The Concept Of Starbucks Marketing Essay

The Concept Of Starbucks Marketing Essay Starbucks places the customer and the service delivered to the customer above everything else. Even though Starbucks is a retail coffee store, the value proposition is not about the coffee exclusively but about the coffee culture and the experience of drinking coffee. With its value proposition, Starbucks moves away from the tangible benefits that the coffee offers, such as taste, stimulation, alertness and concentrates on the quality of its coffee and the intangible benefits of the experience of drinking Starbucks coffee. Starbucks value proposition is not about coffee, it is about the experience of drinking coffee in a Starbucks store integrating the product with the emotional benefits. All these factors were strong enough to maintain Starbucks success after a slowdown when consumers seemed to draw inward after September 11; Starbucks is rocketing ahead once again. Sales in stores open at least 13 months grew by 6% in the 43 weeks through July 28, and the company predicts monthly same-store sales gains as high as 7% through the end of this fiscal year. That is below the 9% growth rate in 2000, but investors seem encouraged. Were going to see a lot more growth, says Jerome A. Castellini, president of Chicago-based CastleArk Management, which controls about 300,000 Starbucks shares. The stock is on a run.Moreover, the Starbucks name and image connect with millions of consumers around the world. Starbucks now commands so much disk space in consumers heads that its extremely difficult to compete against them, said Nancy Koehn, a professor of business administration at Harvard Business School.à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ã‚ It built its brand through its storefronts, and that is a very powerful word of mouth. It was one of the fastest-growing brands in a BusinessWeek survey of the top 100 global brands published Aug. 5, 2002. At a time when one corporate star after another has crashed to earth, brought down by revelations of earnings misstatements, executive greed, or worse, Starbucks has not faltered. The company confidently predicts up to 25% annual sales and earnings growth this year. On Wall Street, Starbucks is the last great growth story. Its stock, including four splits, has soared more than 2,200% over the past decade, surpassing Wal-Mart (WMT ), General Electric (GE ), PepsiCo (PEP ), Coca-Cola (KO ), Microsoft (MSFT ), and IBM (IBM ) in total return. Now at $21, it is hovering near its all-time high of $23 in July, before the overall market drop. From commodity to indulgent necessity Starbucks blasted open a new market by turning a basic commodity into an indulgent necessity for the 20-million customers it serves each week, creating an espresso bar culture nonexistent in this country only two decades ago. In 1992, right when the company became public, Starbucks had 140 stores located in the Northwest and Chicago. Ten years later, in 2002, Starbucks had over 4500 stores scattered throughout the U.S and internationally. During those ten years, Starbucks established itself as the à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ãƒâ€¦Ã¢â‚¬Å"number oneà ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ã‚  coffee store in the U.S by following an expansion strategy. Starbucks had locations in 42 of the 50 states and was continuing this expansion strategy in order to capture new markets and cluster existing markets. Starbucks retail expansion strategy consisted of the company selecting locations based on whether the demographics of an area matched the profile of a typical Starbucks drinker, the level of coffee consumption and the nature and intensity of competition. An important component of this strategy was that Starbucks did not mind cannibalizing the sales of its stores as long as the incremental sales resulting from the opening of a new store were higher than before. Clustering stores increases total revenue and market share, Schultz argues, even when individual stores poach on each others sales. The strategy works, he says, because of Starbucks size. It is large enough to absorb losses at existing stores as new ones open up, and soon overall sales grow beyond what they would have with just one store. Meanwhile, it is cheaper to deliver to and manage stores located close together. In addition, by clustering, Starbucks can quickly dominate a local market. The lesson learned by both Starbucks and Dunkin Donuts is that a retailer can create demand where demand is latent, said Jim McKenna, president of McKenna Associates Corp., a retail real estate training company in Milton, Mass. They can increase the siz e of the pie. Progress or Regress The retail expansion has led the Starbucks customers to view it as more corporate and caring about making money. Indeed, the crowding of so many stores so close together has become a national joke, eliciting quips such as this headline in The Onion, a satirical publication: A New Starbucks Opens in Rest-room of Existing Starbucks. And even the company admits that while its practice of blanketing an area with stores helps achieve market dominance, it can cut sales at existing outlets. We probably self-cannibalize our stores at a rate of 30% a year, Schultz says. Adds Lehman Brothers Inc. analyst Mitchell Speiser: Starbucks is at a defining point in its growth. Its reaching a level that makes it harder and harder to grow, just due to the law of large numbers.

