Lesson8:Annotated bibliography4

1 Reference

J.Marques,&A.A Camillo,S.Holt(2015)Handbook of Research on Business Ethics and Corporate Responsibilities chapter14 The StarbucksCulture:Responsible,Radical innovation in anlrresponsible,Incremental World PP302~310


2 Summary  

First of all write about abstract,Starbucks Corporation has 18000stores world wide,after a successful expansion into China, now Starbucks moving into India.

Second paragraph write about Coffee Operation,Coffee business is big business in human history.The Starbucks induce new  demand at price that are  unmatched in the beverage industry.One of the Starbucks bar is a successful model.want to note is Starbucks has managed to keep society responsible.The results of such a thing Starbucks has become best company to work for,but there is also the ranking has dropped.also read that to cherish the employee,for instance “it gives work all its employees who work more than 20 hours a week stock opinions and healthcare benefit”(p303)

Third  paragraph  write about Competitive Market,Starbucks bear in mind become excellent performance and quickly,and Starbucks is most innovative company and valuable brands in recent year. one type of strategy is selling alcoholic beverage,However, this method was not able to satisfy the customer’s favorite coffee. Company’s management work place,this is one of the most important strategy.

Force paragraph  write about Educated workforce,Starbucks is focusing on education of employee,As part of Starbucks’s CEO established partnership with University.this connection born high level education for employees,and they are generally excited about program. 

In the 5 paragraph write to Help unemployment problem.Starbucks’s CEO helps solve economic problems,For example supporting  campaign called “create jobs for USA”and Collaboration with various struggling companies.

6paragraph write to Promotion,Starbucks does not use advertising , such as television and radio newspaper,then Facebook is utilized primarily as an advertising medium.

7 paragraph write to Fairness, Starbucks is working on fair trade,Fair trade has given rise to significant economic effect .

8 paragraph write to Synergistic Relationships,It can be seen that the consideration to social responsibility one of key word in this paragraph is “steak holder”that transcend direct economic benefits,and CEO has joined synergistic forces in recent years.Starbucks create unique experience for instance  make comfort zone aside from work and home,and write key sentence “we aren’t in the coffee business, serving people.we are in the people business,serving coffee”(p 309)

Last paragraph write to conclusion,Starbucks to that mentioned above, was successful on a global expansion,Also to the problem it share  and created a unique solution

3 Assessment 

I was not foundthe keyword such a “third place”and “glocal” own  that we learned other article read until now, but I found sentence to suggest that keyword for instance comfort  place between the work and home,and management work place studiously.further more this article write about CEO activity and employments education in deep.           And this article easily write about Starbucks promotion, So now we understand  4P that basics of marketing,place/ price/product/promotion.

4 Reflection

This article’s problem is can not read the many pieces of the pages for viewing limit .However, there is easy to see the stomach article because it is organized for each paragraph.so I think this article useful our question.



Lesson7:Annotated bibliography3

1 Reference

Talpau,A.&Boscor,D. (2011) Customer oriented marketing-a strategy that guarantees success:Starbucks and McDonald’s. Bulltin of the Transilvania University of Brasov,Vol.4,No.1,SeriesⅤ,Economic Sciences,PP51-58.


2 Summary 

This article written about how Starbucks  win the other competition.and this article written comparison Starbucks and Mc’Donald such as first article we read.both company’s crucial difference is companies are thinking what to cherish.In case of Mc’Donald  is Profit orientation before, and Starbucks is different, Starbucks is Customer orientation.But now,both companies are similar.  Mc’Donald had changed the thinking business strategy.

Current there are many many shop in the world.So if company will be success not only great products and goods, but also high level service.So Starbucks keep trying  grading up services.one of strategy is  Starbucks don’t  franchise management and to do  carefully management.It be able to involved in the deep  each region.Starbucks has a lot of store,Starbucks has about 17,000 stores in 2011 and they located in 50 countries.It makes  “Third place”where between the workplace and the home.also Starbucks create relaxed and private atmosphere.It makes “Third place”too.and get to come to the store to the customer they can make” Starbucks experience”.

authors(2011) said “the company should be structured and managed around the customer”

When customer thinking something, Starbucks To that of the more than seeking. It is run by thinking on the top of the customer’s needs is very important one of success strategy of Starbucks.

