starbucks pr
TRANSCRIPT
Ferraiuolo 2
BRAND EXPANSION
RECCOMENDATIONS
FOR STARBUCKS
BASED ON MARKET RESEARCH
FROM 2005-2014
Prepared by
Vincent Ferraiuolo
4224 Willow Street, Stewartstown, PA 17363
May 6th
2014
Ferraiuolo 3
EXECUTIVE SUMMARY
Starbucks is the largest coffee company in the world, reporting almost 15 billion dollars
in revenue in the last year. The brand has exponentially grown in both profit and size in the past
five years. This research concentrates both on what decisions Starbucks has made properly, as
well as recent missed opportunities regarding brand growth. By incorporating market research
from the past decade and research from trade publications, a variety of business opportunities are
presented.
Financial statistics are given within this document to support arguments regarding
economic and brand growth of Starbucks. By incorporating the ideas within this research
Starbucks could increase their annual revenue by over one billion dollars in 2015. Market
research of this study includes intensive demographics of Starbucks consumers, and ways to
properly utilize the information into impressive profit.
This document also contains limitations of market research over the last decade. It
describes necessary future research that must be conducted to provide maximum economic
results. Further research of Starbucks’ coffee consumers will continue to excel Starbucks into the
future monopoly of the coffee industry. This document lays the groundwork to turn Starbucks
into the dominating monopoly of the international coffee market for years to come.
Ferraiuolo 4
Thesis and Overview
Starbucks’ largest problem is expanding their brand properly, to reach their maximum
customer base. Expanding Starbucks’ product line in retail stores such as Walmart, and other
large corporations will help reach customers who may never set forth in an actual Starbucks
location. In addition, incorporating a self-serve coffee bar with creamer options and creating
new technological renovations would insure a maximum consistent customer base while
simultaneously increasing efficiency.
Figure A
Retrieved from Starbucks 10k
Starbucks is the largest coffee corporation on the planet, reporting 14.9 billion dollars in
net revenue in 2013 as seen in Figure A. (“Starbucks 10k”, 2013). This figure has grown
exponentially over the last decade. In 2009, Starbucks’ net revenue was 9.8 billion dollars.
(“Starbucks 10k”, 2013) In five fiscal years Starbucks revenue has grown by 66%. This statistic
Ferraiuolo 5
of financial growth represents enough currency to provide clean drinking water for every human
being on the planet. When one looks at statistics of opportunity to gain profit through stock
holding, the numbers are favorable as well. The Non-GAAP EPS figures have rose from 80
cents to $2.26 per diluted share. Starbucks will continue to grow radically if they continue
proper advancements, developments, and changes. However, to ensure maximum growth
Starbucks needs to adopt policies and procedures from smaller business models and competitors
such as Mocafe Beverages, as well as convenience stores like Rutters. This will increase overall
sale figures and bring in substailly higher revenue figures. Starbucks’ net reveune could be
increased to over twenty billion dollars if proper changes are implemented.
Demographics of Starbucks’ Consumers
Starbucks consumers belong to a distinct class of their own. Understanding what makes
the customer base so different is essential in changing, and developing Starbucks as a larger,
more succesful brand. In a 2011 Simons Oneview study on Starbucks consumers a variety of
useful statsitics were presented. The study consisted of 1,394 randomized individuals
(“Experian Marketing”, 2011). When questioned on economic outlook the largest segment
considered themselves “confident spenders” and uneffected by the current economic state of
their environment. Over 27% of individuals felt comfortable taking on financial risks and had
no intention of lowering their everyday spending. (“Experian Marketing”, 2011) The same
sample felt secure even increasing their budget.
Interpreting Starbucks’ customers’ budget is also essential to deliver correct price
equillibrium. The majority of Starbucks’ consumers are not blue collored workers, but rather
middle class and high class individuals. Market research found that sixty percent of Starbucks
Ferraiuolo 6
consumers earned salaries that ranged from $50,000 to over $100,000 per year. Of that 60% the
largest group contained salaries over $100,000. (“Experian Marketing”, 2011) Assuming their
demand for coffee remains relatively consistent, Starbucks’ consumers should display frequent
traits of inelastic demand. Goals of Starbucks should include pushing products to their highest
profit margins, but also creating new lines for consumers who hold a more elastic demand.
