Econmics 100 Essay Example | Topics and Well Written Essays - 1500 words

Econmics 100 - Essay Example Since the net export is a part of the gross domestic product, considerable rise in exports has led to significant rise in GDP of the country. This in turn is reflected in the higher growth rate of the economy. The growth of an economy is measured by calculating the changes occurring in the total volume of output in the economy or the real income of the individual residents of the nation. However, in recent years there has been less than expected level of economic growth. Therefore the government has adopted different fiscal and monetary policies to boost up economic activities in the country. This paper analyses the policy prescriptions followed by the government as presented in the article. 3.0 Analysis 3.1 Export led growth The 1993 United Nations System of National Accounts (1993 SNA) allows the countries to calculate their growth with the help of any of three credible indicators; the volume of the country’s gross domestic product (GDP), real gross domestic income or the re al gross national income. The GDP is the easiest and the most uncomplicated way to account for the growth of a country (World Development Indicators: 2012, 217). The gross domestic product is defined as â€Å"the market value of all final goods and services produced within a country in a given period of time† (Mankiw 2011, 494). The most commonly used approach to measure the GDP is the expenditure method (Taylor 2006, 138). Economists denote GDP as ‘Y’ and divide the components of GDP in to four parts; consumption (denoted by C), investment (denoted by I), government expenditure (denoted by G) and the net exports made by the country (denoted by NX) (Mankiw 2011, 496). The identity that represents the GDP calculation is as follows: Y = C + I + G + NX The net exports component of the GDP is actually the difference between the amount of export and the amount of imports made by the economy. If this difference is positive, it implies the amount of total exports is gre ater than the amount of total import and positive net exports increases the total GDP of the country. If the level of exports falls short of the level of imports, there is negative net export and the amount of GDP declines. The Chinese policy of emphasizing on exports has brought dauntless growth in the Chinese economy since the past three decades. However, recently the Chinese have been facing a huge external constraint in this path of growth. China depends on the international market heavily for its exports, particularly the U.S. and the Europe. The large scale exports made to the U.S. is leading to massive trade deficit in the U. S. It is causing financial vulnerability and discouraging the country’s manufacturing sector. This can potentially harm the development process of the country and stall its course of recovery that is still in progress after the severe sub-prime crisis that occurred in the year 2007. Since the USA is a large country in terms of the Chinese exports, recession in the country might affect the entire world economy, including China. Hence the Chine policy makers have considered shifting their attention towards domestic demand. As the article published in a BBC website says, the policymakers have expressed the desire â€Å"to increase domestic demand to reduce its dependence on exports and achieve more sustainable growth†

Impact of Genetic Engineering Technology on People, Society and the Research Paper

Impact of Genetic Engineering Technology on People, Society and the Community - Research Paper Example The genetic engineering technology was made possible also because of the contribution of many scientists in the past who discovered many things relating to genetics and molecular biology (Joshi, 2012, p. 12). Genetic engineering technology has had a wide range of developments in diverse fields. Genetic engineering has been applied in the field of agriculture, medicine, and industry. The technology of engineering the genetic composition or the genome of an organism has been capitalized by many scientists. For example in agriculture, it all started with cross-breeding of animals and cross-pollination of the plant. This has advanced to the genetic modification through engineering the genome of the plants and animals through genetic alterations where a set of genetic codes can be added to an organism to enhance a certain trait that is required. Various methods of carrying out this process safely and in the right manner have been exploited. This was after it was realized that the traits of an organism can be altered through this process. Advances were made on the use of viral vectors to inject genetic material into the genome of an organism, through the use of natural transformation and other processes (Joshi, 2012, p. 68). Genetic engineering has been employed in a range of fields as stated above including agriculture, medicine, and industry. Genetic engineering has been used in the field of Agriculture for the production of better-performing crops and animals. It has been used to enhance agricultural production by enhancing the quality, increasing the yield, the nutritional value, the quality of meat in animals among other things (Joshi, 2012, p. 152). This technology has also been used in the field of medicine for therapeutic purposes, the treatment of cancer, the correction of genetic disorders among other purposes.  Ã‚  

Book report for Native American Religious Traditions by Suzanne J Essay

