Academia.edu no longer supports Internet Explorer.
To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to upgrade your browser .
Enter the email address you signed up with and we'll email you a reset link.
- We're Hiring!
- Help Center
A Case Study of the Marketing Tools Coffee Shop Owners Use to Sustain Businesses
Open Journal of Business and Management
Related Papers
Nam Phuong Le
Due to the small size of their businesses, small business owners often face a high failure rate. Within the first 7 years since opening, more than half of small businesses seek to close its operation. The author of this qualitative multi-case study examines the factors contributing to the success of small ethnic restaurants owners to remain operable beyond 7 years. The owners of three small ethnic restaurants that have been operating for more than 7 years in Metro Vancouver, British Columbia, Canada were selected for this study. The author interviewed the owners and conducted an examination of available physical artifacts including locations, premises, websites and social media pages. Five factors were identified: hard work, passion, family support, location and quality of food and services. Those factors determine the success of small business. The findings of this paper will help current and future small ethnic restaurant business owners to improve their business performance and survival rate.
Sunisa Dokmaipum
Donn Enrique Moreno , Michael Pasco
In an attempt to gain new insights about impulse-buying behavior and its vital role in electronic shopping, this study used the stimulus-organism-response (SOR) model. This study will first explore how virtual atmospheric cues impact online trust, and then investigate the relationship between online trust and impulse-buying behavior, as mediated by perceived enjoyment. The study employed a quantitative design using a causal research approach through partial least squares-structural equation modeling (PLS-SEM) to assess links between variables. Sampling was chosen using a purposive technique with 363 respondents comprised of the millennial generation who have experienced buying in an online store in the Philippines. The result suggests that customers who perceived online content, design, reviews, and promotions of an e-store are more likely to trust the site. In addition, the positive relationship between online trust and impulse buying behavior is partially mediated by perceived enjoyment. Managerial implications for strengthening marketing methods to build customer trust in online commerce are highlighted.
Ajar Pradika
African Journal of Science, Technology, Innovation and Development
Martin Adane
Small and medium-sized enterprises (SMEs) need to design and implement strategies for adopting new technologies as a competitive tool for maintaining their competitive advantage and cloud computing is at its peak. Since its emergence, there has been a surge in the adoption of cloud computing with research into its adoption primarily concentrated on bigger firms. However, a major characteristic of cloud computing is the anticipated possibilities it holds for SMEs. This paper primarily explores cloud computing adoption strategies for SMEs operating in Sub-Saharan Africa. Using a mixed method approach, a sample of 261 respondents and 11 SMEs was respectively used for the quantitative and qualitative stages of the research. The results reveal that, even though SMEs have their unique expectations for adopting cloud computing, they were of the consensus that elements of an adoption strategy should include adoption goals, a roadmap and considerations. The paper makes specific recommendations to SMEs to develop adoption strategies that meet their specific needs if they expect cloud computing to play a stronger role to support more strategic initiatives to grow their businesses and improve customer experience.
Amos Arthur
shaharia pavel
Chao-Ming Yang
Milan Gyanwali
Advanced International Journal of Business, Entrepreneurship and SMEs
Adrian Gautama Himawan
RELATED PAPERS
Open Journal of Business and management
poramet eamurai
Emmanuel Nketiah
International Journal of Behavioral Analytics
Pongsakorn Limna , Dr. Supaprawat Siripipatthanakul
Scientific Research Publishing Inc.
Dr. Nuru A Kalufya , Riziki Nyello
daniel kotei
Afni Sirait
Ale J. Hejase
Nader Saadeh
Julio Manuel Pires
Chewe Luaba
Enrique de Anda
Jurnal Teknik Industri
Much Djunaidi
Barbara Stovall
Garikai Mutongoreya
Farhan Ahmadi
maryem trabelsi
Mohammad Rakibul Islam
Ahlijah Bright
Sustainability
Mangku Purnomo
Richard Barfi
Anastasios Sepetis
Jurnal Perspektif Pembiayaan dan Pembangunan Daerah
Aloysius Hari
Advances in Anthropology
Anil Kishore Sinha
Claudia Iasillo
Art and Design Review
International Journal of Marketing Studies
Roberto Ulloa
Kymwell Hinlayagan
Cognitione Foundation
Anna Ujwary-Gil
Star Monte-Flauta
Conference Proceedings TRMC 2021
Hossein Nezakati
Lute Sakala
Conference Proceedings TRMC
Journal of Macromarketing
Nikhilesh Dholakia
Skender Bruçaj
Open Journal of Social Sciences
Ali Mamaclay
Cogent Business & Management
Eissa A. Al-homaidi
- We're Hiring!
