trading in a woolen mill. The company then diversified to different regions in the world and begun to trade in various commodities. The company became Samsung Group in 1947 after the two founders of Samsung Trading Corporation went into conflict. Samsung Group went into the electronics business in the 1960s. There were several electronic divisions’ formation from the company. The first product from Samsung Electronics was a black and white television. The company entered the telecommunications market in the 1980s(SG, 2011). The earliest products from the company were switchboards. The company rose to become an international company in the 1990s exporting their products to Europe and America. They were the world’s largest producers of memory chips in 1992. The company is notable in being able to survive the 1997 Asian market crisis. The company eventually moved to Digital television and Smartphones in the 2000s. It was possible for them as they opened a computer programming lab in Warsaw, Poland. It is the largest producer of smartphones in terms of unit sales.