Book report for Native American Religious Traditions by Suzanne J. Crawford - Essay Example Due to their tradition, oral tradition is a way of passing down history, laws, and religion. For an example, the Lakota people tell Ehanni stories to explain creation, or how everything and the world was created. Ohunkakan stories give guidelines on good behavior. Ehanni Wicowoyake relates the stories of Lakota history. In Native American Religious Traditions, Crawford explains how the three tribes focused on for this book use oral tradition uniquely. An example would England and Russia both have literary history, but they way it is written or presented is different. Like with the oral tradition, the Lakota, Dine, and Coast Salish have diverse ceremonial practices. The Lakota has one of the most recognized ceremonial practices of the Sun Dance. The Sun Dance has been portrayed in different movies inaccurately as a ceremony an adolescent man is forced to dance around a pole with needles embedded in his body hooked by string to the pole. Crawford explains the Sun Dance better. The needles are actually bones, the strings are leather thongs, and the pole a tree that never touches the ground specially prepared for the event. After the pole is erected dancing begins at sunrise with the dancers looking at the sun. Anyone can dance with short breaks, but no food or water. This lasts four days. The self-sacrificers prepared during this time. Then male volunteers who wanted something like a cure for a sick relative, tribal purification, and so forth would be pierced in both sides by buffalo bones tied to leather straps. The goal is to get the bone from yo ur body by dancing around the pole. It is a purification ceremony. This and other ceremonies are explained in Crawford’s book. Finally, Crawford looks honestly at a shameful part of American history; the colonization of the Native Americans. All Native Americans encountering European settlers faced the civilization process of Christianity. The Europeans felt

Sales and Inventory System Thesis Sample Essay Example for Free

Sales and Inventory System Thesis Sample Essay Collaborate more Productivity and quality tools for everyone in the provider organization. Working with limited resources, healthcare providers today are challenged to meet ever-increasing demands. In order to meet this challenge, your organization needs to be as efficient as possible. This starts with giving your most important resource—your people—smart, timesaving tools that help them be more productive to increase quality and contain costs. That’s where Microsoft ® Office 2010 comes in. It’s not intended to replace your EMR or hospital information system; rather it bridges the gap between these and your other core systems to play a vital role in helping all your staff connect with information, people, and processes—when, where, and how needed. Microsoft Office 2010 Today everyone inside the healthcare provider organization is responsible in his or her own way for improving quality, safety, and reducing the cost of patient interactions inside the organization. Central to accomplishing these objectives is the ability to access information, collaborate in teams around that information, and analyze that information. Given the team-oriented nature of healthcare delivery today, you don’t want to keep people out of the loop; everyone needs access to the tools you use to analyze, share, and present data. Whatever the scenario: a clinician looking at her oncology service line and analyzing the effectiveness of specific treatments or a porter checking his e-mails to see if much needed supplies will arrive on time—it is important for everyone to have access to core productivity and information tools. In response to these healthcare provider requirements, Microsoft Office 2010 offers enhanced features to help healthcare professionals: †¢ Bring Ideas to Life—Simplify how physicians, administrative staff, and other clinicians understand, use, and present information. †¢ Work Better Together—Help enable care team collaboration for greater employee satisfaction and improved patient outcomes. †¢ Use Office Anywhere—Help enable staff to connect with information, people, and processes in all the different places that care is delivered. †¢ The Practical Productivity Platform—Give staff the ability to complete patient and administrative processes from within Office and give IT and the board the peace of mind that sensitive organizational and patient information is secure and protected. Microsoft Office 2010 provides flexibility of information delivery along with a rich user experience to support the role of everyone in your organization as a quality worker. Collaborate more Analytical capabilities help make informed decisions With access to analytical tools, clinicians, and administrators can make informed decisions and present results, analysis, and trends about service lines and key performance indicators that contribute to quality improvements. Administrators will be able to: †¢ Gain insights from complex or disparate data sets to help provide higher quality care and services. †¢ Help empower everyone in your organization to analyze trends and measure and monitor quality. †¢ Monitor and respond promptly to financial indicators and trends. †¢ Present information and educate care teams in more engaging ways. Equip Staff to Find Insights from Information Office 2010 gives your clinicians and administrators ways to draw insights from complex or disparate sets of data so they can turn information into knowledge they can apply. Medical and nursing staff can present and educate about quality initiatives, key performance indicators, patient safety initiatives, or condition management pathways. Department heads and executives can make on-the-spot quality comparisons and decisions from lists of data using improved conditional formatting in Excel ® to visualize data. And management