Starbucks

Máster en Administración de Empresas Universidad Carlos III de Madrid Gestión de Operaciones Curso 2009/2010 Caso de estudio: Starbucks The Store Expansion Strategy In 1992 and 1993 Starbucks developed a three-year geographic expansion strategy that tar redeemed areas which not nevertheless had well-heeled demographic profiles but which also could be serviced and weathered by the companys operations infrastructure. For each targeted region, Starbucks selected a large city to serve as a hub; teams of professionals were located in hub cities to support the goal of opening 20 or more stores in the hub in the first two years. Once stores blanketed the hub, then excess stores were opened in smaller, surrounding spoke areas in the region. Starbucks had famous success in identifying top retailing sites for its stores. The company had the trump real estate team in the burnt umber-bar industry and a sophisticated system that enabled it to identify not only the around attractive individual city blocks but also the take up store location that was best. The companys site location baffle record was so good that as of 1997 it had closed only 2 of the 1,500 sites it had opened.

Product Line Starbucks stores offered a choice of fixing or decaffeinated coffee beverages, a special coffee of the day, and a broad selection of Italian-style espresso drinks. In addition, customers could choose from a abundant selection of fresh-roasted whole-bean coffees (which could be ground on the premises and carried mansion in distinctive packages), a selection of fresh pastries and different food items, sodas, juices, teas, and coffee-related hardware and equipment. In 1997, the company introduced its Starbucks Barista home espresso weapon featuring a new portafilter system that accommodated both ground coffee and Starbucks new ready-to-use espresso pods. The companys retail sales mix was or so 61 percent coffee beverages, 15 percent wholebean coffees, 16 percent food items, and 8 percent coffee-related... If you want to get a full essay, order it on our website: Ordercustompaper.com

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