The Social Benefits of Mass Communication Essays -- Mass Media Mass Co

The Social Benefits of Mass Communication Mass communications, like anything for humans, has its advantages and disadvantages, but mass media has far more advantages to offer the world. From taking you to a far off land to teaching you about the intricacies of the life inside a colony of ants, to surfing the Internet for a new chat group to join, we learn and experience things and events that no humans ever before in history have experienced through this miracle we call mass media. This paper will explore the multifaceted and unique areas of the public’s perception of mass media, the educational value of the media, and the Internet as a new mass medium. The public has always had an interesting relationship with mass media because it is the public that is breaths life into this organism called the mass media machine. From the earliest time periods in human history mass media was communicated through â€Å"word of mouth,† and it was that very relationship that spawned small town gossip in the middle ages , where information like what the local lord was doing and if he was hanging anyone that week for insubordination. Word of mouth continued until the invention of the printing press in 1436 when the news of the town could be told and recorded forever. A present-day survey taken about what the public’s view on the media is from the article, â€Å"Who Do You Trust and Why?,† by Joe Saltzman says that â€Å"... the public’s use and view of its media, shows that word of mouth is less trusted than CNN, public television news, local television news, and prime-time TV news magazines. News anchors Americanâ€⠄¢s see on television are considered more reliable as sources of accurate information than personal acquaintances† (par 3). This ... ...ve all made impacts on who we are as humans and what we will become in the future as we progress through the ages. Hopefully mass media will last several more hundred years being that mass media is only fairly recent when human history is considered. Works Cited Gabler, Neal. â€Å"The Net-Setters.† The Los Angeles Times 27 June 1999: 3 pgs. 22 March 2000 Online Proquest. Hogan, Majorie, â€Å"Media Education.† Pediatrics Aug. 1999 22 March 2000 Online Proquest. Huston, Aletha C. â€Å"Television and the Informational and Educational Needs of Children.† Annals of the American Academy of Political and Social Science May 1998: 9-23. 22 March 2000 Online Proquest. Saltzman, Joe. â€Å"Why Do You Trust and Why.† USA Today Jan. 2000: p. 59 22 March 2000 Online Infotrac. â€Å"Survey Asks Young Adults About Media Use.† The Quill Jan. 2000: p. 7 22 March 2000 Online Infotrac.

Great Expectation Coursework

The first visit Pip had to Miss Havisham's house frightens and intimidates him ‘the passage were all dark, and that she had left a candle burning.' Dickens uses dark imagery to show a bit of clue to the audience the kind of person Miss Havisham is and it emphasises the dark side of Miss Havisham. This makes Pip scared because this is because this is different to where he came from, the house was huge. This shows how different his life is compared to Miss Havisham and Estella and how mysterious the house seems to him and us. Dickens creates a frightening atmosphere by describing the house in a really sinister way, ‘grass was growing in every crevice.' Dickens has portrayed the house as being uncared for because it tells and shows us that Miss Havisham hasn't cared for herself so if she can't do that, she obviously won't care for her house. It shows how mysterious scary and Miss Havisham is. Dickens describes Pip as ‘half afraid' towards Miss Havisham and the house. This shows how the reader understands his trepidation. Pip's social background is much lower compared to Miss Havisham and Estella, his mum and dad are dead, and he lives with his sister and her husband Joe, who is a blacksmith. His sister is worried and afraid Pip will follow in the footstep of her husband and wants him to achieve ‘great expectations'. Pip comes from a poor and low status background, so seeing a house like Miss Havisham's has different feelings, he feels amazed but at the same time worried. ‘This was very uncomfortable, and I was half afraid.' Estella treats Pip in a very controlling and rude way. She makes him feel useless and shows him how lower class he is compared to her. She treats him like a dog, always controlling what he does and always saying stuff about how he looks. ‘He is a common labouring boy, and what coarse hand he has.' This makes Pip start to see who he really is and he begins to worry about how he looks, because before he didn't really consider himself inferior. Pip also tried to be nice to Estella but every time he tried she never seemed to care or notice. ‘After you miss' to this she returned ‘don't be ridiculous boy, I am not going in.' This is done by Dickens to tell the audience that throughout the novel Pip will go through some adventure and Estella treatment towards