can improve financial responsiveness in the budgeting process by enabling multiple users to collaborate on the same spreadsheet. Office 2010 makes it easier for staff to capture, search, and reuse different types of content. You can equip them to express ideas and educate in more compelling ways, such as with the use of multimedia for grand rounds or board presentations. Support Connected Care from Anywhere In every area of the healthcare system, organizations that develop and deliver healthcare products and services are challenged to deliver better and safer care to more patients—in less time and at a lower cost. Given the mobile nature of healthcare delivery today, the ability to use Office applications from wherever your staff’s work takes them is critical. For example, a nurse manager might be working from a dedicated PC, then later reviewing the same data from a nurse station in the medical ward or bedside in a patient room. With Microsoft Office 2010, she has the ability to access that data with the correct modality and consistent ease of use—no matter where she is—to make better knowledge-driven care decisions. Clinicians and administrators can take action on-the-go and around-the-clock by being always connected to information, communications, and processes. And Office 2010 helps ensure that work done while mobile is securely in sync across documents and devices with protection features in place to safeguard patient and organizational data. Collaborate more Improve Responsiveness and Productivity through Secure Collaboration Use the capabilities of Office 2010 to help caregiver and administrative teams easily share, review, discuss, and update information from different locations. This means simplifying how people work together on documents, such as discharge summaries, research papers, or staff communications. Care teams can improve their productivity and care management by simplifying meeting scheduling and project coordination of external team members with shared calendars. Everyone can make and see updates in real time from their PC, Web browser, or phone* to simplify versioning and coordination. And you can ensure that data shared in personal productivity and team collaboration is secured and only available to those intended. Office 2010 enables Web-based collaboration in Word, PowerPoint ®, and Excel ® Web apps, and OneNote ® notebooks so multiple people can edit documents simultaneously. And offline access to SharePoint ® servers means they can always get to the resources they need. Presence indicators Host on-premises with SharePoint Using co-authoring capabilities, staff can work on Word and PowerPoint documents simultaneously with other team members, allowing everyone to see who is working on which section of the document at any given time. Option to lock paragraphs Improved collaboration capabilities help care teams work better together Organization staff, such as human resources or administrative staff, can improve their responsiveness with co-authoring of policy documents or care plans—enabling multiple experts to collaborate to produce documents more efficiently: †¢ Web apps improve collaboration by providing access to documents from virtually anywhere and preserving the look and feel of a document. †¢ Staff can author and edit Word and PowerPoint documents simultaneously with other team members, giving everyone the ability to see who is working on which section of the document at any given time. †¢ Team members can use SharePoint offline, and then reconnect when collaborating. Collaborate more Deliver the Essentials—Security. Manageability. Performance. Provide clinicians and administrators with flexible, intuitive tools that are robust but easy to use and require little to no training. With Office 2010, you can allow IT to customize deployment to suit the individual roles, work styles, and modes of users in a way that is easy to manage. And Office 2010 supports a broader array of devices and allows access to information and tools from virtually anywhere while helping to ensure patient and organizational data is safeguarded and maintaining the security of your infrastructure. Helping you meet the needs of those you serve With Office 2010, Microsoft has innovated to introduce new capabilities—all based on customer feedback and volumes of usage data—that can result in transformational efficiency gains to help you better meet the needs of those you serve. *An appropriate device, Internet connection, and Internet Explorer, Firefox, or Safari browser are required. Some mobile functionality requires Microsoft ® Office Mobile 2010, which is not included in Office 2010 applications, suites, or Web apps. Office Mobile must be installed on the device to make edits with Web apps. There are some differences between the features of the Office Web apps, Office Mobile 2010, and the Office 2010 applications. For more information, contact your Microsoft Partner representative and visit: †¢ Office 2010 preview site: www.office2010forbusiness.com: – Download the Office 2010 beta. – Discover what’s new in Office 2010. – View application demo videos for a glimpse of new capabilities. †¢ â€Å"Backstageâ„ ¢Ã¢â‚¬  with Office 2010: www.office2010themovie.com: – Gain insights into the making of Office 2010. – Listen to interviews with the creators of Office 2010. Learn about the latest in transforming health: †¢ Microsoft in Health: www.microsoft.com/health. †¢ Health ICT Resource Center: http://www.microsoft.com/healthict. †¢ Microsoft for Healthcare Providers: http://www.microsoft.com/ industry/healthcare/providers/default.mspx. †¢ Health IT Blog: http://blogs.msdn.com/wwhealthit/. †¢ Dr. Bill Crounse’s Health Blog: http://blogs.msdn.com/healthblog.

