A look at Starbucks’ marketing strategy Essay Example for Free

A look at Starbucks’ marketing strategy Essay We have no patent on anything we do and anything we do can be copied by anyone else. But you cant copy the heart and the soul and the conscience of the company† – Howard Schultz, CEO of Starbucks Coffee. This quote from Schultz could be the â€Å"magic† that has separated Starbucks from the every other coffee shop; an attitude of marketing which is inspired by the company’s commitment. The successful marketing strategies which Starbucks employs are definitely of interest to anyone interested in business marketing can learn about. Serving coffee is a common part of any restaurant business, but a successful marketing mix will cause a common product to become uncommon and unique to the consumer. A marketing strategy for a company requires commitment from the company with all departments and employees working together towards the same goal. This should be a philosophy which is applied to the entire organization, not simply an idea that is applied to the marketing department. The two main functions of the marketing strategy are to identify the target market, and develop a successful marketing mix for that target market. Within the marketing mix are four essential components: product, place, promotion, and price. Starbucks Coffee Company has developed a marketing mix which has proven to be exceptionally successful for over 40 years. Starbucks opened in 1971 by owners who developed a passion for dark roast coffee, and that was basically the main product that was sold in the stores. After about a decade of selling coffee beans, the owners allowed Howard Schultz to join the company as the firm’s Director of Retail Operations and Marketing. While on a trip to Italy, Schultz came across the Italian â€Å"coffee culture† which intrigued his interest; a cafà © where people would gather, socialize and spend time in leisure. Schultz believed this â€Å"coffee culture† could be replicated in the United States serving the Starbucks brand of dark roasted coffee and adding espresso drinks to the menu. This concept was rejected by the founders of Starbucks, and eventually  Schultz bought the company, and proceeded to build it into the largest retail coffee shop chain in the world. The product line of coffee was expanded to include espresso drinks such as lattes and cappuccinos; and as the company grew, the drink choices also grew to meet the consumer’s needs. Starbucks is known for having store locations everywhere in the world; even to the point of shops across the street from one another. Beginning in neighborhoods or in rural areas, and expanding to high traffic areas such as New York City; a Starbucks Coffee Shop may be found in or very near any city in the United States. Within the â€Å"place† of the marketing mix, one considers the type of stores as important as the location. The majority of Americans have two main â€Å"places† where time is spent, either at work or at home. With Schultz’s vision of the coffee shops that inspire the customers to consider Starbucks his or her â€Å"third place†, all of the shops have the brand of ease and comfort. Designed to be cozy and comfortable, the store decor of every shop is similar, if not identical: big easy chairs and sofas, tables for customers to gather at, high top counters with plenty of electrical outlets for those who take advantage of the free internet, and music playing which adds to the ambiance. Some locations actually have a burning fireplace to warm the atmosphere during the winter months. It is very rare for one to see a promotional advertisement for Starbucks Coffee in a magazine, newspaper, billboard, television commercial, or any other typical advertising campaign. Starbucks used the marketing strategy of â€Å"word-of-mouth† advertising; allowing the high quality of products and the legendary service promote the brand. This tactic has played a huge part in making Starbucks Coffee Company a success. The front line Barista (coffee artist) has been trained not only to prepare specialty coffee drinks, but to include the art of providing â€Å"legendary service† to the customer. This strategy includes promotion of personalized service by learning customer’s names, specific drink preferences, customer’s occupations, and often personal information concerning the customer’s family  and life events. In the beginning, the company’s mission statement was: To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. Now, Starbucks has added to the mission statement: To inspire and nurture the human spirit One person, One cup, and One Neighborhood at a time. With all employees working with the company’s mission in mind, the brand is promoted on a daily basis. In no way, shape, or form has Starbucks offered a competitive pricing for the products sold in the stores. One may consider the â€Å"experience† of the Starbucks brand to be included in the price of the products. As stated above, with all front line Baristas working with the company’s mission statement as a guideline, the consumer is purchasing a cup of coffee with the experience of personalized legendary service. While the descriptions of Starbucks Coffee Company’s marketing mix did not include the target marketing objective, Starbucks’ target market includes anyone who is willing to pay a premium price for the â€Å"Starbucks Experience. This decision was made with extensive strategic planning, and with the knowledge that using a unique marketing program such as this was a huge risk in being successful. A good summary about the marketing success of Starbucks is this quote by Howard Schultz, CEO of Starbucks: We establish the value of buying a product at Starbucks by our uncompromising quality and by building a personal relationship with each customer. The marketing mix that Starbucks Coffee Company developed is unique, unconventional, somewhat risky, but most importantly, extremely successful for over 40 years.