him was one of them. It was the beginning. The house would really intimidate Pip because the Satis House compared to his house is like a palace ‘the great front entrance had two chains across it outside.' Also all of the riches he sees ‘jewels sparkled on her neck.' This shows a different side of Pip because of his reaction and also to describe what exactly was inside the house and to describe the opposite of Pip's life. The entrance to the house was mysteriously dark. Pip has also never seen such wealth before, so his expectations changes after his first visit. He becomes ashamed of himself, his background and Joe. When Pip first sees Miss Havisham, his reactions are stunned and shocked. Dickens also writes that he feels Miss Havisham is ‘the strangest lady, he has or will ever see.' The impression given to the reader is that he is scared and full of anticipation. This shows how odd the house is and how Miss Havisham is a contrast to Pip's life. When Miss Havisham speaks to Pip, she asks him lots of strange questions which makes her seem impatient ‘call Estella, she repeated, flashing a look at me. You can do that, call Estella at the door.' She speaks to him like he is a servant, always giving him instructions like she owns him or has power over him. ‘Call Estella, you can do that.' She also moves her hand around a lot, which makes her appear really arrogant and bossy. ‘With an impatient movement of the fingers of her right hand.' Pip felt very nervous and anxious before he entered Miss Havisham's room. Dickens describes him as being ‘half afraid' and he is scared of the dark. Dickens also presents Pip as being very small and scared. This is to emphasise the strangeness of the house and how Pip is out of place. Dickens uses imagery to describe Miss Havisham as dying or dead, he also describes her as a skeleton, ‘had shrunk to skin and bone.' The symbolism used is of a dead person. ‘Skeleton seemed to have dark eyes that moved and looked at me.' Dickens has done this to make the reader shocked because he wants us to feel disgusted and disturbed, and also to infer that she is half dead because of her emotional state. The effect of Miss Havisham's treatment on Pip is that he starts to notice who he really is ‘I began to consider them a very different pair, her contempt for me was so strong, that it become infectious and I caught it.' He also begins to feel ashamed of his social life and he sees the differences between himself and Miss Havisham. Miss Havisham also becomes bossy towards Pip and starts to control him using imperatives ‘play, play, play!' This would make Pip feel useless, insulted and ashamed of his family and probably wished he had a higher status like Miss Havisham and Estella. Estella's treatment towards Pip would affect him by making him feel depressed and make him think that Estella has power over him. Pip feels very strange towards Estella. He is in love with her but she doesn't seem to care. She talks to him like a 5 year old boy. ‘Don't be ridiculous boy.' This will make Pip feel like he is the servant while Estella is the master. Estella tries really hard to put Pip down and it usually works. ‘Her contempt for me was so strong, that it became infectious and I caught it.' It was like Estella had a disease and that has been given to Pip. She also calls him names ‘a stupid, clumsy, labouring boy.' At this point of the story, I think Pip feels ashamed of his family especially Joe. To Pip, Estella was his angel of light, his star. ‘Her light came along the dark passage like a star.' So without Estella, Pip can't see, he's nothing. However, like a star, Estella is cold, hard and out of reach. In the story each of the characters are controlled by one and another. Miss Havisham controls Estella and Estella controls Pip. She wants to get revenge on a male because of what happened with her ex. So she's using Estella to get revenge ‘well? You can break his heart.' Estella is controlling Pip because of Miss Havisham also because she is ‘self – possessed' and too full of herself. Pip is a pawn in their little games. The immediate effects on Pip of his first visit are that he begins to see the differences between himself, Estella and Miss Havisham. ‘I took the opportunity of being alone in the court – yard to look at my coarse hands and my common boots.' He believes what he has been told by Estella and starts to call himself he exact words. He begins to believe he really is not worth it. This has a long term effects in the novel because he becomes a complete different character who looks down at other people, just like Estella and Miss Havisham. Dickens did this to tell the reader that money can change people's character and no matter how much you have there is still a place in your heart that remembers who you were before. The long term effect on Pip of his first visit, are that he starts to become ashamed of his family especially Joe. ‘I wished Joe had been rather more genteelly brought up, and then I should have been so too.' He