- Help Center
- Find new research papers in:
- Health Sciences
- Earth Sciences
- Cognitive Science
- Mathematics
- Computer Science
- Academia ©2024
Case Study 2: Starbucks Philippines: Brewing a Filipino-American Experience
- First Online: 09 September 2016
Cite this chapter
- Monali Hota 4 &
- David Newlands 5
1807 Accesses
The Starbucks group is a premium coffee roaster and retailer. While travelling in Italy in 1983, Starbucks’ marketing director, Howard Shultz, visited a coffee house. Until this trip, the business model had been to sell roasting and grinding machines for home use. Shultz recognized people want coffee on the go and understood that Starbuck’s future lay in retailing gourmet coffee by the cup but with the unique blend of Italian elegance and American informality. Howard Schultz became president of Starbucks in 1987. He set about by recreating the brand’s image. The aim thereafter was rapid growth. Starting with 17 coffee shops in Seattle in 1987, the group has grown to over 21,000 outlets in 60 plus countries today. To achieve this internationalization, the company had to start to expand outside of the US. Their market penetration in North America had become significant. Faced with diminishing new market opportunities, the group decided to expand into the Asia-Pacific region. Starbucks’ former International President, Howard Behar, already had overseen the introduction of the brand in Japan and Singapore. Starbucks Coffee International opened in Philippines with a local licensee Rustan Coffee Corporation.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
- Available as PDF
- Read on any device
- Instant download
- Own it forever
- Available as EPUB and PDF
- Compact, lightweight edition
- Dispatched in 3 to 5 business days
- Free shipping worldwide - see info
- Durable hardcover edition
Tax calculation will be finalised at checkout
Purchases are for personal use only
Institutional subscriptions
Bibliography
Consistent Starbucks Great Customer Service. http://www.tripadvisor.fr/ShowUserReviews-g4751237-d2162061-r144700885-Starbucks-Subic_Bay_Freeport_Zone_Central_Luzon_Region_Luzon.html
Customer Service Deserves a Star. http://www.tripadvisor.co.uk/ShowUserReviews-g312691-d5889538-r221583121-Starbucks-Las_Pinas_Metro_Manila_Luzon.html
Enriquez, M. C. Why Starbucks is robust in PH. http://business.inquirer.net/104525/why-starbucks-is-robust-in-ph , posted on 26th January 2013.
Get your Starbucks card: A stored value and loyalty card rolled into one. http://thephilippinebeat.blogspot.fr/2013/08/Starbucks-card-stored-value-loyalty-card-rewards-program.html , posted on 8th August 2013.
JennyO. Starbucks Philippines is tops in customer care. http://gogirlcafe.jennyo.net/2009/starbucks-philippines-is-tops-in-customer-care/ , posted on 23rd January 2009.
Jones, R. How to make (or break) a service brand. http://adage.com/article/btob/make-break-a-service-brand/293936/ , posted on 2nd July 2014.
Lorico, R. 7 customer service experience lessons to steal from Starbucks. http://www.bigoutsource.com/blog/customer-service-experience-lessons-to-steal-from-starbucks/ , posted on 22nd May 2014.
Sani, N. A. Competitor of Starbucks. http://www.studymode.com/essays/Competitor-Of-Starbucks-66423790.html , posted on 30th December 2014.
The Starbucks Card Philippines. How to get. http://www.aimeeguerrero.com/2013/08/the-starbucks-card-philippines-how-to.html#axzz3MANQGdtm , posted on 8th August 2013.