Everyman :: essays papers

Everyman The play â€Å"Everyman† is about a complacent Everyman who is informed by Death of his approaching end. The play shows the hero’s progression from despair and fear of death to a â€Å"Christian resignation that is the prelude to redemption.† Throughout the play Everyman is deserted by things that he thought were of great importance portrayed by characters that take the names of the things they represent. Throughout the play Everyman asks the characters to accompany him on his journey to death. He starts with Fellowship, his friends, who promises to go with him until they are informed of the destination. They desert Everyman at that point. He calls upon people who are closer to him, Kindred and Cousin, his kinsmen. They also promise to â€Å"live and die together,† but, when asked to accompany Everyman, they remind of the things he never did for them and desert him. Everyman then calls upon Goods, his material possessions. Goods explains to him that they cannot go on the journey with him, so he is once again deserted. Good Deeds then gets called upon. They say that even though they want to go on the journey, they are unable to at the moment. They advise Everyman to speak to Knowledge. Knowledge is the one that brings Everyman on the journey to cleanse himself. They first go to Confession, which gives him a penance. Once he does his penance, Good Deeds is able to rise from th e ground. They then call upon Discretion, Strength, Five Wits, and Beauty. At first they follow him on his journey, but when they approach his grave they race away as fast as they can. When he finally sinks into his grave, the only one that accompanies him is Good Deeds.

