Starbucks vs Dunkin Donuts-Case Study
Company profile
Starbucks
Starbucks Corporation is an American global coffee company and coffeehouse chain
based in Seattle, Washington. Starbucks is the largest coffeehouse company in the
world, with 20,366 stores in 61 countries, including 13,123 in the United States,
1,299 in Canada, 977 in Japan, 793 in the United Kingdom, 732 in China, 473 in
South Korea, 363 in Mexico, 282 in Taiwan, 204 in the Philippines, and 164 in
Thailand.
Starbucks sells hot and cold drinks, coffee beans, salads, hot and cold sandwiches,
sweet pastries, snacks, and items such as mugs and tumblers. Through the Starbucks
Entertainment division and Hear Music brand, the company also markets books,
music, and film. Many of the company s products are seasonal ... Show more content
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StarBucks
It claimsГ ўв‚¬ВќWe want consumers to view Starbucks as more than just a
comfortable coffee house. It does not limit itself to simply coffee, but expands to
all coffee related products. Consumers should associate Starbucks with top quality
service and top quality products that are accompanied with a calming and relaxing
atmosphere. Starbucks should be a place people go to take a break from life and
just unwind, if even for a moment. They can clear their heads to allow fresh ideas to
flow through or just not think of anything at all. Starbucks is something everyone
needs in their life.Г ўв‚¬Вќ
Starbucks tried to position themselves as a premium product in the coffee industry by
creating a high standard, introducing innovative products and providing excellent
service. Schultz knew how perishable coffee was and they were so fanatical about
quality control, and hence they carefully monitored each and every step of coffee
production. They bought dark roast, whole bean coffee from places like Sumatra,
Kenya, Ethiopia and Costa Rica; roasted them in their own plants; and sold only
through company owned stores (refer casestudy). They used total quality management
(TQM) in which all companyГ ўв‚¬в„ўs people are constantly involved in improving
the quality of products (Kanji, 1996). Usage of nonfat milk and introduction of
Frappuccino made a significant presence in the balance sheet of Starbucks. Moreover,
they provided seasonal