Charlie Chaplin Essay -- Essays Papers

Charlie Chaplin Charlie Chaplin Charles Spencer Chaplin was born in Walworth, London on April 16, 1889. His parents, Charles and Hannah Chaplin were music hall performers in England, his father was quite well know in the profession. Charlie had one sibling, a brother named Sydney. At a very early age Charlie was told that someday he would be the most famous person in the world. Charlie first appeared onstage at the age of six as an unscheduled substitute for his mother. When his performance was over the audience was throwing money up onto the stage, they loved him, and he was on his way to being the most famous person in he world. Charlie had a very difficult childhood, by the time he had performed onstage for the first time his father had already left home permently. In June of 1896 C...

The Yom Kippur War Essay -- Israel

Israeli preparation for war with Syria was less extensive than the Egyptian preparations, because the border was smaller (Approximately 80 miles vs. 40 miles) in comparison to the Egyptian-Israeli border. (See Figure 2. Israel - Syria Border). Israel built fortified Jewish settlements in the Golan. Anticipating Syriawould attack with armor, Israel made obstacles, tank traps, and minefields. Reinforced bunkers and tank placements were created. The battlefield plan was laid out with interlocking fields of fire to halt any Syrian advance. Israel had made peace with Jordan so there was no perceived need to fortify the Israel-Jordan border. Egyptian troop and installation preparations during the War of Attrition were in direct contrast to Israel’s Bar-Lev Line. Egypt did not anticipate a large scale attack across the Suez Canal so there was no need for the equivalent of a Bar-Lev Line on the west side of the Suez Canal. They did have mobile forces of armor, artillery, and infantry that harassed the Israelis with probes and artillery barrages. Egypt also practiced surge and retreat of troops along the Suez Canal. These surges were purposefully done to lull Israel into complacency and safety. Disinformation was practiced and journalists often found Arab documents detailing the shortcomings in Arab unity and military readiness. Egypt’s president Anwar Sadat contributed as well. Several times he had threatened military action against Israel and the deadlines passed with no repercussions. All the while, Sadat and his counterpart in Syria, President Hafez al Asad, were committed to military action. Egypt took a ction to address two specific Israeli advantages from the Six Day War, Israeli air superiority and Israeli tank operations. Egypt ... ...y the tactical advantage from 6-8 October and would attack the Golan Heights on three fronts, a northern from, a middle front, and a southern front. One division allocated for each front and a Ranger Battalion to take an Israeli command and control outpost in the high north. An intense barrage of Syrian artillery prepared the assault. Unfortunately for the Syrians, the terrain of the Golan Heights provided limited avenues of approach so Israel had well planned defensive positions. 37 Three divisions proceeded to advance in their corridor encountering stiff resistance from the undermanned, but well prepared defensive Israeli positions. Syrian armor had difficulty negotiating preplaced minefields, tank traps, and obstacles and it was â€Å"target practice†38 for the Israeli defenders and the Syrians suffered heavy losses. Syria still had strength in numbers on its side.