Visconti, K. Why Starbucks chose to expand in Philippines. http://www.rappler.com/business/1413-why-starbucks-chose-to-expand-in-philippines ], posted on 09/02/2012, updated on 18/07/2012.
White, J. What’s the difference between a product brand and a service brand. http://www.theideabrand.com/2012/10/30/a-product-brand-vs-a-service-brand , posted on 30th October 2012.
Download references
Author information
Authors and affiliations.
Department of Marketing, Institut d’Economie Scientifique Et de Gestion (IESEG) School of Management, Puteaux, France
Monali Hota
Department of Operations Management, IESEG School of Management, Puteaux, France
David Newlands
You can also search for this author in PubMed Google Scholar
Corresponding author
Correspondence to Monali Hota .
Editor information
Editors and affiliations.
Department of Marketing (M263), The University of Western Australia, Perth, West Australia, Australia
Sanjit Kumar Roy
Department of Marketing and Advertising, Coventry University Business School, Coventry, United Kingdom
Dilip S. Mutum
Department of Marketing, East China University of Science and Technology, Shanghai, China
Bang Nguyen
Rights and permissions
Reprints and permissions
Copyright information
© 2017 Springer International Publishing Switzerland
About this chapter
Hota, M., Newlands, D. (2017). Case Study 2: Starbucks Philippines: Brewing a Filipino-American Experience. In: Roy, S., Mutum, D., Nguyen, B. (eds) Services Marketing Cases in Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-32970-3_3
Download citation
DOI : https://doi.org/10.1007/978-3-319-32970-3_3
Published : 09 September 2016
Publisher Name : Springer, Cham
Print ISBN : 978-3-319-32968-0
Online ISBN : 978-3-319-32970-3
eBook Packages : Business and Management Business and Management (R0)
Share this chapter
Anyone you share the following link with will be able to read this content:
Sorry, a shareable link is not currently available for this article.
Provided by the Springer Nature SharedIt content-sharing initiative
- Publish with us
Policies and ethics
- Find a journal
- Track your research
- Study Guides
- Homework Questions
1.9 Assessment Case study - Starbucks Hamna
COMMENTS
The purpose of this multiple case study was to explore what marketing strategies some coffee shop owners use to sustain business operations during the first 5 years of operation. The targeted ...
The findings of this study are not only significant for existing coffee shop owners but also valuable for potential coffee shop owners. Using the. strategies identified in this study may (a) reduce the challenges coffee shop owners face. in the business operations; (b) enhance owners' ability to maximize their current.
The findings from a qualitative case study may add value to the business com-munity by documenting how coffee shop owners use marketing strategies to sustain business operations during the first 5 years of operation. Coffee shop owners may benefit from study findings in providing awareness on becoming successful.
coffee consumption increases the revenue of coffee & snack shops. The main driver of this consumption increase would be the increase disposable income, as the economy improves and consumers start to relax their budgets. This driver has a positive effect on market revenue. Per capita coffee consumption is expected to increase in 2014.
1 Case Study: Possible Sustainability Practices for Coffee Shops in the Philippines Michael A. Lopez Masters of Business Administration BUS 6100: Global Business Dr. Karen Ferguson September 16, 2020 2 Corporate Social Responsibility and Sustainability:Company Efforts in the Philippines Businesses change as they adapt to the ever-changing ...
The findings showed marketing strategies that the coffee shop owners used to sustain their operation to provide preferred customer service, increase sales, and differentiate the coffee shop from competitors. Using the 8Ps of marketing mix as a lens for this study, which involved coffee shop owners; this study may fill a gap in the literature.
Kim-Sang Tran. Binh Duong University Email: [email protected]. Abstract—In recent years, most universities tend to encourage students to do a "start-up" and in Vietnam, a start-up in the form of coffee shops or milk tea has become a hot trend. This type of business has extremely attracted large number of customers, especially young ...