By Examining Figure B one can interpret Starbucks’ consumers technologically ability
and understanding. The vast majority of Starbucks consumers surveyed in the Simon’s
Oneview market research study were technologically insightful individuals. Thirty seven percent
of which claimed they could not live everyday life without the internet and devices including cell
phones and computers. (“Experian Marketing”, 2011) This bracket from the market research
identified as experts of modern day technology. The second largest group considered themselves
“Journeymen”. This bracket composed 24% of the sample. (“Experian Marketing”, 2011)
Journeymen of the group felt comfortable with most modern day technology. Journeymen had a
solid background of new technology around them, but were not be complete experts on new gear
and gadgets. An equal distribution of 24% was found in the “Apprentice” cateogry. (“Experian
Marketing”, 2011) These individuals had an average grasp of technology around them. This
bracket had details to learn about modern day electronics. However, they still had enough
knowledge to function many comonly used tools around them. The last and smallest grouping
classified themselves as novices. Fifteen percent of partipants in the market research identfied as
novices. (“Experian Marketing”, 2011) These users had little to no knowledge on modern
technology. This bracket was a proved minority among the others. Comprehending the
importance of modern day techonology to Starbucks consumers helps to aid the brand in
planning both its advertising and marketing tactics.
Ferraiuolo 7
Figure B
Retrieved From Simons’ Oneview
Developing smart phone applications and social media is one of the most important ways
Starbucks can expand its image. Starbucks utilized this information in 2009 when the brand
launched its mobile payment card. (“Payment Source”, 2013) The Starbucks mobile card
quickly escalted into a popular form of compensation. By 2013 the card reached an impressive
figure of 4,500,000 payments per week. (“Payment Source”, 2013) Recoginizing Starbucks’
customers love for technology and new ways to utilize it provides larger revenue for the brand.
Incorperating a mobile application to order coffee through the same payment card would
appeal to Starbucks’ modern market. Consumers could quickly customize their favorite
beverages prior to approaching the block of their favorite Starbucks destination. Customers
would choose a five minute interval between ten and thirty minutes of when they would like to
Wizards 37%
Journeymen 24%
Apprentinces 24%
Novices 15%
Starbucks' Consumers' Adaptation of Technology
Ferraiuolo 8
pick up their order. Orders would then be sent electronically to the stores server. Employees
would then make beverages in order of efficency based on requested time. Due to utilization of
the Starbucks electronic card, orders would be prepaid and thus ready for pickup in a designated
area. Time efficency would be further maximized for both consumers and Starbucks, while also
increasing net revenue. If only half of Starbucks’ mobile card consumers ordered a medium
Iced Coffee; one of Starbucks’ cheapest beverages, once per week electronically: $4,725,000
revenue would be produced weekly. Leaving this variable constant accounts for a possible
$245,700,000 in yearly revenue from a single product. This figure only incorperates one menu
item with a 50% success rate of Starbucks mobile payment card users ordering product through
the application. Figures do not include all Starbucks consumers or full menu options. These
statistics are assuming a low success rate in conjunction with only one beverage off Starbucks’
menu. Given a high rate of success and a variety of mobile drink options Starbucks could
arguably produce an additional billion dollars in net revenue per year.
Previously mentioned, the largest median salary range for Starbucks consumers is
X>$100,000. (“Experian Marketing”, 2011) The vast majority of starbucks’ clientele live busy
and productive lives. Two thirds of Starbucks consumers are currently employed. (“Experian
Marketing”, 2011). A ten minute time span can be the key variable of whether or not a
consumer purchases their beverages at Starbucks. . Being able to pick up premade orders
without waiting in line would bring in more consitent business clientele.