Managing High Growth Brand-Starbucks

Submitted To Mahbub Hossain Course: brand and product management American International University – Bangladesh (AIUB) Submitted By Khan Samara Salsabeel #07-09162-2 . | | Mr. Mahbub Hossain Course Instructor Brand and Product Management, sec-A Subject: STARBUCKS CORPORATION: Managing high growth brand. Dear Sir, We are grateful to you for giving us the chance to work on this case study.We would also like to express gratitude to you for your gracious cooperation and valuable guidance for preparing the report. Sincerely, Khan Samara Salsabeel (07-09162-2) Sadia Rezwana (07-09013-2) Kazi Masum (08-09933-1) Mohammad Abdul Kader (08-11783-2) In 1971, Seattle entrepreneurs Jerry Baldwin, Gordon Bowker and Zev Siegl first opened Starbucks in Pike Place Market. At that time, Country’s major coffee brands were engaged in price war, therefore they were forced to use cheaper beans in their blends to reduce costs.As a result there was a decline in coffee consumption. To harness t he potential of the gourmet coffee trend in the Seattle area, the founders of Starbucks experimented with the new concept of a store dedicated to selling only the finest coffee beans and coffee brewing machines. This emphasis on quality whole-bean coffee retail was fairly unique. Starbucks placed quality as its top priority. The Starbucks management dedicated a great deal of their time and financial resources to establishing strong relationships with coffee growers from around the world.In 1982, Howard Schultz, current CEO of Starbucks recognized that the conservative business plans of early Starbucks management hindered the company from reaching other potential coffee lovers. Hence he transformed Starbucks from a coffee retailer into a cafe business. He had a vision of expanding the scope and reach of the Starbucks brand. In addition to selling only ‘best of class’ coffee, Starbucks worked to fill its stores with only the highest quality of everything, from coffee maki ng equipment to the fixtures and furnishings to the music and artwork.Each Starbucks store is carefully designed to enhance the quality of everything the customer see, touch, hear, smell or taste. The stores are designed in such a manner that it gives a warm, inviting environment essential for giving Starbucks a pleasurable coffee centered experience. The keys for success for Starbucks in building the brand are: 1. Starbucks was the first to introduce Coffee house with premium coffee to American market. 2. Consistent premium coffee. 3. It placed quality as its top priority. 4. Starbucks established strong relationships with coffee growers from around the world. . Formation of dynamic management team with highly innovative and creative employees. 6. Profitable partnerships and joint ventures with some of the nation’s strongest corporations such as Host Marriott, United Airlines, Pepsi Co, Dryers and others. Brand values of Starbucks: 1. Top priority is the quality of its produ cts 2. Premium coffee experience 3. value simplicity over technology 4. Investing in innovation 5. Employees as partners and viewed as the most important assets of the corporation. The sources of equity of Starbucks are Brand awareness and brand image.Brand awareness and image are collectively known as brand knowledge. Brand awareness has been established through word-of mouth, partnership and selective and fruitful location of Starbucks outlets. Brand image is established through: 1. premium coffee beans 2. brewing techniques 3. store designs, artwork and music 4. Consistently good customer service 5. Classy, romantic atmosphere with consistent store design that meets five senses. Pivotal to Starbucks high growth strategy was the carefully planned expansion of its specialty coffee stores to new markets throughout North America and eventually worldwide.Hence geographical market expansion, joint ventures and partnerships are some of the strategies the corporation followed to grow the brand. However these strategies had both merits and demerits for Starbucks which have been discussed later in the report. There are several things which are needed for a corporation to become a world class global brand which are also discussed in the report. For Starbucks to become a world class global brand, it must overcome some major hurdles. In addition to hurdles, Starbucks has many challenges which they need to meet in terms of American market. All these are discussed in detail in the report. SI |DESCRIPTION |PAGE | |01 |Objective Of The Report |07 | |02 |Methodology of The Report |08 | |03 |Limitation Of The Report |09 | |04 |Starbucks Corporation At A Glance |11 | |05 |Success Keys For Starbucks In Building Brand |12-13 | |06 |Starbucks’ Brand Values |14 | |07 |Sources Of Equity For Starbucks |15 | |08 |Evaluation Of Starbucks’ Growth Strategy |16-18 | |09 |Starbucks’ Challenges In Becoming A World Class Brand. 19 | |10 |Recommendation |20 | |11 |Conclusion |21 | |12 |Reference/Bibliography |22 | 1. It reflects a brief description of the corporation. 