Starbucks

Starbucks
Mini Project

[Escriba aquí una descripción breve del documento. Una descripción breve es un resumen corto del contenido del documento. Escriba aquí una descripción breve del documento. Una descripción breve es un resumen corto del contenido del documento.]

2009
Ilse Lugo Maldonado, Karla De La Torre Valenzuela, Verónica Esquivel Preciado, Sebastián Saldarreaga M, Gustavo XahuentitlaV.
ITESM (Instituto Tecnológico De Estudios Superiores De Monterrey)
12/10/2009

INDEX
* INTRODUCTION…………………………………………………………………………….2
* A BRIEF HISTORY OF STARBUCKS……………………………………………....3-4
* OUR PRODUCT……………………………………………………………………………...5
* EVOLUTION OF THE MARKETING CONCEPT…………………………………..6
* BCG MATRIX………………………………………………………………………………...7
* OBJECTIVES…………………………………………………………………………………..8* VALUES………………………………………………………………………………………...9
* SEGMENTATION……………………………………………………………………….…10
* CURRENT AND DESIRED POSITIONING…………………………………………11
* CLASIFFICATION OF THE PRODECUT AND PRODUCT CYCLE……….…12
* MIX PRODUCT AND LINE PRODUCT……………………………………………..13
* MIX PRODCUT AND LINE PRODUCT OF THE COMPETITION………….14
* Analyze mix products from both AND attributesof theproduct……………………………………………………………………………………15-16
* POSITIONING…………………………………………………………………………......17
* CONCLUSIONS …………………………………………………………………………….18
* INFORMATION SEARCH………...........................................................19
*

INTRODUCTION
Starbucks is one of the biggest companies of selling coffee around the world, this project talks about the company and one specifically product: the caramel frappe.
Thecaramel frappe is a star product and one of the most famous coffees in Starbucks, A decadent treat of buttery caramel combined with Starbucks® coffees and milk, blended with ice, topped with whipped cream and a swirl of caramel sauce, makes one of the perfect combination of the best coffees at Starbucks.
Though this project, we are going to show how this company acts, what does it sell, theobjectives, and the most important things you need to know about Starbucks. Sometimes some people wonder what do some companies do to be successful, or what they did before to get to the point where they are right now, well, here we show what Starbucks did to get to be a worldwide company.
Due to being famous and having an easy access to the information, Starbucks became the best choice to talkabout, it’s something that most of the people and specially teenagers of our age usually go to take a cup of coffee and hang out with friends, so talking about a theme of interest made things easier to work with.
Since the beginning Starbucks put people before products, they didn’t think about doing it by some other way because to Starbucks, being a market oriented company just made good common senseto them. So far, it’s been working out for them and it’s a great example of company to prove to others, that caring about people and putting people needs first is the best way to be successful and to continue being it.

A BRIEF HISTORY OF STARBUCKS
Starbucks has always been the place to find the world’s best coffees. But in 1971, you would have had to travel all the way to our first - and at thattime, only - store in Seattle’s historic Pike Place Market.
* 1970's
The first Starbucks opens. The name comes from Herman Melville’s Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world’s finest coffees to the cold, thirsty people of Seattle.

* 1980's
Howard Schultz joins Starbucks in 1982.While on a business trip in Italy, he visits Milan’s famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. He’s right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.

* 1990's
The demand for great coffee allows Starbucks to expand beyond Seattle, first to the rest of the United States, then further afield....