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Essay / Research Paper Abstract
This 3 page paper looks at the problem faced by Starbucks which started in 2007 examining what the problems were and why they occurred as well as considering the measures that were and could be adopted in order ensure a positive future for the firm. The bibliography cites 8 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEtrostar.rtf
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Unformatted sample text from the term paper:
share, the brand grew and expanded. However, it was not simply the right firm at the right time, there were logical reasons for the success (Buchanan and Simmons, 2007). When
Howard Schultz developed the idea for the coffee bar format, following a visit to Italy, it was a new idea to the US, and as such when it was finally
introduced, it was effectively a blue ocean strategy; there were coffee shops and cafes, but nothing the same as Starbucks. A blue ocean strategy can be highly effective as there
is a lack of competition (Kim and Mauborgne, 2004). It can also be risky, as in a blue ocean scenario the idea may not have been tiered and may fail,
or may already have failed (Kim and Mauborgne, 2004). However, Schultz did not just conceive the idea; he developed a business model that marketed the coffee not as a simple
beverage, but as an experience and as such there was a broadening of the general concept of marketing (Kotler and Levy, 1969). This was also seen in the way that
he educated the US population about gourmet coffee. Social issues were also embraced with some strategies such as with the purchase of Ethos for $7.7 million in 2005 which supports
funding of safe drinking water projects run by non profit making organizations. These are all messages that help to support the firm rather than the production and just as value
messages like this can support a politician they can support a firm (Kotler and Levy, 1969) The firm had a strong foundation, but in 2007 there was a slip,
for the first time the firm started to loose market share. The firm had grown rapidly and did not have previous experience of this. The growth has seen related diversification
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