3 Assessment 

This article says importance of Ensuring positioning.

because this article was written by detail   information of marketing strategy.EspeciallyChapter3.

I found some of key word from this article ”Customer orientation”“by using their own cash flow”,”blanket an area completely” , and now Familiar word “third place” .” Starbucks experience”.

4 Reflection

I think this article is useful for resolution  our group topic “Starbucks’s unique business strategy” because this article included a lot of strategies.

And I could find point of article so far read articles.  That are atmosphere making,Service force,and Starbucks and McDonald’s are comparison in many article, so we are able to compare these company is little bit help our answer.


Lesson6 Annotated Bibliography2

1 Reference

Simon B(2009).Up Close in the Flat World: Learning about the Global at a Local Starbucks in Singapore pp1~20

2 Summary

STARBUCKS is the global company , this article treated  about STARBUCKS in Singapore.

Author picked up and read  Thomas Friedman who loves Singapore,and his book “The World Is Flat”. Starbucks in Holland Village is really  the Flat World. Most of the customers were women, their characteristic is well dressed . In addition in the inside of many customer stratums are “middle-class teen”  they are might study  American by going Starbucks and drinking venti size frappuccinos.On the other hand Orchard Road’s Starbucks.There are  49 stores across Singapore, Starbucks has become so familiar that

Author visiting more than 450 Starbucks,and learned each customers do different things,for example in downtown stores customers as much as 80 percent of the business. Customers in Central London ―grab and go‖ as well. In Japan, women are over-represented at Starbucks,and so on,each Starbucks are different shop for customers.

Next key word is “glocal”.Singapore has its own glocal Starbucks patterns.                           what happens to the flat world metaphor or the idea of the glocal? this is a complicated social and cultural category,People  visible to their parents and others in Singapore by going to Starbucks.

Often independent of the company that makes the goods and the advertisers who pitch them intended to happen.

For Friedman’s way of thinking is nothing wrong with eating a burger at McDonald‘s and drinking a coffee at Starbucks, By doing this the world will become the flatter.Drinking Starbucks it means drinking America.they are free to act like adults.One of the factors to think so English is the official language at Starbucks.Stick to in-store soundtrack music,It is American music. All the signs are in English,Teens are  longs to the United States,teens around the globe have looked to America as a beacon of freedom

For Malay teens Starbucks is their hang out and going to there means to escape from their parents and so on.Malay teens express their desires at Starbucks

Starbucks says “Make It Your Drink”

Going to Starbucks might be about the production of a Sunday self, not a Monday self,        it might also for who a person wants to be and who he or she will become. Wherever this performance happens. Not all the world is flat. Maybe it is a stage, all of us are actors, and all our purchases are props.Starbucks is one of the stage.

3 Assessment

This article says each Starbucks has each different point,In particular mention it about Starbucks in Singapore.

Author have visited a lot of Starbucks in the world, and he did SWOT analysis. Key word  is “glocal”It means Global and Local, Shop making tailored to its location.But it should be noted that Starbucks seems that left in any country the likelihood of the United States.  Because for teenager Starbucks is cool and attracted to the United States Value.for example Walking while drinking or studying with Frappuccino, so teenager going to the fashionable to Starbucks.

Reason is while incorporating, reason why Starbucks from this it has been successful in globalization.not only a strategy different by each of the countries but also  leaving the American , it can be said that the thing is making as a longing of place around the teenager  

4 Reflection

This article also comparison Starbucks and Macdonald, so again this two companies it is necessary to go than as a competitive.Mac is for a successful global strategy , made the products of the taste that suits each country . “Teriyaki burger” of Japan is just a it .    On the other hand, Starbucks is an emphasis on store atmosphere for the success of the global strategy .Exactly at it from such “third place” it means  between the house and the company,It was committed to private space structure.for example “Make It Your Drink”is be able to  drink a customized drink of my own in the only place their own.

