Global Competition

Net Sales – totaled $4,485,000.00 for year 6, and grew +33.3% or $1,495,000.00 between years 6 to 7.

When Starbucks first became a Public Traded Company in 1992, there were only 165 stores open at that time. The company set a goal for growing 125 stores per year and rapidly expanded until reaching 11,000 U.S. stores in 2008 (Starbucks website). When Starbucks first opened, it focused on the experiential. At its best, the coffee giant truly represented the ‘”third place” between home and work where a customer can chat with the barista, order a drink to his specification, then settle in for conversation, socializing, and relaxation (Wikipedia). People were not paying $3 per latte because it tasted that much better than Starbucks’ competitors. They were paying it because they could go into a Starbucks and get that European café feeling and then take the

Within the coffee industry Starbucks Corporations has grown from a small shop to a leading coffee distributor, proving to have financial strength and determination to continue growth. With the weakening economy the continued success of Starbucks

Starbucks Corporation has been expanded greatly into international market since 1996. For instance, Starbucks entered the Tokyo, Japan’s market during 1996; United Kingdom in 1998 and in Mexico City during September 2002. Starbucks has doubled in the amount of stores it possesses since 2004, but it has consistently stayed at only a 30% international market. There are over 50 countries that consist of Starbucks which are Australia, Belgium, China, England, Germany, Malaysia, Singapore and others. It cannot be denied that Starbucks has a great base in United States but it greatly outweighs the base that it has throughout the rest of the world. So, Starbucks should expand its international market into more countries by putting more effort like

Since Starbucks entered the coffee retail business, the company has made many trade-off business decisions. The first major trade-off was made when Howard Schultz wanted to acquire present day Starbucks from three entrepreneurs Baldwin, Siegel and Bowker. Therefore, Schultz prior to the acquisition made the trade-off to open his own coffee bar in 1986 instead of staying at Starbucks as the manager of retail sales and marketing. A bold feat, Schultz was able to replicate success and was offered to buy Starbucks for $4 million. At the time of the acquisition, many investors, including the former Starbucks owners, would not expect that the American consumer would pay a premium for coffee products. Schultz, after calculating the opportunity cost, was convinced that Starbucks would become a large coffee chain not only in the United States but internationally too. Reflecting this approach, Schultz’s trade-off worked. Starbucks, according to our book has revenue exceeding $13 billion and nearly 200,000 employees. The company has also expanded to 40 countries with 17,000 stores (Hill et al., 2015).

The increase in cost of sales has significant impact on the total net revenues. Looking at the Starbuck’s reports the total net revenues have also increased. For example the total net revenues have risen from (in millions) $7,786.9, $9,411.5, to $10,383.0 in years 2006, 2007, and 2008 respectively. Unfortunately, in year 2009 the total revenue has dropped to $9.774.6, possibly result of the global economic downturn (Starbucks Corporation, 2009, Annual Report).

2) Garthwiate, Craig; Busse, Meghan; Brown, Jennifer; Merkley, Greg “Starbucks: A Story of Growth” Harvard Business Publishing, July 2012.

Additionally, another element that precisely causes coffee values is the taxed that the government enforces. (Price). Also, cigarettes and alcohol, coffee is one of the biggest taxed goods in the United States. Lately the tax on coffee rise to ten cents per drink, above all taxes have been compensated. In reaction to the growth, coffee people over the globe responded by complaining and coffee still continues greatly taxed. (Price). The volume of coffee people through the last

Starbucks is known for their Frappuccino’s; unfortunately they are on a downward spiral in sales due to competitors such as McDonalds. In 2008 Starbucks admits to its losses due to their competitors. “Company executives now freely admit that such thinking is largely to blame for the woes that led to Tuesday’s announcement that Starbucks will close 600 U.S. stores and eliminate thousands of jobs. The coffee giant’s missteps have come at a spectacularly bad time, hitting as the economic slump deepens and consumers are seeing their discretionary spending eaten up by rising gas prices and grocery bills (Linn).”

People love to drink coffee. Coffee shops, independently owned or chains are every corner. Statistics show that people are taking more coffee every day. It is a very profitable business.

Statistics show that over half of the American population consumes coffee on a daily basis. You may drink coffee hot, cold, mixed, or even in a frappuccino. Individuals are able to make coffee at home, or buy it on the go. Coffee provides people with caffeine, which ultimately gives energy for hardworking people all around the world. The main focus for this paper will cover the following topics, with coffee as the basis: causes for shifts in supply and demand, how coffee supply and demand influence price, quantity,

Starbucks is not only a high-priced coffee shop but it offers a combination of quality, authority, and relative value. Starbucks sets its prices on the basis of a simple idea: high value at moderate cost. When people feel that they are getting a good deal for their money, they are more likely to pay a higher cost. Quality is key. Starbucks has to maintain strict quality controls in its coffee sourcing as well as in its customer service and related products to justify its costs (O 'Farrell, n.d.).

In general the coffeehouse industry in the United States was experiencing an increase in coffee consumption per capita due to the “Starbucks effect”. At this time Starbucks was operating approximately 20,000 stores in the United States and was living a fast expansion strategy worldwide.

focus on one main type of product and service, which is coffee drinks. Starbucks is not known

Following its success in the United States, Starbucks ventured overseas and quickly became a globalization icon. With its rapid globalization strategy, Starbucks expanded from about 5000 stores to an estimated 15,000 stores in 2000 (Groth, 2011). By mid-2000s, Starbucks’ supply chain faced many issues, resulting with challenges of having to fulfill expansion strategies yet minimizing escalating operation expenses. By 2008, Starbucks’ stocks fell by 42% (Schultz, 2011). The rapid expansion took a toll on the sales growth and stretched the limits of the existing supply chain, which then rippled down to erode the customer-valued ‘Starbucks experience’ (Gibbons, 2011).