2. To know the following: †¢ Success keys for Starbucks †¢ Starbucks’ brand values †¢ Starbucks’ sources of equity †¢ Starbucks’ growth strategies †¢ Starbucks’ hurdles and challenges in becoming a world-class brand. We have collected almost all data from the case study. Moreover, we have collected data from Annual Report published by the corporation. Reference books, study materials and the internet were also of great aid for the preparation of the report.The first and foremost limitation was the time constraints. Gathering information on various aspects of the corporation was quite difficult. This is the reason we could not go to the in depth analysis within the limited time frame. In less than a decade, Starbucks was transformed from a fledgling whole bean coffee retail chain into a globally recognized brand. In 2002, Sta rbucks was comprised of more than 5400 stores located throughout North America, Latin America, the Pacific Rim, Europe and the Middle East. Growth of the corporation’s coffee retail business continued at a steady pace of one store opening a day on average, and annual revenue for 2001 topped $2. 7 billion.Moreover, joint ventures with some of the nation’s strongest corporations including Pepsi, Kraft, Dryer’s and Capitol Records, allowed Starbucks to launch a lucrative consumer product division to complement its cafe business. Licensing partnerships with other companies such as United Airlines, ITT Sheraton and Host Marriott further added to the growth of the Starbucks brand. Indeed, Starbucks rose to become one of the most impressive high growth brands in the 1990s. Despite this remarkable growth, some questioned whether Starbucks began to lose focus as the company strove to constantly reinvent itself. Critics wondered if perhaps the brand grew too quickly rapid ly to remain focused on its core values and business objectives.In less than a decade Starbucks was transformed from a fledgling whole bean coffee retail chain into a globally recognized brand. By 2002 Starbucks was comprised of more that 5400 stores located throughout North America, Latin America the Pacific Rim, Europe and the Middle East. There were some success keys which accelerated the growth of the company, some of which are given below: 1. The company had a strong and dynamic management team. The creative and highly innovative team monitored the problems of the customer and the employees. They also found out effective solutions to the problems the company encountered at different stages of its operation.In other words, the key to the company’s success and widespread appeal among loyal customers had always been the employees, whose knowledge and dedication attracted customers to continue returning to the store. 2. joint ventures with some of the nation’s stronge st corporations including Pepsi, Kraft, Dryer’s and Capitol Records, allowed Starbucks to launch a lucrative consumer product division to complement its cafe business . 3. Licensing partnerships with some other companies such as united airlines ITT Sheraton and host Marriott further added to the growth of the brand. 4. Use of improved and new technology was another key to the success of the brand. This made it easier for the company to maintain the quality of the products.Innovations such as the FlavorLock bags prevented harmful air and moisture from seeping into the coffee thereby preserving the quality and saving the company from much more significant costs. 5. Starbucks was the first to introduce Coffee house with premium coffee to American market. 6. It placed quality as its top priority. To distinguish their coffee from the bland and tasteless store brands, Starbucks only purchased Arabica beans from a carefully selected network of suppliers across the globe, from places like Sumatra, Kenya, Ethiopia and Costa Rica. Arabica beans were selected because the bean’s chemistry is such that it can withstand high roasting temperatures, resulting in richer flavor. 7. Starbucks established strong relationships with coffee growers from around the world.Starbucks sought vendors who sold products that would protect and even enhance the arabica’s flavor. This required the formation of partnerships across the globe with coffee brewing equipment suppliers who provided products that captured the essence of the coffee brewing tradition. The brand values of the company are given below: 1. The company placed quality at its top priority they emphasized on quality and never compromised with it. The Starbucks founders realized that if they wanted to enhance Seattle’s appreciation for fine coffee, they had to provide the best ingredients and brewing equipment to ensure that customers had the most enjoyable coffee experiences possible. 2.Employees are viewed as the most important assets and partners of the corporation. They were adequately educated and trained to provide the best customer service. The knowledge and dedication of the employees attracted customers to continue returning to the stores. The employees played a vital role. This is because word-of-mouth publicity can only be achieved if the company continues to recruit and retain talented individuals who can lead the company to new markets and communicate Starbucks’ strong values to the communities who knew little about the brand. 