The Effect of Transformation of pGLO in Bacteria

Genetic transformation is a process that primarily is inserting new DNA into an organism to change that organism’s trait. This process has many useful benefits when used correctly in different organisms. In this lab, bacteria was transformed by inserting DNA for Green Fluorescent Proteins. The DNA for these proteins were taken from bioluminescent jellyfish Aequorea victoria. One of the main lessons of the lab is learning of the use of ‘plasmids’. Plasmids are small pieces of DNA that usually code for one trait and are easily transferable between bacteria.This transfer of plasmids between bacteria is actually extremely helpful for them and are key in their survival. The plasmid that codes for the Green Fluorescent Proteins is accompanied with a gene for resistance to the antibiotic ampicillin. To ‘switch on’ the gene for fluorescence caused by the proteins, sugar arabinose must be added to the bacteria’s environment. If there is no sugar arabino se introduced to the plates, then the bacteria will appear white and will not glow, even if the gene for the proteins is successfully inserted.If the gene was successfully inserted and there is sugar arabinose present then the bacteria will glow a fluorescent green. The objectives for this lab is was to see the effects on bacteria in four different cases. The first case is the effect on bacteria when the gene for pGLO is introduced with LB (a ‘broth’ like substance that bacteria feed off of) and ampacillin. The second case is the effect on bacteria when the gene for pGLO is introduced with LB, ampacillin, and sugar arabinose.The third case is the effect on bacteria when no gene for pGLO is introduced, but LB and ampacillin is still introduced, The fourth case is the effect on bacteria when no gene for pGLO is introduced, but bacteria is still placed in a LB enriched environment. The hypothesis for the first plate is that bacteria will grow, however it will not glow even though the pGLO gene is introduced because there is no arabinose to effectively activate the gene. The bacteria will still grow although the ampacillin (which normally kills bacteria) is present because the pGLO gene also acts as a resistant to antibiotics.The hypothesis for the second plate is that bacteria will grow and glow because the gene for pGLO is introduced with sugar arabinose to effectively turn it on. The bacteria will also not die although ampacillin is present because, alike to the first plate, the pGLO assists the bacteria in becoming resistant to antibiotics. The hypothesis for the third plate is that no bacteria will grow at all because it is an ampacillin enriched environment with no pGLO gene to help the bacteria become resistant to the antibiotic.The hypothesis for the fourth plate is that the bacteria will grow normally because although there is no pGLO gene introduced, there is also no antibiotic to prevent the bacteria from growing. (AP Biology Development Co mmittee, 2012) Data/Results: ? Figure 1. Recorded results from observing the transformed bacteria under light and in darkness After proper incubation time, we took the plates and viewed them with the lights on and then turned the lights off to see if any of the plates had colonies that glowed.As seen in Figure 1, the first plate produced some bacteria (one colony) and did not glow. The second plate produced a decent amount of bacteria (eight colonies) and ended up glowing. The third plate did not produce any bacteria at all leaving it impossible to see if anything glowed or not. The fourth plate produced the most amount of bacteria (ten colonies) and did not glow. Conclusion: All four of our hypotheses were correct after reviewing the results.The first plate, that consisted of bacteria with pGLO in an environment of LB and ampacillin, produced colonies however they did not glow due to the fact that there was nothing to turn on the pGLO gene. There needed to be arabinose in the envir onment for the gene to be expressed and since there was not there was no glow. The second plate, that consisted of bacteria with pGLO in an environment of LB, ampacillin, and arabinose, produced a fair amount of colonies that did end up glowing. The bacteria glowed because the pGLO was successfully inserted and transformed and had the arabinose to express the gene.The third plate, that consisted of bacteria without pGLO in an environment of LB and ampacillin, did not produce any bacteria. This outcome was due to the fact that ampacillin kills bacteria and there was no pGLO gene to help the bacteria become resistant to the antibiotic. The fourth plate, that consisted of bacteria without pGLO in an environment of just LB, produced the most amount of bacteria because although it did not have the pGLO gene to prevent antibiotics from killing the bacteria, there were no antibiotics to have to account for.It makes sense that the fourth plate produced the most bacteria because although in both plates one and two there was pGLO to prevent the ampacillin from killing the bacteria, not all of the bacteria were likely to go through transformation correctly and therefore not all of the bacteria had the pGLO ultimately resulting in the termination of a lot of potential bacteria colonies. (AP Biology Development Committee, 2012) The Effect of Transformation of pGLO in Bacteria Genetic transformation is a process that primarily is inserting new DNA into an organism to change that organism’s trait. This process has many useful benefits when used correctly in different organisms. In this lab, bacteria was transformed by inserting DNA for Green Fluorescent Proteins. The DNA for these proteins were taken from bioluminescent jellyfish Aequorea victoria. One of the main lessons of the lab is learning of the use of ‘plasmids’. Plasmids are small pieces of DNA that usually code for one trait and are easily transferable between bacteria.This transfer of plasmids between bacteria is actually extremely helpful for them and are key in their survival. The plasmid that codes for the Green Fluorescent Proteins is accompanied with a gene for resistance to the antibiotic ampicillin. To ‘switch on’ the gene for fluorescence caused by the proteins, sugar arabinose must be added to the bacteria’s environment. If there is no sugar arabino se introduced to the plates, then the bacteria will appear white and will not glow, even if the gene for the proteins is successfully inserted.If the gene was successfully inserted and there is sugar arabinose present then the bacteria will glow a fluorescent green. The objectives for this lab is was to see the effects on bacteria in four different cases. The first case is the effect on bacteria when the gene for pGLO is introduced with LB (a ‘broth’ like substance that bacteria feed off of) and ampacillin. The second case is the effect on bacteria when the gene for pGLO is introduced with LB, ampacillin, and sugar arabinose.The third case is the effect on bacteria when no gene for pGLO is introduced, but LB and ampacillin is still introduced, The fourth case is the effect on bacteria when no gene for pGLO is introduced, but bacteria is still placed in a LB enriched environment. The hypothesis for the first plate is that bacteria will grow, however it will not glow even though the pGLO gene is introduced because there is no arabinose to effectively activate the gene. The bacteria will still grow although the ampacillin (which normally kills bacteria) is present because the pGLO gene also acts as a resistant to antibiotics.The hypothesis for the second plate is that bacteria will grow and glow because the gene for pGLO is introduced with sugar arabinose to effectively turn it on. The bacteria will also not die although ampacillin is present because, alike to the first plate, the pGLO assists the bacteria in becoming resistant to antibiotics. The hypothesis for the third plate is that no bacteria will grow at all because it is an ampacillin enriched environment with no pGLO gene to help the bacteria become resistant to the antibiotic.The hypothesis for the fourth plate is that the bacteria will grow normally because although there is no pGLO gene introduced, there is also no antibiotic to prevent the bacteria from growing. (AP Biology Development Co mmittee, 2012) Data/Results: ? Figure 1. Recorded results from observing the transformed bacteria under light and in darkness After proper incubation time, we took the plates and viewed them with the lights on and then turned the lights off to see if any of the plates had colonies that glowed.As seen in Figure 1, the first plate produced some bacteria (one colony) and did not glow. The second plate produced a decent amount of bacteria (eight colonies) and ended up glowing. The third plate did not produce any bacteria at all leaving it impossible to see if anything glowed or not. The fourth plate produced the most amount of bacteria (ten colonies) and did not glow. Conclusion: All four of our hypotheses were correct after reviewing the results.The first plate, that consisted of bacteria with pGLO in an environment of LB and ampacillin, produced colonies however they did not glow due to the fact that there was nothing to turn on the pGLO gene. There needed to be arabinose in the envir onment for the gene to be expressed and since there was not there was no glow. The second plate, that consisted of bacteria with pGLO in an environment of LB, ampacillin, and arabinose, produced a fair amount of colonies that did end up glowing. The bacteria glowed because the pGLO was successfully inserted and transformed and had the arabinose to express the gene.The third plate, that consisted of bacteria without pGLO in an environment of LB and ampacillin, did not produce any bacteria. This outcome was due to the fact that ampacillin kills bacteria and there was no pGLO gene to help the bacteria become resistant to the antibiotic. The fourth plate, that consisted of bacteria without pGLO in an environment of just LB, produced the most amount of bacteria because although it did not have the pGLO gene to prevent antibiotics from killing the bacteria, there were no antibiotics to have to account for.It makes sense that the fourth plate produced the most bacteria because although in both plates one and two there was pGLO to prevent the ampacillin from killing the bacteria, not all of the bacteria were likely to go through transformation correctly and therefore not all of the bacteria had the pGLO ultimately resulting in the termination of a lot of potential bacteria colonies. (AP Biology Development Committee, 2012)