Simons Oneview also found that 61% of Starbucks consumers are female, making up a
large distinction over the 39% male. (“Experian Marketing”, 2011) Starbucks should not
disregard its male cliental. However , developing new products for female tastes would provide
favorable results. No products should be stripped down and changed for this, however seasonal
Ferraiuolo 9
female “VIP” drinks would assure maximum satsfied customers. Producing new lines that make
women feel exclusivewould increase the probability of Starbucks becoming their primary coffee
provider. Starbucks seasonal beverages should include drinks that appeal to women
psychologically. Tactically planning these promotional items during holidays such as valentines
day that favor the femine market would furhter maximize brand loyalty.
Competitors of Starbucks
Mocafe
Starbucks is consistently missing business opportunities to further increase revenue
utilized by much smaller competitors. For instance, much smaller competitors such as Mocafe
have developed packaged blended beverages; including the incredibly popular Frappes into three
pound packages for personal home use. The Mocafe blends sell for $23.75 both on their online
web site as well as popular shopping sites such as Amazon. As mentioned, Starbucks
consumers obsess over modern day technology and utilizing it to the fullest. Profit margins for
these products are huge since the core ingredients are composed of low cost components, such as
sugar and artificial ingredients. Arguably, if Starbucks created a mirror product line they could
sell the same size mixes for $30 to $35 capitalizing brand loyalty. Selling these mixes for the
allotted amount would provide up to a 600% profit margin.
McDonalds
The battle for domination of the international coffee market is constant. Starbucks is in
consistent competition with brands that range from local organizations to companies as large as
McDonalds. Colossal brands such as McDonalds instigate beverage warfare, fighting for
control over territory. McDonald's is attempting to overrun Starbucks as Europe's biggest coffee
Ferraiuolo 10
chain, constantly expanding new stores in the European market. In 2009 Starbucks’ impressive
European store count of 1300, proves to be less monopolistic then it appears, as McDonalds store
count now exceeds 1,200. (Wiggins 17, 2009) McDonalds’ financial advisors such as Jerome
Tafani are confident enough to claim that “We (McDonalds) can become the biggest coffee seller
of Europe”. (Wiggins 17, 2009) It is evident that Starbucks and McDonalds are diversifying
their brands by two very different strategies. McDonalds is attempting to stand out of the crowd
by offering the lowest price. McDonalds Cappuccinos are priced at 1. 75 pounds per cup, while
Starbucks charges 2.35 pounds in their respective European locations. Instead of offering the
most economical product, Starbucks strives to provide the highest quality coffee in the
mainstream market.
In order to deliver the most desirable product Starbucks must discover equilibrium. To
directly compete with colossal companies such as McDonalds, Starbucks must attack from all
angles. Starbucks should continue develop quality and consistency but also factor in the price
elastic market. As McDonalds attempts to dignify the brand by increasing beverage quality,
Starbucks may fade if proper measures are not taken. Canadian McDonald’s president John
Betts claims “a campaign to trumpet its (McDonalds) quality has woken up the brand”. (Reuters
A40, 2012) Mr. Betts would not offer all statistics but did inform that coffee sales have helped
push breakfast sales up 45% in the past three years. (2009-2012) Customers who choose
McDonalds negatively impact Starbucks bottom line. It is very important for Starbucks to find
the proper equilibrium between price and quality to properly outwit McDonalds.
Starbucks has fought back, but arguably not enough. Its campaign against McDonalds
expansion is the new slogan “It’s not just coffee, its Starbucks”. (Wiggins 16 2009) In order to
battle such a large opposing operation Starbucks needs to diversify its product line for both
Ferraiuolo 11
existing customers and the price sensitive market. Creating new lines for both both lower and
higher income customers will further maximize revenue.