3. Another brand value for Starbucks was investing in innovation. It made easier for the company to maintain the quality of the products.Innovations such as the Flavor Lock bags prevented harmful air and moisture from seeping into the coffee thereby preserving the quality and saving the company from much more significant costs. The source of equity for Starbucks is Brand knowledge. Brand knowledge is the key to create brand equity becau se it creates differential effect that drives brand equity. Brand knowledge has two components: †¢ Brand awareness †¢ Brand image – Brand image is the impression in the consumers’ mind of a brand’s total personality. Brand awareness is again consists of: †¢ Brand recognition – relates to consumers ability to confirm prior exposure to the brand when given the brand as a cue. †¢ Brand recall – Relates to consumers’ ability to retrieve the brand from memory when given the product category.Brand awareness for the company has been established through word-of mouth, new channels partnerships and selective and fruitful location for Starbucks outlets. Brand image is established through: †¢ premium coffee beans †¢ brewing techniques †¢ store designs, artwork and music †¢ Consistently good customer service †¢ Classy, romantic atmosphere with consistent store design that meets five senses. Starbuck’s growth strategy mainly comprised of Geographical Market Expansion, Diversification and Partnerships. Pivotal to Starbuck’s high-growth strategy was the carefully planned expansion of its specialty coffee stores to new markets throughout North America and eventually worldwide.The first phase of the Starbucks expansion strategy focused on securing a major foothold in the Pacific Northwest while experimenting in other key markets that were farther away, but had a high potential for rapid growth in cities such as Chicago, Los Angeles, San Francisco, New York and Washington, D. C. Successful expansion throughout Florida, Hawaii and Tokyo showed that fine coffee could be a hit in warmer climates as well as in the cold cities. The Starbucks management team agreed of the company’s massive expansion program by owning the operation by itself instead of pursuing franchising. This was a smart move because franchising runs the risk of a possibility of ruining the brand’s ima ge to some extent. Other disadvantages of franchising are: †¢ Franchisees are self-employed there may be problems in ensuring that they all adhere to the operational methods that are designed to achieve uniformity.Failure by an individual franchisee will reflect badly on the whole franchise operation. †¢ The franchisee may have different objectives from those of the franchisor. In the long run, they may begin to resent the control exercised by the franchisor. This may cause problems in terms of ‘policing the franchisee’ Diversification means developing new products for new markets. Some of the reasons why it is advantageous for companies like Starbucks are: †¢ Diversification promises to be especially profitable †¢ To avoid dependence on a single product †¢ To strengthen existing products by synergy †¢ To compete on all points with a rival firm †¢ To take advantage of byproducts.Although diversification strategy is risky, the company r uns the risk of neglecting the existing products and introduces new products to new markets which are a desperate move. Starbucks diversified with new products namely †¢ Frappuccino, a popular bottled cold coffee beverage using extracts from Starbucks famous Arabica beans. Frappuccino put the Starbucks brand into supermarkets for the first time. †¢ In November 1999, Starbucks launched Barista Aroma thermal coffeemaker which was positioned as a ‘durable, convenient and consistent way to brew coffee. †¢ Two new lines of proprietary products were launched in 1999: chocolates and hot cider. †¢ Starbucks also introduced a line of coffee blends, called Milder Dimensions that aimed at capturing demand for lighter roasted coffees. Starbucks purchased Tazo Tea, an Oregon tea retailer, indicated a potential new trend for Starbucks to acquire companies as a means extending product lines. With Tazo Tea, Starbucks hoped to attract new customers who were looking alternat ives to coffee. With Starbuck’s geographical market expansion proceeding at a phenomenal rate and with much success, many companies across the country began to approach Starbucks with partnership proposals. But selecting the wrong partner company or the wrong product to introduce with a partner could have devastating consequences for the brand. As a result, Starbucks entered into partnerships with companies who maintained the same commitments to quality such as Kraft, Dryer’s, Pepsi, Host Marriott, and United Airlines.These partnership arrangements provided the company with a number of benefits given below: †¢ Increased brand awareness †¢ Broader range of potential customers †¢ Exposing to new customers helped the company to cultivate stronger brand image †¢ Partnership is a way so that consumers regard Starbucks as a world class brand. †¢ Partnership resulted in innovative product development. †¢ The Dryer’s joint venture with Star bucks led to the creation of six popular Starbucks coffee ice cream flavors that are marketed under the Starbucks name but produced and distributed by Dryer’s. Sales of these ice creams surpassed others such as Haagen-Dazs and increased to 54% in the year becoming the market leader. By partnering with Kraft, the second largest packaged-foods company in North America, Starbucks was able to benefit from Kraft’s extensive distribution network. The Kraft partnership