Course: brand and merchandise management
American International School – Bangladesh (AIUB)
Khan Samara Salsabeel #07-09162-2
Mr. Mahbub Hossain
Brand and Product Managing, sec-A
Subject: STARBUCKS CORPORATION: Managing excessive growth brand.
We are grateful to you to get giving us the chance to focus on this case study.
We would love to express honor to you to your gracious assistance and useful guidance for organizing the survey.
Khan Samara Salsabeel (07-09162-2)
Sadia Rezwana (07-09013-2)
Kazi Masum (08-09933-1)
Mohammad Abdul Kader (08-11783-2)
Four decades ago, Seattle business people Jerry Baldwin, Gordon Bowker and Zev Siegl initial opened Starbucks in Pike Place Market.
At that time, Country's major espresso brands had been engaged in price war, as a result they were required to use less expensive beans inside their blends to lessen costs. Consequently there was a decline in coffee usage.
To funnel the potential of the gourmet coffee pattern in the Detroit area, the founders of Starbucks tried the new idea of a store dedicated to selling only the finest coffees and caffeine brewing machines. This focus on quality whole-bean coffee full was quite unique.
Starbucks placed quality as its top priority. The Starbucks management committed a great deal of their very own time and money to creating strong human relationships with coffee growers via around the world.
In 1982, Howard Schultz, current CEO of Starbucks recognized the conservative business plans of early Starbucks management hindered the company by reaching various other potential caffeine lovers. Consequently he altered Starbucks via a caffeine retailer to a café organization. He had a vision of expanding the scope and reach of the Starbucks company.
In addition to selling just ‘best of class' caffeine, Starbucks proved helpful to complete its stores with the particular highest quality of everything, from caffeine making products to the features and home furniture to the music and art work. Each Starbucks store is definitely carefully designed to enhance the quality of everything the client see, touch, hear, smell or style. The stores are designed in such a way that it provides warm, inviting environment important for giving Starbucks a pleasurable caffeine centered knowledge.
The tips for success intended for Starbucks in building the rand name are:
1 ) Starbucks was the first to introduce Espresso house with premium coffee to American market. installment payments on your Consistent superior coffee.
three or more. It located quality as the top priority.
4. Starbucks established good relationships with coffee farmers from around the globe. 5. Creation of powerful management team with very innovative and creative staff. 6. Profitable partnerships and joint projects with some of the nation's strongest corporations including Host Marriott, United Flight companies, Pepsi Co, Dryers while others.
Brand values of Starbucks:
1 . Main concern is the quality of usana products
2 . High quality coffee encounter
3. benefit simplicity more than technology
some. Investing in innovation
5. Workers as associates and considered as the most important property of the organization.
The causes of equity of Starbucks happen to be Brand awareness and manufacturer image. Brand awareness and image will be collectively called brand knowledge.
Brand awareness has been established through word-of mouth, relationship and picky and productive location of Starbucks retailers.
Brand photo is established through:
1 . superior coffee beans
2 . brewing approaches...