Marketing and Starbucks Essay Example for Free

Marketing and Starbucks Essay 1.0 Introduction: The Starbucks Corporation was founded by three entrepreneurs at the place called Seattle in 1971. Initially they were selling of whole bean coffee in one Seattle store and by the year 1982 the business had grown tremendously and has opened five stores selling the coffee beans, a roasting facility, and a wholesale business for local restaurants. When the Starbucks started its business it was only a small retail coffee shop as like the other coffee shops. The main vision of the Starbucks owners was to educate customers about the fine coffees and feel the smell of the Dark roasted coffee, selling just the coffee was not their aim as the coffee was sold in the USA since 1960s (Starbucks case study). Howard Schultz was recruited as the manager of retail and marketing and it was Howard who brought new ideas to the owners, but he was turned down. Schultz in turn opened his own coffee bar was named Il Giornale in 1986 based on Italian coffee cafes, selling brewed Starbucks coffee. By 1987, Schultz had expanded to three coffee bars and bought Starbucks from the original owners for $4 million and changed the name of his coffee bars from Il Giornale to Starbucks. His intention for the company was to grow slowly with a very solid foundation. For the first two years, Starbucks losses doubled as overhead and operating expenses increased with Starbucks expansion. Schultz stood his ground and did not sacrifice long term integrity and values for short-term profit. By 1991, Starbucks sales increased by 84% and the company were out of debt. Starbucks grew to 20 stores by 1988. By 1996 it grew to 870 stores with plans to open 2000 stores by the year 2000. 2.0 Marketing stategyof Starbuks: Marketing strategy is carrying out segmentation, targeting and positioning. Doing the detailed understanding of the marketplace into strategic decisions and the targeting of appropriate customer groups. This targeting should emphasise on any differential advantages and adopt a suitable positioning within the target segments (Dibb and Simkin, 1996). Starbucks has adopted a Differentiation strategy it is a strategy which seeks to provide product or service that offer benefits and should be different from competitors that are widely valued by customers. The aim this strategy is to achieve advantage by offering better products or services at same or higher price. When Starbucks was launched there were many coffee bars in the United States at that time but Starbucks wanted to stand unique from the others. Marketing has powerful potential to contribute to the highly important aspects of the organisational competitiveness, namely innovation (Kerin, 1992) and competitive analysis (Varadarajan, 1992) and Schulz wanted to innovate and recreate the experience of the Italian coffee bar culture. Starbucks mainly focused on the strategy of new products, a stronger connection with the customers as the Third place and expanding store locations in the United States and abroad. Starbucks has followed the simple STP process (Segmentation, Targeting and Positioning). 2.1 Segmentation: Market Segmentation is a process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviour that might require separate products or marketing programs is called Market Segmentation (Kotler and Armstrong, 2006). Initially Starbucks was based as a Socio-Economic segmentation base in consumer Markets as it has concentrated on social class particularly the business class people those who are working at the office and wanted to have a cup of coffee with a good atmosphere and facilities. Starbucks also had segmented his market by geographic and demographically by selecting the store location where they can find the educated and coffee lovers (Dibb and Simkin, 1996). 2.2Targeting: After a company has defined market segments, it can enter one or many segments of a given market and should make decision about how many and which customer groups to target (Dibb and Simkin, 1996). Target Marketing is a process of evaluating each market segments attractiveness and selecting one or more segments to enter (Kotler and Armstrong, 2006). The concept of target marketing is a logical implication of the basic philosophy of marketing (Lancaster and Massingham, 1993). A company should target segments in which it can profitably generate the greatest customer value and sustain it overtime. Starbucks wanted to develop a reputable relationship with the customers, Most of companies enter in a new market y serving a single segment, and if this proves successful than they add more segments, initially Starbucks did the same thing targeted the parents with the young children and it was hit concept and it has added more segments by including Teenagers and developed its product range also (Kotler and Armstrong, 2006). 