also left the door open for Starbucks to explore the possibility of marketing food products with the help of Kraft’s distribution and marketing expertise. Despite of the above benefits the partnerships were providing to Starbucks, they also had problems: †¢ There was a risk that the partner companies will not maintain the same quality, customer service and commitments because Starbucks was allowing an outside source to brew its coffee. †¢ Staffs and bartenders may not be well trained and may no t provide adequate information to customers regarding Starbucks. In case, bad tasting coffee was being served to thousands of customers, then the brand would develop a negative connotation. For the above problems, Starbucks were able to solve these problems so that Starbucks’ brand image would be harmed in the partnerships. The partnering companies were quick to remedy coffee quality problems by working with Starbucks to install more effective filtering devices in aircraft brewing equipment, and to better educate staffs of the partnering companies on how to protect on how to protect the quality of the coffee. Therefore, since Starbucks could overcome the problems, partnerships have proved to be beneficial.To make Starbucks a world-class global brand the followings are needed: †¢ Production and distribution (saving costs and coffee quality). †¢ Marketing costs ( packaging and promotion ) †¢ Power and scope ( credibility, acceptance, social status, high quality, etc ) †¢ Consistency in brand image. †¢ Sustainability of core competences †¢ Uniformity ( controlling and coordination ) The hurdles which Starbucks must overcome are given below: †¢ Consumer needs and wants in different cultures. People in different countries may have different coffee drinking behavior and coffee consumption. †¢ Consumer response of marketing mix (attitudes and opinions). †¢ Legal environment (different labor policies between countries). Administrative procedures. In terms of American market, Starbuck’s biggest challenges are: †¢ Biggest threat : Dunkin’ Donuts †¢ Increasing of direct competitors †¢ Aggressive global marketing strategies †¢ Focus on overseas growth and brand development Despite Starbuck’s remarkable growth, it began to lose focus as the company stove to constantly reinvent itself. The brand was growing too rapidly to remain focused on its core values and business objectives. St arbucks developed non related or other products, such as in November 1999 it launched Barista Aroma Thermal coffeemaker which was positioned as a durable, convenient and consistent way to brew coffee.In case of this coffeemaker the problems were, it was blocking the sightline and the traditional coffee taste was being lost. Hence in this case it can be recommended for semi-automated coffee machines and designing of proper layout for the coffee machines so that the machines do not block the sightlines. It also launched non related products such as custom made CDs and other entertainment products. Although these have the advantages of increased brand awareness, improved brand image and enhanced parent brand, these products have the demerits of losing brand identity, core values and the company may end up with frustrated and confused customers.So it can be recommended to pull out unrelated diversification and focus on being number one in the coffee business. Starbucks’ meteoric rise from a tiny local retailer to an international coffee powerhouse as one of the great success stories in American business in the last decade. The fact that Starbucks’ garnered such media and investor attention in the midst of the Information Age without an ounce of ‘tech’ in its product made this growth all the more remarkable. Incredibly, Starbucks achieved its market leader position largely without aid from advertising campaigns. Instead, the company built the brand by relying on the quality of their products and services to induce free word-of-mouth ‘advertising’ from customer to customer.As Starbucks’ continued to push for new product innovations and business opportunities as a way to differentiate itself from its competitors, the company ran the risk of straying too far from its original focus of spreading its passion for fine coffee. The ballooning size of the corporation suggested that the quality of Starbucks’ products and services, and the strength of the company’s relationships with its most valued people, would need to be closely monitored. A larger, global Starbucks’ had to find the right balance in pursuing product- driven, people- driven, value- driven and sales- driven objectives. www. starbucks. com www. hoovers. com www. businessweek. com Strategic Brand Management, Keller, 2006 Best Practice Cases in Branding written by K. L. Keller ———————– STARBUCKS |BRAND & PRODUCT MANAGEMENT | Acknowledgement Executive Summary Table of Contents Objective of the Report Methodology of the Report Limitation of the report Starbucks at a glance STARBUCKSSuccess keys for Starbucks’ in brand building Brand values of Starbucks’ SRAR Sources of Equity Growth Strategies Starbucks- A Global Brand Recommendation Conclusion STARBUCKS | |STARBUCKS | [pic] References STARBUCKSssS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBU CKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS ———————– Brand & Product Management