also starts to hope that he doesn't end up as a blacksmith like Joe. As the time goes on he becomes a snob. Dickens is showing the negative effects of money/elevation in status. The Satis House is like the opposite of Pip's life. He lives in a small house and the Satis House is like a palace, compared to his. It can be seen as a symbol for changing Pip's personality, background and his heart. Also it changes his behaviour from being nice, to becoming a rude boy and full of himself, just like Estella. Pip's visit to the house, is very important because throughout is childhood he had never really had much fun and also his family hope that he can gain an higher status by going to the Satis House. But for his sister she's hoping by Pip going there he may become wealthy one day and they/she would have a better life. So everything Miss Havisham instructs him to do, he has to obey her ‘with the fear of my sister's working me before my eyes, I had a desperate idea of starting round the room in the assumed character of Mr Pumblechook's chaise – cart.' In the novel Dickens is trying to say that no matter how wealthy you are or how nice you are money can change people. He is trying to tell us that the low social class people (Pip's family) were provoked by the amount of wealth they saw, and that intimidated them to want to be rich and rise in status. The reader's opinion of the effect of Satis House on Pip's future, is that if he didn't go to the house, he would be a different character, a different person. So it's the sister's fault for most of the way Pip has changed, but also Miss Havisham and Estella's fault because if he didn't meet them, he wouldn't be rude or have knew about so much wealth. He would be happy the way he was. The whole of the novel hinges that Pip will obviously become a snob and that Pip and Estella might not really get together at first but anything could happen after that.

Essay on The Inequality in Health Care Bases on Race and...

There are many people who say that we are living in a post racial society in the United States today and there are aspects of life in which that seems to be true. Yet there are many areas of life however in which race still is an important divider that has a major impact on the experiences of the minority peoples in the United States. In 2010, about 41% of the U.S. population identified themselves as members of racial or ethnic minority groups. According to the Centers for Disease Control, compared to non-minorities, some minorities experience a disproportionate level of preventable disease, death and disability (. http://www.cdc.gov/minorityhealth/populations/remp.html ). Quality medical care is something that every person no matter†¦show more content†¦Scientists generally believed that these health disparities were generally due to a combination of factors including biology, environment, a shortage of minority health professionals, discrimination and inequities in education, income and access to health care. In 1985 the Secretary of the Department of Health and Human Services formed a Task Force to find out why such significant health differences existed between whites and minorities and to recommend steps to take to eliminate the disparities. There were many new regulations put in place by the Department of Health and Human Services as well as the Centers for Disease Control and other government agencies. These included changes in how medical students were educated to care for minority patients and in how doctors were expected to treat all patients. Even with all the attention and concern paid to this issue, health disparities continue to exist and in some cases to increase. Research shows that disparities continue to exist today even when people have a good income and health insurance ( http://www.ncsl.org/research/health/health-disparities-overview.aspx). Some of the differences between minorities are in areas of infant deaths, life expectancy and number of chronic diseases. The research shows that black babies are one to threeShow MoreRelatedIn what ways does ones race/ethnicity shape ones life-chances in contemporary society?1710 Words   |  7 Pagescome from. What race or ethnic group we belong to determines our life chances in contemporary society. Ethnicity is the cultural background of a group of people who share a belief in common ancestry. According to Max Weber, ethnic groups are formed by colonisation and immigration. Ethnicity is something we all have but in Australia and in many parts of the world, ethnicity is often applied on minority groups to highlight dominant groups of people on the bases of physical appearance, race, origins orRead MoreDiversity, Inequality, and Immigration Essay1004 Words   |  5 PagesDiversity, Inequality, and Immigration Shanna Marie Fulwood HHS201 Angela Anderson February 11th, 2013 Diversity, inequality, and immigration or three words that brings mind some of the current political subjects that are currently affecting the United States today. Throughout the