|
Starbucks: Evolution of a Global Brand |
ICMR HOME | Case Studies Collection
For delivery in electronic format: Rs. 500; For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges » Business Strategy Case Studies » Case Studies Collection » Business Strategy Short Case Studies » View Detailed Pricing Info » How To Order This Case » Business Case Studies » Area Specific Case Studies » Industry Wise Case Studies » Company Wise Case Studies
Custom Search
Please note: |
|||||||
Excerpts Contd...OperationsBrand BuildingIn a recent survey of the top global brands, conducted by Business Week and Interbrand, Starbucks had ranked 93 . Schultz felt that the equity of the Starbucks brand depended less on advertising and promotion and more on word of mouth... GlobalizationIndustry experts expected the US gourmet coffee market to be fully saturated by 2004. Consequently, the need for Starbucks to expand in overseas markets became more pressing. For Starbucks, global expansion represented both a challenge and an opportunity... Human ResourcesAs Starbucks grew bigger, Schultz set about identifying and correcting organizational weaknesses. He felt that Starbucks must pay more attention to the people who made, served and bought coffee. Baristas and other employees who directly affected the quality of products and the consumer experience in stores, exerted tremendous influence on the company's performance... Ethics & Social ResponsibilitySchultz's stated objective was to build a company with a soul. Starbucks was the largest corporate contributor in North America to CARE, a worldwide relief and development organization that sponsored health, education, and humanitarian aid programs in most of the Third World countries where Starbucks purchased its coffee supplies... Exhibits
Exhibit I: Adults Who Drank Coffee or Specialty Coffee
|
Case Studies Links:-
Case Studies,
Short Case Studies,
Simplified Case Studies.
Other Case Studies:-
Multimedia Case Study,
Cases in Other Languages.
Business Reports Link:-
Business Reports.
Books:-
Textbooks,
Work Books,
Case Study Volumes.