2.3 Positioning: Once the company has decided which market segments to enter it should decide what positions it wants to occupy in those segments. Market Positioning is arranging for a product to occupy clear, distinctive, and desirable place relative to competing products in the minds of target customers. A products position is the place that the product occupies relative to competitors in consumers minds. Here in this case the Starbucks has developed a unique market position for their products because if a product is to be exactly same like the others on the market than consumers would have no reason to buy it. Starbucks has positioned themselves in the market as a highly reputed brand (Kotler and Armstrong, 2006). In this case Starbucks has planned his positioning in such a way that it distinguish their products from competing brands and give them the greatest strategic advantage in their target markets. Starbucks has a descriptively simple statement to inspire and nurture the human spirit-one person, one cup, and one neighbourhood at a time. Starbucks positioning strategy was customer base so that it can give the best service more than what the customers expect. Starbucks has gained a competitive advantage over customer satisfaction and employee satisfaction as Starbucks had developed its positioning strategy based on the customer and provided the utmost facility in terms of layout, furniture to the music, and in terms of employee satisfaction Starbucks make employee as a partners and gave them a personal security with a freedom to participate in the every decision of the business and make it successful (Porter Miller, 1985, Porter, 1998). 3.0 Developing Marketing Mix: One of the major concepts in the modern marketing is once the company has decided its overall marketing strategy than it should plan the details of the marketing mix. Marketing mix is the set of controllable, tactical marketing tools (product, price, place, and promotion) that the firm blends to produce the response it wants in the target market (Kotler and Armstrong, 2006). Starbucks has a made good decisions on marketing mix tools 3.1 Product: Product means the goods and services combination the company offers to the target market. Starbucks has used Brand name, Quality, Variety and Services as their Product tool which can be concluded by this statement, Starbucks with a good Brand name provides best Quality and with the Variety of Products, it has adopted Quality improvement strategy (Kotler and Keller, 2009). Initially Starbucks started with the coffee than it has included non-fat milk, cold blended beverages. Later on stated seasonal offerings such as strawberry and cream Frappuccino, gingerbread latte with some food items like cookies and pastries. Before launching the products Starbucks was getting the approval of the customers. 3.2 Price: Price is the amount of money customers have to pay to obtain the product. Though the Price of the Starbucks was higher than the other coffee shops, the customers were ready to pay the amount because Starbucks has developed a luxurious image with all the facilities inside the store. Starbucks as a good Brand have offered more benefits and facilities and the best quality of products to justify their higher prices (Kotler et al, 2006). 3.3 Distribution and Service: Starbucks has a good distribution channels initially it was selling coffee beans and doing wholesale business for local restaurants. In terms of service and location Starbucks opened the stores in a such a way that it can reach to targeted customers and it has also gave more stress on giving the best customer service by spending a lot of money by training its employees (Starbucks case study). 3.4 Promotion: Starbucks initially did not use the advertising tool for promotion but it was the Public relations and the Personal selling tool that helped the Starbucks to achieve its target

Comparing A Streetcar Named Desire and The Glass Menagerie :: essays research papers

“A Streetcar Named Desire'; and “The Glass Menageries were written by Tennessee William in the late Thirties, where the depression made countless of people struggled in poverty. Both of the plays used the typical American family during the Thirties as the background setting. There were many similarities between the plays: including characters and events. Did Tennessee William write the same play twice? Or, did the plays each hold a different meaning underneath?   Ã‚  Ã‚  Ã‚  Ã‚  Before analyzing the two plays, we must first analyze the characters. Blanche Dubois in “A Streetcar Named Desire'; and Laura Wingfield in “The Glass Menageries'; have a lot of similarities throughout the two plays. Blanche and Laura are both living in a separate world from other people. Blanch is living in a world of fantasies, while Laura is living in her world with all the glass Menagerie. Blanche seeks for desires and fantasies only because she feels she murdered her husband. Laura lives in her world of glass animals only because of a disease that gives her a slight physical defect. They are mentally and physically crippled, and they want to use illusions to deceive other people. In P.117 Blanch said “I don’t want realism. I want magic! Yes, yes, magic! I try to give that to people. I misrepresent things to them. I don’t tell truth, I tell what ought to be truth.'; Laura does the same thing, where she deceives her mother. She lies to her mother about going to the Business Collage, just like Blanche lies to everyone else about her past.   Ã‚  Ã‚  Ã‚  Ã‚  In “The Glass Menagerie'; the unicorn represents Laura. She is different from all the others, and she would not be able to fit in with the others. She is too sensitive and shy, a very fragile being. Blanche in the play does not fit in with the rest of the people in the community either. She cannot tolerate the way husbands treat their wives in New Orleans, and she is shocked when Stella goes back with Standley after the Polka Night. The same thing happens to Eunice(Stella’s neighbor) a few scene after. In P. 63 Stella tells Blanche “You are making much too much fuss about this.'; And later says “it wasn’t anything as serious as you seem to take it.'; Blanche will never understand how, or why Stella would go back to Stanley because she doesn’t fit into their community, just like Laura will never fit into hers either.