And maybe we might need to decide whether we look at the strategy of in any country, because Starbucks strategy is enormous.





Lesson5:Annotated Bibliography

1 Reference


2 Summary

Starbucks entered the Indian market joint venture with the Tata Group,and it was becoming increasingly popular. second  writing teaching plan, Starbucks is one of business  case.Students do some analysis and discussion.then we have decide 4questions and answer.

1 what key force in the industry environment affect Tata Starbucks’ choice of strategy?

A:it is necessary to assess the segments of the external competitive,environment and competitors, customers and suppliers, substitutes and new entrants.as a result of the analysis,then Supplies, Substitutes and Buyers are low threat but Industry Rivalry is medium  New Entry is high threat.

2 what internal resources does  Tata Starbucks have that may give it competitive

A: It is important to consider the concept of the resource-based view of the firm,and that key resource is Human,Physical,Technological, Innovation and creativity Reputation, Organizational Capabilities.

3 what should Tata Starbucks do to ensure sustained growth and profitability within the Indian cafe market?

First create a premium brand image.and  expanded the number of stores to satisfy  needs of every customer. Tata Starbucks consider a similar strategy within the Indian café market.

4 How should Starbucks tackle the emerging threat from the quick service restaurant category ?

Tata Starbucks use premium quality image and branding to tackle the new entrants.QSR’s usually differentiate on convenience and speedy service.

3 Assessment

This article is write about teaching plan.so little bit different honestly Starbucks business strategy.but it is able to useful how go ahead search Starbucks  successful strategy.

4 Reflection

Starbucks is not create core goods, In japan also same thing, in Japan A product of popular Starbucks is one of the Frappuccino especially among youths . In addition to the usual  Frappuccino put a lot of time-limited goods. 




This week I found and read article “STARBUCKS MAINTAINING A CLEAR POSITION” about Starbucks  strategy of marketing.

This article is really long then I  choose page45~47 “CREATING AN INTEGRATED BRAND” especially”1990s – Embracing Growth”and “COMPETITION”

First paragraph It is said Starbucks installed a drive thorough window system ,

consumers reactions  is good and they are appreciated that convenience.

Therefore the system led to a rapidly increasing.The challenge became implementing the “3rd place”

“3rd place” is one of the Starbucks strategy.That mean is  to spend someone  time between home and work,

a drive thorough window is evactly to enable it, because space of inside a car is not his or his or her home but for that person car is able to relax space, in this sense inside a car is someone’s home. but also car is not really home,so inside a car it can be said that the “3rd place”.

Next paragraph written about starbucks competition, MCDONALD’s, DUNKIN DONUTS and PANERA BREAD COMPANY

First MCDONALD’s ploblem for Starbuks is MCDONALD’s had started McCafe.

This concept had the potential to alter MCDONALD’s image more toward evpensive coffee.

but still  MCDONALD’s price is lower than Starbuks.

Next one DUNKIN DONUTS.DUNKIN DONUTS pursued an aggressive grouth strategy that shited its positining to coffee, untill the DUNKIN DONUTS is not coffee.

DUNKIN DONUTS’s coffee make success it was made of the top selling of coffee by the cup close to one billion cups a year.and DUNKIN DONUTS good starategy is began offering free WiFi and pipled in music.It makes increasing consumers.

Last one is   PANERA BREAD COMPAN,It starategy point is quick serve food and hige end coffee with plaesant relaxing atomosphere,and also offering frr WiFi.

I read that arrticle then I lerned some  successful strategy.

I think strategy of successful  has been limited to a few,Therefore, the important thing is able to how notice the strategy of success and if the company can run it.

For example, one of the successful strategy offering to free WIFI, Now it  has also usually system at cafes and restaurants. But important think is  where is the first begun the system.people will gather there, in the first company to put the eye  strategy.

So important think is how soon notice successful strategy than any other company.

Thank you for reading.