Case Study Analysis: Starbucks Coffee

Case study # 1 Starbucks is based on the evaluation and recognition of Starbucks growth over the past few decades. Starbucks was founded in 1971. The coffee industry at that time had been declining for nearly 10 years. The consumption of coffee at that time was mainly in the home or "on the go", both at dinner and at the restaurant. In big cities such as New York or San Francisco, they have a special coffee roaster like Pete. The main purpose of Schulz is to use this way of thinking to sell high quality coffee and sell it (CRAIG, BUSSE, BROWN, "Aplia" Kellogg 1).

The purpose of this research was to conduct an internal analysis of the Starbucks as an organization and an external analysis of the coffee industry to study how Starbucks functions as an organization. This allows the author to make strategic recommendations to Starbucks in the coffee industry. The first Starbucks opened in Seattle in 1971. In the first 10 years, the company sold freshly baked gourmet coffee beans and accessories for brewing. In 1982, the founder joined the entrepreneur of Howard Schulz. Howard Schulz is responsible for retail and marketing companies (Garza, 2010). During Italy travel, Howard Schulz encountered Italian coffee culture. The cafe seems to be a meeting place for Italians. So they can be sociable and have leisure time. Schulz believes that this coffee culture can be reproduced in the United States. However, the idea of ​​Schulz was rejected by the founders.

Established in 1971, Starbucks coffee, tea and spice in Seattle's Pike Market were originally known as the "brewing" of famous mixtures in 43 countries including the United States. Currently known as Starbucks coffee, business is more than just coffee and tea. Starbucks has its own bottled water, handmade drinks, fresh food, entertainment, merchandise, Starbucks cards. - Introduction The purpose of this article is to explain the characteristics of Starbucks tea and energy drink in detail. Describe the speed of product movement during product life cycle and factors that affect its movement. In addition, it determines how product life cycle affects marketing of tea and energy drinks. Determining product positioning and differentiation strategies