Case study about Starbucks (marketing) Assignment

Case study about Starbucks (marketing) - Assignment Example This report will be solely based on the Starbucks case study and will focus on how the specialty coffee player can better survive and survive in the industry. In order to do this, this paper will look at the historical performance of the company, noting the company's strategies in response to its external market. The first portion will provide an account on how Starbucks has prospered and gained wide success in the early 1990s. Next, this report will look at the changes which have transpired in Starbucks market which significantly differentiates it from the 1990s. Through this analysis, this paper will evaluate why the customer satisfaction rating of the specialty coffee retailer declined. Lastly, Starbucks problems will be identified, stressing on how they can be reconciled and remedied. The success of Starbucks in early 1990s has been well documented. The main idea of its "founder" Schultz is to create a third place for the Americans to stay. It should be noted that during that time, Americans are confined to only two destinations-work and home. Schultz then wanted to create a place where the people can relax and enjoy themselves alone or with other people. This business concept has been instrumental in the success of the business organization in the early 1990s. Schultz did not just envision a retail shop which specializes in selling coffee but in creating the proper "ambiance" and strategies in order to convey the "Starbucks experience." Starbucks has operated in a three pronged strategy in order to capture its target market. First, the company concentrates in offering the best coffee in the US by sourcing its coffee beans from Africa, South America, and Asia Pacific. In order to ensure that it is distributing the highest quality coffee beans, Starbucks takes control as much of its supply chain as possible. This means working directly with the growers, supervising the roasting process, and controlling the distribution process worldwide. Secondly, Starbucks have focused on delivering excellent customer service to complement its products. It should be noted that the company's baristas are well trained in entertaining and dealing with the customers. The company believes that the Starbucks experience is not just a matter of delivering quality coffee products but excellent customer service. Thirdly, the specialty coffee retailer also invests in completing the experience by creating the appropriate ambiance. Starbucks has created an atmosphere which is inviting for its customers. In the words of Day, "People come for the coffee but the ambiance is what makes them want to stay." Consistent with what is emphasized in the course, it can be seen that the product offered by Starbucks is comprised of a tangible component, intangible component, and a symbol component. The tangible component, the substance, is addressed by Starbucks' quest in producing and delivering the highest quality coffee in its stores. As discussed above, it becomes an essential component of the value proposition and strategy of the company. The second component, which is service, is exemplified by the company's pursuit in offering

Second Presidential Debate. Sen. Barack Obama & Sen. John McCain Assignment

Second Presidential Debate. Sen. Barack Obama & Sen. John McCain - Assignment Example The focus of the debate was on domestic and foreign policies, since the questions were based on the economy of the America in relation to the worldwide economic conditions. Each candidate was given two minutes to give his answers to a common question. The most publicized debate that was covered by many television networks was expected to be equally highly charged from the two rivals as was disseminated from the campaigns that were held by the two candidates. However, the debate came out as being sedate, low-voltage and was mostly depicted by the candidates as a tedious forum. It did not auger well with the two candidates, as they did not portray their personal attacks that were prominent in their recent campaigns before the debate. The candidates were unwilling or were simply unable to come out of their talking points straitjackets. Halfway through the debate, the outright winner was the financial wizard Warren Buffet. The two candidates for once came to a consensus when they suggest ed that Buffet would be an effective secretary of the Treasury department in the upcoming administration. Both candidates veered off the much needed answers on domestic and foreign policies, such as more tax reliefs, to which Obama promised to ensure that America provided tax incentives that would ensure fuel-efficient cars are manufactured in the United States, and not imported from Japan. However, not so long after saying that, he remarked that America should portray good habits of spending since they were almost running up trillion-dollar debts that risked to be passed to the new generations. Moreover, on low tax rates, McCain simply answered that they should not raise anybody’s taxes. On the other hand, concerning the foreign policy, both candidates advocated for additional troops in Afghanistan, and Obama yearned for financial assistance to Georgia, Poland, Estonia and to all the countries that were former Soviet satellites. Senator Obama provided the most cohesive answe rs to the questions asked by the moderator. For instance, at the onset of questions, when Allen Shaffer posed the question on the most positive solution that would bail out the American people from the economic meltdown, since the retired as well as the older citizens were on the verge of losing their incomes. Obama positively answered by remarking that the corrupt and unscrupulous executives would be fired and the treasury would demand back the embezzled funds. Furthermore, the middle-class would require a rescue package, meaning there would be tax reliefs for the middle-class. Moreover, homeowners would be given incentives that would help them retain their homes. The citizens, according to Obama, were primarily the people that helped the American government build the roads and bridges through their taxes, and the government in turn should create employment for their people. Ultimately, in the long-term, America would need to fix its health care system as well as its energy system that is continuously burdening most families. On the other hand, McCain answered the same question by claiming that it is the job of the government to fix the problem, though he deviated from giving the core answer that was much expected by the Americans. However, he asserted that in fixing the problem, America needed to have policies that would advocate for energy independence. According to him, America should stop