Convenience Stores
Convenience stores also display new age adaptations Starbucks must learn from and
incorporate. Self-serve coffee bars used internationally compose a more efficient and faster way
of service. Instead of investing human capital in pouring coffee, customers take advantage of a
more personal approach. This allows the consumer to see the time the coffee is made, leave
desired room for cream, and brings the company larger profit margins. Coffee drinkers consider
freshness one of the most important elements of the beverage. Being able to see that their coffee
was made within the last hour will help bring in more constant and pleased consumers to
Starbucks.
I conducted a study of 41 individuals from 18 to 60 years. Sixty eight percent claimed to
prefer to pour their own coffee rather than a store employee handing it to them. The same
sample also had a 54% majority that used flavored creamer rather than milk and half and half in
their coffee. Currently Starbucks only offers the latter two options, thus neglecting the majority.
Not offering creamers in retail locations discourages many daily coffee drinkers. Coffee
drinkers crave consistency as well as personalization. By not taking this into account Starbucks
continues to turn down million dollars of possible revenue and a larger customer base.
Ferraiuolo 12
Public Opinion and Economic Expansion
Creating new flavors has recently generated negative reactions from consumers.
Starbucks must be very careful in its decision making products in order to devlop its product line
rather then diluting it. Generating new products is a vital process and should be done carefully
with proper testing. In the beginning of 2014 Starbucks introduced two new flavors: Vanilla
Macchiato and the Caramel Flan Latte. (Metzger 2014) However, the Caramel Flan produced
very negative results from drink reviewers. Consumers argue that the beverage lacks any hints
of egg or custard and thus proves to be gimmicky. While developing new ideas and flavors is
essential to Starbucks’ future success, the brand needs to concentrate on perfecting new products
ahead of time through panel testing and anonymous consumer reports. Rushing the process will
only damage the brand and image of the company. However, with proper investments
expansion of flavors could add entire dimensions to the company. Starbucks should pursue
development of new flavors and products, but not alloting proper time will damage the brand
instead of improving it. More resources and revenue should be committed to the development
process insuring success of future products.
Starbucks’ bottled frappuccinos are commonly found products in both convince and
grocery stores, and are only available in four core flavors. The bottled beverage is available in
caramel, mocha, coffee, and vanilla. Diversifying flavors into other popular market flavors such
as hazelnut, Irish cream, Italian sweet cream, and coconut would give customers a wider variety
to choose from. This is vital in convince stores where price is incredibly elastic and choice and
diversification are key elements. When a consumer has the option to purchase 20 different
coffee beverages, offering the exact desired flavor is essential to maximizing profit. In order to
compete with convince beverages such as monster energy Starbucks must increase variety for
Ferraiuolo 13
consumers. Expanding options for customer personalization in their product line is a necessary
change. Incorporating these ideas will maximize profit, brand recognition, and company
growth.
Improving Starbucks’ public image is another essential campaign the brand should
undertake. Starbucks loathing has actually mainfested into its own brand “Dumb Starbucks”.
The parody brand replicates similar drinks with adding the adjetive dumb attatched to every
beverage. While the department of health shut down Dumb Starbucks with haste the message
was still rapidly spread through social media. ( Horovitz 2a 2014) Horovitz claims, “The
Starbucks brand isn't about the coffee, never has been. It’s about us. ” Giving consumers the
gift of feeling luxurious or classy is what Starbucks is all about. However not all consumers fall
into these physiological tactics. Creating a subdivision within the brand for the middle class
would allow Starbucks to attack the market from all angles.
Conclusion
Incorperating all mentioned tactics and changes will provide Starbucks with higher profit
margins and more annual revenue then ever before. Starbucks’ core clientel will be emphasized
and properly marketed to. Women, and technologically savy individuals will be catered to, and
thus brand development increased. . New product lines, development of retail stores, creation
of a Starbucks mobile payment application, and expansion of flavors will maximize brand
growth. Proper utilization of these changes will help steer Starbucks into one day becoming the
international coffee monopoly of the world.
Ferraiuolo 14
References
Public Opinion of Starbucks
America’s food and drink insight. (2014). (London). Business Monitor International.
Arora, S. (2012, February 13). Namaste, Starbucks. Newsweek, 159.