Keywords: @CoffeBeanIndo, Marketing Communication, Unstructured Dataset. DOI: 10.7176/EJBM/11-18-20. Publication date:June 30th 2019. 1. Research Background. As the world forth biggest producer of coffee, the coffee shop is also growing. Indonesia, in the last five years, ranks four as the country with the most significant export after Brazil ...
coffee roasting entrepreneur. Peet opened up Peet's Coffee and Tea in Berkeley, California, and specialized in importing first-rate coffees and teas. Peet's business model inspired Starbucks' founders to sell high-quality coffee beans and equipment. The friends opened a coffee shop across the street from Pike Place Market. They
The Starbucks group is a premium coffee roaster and retailer. While travelling in Italy in 1983, Starbucks' marketing director, Howard Shultz, visited a coffee house. Until this trip, the business model had been to sell roasting and grinding machines for home use. Shultz recognized people want coffee on the go and understood that Starbuck's ...
Before the pandemic, the coffee shop was one of the most growing businesses in Indonesia that, based on the study, has decreased their revenue up to 50-90%. In addition, based on McKinsey (2020), Indonesian consumer lessens their food consumption, especially their dine-in habit, over 58%[1].
A massive expansion of the Starbucks-style coffee culture worldwide has made it part of the consumptive urban lifestyle. As a coffee-producing country with indigenous culture and is relatively independent in terms of global coffee supply, it seems that local coffee shops perform a selection of global elements by accentuating local characteristics.
The purpose of this multiple case study was to explore what marketing strategies some coffee shop owners use to sustain business operations during the first 5 years of operation. The targeted population consisted of 5 coffee shop owners in Arkansas who successfully implemented marketing strategies to sustain business operations during the first 5 years of operation. Goldsmith's 8Ps of ...
The study will analyze the viability of the coffee shop enterprise along the following business aspects: Marketing, Production, Personnel and Financial. Specific objectives: 1. To present the proposed coffee shop business and its planned area of operation; 2. To determine the target market and effective marketing strategies for the coffee shop; 3.
Association of Indonesia (SCAI) Syafrudin, until the end of 2019 coffee shop growth is predicted to reach 15%-20% compared to 2018 which only reached 8% -10%. Meanwhile, the contribution of coffee shops to the absorption of domestically produced coffee is predicted to reach 25%- 30% (www.bisnis.com, 2020). As m ore coffee shops in
The Campus Coffee Shop: Caff eine Conundrums. Te rich, strong smell of coff ee filled the newest coffee house in the small college town. Te place was packed with students sitting at small art deco bistro tables. A hip-looking barista was busy taking customer orders behind the counter while a loud grinding sound purred from the espresso machine ...
Marketing. 1.9 Assessment: Case study -Starbucks 1.What is Starbucks' growth strategy? . Starbucks' growth strategy involves a combination of opening new stores, both domestically and internationally, and expanding its product offerings beyond coffee. The company seeks to create a unique store experience and build customer loyalty through ...
MIBC Moscow-City. 23 MIBC MOSCOW- CITYDECEMBER 2016 RESEARCH. Supply. Today 11 buildings comprising office premises are delivered with 905,5 thousand sq m GLA of offices. Class A office supply in Moscow-City holds about 20% of the Moscow Class A stock. Federation Tower (East), IQ-quarter and Neva Towers are currently under construction.
sustainability Article Integral Index of Tra c Planning: Case-Study of Moscow City's Transportation System Tatiana Petrova 1,* , Andrey Grunin 1 and Arthur Shakhbazyan 2 1 Faculty of Physics, Lomonosov Moscow State University, Leninskiye Gory, 1, 199991 Moscow, Russia; [email protected] 2 Moscow Tra c Management Center, Zolotorozhskiy Val, 4 bld. 2, 111033 Moscow, Russia;
View the article/chapter PDF and any associated supplements and figures for a period of 48 hours. Article/Chapter can not be printed. ... The case study identifies a variety of objectives pursued by the Moscow city government with the promotion of e-participation and relates them to three legitimation strategies, namely, input-based ...
Objectives. The estimation of the current status of Moscow as a Smart City. The identification of current weaknesses in Moscow's smart strategy for the benefit of future planning. The identification of new directions for Smart City development based on expert opinions. Determining the most efficient way to share best practices in the Smart ...