Coffee †Starbucks Essay

Starbucks is a bonus drinking chocolate wholesaler which has strayed from its original service of java. The advent of newer technology has superfluous the Starbucks experience. Howard Schultz, Starbucks chairmen, sent a memo on February 14, 2007 addressing this problem to the president and forefront executive officer of Starbucks, Jim Donald. In the memo, Schultz voiced his opinion on how the quick expansion of Starbucks is causing him to revaluate the companys values between how it operated when it began and where it is fountainhead in the future.Starbucks isnt the same neighborhood store as it was when it was conventional and no coherenter shows the passion for java that they had in the beginning. I contract said for 20 years that our success is not an entitlement and now its proving to be a reality. Lets be smarter about how we be spending our time, money and resources. Lets get back to the marrow (Schultz). Along with its expansion, Starbucks has been trying to utiliz e new technologies to improve the product they snitch to consumers.Starbucks changed their espresso machines from manual to automatic to speed up service and efficiency. These machines blocked the optic sight line the guest previously had to watch the drink being made, and for the learned experience with the barista (Schultz). People no longer have that intimate connection with the people making their coffee, or to the finished product. The employees are too more disassociated from their work because of these new machines that speed up production.Starbucks also collective flavor-locked packaging to supply the posit for fresh roasted coffee. This is a corking service to the customer because it keeps coffee grounds or beans fresher longer, in so far the effectiveness of the flavor-locked bags contributed to the loss of aroma, perhaps the most powerful non-verbal signal, in Starbucks (Schultz). The romance of Starbucks is lost with these improvements and the unforgettable sce nt is lessened along with its heritage.Starbucks is lock away a coffee-loving company, and consumers are still receiving the coffee delicacies they want, but at what equal to tradition. https//sites. google. com/site/hollymadalyn/writing/Starbucks-Research-paper SYNOPSIS Starbucks Corporation, originally founded in 1971, but purchased by Howard Schultz in 1987, is the market leader in selling gourmet coffee (Starbucks, 2008). Starbucks main objective lens is to establish itself as the most esteem and recognized coffee brand in the world (Fact Sheet, 2008).Starbucks has accomplished this objective and experienced much success through their competitive strategy of forgather several stores within the same community and through their distinctive competencies of roast and selling the quality coffee while providing high quality customer service. The question is, can Starbucks continue their market share growth with rebellion competitors? Should they focus more on their external ope rations? Can they continually reinvent themselves to maintain their strong brand image in the long run? PROBLEMS. Overall economic downturn can affect Starbucks market share if management neglects to address competitors strategies with lower priced offerings as consumers are meet more conservative in spending their discretionary income. Loss of individualism and authenticity focused upon the foundational Starbucks experience, which, if unaddressed by management, can result in dissatisfied customers, loss of sales, and decreased market share. Considering the economy and increasing domestic help competition within the U. S. , Starbucks must address their less profitable international operations.SWOT ANALYSIS1 INDUSTRY EVALUATION In the past two decades, the coffee industry has experienced a significant increase in the demand for premium coffee. Today, about one in five Americans drinks some persona of espresso-based coffee drink each day. The average yearly coffee using up per capita in the U. S. is around 4. 4Kg. Among these coffee drinkers, the average consumption is 3. 1 cups of coffee per day, with men drinking approximately 1. 9 cups per day, and women drinking an average of 1. 4 cups per day (Coffee Research continues.