Batchelor, B. (2014). Drink in the 2000s. In Pop Culture Universe: Icons, Idols, Ideas.
Beaulieu, T., & Life. (2014, January 26). Coffee Starbucks isn't the only coffee shop in town.
University Wire.
Brooke, K. G. (2013). Social media, simplified. Good Housekeeping, 257, 95.
Bush, V. (2010). Coffee talk: The stimulating story of the world's most popular brew. The
Booklist, 107(3), 18.
City votes against building new Starbucks. (2013, October 17). University Wire.
Downtown Evanston Starbucks begins serving wine and beer. (2014, January 09). University
Wire.
Drink review: Starbucks chocolate chai tea latte. (2013, October 01). University Wire.
Gill, J. (2009). The future? Wish upon a Starbucks. The Times Higher Education Supplement
Investing: Want shares with your latte. (July 13, 2012). Tulsa World (Oklahoma).
Malczewski, J., Plafker-Gutt, D., & Cohen, R. (2011). Teaching about Starbucks and consumer
literacy. Social Education, 75(3), 142.
Metzger, K. (2014, March 09). New drinks: Grande disappointment. University Wire.
Ferraiuolo 15
Nazario, K. (2013, December 05). Day in the life of a Starbucks Barista. University Wire.
Oppenheimer, M. (2012, July 07) Blending an interest in Kosher ingredients with a taste for
Starbucks. The New York Times.
Schultz, H. (2011, March 21). How Starbucks got its mojo back. Newsweek, 157.
Starbucks CEO Interview. (2014, March 11). Finance Wire.
Starbucks CEO reinvents the spiel; Top-secret plans aim to keep it fresh. (2013, April 13). USA
Today.
Starbucks fuels campus jam session. (2014, February 03). University Wire.
Starbucks should stick to coffee and leave guns alone. (2013, September 19th). guardian.co.uk.
Starbucks: 'dumb Starbucks' store not OK. (2014, February 10). University Wire.
Starbucks: Moments of Connection a Look Back at Starbucks 2013 Milestones. (2013,
December 23). India Retail News.
Strand, A. (2014, Mar 19). The coffee epidemic. University Wire.
The ultimate showdown: Tea vs. coffee. (2014, February 17). University Wire.
Thomas, T. (2013, September 23). Starbucks incorporates Linfield history. University Wire.
Tung, E. (2013, October 15). New Burnaby campus Starbucks offers fair trade coffee. University
Wire.
Why people love to love-hate Starbucks. (2014, February 12). USA Today.
Ferraiuolo 16
Competing Brands
Crouse, D (2006, May 18). Link seen in eatery break-ins; 3 Dunkin' Donuts shops among 5
businesses hit in 2 towns. The Record (Bergen County, NJ).
Dunkin' Brands continues non-traditional expansion to new and exciting venues across the
country. (2014, March 18). Progressive Media - Company News.
Dunkin' Donuts announces entry into Brazil. (2014, March 14). Progressive Media - Company
News.
Dunkin' Donuts introduces coffee squares in Norfolk. (2014, March 14). Progressive Media -
Company News.
Dunkin' Donuts introduces new DD Perks Rewards program. (2014, January 28). Progressive
Media - Company News.
Dunkin' Donuts plans 13 new restaurants in Oklahoma City. (2014, January 24). The Daily
Oklahoman (Oklahoma City, OK).
Dunkin' Donuts returns to Boulder: New 28th Street shop opens next week. (2014, February 24).
Daily Camera (Boulder, Colorado).
Dunkin' Donuts sweet on India. (2011, February 25). Financial Times (London, England).
Fancy coffee helps boost McDonald's global sales. (2009, August 11). Financial Times
(London, England).
Ferraiuolo 17
Fest, G. (2014). Dunkin' Brands Seeking $2B Refi. Mergers & Acquisitions Report, 29(4), 12.
Fest, G. (2014). Dunkin' Preps Loan Launch. High Yield Report, 25(5), 4.