Human Performance Technology Model Essay

The journal I had chosen is â€Å"Minding the gap , identifying performances issues using the Human Performances Technology model (HPT) . † The purpose of this journal is to main a useful model for identifying and addressing employee performance issues in academic libraries , specifically in a Learning Commons . As we know , assessing and improving employee performance , especially library services are always challenging . However , HPT provides methods for evaluating human performances , such as the performance of employees at a service point , and , and provides method in fixing problems that are identified . Most of the time , training is always assumed solution for many performances issues , but HPT suggests that the training is not always the answer and provides a variety of the other solutions referred to intervention . The HPT model created by the International Society for Performance Improvement (ISPI , 2010 a ) was used to evaluate employee performance at the service point in a newly created Learning Commons . Various interventions are also discussed the address performances issues in libraries. The HPT model may help librarians create measurable performance indicators which can be used to set standard of performances for employees. This model is useful for a combination of student workers, paraprofessionals and librarians. The HPT model comes from field of HPT , which is the combination of education , psychology and business . So , HPT is the process of identifying and analyzing the gap between current performances ( where one is ) and ideal performance ( where one wants to be ) using various tools such as models . Closing the gap can be done through a recommend solution called an intervention. â€Å"Intervention† in HPT refers to a course of action taken to improve performance . Each stage of the HPT process helps one understand the behaviors of people in an organization and of the organization as a whole . HPT aims to analyze observable behaviour both individually and collectively. HPT ensures a through of a variety of areas within an organization in order to understand the performance gap. An analysis of values, norms, culture, structure, performance, and environment is recommended . Through an organization analysis , environmental analysis , gap analysis , can cause those who using HPT analysis determine the performance problem or opportunity . Without careful analysis , inappropriate intervention could be implemented . Intervention should be long term , evolutionary and progressive. Learning Commons in Randall Library at the University of North Carolina Wilmington (UNCW ) was using HPT model to evaluate employee performance. The Learning Commons provides a variety of hardware and software, a centralized service point is included in the middle of the Learning Commons. This service point staffed by librarians who are full time faculty members at UNCW and university’s Technology Assistance Center (TAC) student assistant who are hired to work part time at multiple service points , including the Learning Commons service point , in Randall Library . The primary user group of the Learning Commons is UNCW students . The learning Commons applied HPT after three months opens . The performances issues identified after three months after opening . While some performance issues may ‘work themselves out ‘ overtime , if using the HPT model early in the operation can identify the problems immediately and prevents the problems . Application of the model can helps to identify the root of the causes and helps pinpoint appropriate solution for those issues. An assumption that training is always the appropriate solution for all performances problems can be corrected using HPT . As noted in the HPT model , there are several phases of analysis which are performance analysis , organizational analysis , environmental analysis , gap analysis and cause analysis . A â€Å"cause analysis† follows the performance analysis helps to identify a â€Å"lack of environmental support† or a â€Å"lack of repertory behaviour†. â€Å"Intervention selection ,design , and development† follow all analysis phases . That is because after identify all the gaps or problems , then only can select the appropriate intervention to fix the problem . Main Body and Discussion Human Performance Technology (HPT ) is a systematic approach to improving productivity and competence , it is a strategy for solving problems and for realizing opportunities related to the performance of people . It uses a wide range of intervention to improve individual and organizational performance . There are three fundamental processes to go through . There are performance analysis ,cause analysis and intervention selection . It can be applied to individuals , small groups ,and large organizations . Without identified the causes of the issues , the appropriate intervention impossible to created . Learning Commons in Randall Library at the University of North Carolina Wilmington (UNCW) was using HPT model to evaluate employee performance at the service point . First stage of the HPT model calls performance analysis . The â€Å"performance analysis† is to determine if a performance problem exists . A performance