Agriculture Is A Vital Part Of Society, And Agribusiness

Agriculture is a vital part of society, and Agribusiness is of course the business behind it. While agricultural needs were different in ancient times, farming was always necessary. With agriculture came the domestication of plants and animals. This domestication allowed the human civilization to flourish. With time, new technologies and lifestyles changed the course of agriculture. According to the USDA Census of Agriculture, aging farmers and ranchers, whose average age has risen from 52 to 57 during the last 20 years, are often retiring without a younger family member willing to take over (2007). With the loss of multi-generation ranches comes the rise of corporations. This ultimately leads to greater employment rates. The Bureau of Labor Statistics states that nearly 60,000 skilled agricultural job openings are expected annually in the U.S., yet only 35,000 graduates will be available to fill them (2012). Agricultural managers should find more opportunities this way. Owners of large lots of land, who aren’t often living on the property, will begin to pursue an agricultural manager’s expertise to run their farms as businesses. The decline in farmers, and the increase in large operations can reap many benefits for graduates looking to emerge themselves in an agricultural career. Agribusiness Management means hard work, an extensive education, and many duties both in and out of the office. Ag Management can also reap many financial and emotional rewards. I’m fully awareShow MoreRelatedThe Global Of Global Agribusiness1181 Words   |  5 PagesThe position of global agribusiness is to be successful in the future, due to fundamental factors that the natural resources are a necessity to the quality of human life. The global agribusiness is the industry of the agriculture production. The sustainability of this production is to maintain at a certain rate to ensure the quality of life for the planet and human life. 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