Fest, G. (2014). Price Talk Set on Dunkin' Brands. High Yield Report, 25(6), 8.
Gallagher, H. (2013, Nov 08). Starbucks v. Starbungs. Newsweek, 161.
Grant, J. (2005) McDonald's develops a taste for cappuccino the burger chain is using the
McCafe concept to revamp restaurants and appeal to a wider range of customers Financial Times
(London, England).
Gyton, G. (2014). Dunkin' Donuts returns to UK in franchise drive. British Baker, 11.
Interview: Starbucks eyes plenty of growth. (2010, February 8). The Nikkei Weekly (Japan).
Investor's Business, D. (2014, February 7). Dunkin' Tops on Coffee Sales. Investors Business
Daily. p. A01.
McDonald's credits coffee for comeback. (2012, March 30). The Vancouver Province (British
Columbia).
McDonald's drinks menu may grow. (2006, January 19). Financial Times (London, England).
McDonald's lays the ground to mug Starbucks in Europe. (2009, May 27). Financial Times
(London, England).
McDonald's sales pepped up by coffee. (2009, August 11). Financial Times (London, England).
McDonalds takes java war to home front. (2012, October 30). Edmonton Journal (Alberta).
Ferraiuolo 18
McDonald's to invest US$6.5M in Guatemalan coffee growers. (2013, March 5). National Post's
Financial Post & FP Investing. (Canada).
Miller, C. (2010, June 15). Aiming at Rivals, Starbucks Will Offer Free Wi-Fi. The New York
Times.
Pfeifer, S. (2014, January 10). McDonald's sued over coffee burns. Los Angeles Times.
Starbucks to pay Kraft $2.7bn. (2013, November 13). Financial Times (London, England).
International Development
Coffee giant's global expansion started here: A small kiosk at the Sea Bus terminal in 1987 was
the Seattle-based Starbucks' first international venture. (2007, February 27). (British Columbia).
The Vancouver Sun
Gerfen, K. (2012). Starbucks coffee at Dazaifutenmangu Omotesando. Architect, 101(5), 268.
Laying the groundwork for good coffee.(2012) (London, England). Financial Times
Liu, K., Huang, J., & Chen, W. (2012). Starbucks experience explored in Taipei. The Journal of
Human Resource and Adult Learning, 8(2), 107-116.
McAfee, J. (2014, January 23). Comparing deals in state college. University Wire.
McKnight, J. M. (2012). Starbucks: Global store development: (The Netherlands, Japan, U.S.)
Architectural Record, 200(5), 91.
Research and markets adds report: RTD coffee in Mexico. (2012). Health & Beauty Close – Up.
Ferraiuolo 19
Seattle's best coffee serves up iced canned lattes nationwide. (2011). Health & Beauty Close –
Up.
Starbucks launches first community store in Asia. (2013). Health & Beauty Close – Up.
Starbucks on every corner? (2010, October 29). Now it's even going to sea. USA Today.
Starbucks strengthens its presence in Latin America. (2012). Health & Beauty Close – Up.
Starbucks to open 200 stores in Indonesia, Philippines. (2013, April 5). Progressive Media -
Company News.
Starbucks: Over 140 jobs to be created at Georgia plant. (2012). Health & Beauty Close – Up.
Starbucks; to open; 'tea bar'; in NY City. (2013, October 24). Charleston Gazette (West
Virginia).
Strong, black and talented; Once a cheap alternative to espresso, the humble cup of filter coffee
is back in favor with the cognoscenti. (2011, February 19). (London, England). Financial Times.
Health and Science
Berta, D. (2014). The method to Starbucks’ magic. Restaurant Business, 113(3), 40-47.
Coffee misconceptions (2009, May 11). Expert lays out grounds for a great cup of java.
(Saskatoon, Saskatchewan). The Star Phoenix.
Farhadi, D. (2014, January 16). Coffee: When you drink matters, according to new neuro study.
University Wire.
Gertler, A. (2013, November 8). Coffee's on, computers off. University Wire.
Ferraiuolo 20
Gold Starbucks. (2014). Nutrition Action Health Letter, 41(2), 16.
Good to be Square at Starbucks cellphone-pay option due in fall. (2012, August 9).
(Bloomington, Illinois). The Pantagraph.
Goodworth, R. (2013, November 18). Coffee helps facilitate college life, mentally and socially.
University Wire.
Investing: Want shares with your latte? (2012, July 13). (Oklahoma). Tulsa World
Laying the groundwork for good coffee.(2012) (London,England). Financial Times
Masters, M. (2012). Anatomy of a starbucks drink. Men's Health, 27, 42.
Newman, J. (2014). Starbucks iPhone App Will Start Asking for Tips Soon. Time.Com, 1.
Press, V. S. (2013, December 20). Coffee and beer may benefit health. Jewish Advocate.
Starbucks adds digital tipping to iPhone app. (2014, March 12). University Wire.
Starbucks Mobile Card Volume Reaches 4.5 Million Payments a Week. (2013, May 29).
Payments Source.
Starbucks names new chief digital and information officers. (2012). Health & Beauty Close –
Up.
Starbucks reveals its vision for enhancing customer experience via in-store digital network.
(2010). Health & Beauty Close – Up.
Starbucks unveils environmental sensitive hot-cup sleeve. (2012). Health & Beauty Close – Up.
Ferraiuolo 21
Strand, A. (2014, March 19). The coffee epidemic. University Wire.
Strong, black and talented; Once a cheap alternative to espresso, the humble cup of filter coffee
is back in favor with the cognoscenti. (2011, February 19). (London, England). Financial Times.
Two cups of coffee a day can half risk of suicide. (2013, July 26). Telegraph.Co.Uk.
What's in your coffee? (2013, November 22). University Wire.
You don't need caffeine. (2014, February 28). University Wire.
Your Money Your Way: Starbucks' mobile payment nifty idea. (2011, January 21). The
Washington Times.
Business and Economics
Wyrich, A.
Starbucks vs. local NJ coffee shops. (2014, March 05). University Wire.
Ayad, A. (2010). Critical thinking and business process improvement. The Journal of
Management Development, 29(6), 556-564.
Coffee chains to pre-empt Starbucks success strategy. (2012, June 5 ). The Financial Express.
Convenience stores brewing coffee. (2014, Feburary 25). The Japan News.
Cost of a cup of coffee to rise after spike in bean prices. (2014, February 21). Telegraph.Co.Uk.
Deegan, G. (2014, February 26). Starbucks profit up 47% in 2012. Irish Times.
Feuling, T. J. (2011). Strategies to boost profits, minimize risk. Chiropractic Journal, 25(11), 1-
1,13.
Ferraiuolo 22
Gearig, C. (2014, Janurary 20). Private preview kicks off opening of new Starbucks. University
Wire.
Good to be Square at Starbucks cellphone-pay option due in fall. (2012, August 9).
(Bloomington, Illinois). The Pantagraph.
Starbucks Lifts 2014 Outlook. (2014, January 24). Investors Business Daily. p. A01.
Keurig, Starbucks revise pact. (2014, March 17). Investors Business Daily. p. A02.
Josephs, L. (2014, March 4). Coffee prices rise near 2-year high. Wall Street Journal.
Krabeepetcharat, A. (2013, May). Ibisworld industry report od6098.
Lin, Y. & Huang, P.(2012) Effects of the Big Five Brand Personality Dimensions on Repurchase
Intentions: Using Branded Coffee Chains as Examples. (Berlin, Boston). IBZ Online.
Mantel, B. (2013, June 28). Internet shopping. CQ Researcher, 23, 573-596.
Neuman, W. (2010, December 7). A Coffee Clash. The New York Times.
New Starbucks provides another convenient option for CU students. (2014, March 13).
University Wire.
Perez, M., & Doan, L. (2014, March 14). Coffee futures jump to best start in four decades.
National Post.
Ralph, A. (2014, March 08). Starbucks orders more franchises. The Times.
Ferraiuolo 23
Research and markets offers report: High performance companies. (2012). Health & Beauty
Close – Up.
Reuters. (2014). Starbucks raises forecast as net earnings rise 25%. Retrieved from
http://www.nytimes.com/2014/01/24/business/starbucks-raises-forecast-as-net-earnings-rise-
25.html?ref=starbuckscorporation&_r=0
Schaffer, A. (2014, March 6). Starbucks to add 'ambient' lighting. University Wire.
Starbucks 10k. (2013). Starbucks Corporation Retrieved from
http://investor.starbucks.com/phoenix.zhtml?c=99518&p=irol-reportsAnnual
Starbucks and Green Mountain Coffee Roasters Enter into Expanded, Long-Term Strategic
Partnership. (2013, May 12). India Retail News.
Starbucks and green mountain coffee roasters expand strategic relationship. (2012). Health &
Beauty Close – Up.
Starbucks CEO: 42 Prepaid Cards Sold Per Second During Q1 Peak. (2011, January 27 ). ATM
and Debit News.
Starbucks Corporation. (2014). Austin: Dun and Bradstreet, Inc.
Starbucks elects former defense secretary Robert gates to its board. (2012). Health & Beauty
Close – Up.
Starbucks grinds through square mobile wallet adoption issues. (2013, April 2). Payments
Source.
Ferraiuolo 24
Starbucks names new chief digital and information officers. (2012). Health & Beauty Close –
Up.
Starbucks pours cup to start 'Day'. Daily Variety (2012, August 4). Could you pull off a deal like
Starbucks And Square. InformationWeek .
Starbucks reports Q3 record results. (2013). Health & Beauty Close – Up.
Starbucks sets date for 2013 annual meeting of shareholders. (2013). Health & Beauty Close –
Up.
Starbucks signs strategic agreement with GMCR. (2013, May 10). Progressive Media -
Company News.
Starbucks to host biennial investor conference. (2012). Health & Beauty Close – Up.
Starbucks to pay Kraft $2.7bn. (2013, November 13). (London, England). Financial Times
Starbucks to push its packaged coffee UK Supermarkets. (2006, October 9). (London, England)
Financial Times.
Starbucks to release Q4 and fiscal year end 2012 results. (2012). Health & Beauty Close – Up.
Starbucks turns to instant coffee; Chain hopes to steal a slice of huge global market from
established players. (2009, September 30). (British Columbia). The Vancouver Sun.
Starbucks VIA ready brew house blend and breakfast blend now available in select grocery
stores. (2011). Health & Beauty Close – Up.
Ferraiuolo 25
Starbucks, Green Mountain team up for single servings. (2011, March 10). (California). Contra
Costa Times.
Starbucks. (2014). In Pop Culture Universe: Icons, Idols, Ideas. Retrieved March 18, 2014, from
http://popculture2.abc-clio.com/
Stock, K. (2014). Heads Up, Coffee Junkies: A Cup of Joe Is About to Get More Expensive.
Businessweek.Com, 4.
Strom, S. (2013). Starbucks aims to move beyond beans. Retrieved from
http://www.nytimes.com/2013/10/09/business/a-juice-and-croissant-with-that-starbucks-
latte.html?ref=starbuckscorporation
Taylor, K. (2013, October 30). Starbucks' secret menu: Drinks you may be missing. University
Wire.
The world craves more java; Global coffee demand is growing at 2.5 per cent per year, yet
soaring prices fail to stall growth in coffee-shop chains. (2011, May 25). (Montreal, Canada) The
Gazette.
Treviño, C. (2014, February 19). Corporate word ownership has gone overboard. University
Wire.
Warfield, K. (2014, January 30). Starbucks replaces Seattle’s best. University Wire.
Wexler, A. (2014, February 18). As coffee soars, that cup of Joe may get pricier; dry weather in
Brazil fuels fears for crop. Wall Street Journal (Online).