country’s history, there is the notable inequality and racial injustice in our society. This can be seen, and our history textbooks, about the Civil War, civil rights movement, and the more recently with the gay-rightsRead MoreWhat Is Identity? Who Defines Such, And How Is It Constructed?1570 Words   |  7 Pagesas a sex, ethnicity, age and disability. As far back as 1690 John Locke wrote an essay concerning human understanding, he considered that personal identity was founded on consciousness, going on to state that identity was of the mind and not of the body. John Bowlby in 1969, further elaborated the understanding of personal identity and developed the theory of attachment and the â€Å"internal working model† suggesting that â€Å"the development of a relationship between a child a nd its primary care giver gaveRead MoreEssay about The Sociology of the Industrialization Process690 Words   |  3 Pagesstructure and dynamics of the industrialization process, and to resolve its concomitant social problems, like high levels of crime. It is concerned largely with urban societies, and seeks to understand how individuals fit into mass society, how inequalities based on race, gender and class arise and are perpetuated, how bureaucracies work. The process generated due to the critical analysis about society, which challenges what, is normally taken for granted; in order to lead to new insights Sociologists studiedRead MoreHiv : Gender And Race Disparities Among At Risk Young Adults1398 Words   |  6 PagesHIV: Gender and Race Disparities Among at Risk Young Adults Human Immunodeficiency Virus (HIV) along with other sexually transmitted infections (STI) have emerged as a health epidemic over the recent decades and continue to threaten the lives of people today. In order to better understand the virus and other STIs, in terms of the populations they affect, it is important to observe the diverse risk factors among different genders and ethnicities that are HIV positive. One vital consideration forRead MoreSocial And Academic Performance Of Undocumented Mexican Women Essay1014 Words   |  5 Pagescontemporary period. In my research I plan to address the following questions: What propels guilt, anxiety and sense of separation in undocumented Mexican women, specially undocumented female Mexican students? How does intersectionalities and the Critical Race Theory play a role to address this issues? How does immigration pattern change their experience? What role do intersectionalities play on perpetuating this feelings? And, most importantly how ar e the feelings of guilt, anxiety and sense of separationRead MoreThe Effects Of Self Reported Racial Discrimination And Deprivation On Health Inequalities Between Maori ( Indigenous Peoples ) And Non Maori Essay1865 Words   |  8 Pagesthe significant effects of self-reported racial discrimination and deprivation on health inequalities between Maori (indigenous peoples) and non-Maori. The methods used were from data collected from the 2002-2003 New Zealand Health Survey (Harris, Tobias, Jefferies, Waldegrave, Karlsen Nazroo, 2006) and 2006-2007 New Zealand Health Survey, based on cancer screening and other negative experience within the health care sector (Harris, Cormack, Tobias, Yeh, Talamaiao, Minster Timutimu, 2012). The dataRead MoreThe Continuation of Gender Inequality822 Words   |  3 PagesGender inequality means differences in the status, power and prestige women and men have in groups, collectivities and societies. Gender inequality is caused when women have less powe r than men. While culturally and historically-bound, gender commonly is a function of power relations and the social organizations of inequality. Another point about gender is that class and ethnicity, gender inequality is not one homogeneous phenomenon, but a collection of disparate and interlinked problems. InequalityRead MoreChildhood Obesity in Latino Children1187 Words   |  5 PagesChildhood Obesity in Latino Children. Cindy Martinez Phoenix University The purpose of the Powerpoint presentation in the workplace project is to raise awareness for health care workers in regards to the increasing rate of obese Latino children in the United States. In the past several decades and according to the State of Obesity â€Å"38.9 % of children ages 2-19 are obese in the Latino culture.† The rates of severe obesity are higher amongst these children compared to the White American childrenRead MoreDisparities Within The Health Care Environment1702 Words   |  7 PagesHealthcare Disparities Healthcare disparities have been an issue all over the world for a very long time. The purpose of this paper is to give you knowledge on disparities within the health care environment. This paper will discuss the definition of disparities, types of disparities, reasons for disparities, statistical data from trends and reports, and information on disparities elimination and improvements. What are healthcare disparities? Defining a disparity can eliminate confusion that disparities