analysis includes an organizational analysis , an environmental analysis ,and a gap analysis . The first step in the performance analysis , the organizational analysis , calls for an examination of an organization ‘s vision , mission , values ,goals and strategies . It is important to define the boundaries of the organization before performing this phase in the model . It is useful to examine all departments or offices that closely related to the specific area under examination. The next component of HPT model is environmental analysis . The environmental analysis examines four important factors which are organizational environment, work environment, work, and the worker. In the HPT model, the â€Å"Work Environment† refers to the â€Å"resources, tools, human resources, and policies† of an organization, or in this case, of the Learning Commons. â€Å"Work† is described as â€Å"work flow, procedure, responsibilities, and ergonomics†. â€Å"Worker† refers to the â€Å"knowledge , skill , motivation , expectation and capacity† of an individual . The â€Å"Gap analysis† requires an examination of the actual performance versus the optimal , or desired performance . The information collected through the organizational and environmental analysis . The HPT model shows that the gap falls between the â€Å"Desired workforce performance† and the â€Å"Actual state of workforce performance†. It is important to identify the gaps , then analyze the causes of those gap happens. In Learning Commons , there has a temporary service desk was constructed , new furniture was not yet installed and a formal staff training program was not yet implemented . The performances of Learning Commons service was not optimal and causes a â€Å"gap† between optimal and desired performances . Next is causes analysis . As the HPT model suggests , after the performances gap was identified ,the â€Å"cause analysis† should be completed . The cause analysis can determine why the performance gap exists . Once a cause is identified, one or more interventions can be selected that will be able to close the performance gap . There are some causes for the performances issues . First , data , information and feedback . Initial training and communication of clear roles , responsibilities and expectations were not provided when the Learning Commons initially opened . Second , environment support , resources and tools . Detailed in Learning Commons employee did not exist . The conflict among workers will be happened . Third , consequences , incentives , reward . There were no consequences , incentives or rewards related to performance at the Learning Commons service point . Forth , skill and knowledge . A deficiency in general knowledge of the library services and the role of the librarians at the service point existed among TAC student assistants . Fifth , motivation and expectations . It is unclear what motivates Learning Commons employees and what they expect from themselves . After knowing the causes of the issues , intervention selection , design and development is needed . Closing the performances gap can be done through recommended solutions called interventions. HPT suggests that training is not always the appropriate solution because training will not solve issues related to motivation and expectation . However , an incentives and rewards will address motivation . There are some interventions existed after knowing the causes . There are job description intervention , document and standards intervention , training intervention , performance appraisal intervention . A job description specifically for employment in the Learning Commons would define each position’s duties , responsibilities , working conditions , and job activities , which would help employees understand their own job and the role of the other employees at the Learning Commons services point . Besides that , to remedy problems related to lack of information for job duties and procedures , the recommendation is a documents and standards intervention . The standard operating procedures(SOP) manual would include the job description , expectations , policies , guidelines , and procedures for each position at the service desk . Training intervention is training librarians and TAC students . Training employees would provide expectations for each employee . Performance appraisal intervention show staff that there will be consequences for poor performance and rewards for good performance . On the other hand , feedback should be encouraged in Learning Commons . Positive feedback should be provided and given from all the employees . Negative feedback is also important to correct everyday issues . After implemented all the intervention that suggested, must evaluate their success based on further analysis of performance . In my opinion , HPT is a very good tool to evaluate the individual performance or organizational performance . As we see the problems in Learning Commons , HPT had given a good solution for it in fixing the problem . HPT begins with a comparison of the of the present and the desired levels of individual and organizational performance to identify the performance gap. Once the performance gap and the causes have been determined, the appropriate interventions are