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Background:
Starbucks was founded on March 30th, 1971 in Pike Place Market, Washington,
Seattle. Gorden Bowker, Jerry Baldwin, and Zev Siegl Founders of Starbucks met at
the University of San Francisco. After watching Alfred Peet teach a roasting seminar,
they were inspired to establish a caf.
They originally wanted to name their business Piqued, after a ship from Moby-dick.
Unfortunately, that name was rejected and they settled on Starbucks, who was a
young chief mate on the piqued. A siren from Greek mythology stimulated their logo,
which was to capture the spirit of Seattle and their history of sailing the seaports. In
Greek mythology a siren is seen as an image of the ocean. They would sing a sweet
song to consume a seamans body, soul and overwhelm them with their beauty to
the point where they would be obsessed and lose control of their ship and die. They
are known for obsession, addiction and death.
Operations:
The first Starbucks caf was located
on 2000 Western Avenue from
1971-1976. After moving to Pike
Place Market, they then made
themselves at home and havent
left. At that point they were only
selling roasted whole beans and not
Revenue:
Starbucks net income climbed 25 percent to $540.7 million as of January 24th,
2014. Howard Schultz CEO of Starbucks is enhancing the specialty drinks and
providing high quality treats in order to increase revenue. As it shows. stores
opened 13 months ago have had 5% growth in the region including U.S, Canada, and
Latin America.
Unique Information:
Starbucks has two roasters Brad Anderson, Master Roaster and Brian Hayes,
Roasting specialist. These two men create all that flavors. They choose how long the
coffee is roasted, what types of beans they want to mix together, as well as the
syrups to change the taste of the roast.
They there whole coffee beans from places all over the world, When looking into the
process of growing beans we learned that when you grow them at a higher altitude
yields a denser, more flavorful bean. They grow beans at different altitudes to make
the flavor of the bean come out different when roasted.
They currently have more than 137,000 employees around the world serving 40
million customers per week.
Starbuckian is what they call all Starbucks customers, like Torontonian they make
Starbucks a community. They can make 87,000 different drinks. This includes their
lattes, cappuccinos, hot chocolate and all the other specialty drinks.
Starbucks now has a pay as you go App for any Android and iPhone. This app is used
as a credit card. You can add money to your phone and can scan to pay. This is a
profile, which shows the drink that you usually get and all your specifications.
Blonde Roast
o In 2012, Starbucks released Blonde Roast, which can be described as
a lighter-bodied and mellow blend yet still full of flavour. It is
supposed to awaken the senses gently while adding a subtle hint of
soft acidity.
o The most popular coffee blend in the Blonde Roast category is True
North and is dedicated to Canada.
o
"Canada has always had its own distinct Starbucks identity and we're
honored to pay tribute to our customers with the new Starbucks True
North Blend," says Kevin Reid, director of Starbucks Canada.
Medium Roast
o This roast is perfect because it is not too strong or too soft. It is the
perfect balance between the two. Its tasting notes are said to be a
smooth and balanced roast.
o The most popular blend in this category is Pike Place. This blend
offers a wide range of tastes. Starbucks says whether you prefer it
straight or complemented with cream or sugar, they promise a bold
and satisfying rich cup.
Dark Roast
o Starbucks Dark Roast is labeled as a bold, fuller-bodied coffee that
incorporates strong flavors. Each cup of coffee is full of enough body
until the last sip.
o The most popular blend of this roast is Sumatra. It is an earth and
herbal tasting coffee originated in Pacific Asia. People rave about this
coffee because there is essentially no acidity, therefore, the intensity
and flavour simply lingers on the tongue.
Brand Promise:
Love it, or let us know, your drink should be perfect, every time
Your experience will be uplifting
Brand Personality:
Coffee is seen as a morning pick me up. People are known to be in a better mood
after your traditional morning cup. Anything that can prevent someone from getting
that cup, or that right cup of coffee can resort in a horrible day. Starbucks makes
every cup perfect therefore one is always pleased, and happy with the end product.
If Starbucks were a
Car: Audi
A dark green Audi would most likely
represent Starbucks because of how fast
it is relating to their service. The colour of
the car would be green to signify the
brands features. It would also be clean
and environmentally friendly, because
Starbucks provides 10% post-consumer
recycled paper fiber for their cups and their sleeves are made out of raw materials
saving 100,000 trees a year.
Animal: Whale
The name Starbucks was chosen from the story Moby dick. This plays a huge role in
the brand and the whale really symbolizes the past of this company.
Season: Fall
Fall is a booming time for cafs. This is because it is a great weather for cold and hot
drinks. Any mixed beverages and signature drinks.
Brand Position:
Market Niche:
Starbucks mission is to inspire and nurture the human spirit - one person, one cup,
and one neighborhood at a time. They personalize the experience for each
customer making them stand out from other coffee houses. The company offers
exceptional quality coffee combined with excellent customer service. Starbucks
takes pride in them selves by providing phenomenal product knowledge and
endless hours of training their staff.
They have strategically created an environment where customers feel relaxed and
comfortable enough to have a social or casual business meeting. Moreover, they
provide complimentary wi-fi so students can study while enjoying their beverage.
We Believe in Starbucks
There are many reasons to believe in the Starbucks brand because they consistently
keep their promise of a perfectly made beverage and continuously provide great
customer service and experience. In addition, they uphold their environmental
responsibility as a key corporate value.
Value Proposition:
Functional Benefits:
Free wi-fi
Emotional Benefits:
Inviting atmosphere makes you feel stylish because of the quality of the
ingredients, staff, and comfort zone
Having a good time with friends over a cup of coffee or specialty drink
Unique Features:
Starbucks language
o Tall, Grande, Venti for small medium and large
Starbucks does many things well; they offer a mass amount of drinks, food, and
product, along side coffee beans, teas, and mugs. They are also the first cafe to
incorporate the digital money app.
References: