Starbucks

STARBUCKS

Executive Summary

Starbucks is the leading retailer and roaster for brand specialty coffee in the world. It has over 7,500 stores located worldwide. As Starbucks continues to expand, it will encounter all sorts of new product markets, with new and demanding customers for unique and appealing products.

Starbucks faces many challenges from having to compete to retain brand recognition of its primary products, at the same time increasing awareness of its new products lines.

The company has a number of new ideas being tried and tested in its stores having new plans for food such as hot sandwiches and breakfasts, as well as new drinks such as coffee liqueurs, even a pumpkin spice late for the holidays.

My analysis and research of the market have resulted in keys findings as follows:

- Starbucks is … (I will finish this after the project is over)

Overview

“After oil, coffee is the second largest import in the United States, with U.S. consumers drinking one-fifth of the world’s coffee, making them the largest consumers of coffee in the world. As a result, the U.S. coffee industry is extremely competitive on all fronts-with retail and coffee house segments just a part of the total market” . (MarketResearch.com. Retrieved on November 10, 2004 from

Coffee has an exciting potential in bar service, with a range of genres to choose from: traditional blends, single origin coffees, espresso roasts; in a wide menu of styles including straight coffees, flavored coffees, cold coffee drinks, and cappuccino; and by the assortment of technologies from manual to super automatic, in filter, urn, and espresso machine formats.

The bottom line remains to satisfy the client, cup by cup of coffee, and produce a repeat sale.

Starbucks Corporation purchases and roasts whole bean coffee and sells them alongside with fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, a variety of complementary food items, coffee-related accessories...