designed and developed. These may include measurement and feedback systems, new tools and equipment, compensation and reward systems, selection and placement of employees, and training and development. The interventions are then implemented and the change process managed. After implemented all the intervention , The employees in Learning Commons will clear about their roles , responsibilities . At the same time , The Learning Commons is already providing to be a great resource at UNCW . HPT model must be applied cyclically and systematically over time to evaluate employee performance . However , I do not agree that HPT is always the best tool in solving problem . This is because it might identify wrong data or information during performance analysis . If it is wrong in the beginning of the process , inappropriate intervention might created . This will make the decision maker make the wrong decision . While doing wrong analysis , there might insert a high cost and it’s will be a waste of time if the analysis is wrong . Moreover , HPT has mentioned a few intervention to fix the problems . It’s hard to implement all those intervention at the same time . If cannot implement successfully , the more problem might exists . But if whole process is running smoothly , nonetheless , HPT is a very tool in solving problem . I had compared two models which are HPT model and ADDIE model . The ADDIE model is a systematic instructional design model consisting of five phase which are analysis , design , development ,implementation and evaluation phase . There are a few similarities between HPT model and ADDIE model . They both use process of analysis to look the problem and seek for the solution as well . However , they have a key different between the model . The ADDIE model addresses the â€Å"gaps between desired outcomes or behaviours and the audience’s existing knowledge and skills†. The ADDIE models mainly focus on the individual needs and then design and develop objectives and processes help the individual . Evaluation and implementation do not just happened at the end of the design and development . They are ongoing to inform the designer . So if there any changes, the necessary solution can be made quickly . The HPT model is different because it more focus on the causes of â€Å"performance† gap . The success of the organization is depend on its employees . HPT will look what causes the employees unable to perform the job . HPT’s goal is to increase the bottom line of the company by increasing the individual’s ability to perform the job . In addition , it is important that the HPT is look â€Å" what caused the problem† ,while the ADDIE model looks at â€Å" solving the problem exists † . HPT model design seem to also behaviourist approach because the focus is more changing individual behaviour . The HPT model will look at evaluation of the problem and how it was addressed long after the process . The HPT model has its own advantages . In my view , because HPT model is focused on how the people perform on the job . In my opinion , the workers or the people of the organization is the assets for its organization . So , the performance of the individual affect overall success of the organization . This model takes many variables into the account , that there will affect performance . It humanizes the work place because the individuals are allowed to address their problems. At the same time , it may be necessary to provide training course if the individual unable to perform the work is because of lacking information or unknowledgeable . Beside that , HPT model never ignore the reward or motivation . If they have a good performance , incentive or reward will be given to motivate the employees . Every model has its own disadvantages as well , disadvantage I see is how the technologist ensures lifelong working and the successful using the collected information. Because they wait a while before evaluating. It would seem to me that the worker would want to know immediately if they are doing better so that changes can be made more quickly. Feedback is so important to workers feeling successful and competent. If there is too much focus on negative feedback, it may have a negative impact on the individual. Where as in the ADDIE model, the worker’s deficiencies or the causes problems are not the major focus, and you get feedback at various stages rather than only at the end of the process. If I were a human resource professional in any area , I would use HPT model . As I was also a worker before , I see that would be beneficial for all the subordinates or primary worker . If workers feel supported, they’ll do better than if they’re not supported. It provides a guide to helping individuals be successful in their work. I think someone who feels successful and competent in their work is more likely to suffer less burn out than those individuals who have no one in their corner to mentor or help them solve whatever issue is keeping them from doing their best on the job. I might also use HPT when talking to friends or children about getting jobs and being successful on the job. I can apply it to my own career and be my own trouble shooter as well as look for solutions. This puts a little more power over what I do in my hands because at least I would know that I can change me to help the organization do its job better too. On the other hand , as I mentioned employees are a part of assets of the organization . I think it is the responsibility of the human resource department to choose an appropriate system of performance appraisal . Effective appraisal system motivate the employees all the time rather than joining training . Conclusion In conclusion, HPT model has been described as the systematic and systemic identification and removal of barriers to individual and organizational performance. Nonetheless ,HPT model is an effective tool for uncovering performance issues . The model can be applied to any area in the library where employees must perform and is not limited to public service . In any new service , some performance issues may â€Å" work themselves out† overtime while some may not . In some cases , problems left unidentified or unsolved , it may be quite difficult to fix after an extended period of time . It is same like our daily habit or problems , if a parent identified that a child is beginning to pick up a bad habit , it is certainly easier to change the child’s behaviour when the parent first notices their child’s behaviour . If the parents did not take action to stop their child in the beginning , it is hard to stop their child after maintain a long bad habit . Similarity to any other service , if identify the problems early , then can find out the causes and fix it as fast as possible . The model does require extensive analysis . Without this analysis , a full picture cannot be taken , assumption will be made , and issues or problems cannot be identified . Optimal employee performance is critical in any organization . From the journal , Learning Commons in UNCW is using human performance technology (HPT ) . It is a library . With libraries needing to demonstrate their value and provide assessment data and administration . The HPT model serves as one more useful tool for libraries to accomplish this . I had read a journal , which is about ADDIE model and I had also compared both ADDIE and HPT model . I found that there have many similarities . But when I go deeper for the journal , I found that there is a big differences . ADDIE model focus more on training building program , while in HPT model , training is only one of the tool . HPT model is not only useful in organization , but also useful for every individual . If did not find out the causes properly , a appropriate solution is impossible to created .

Evolution Just More Proof of God - 1178 Words

Evolution: Just More Proof of God The world around us changes. This simple fact is obvious everywhere we look. Streams wash dirt and stones from higher places to lower places. Untended gardens fill with weeds. - National Academy of Sciences Humans are inquisitive creatures. Throughout the centuries, we have thought, Why are we here? This one question has brought thousands of answers. Once Gods and Goddesses reigned. The many hands of Tishri and Buddha, Tao, Confucius, Muhammad, Huitzpotcly of the South Americas, Re of Egypt, and countless others have been worshiped. From these gods comes the creation of man. In our local, modern society, Christ is present in the vast majority of homes, and behind Christ,†¦show more content†¦This leaves lots of room for error. A severe problem for evolutionists is the absence of transitional forms in the fossil record. By transitional forms, we mean intermediate forms of life appearing in the fossil record that are in-between existing types of organisms found today or in the past, says davidll@cit-tele.com of the Evolution vs. Creation Resource Center about the probability of fossil evidence. This fact is the proverbial speed-bump in evolution. To examine one fossi l, or a group of fossils such as a hand, next to another, find similarities, and proclaim them to be of relation, requires an amount of faith (Bethel 170). Stop to think about it. A human hand has five fingers; a chimpanzee hand has five fingers. What within those bones proves that thousands of years ago, humans either were chimpanzees, or that chimp family A left chimp family B for some inexplicable reason, and grew to be humans? What disproves this? No one can go back and decide either way. It is a theory, nothing more nothing less. Some may say apparently harmless in comparison to the great religions of the world. Other creation theories provide more answers, regardless of their probability. Evolutionism, as a school of thought, does not discuss other facets of life. Beyond the origin of specific species, what of the solar system, of the universe? If our ancestors were primates, fish, or single-celledShow MoreRelatedUsing Proofs to Establish a Case for Gods Existence: McCloskey1374 Words   |  6 Pagesusing â€Å"proofs† to establish a case for Gods existence I would first agree with McCloskey that we should not use â€Å"proofs† for Gods existence since â€Å"proofs† cannot be a 100% proof of Gods existence. But there are two arguments that can help explain the existence of God. The first is the best explanation approach which is the best explanation for the things we witness. 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