Starbucks Marketing Strategy Essay Example for Free

Starbucks Marketing Strategy Essay If there is one company that should have failed in China, it would be Starbucks. China has thousands of years of history drinking tea and a strong culture associated with it. No one could have guessed that Chinese would ever drink coffee instead of tea. Yet, Starbucks has successfully opened more than 570 stores in 48 cities since it first entered China twelve years ago. Building on this momentum, it plans to open 1,500 stores by 2015. What did the Seattle-based coffee company do right in China? Here are five lessons from Starbucks’s success. A)Think Different When Starbucks entered China in 1999, many were sceptical that Starbucks had a chance. Given the fact that Chinese people have traditionally favoured tea, it seemed impossible that Starbucks would be able to break into this market. However, Starbucks did not let this scepticism stop it. A careful market study revealed that as the Chinese middle class emerged, there existed an opportunity for Starbucks to introduce a Western coffee experience, where people could meet with their friends while drinking their favourite beverages. Starbucks literally created that demand. Now you can find a Starbucks almost on every major street of the coastal cities in China. Even my 90-year old father in China began to tell me how he drank coffee after meals, rather than tea, to help his digestion. Starbucks has revolutionized how Chinese view and drink coffee. B)Position Smart Once Starbucks decided to enter China, it implemented a smart market entry strategy. It did not use any advertising and promotions that could be perceived by the Chinese as a threat to their tea-drinking culture. Instead, it focused on selecting high-visibility and high-traffic locations to project its brand image. The next thing Starbucks did was to capitalize on the tea-drinking culture of Chinese consumers by introducing beverages using popular local ingredients such as green tea. This strategy has effectively turned potential obstacles into Starbucks’ favour. Chinese consumers quickly developed a taste for Starbucks’ coffee, which was essential to Starbucks’ success in China. One of Starbucks’ key marketing strategies is to provide customers with an exceptional experience. The chic interior, comfortable lounge chairs, and upbeat music are not only differentiators that set Starbucks apart from the competition, but also have strong appeal to younger generations who fantasize about Western coffee culture as a symbol of modern lifestyle. Many go to Starbucks not just for a cup of Frappuccino, but also for the â€Å"Starbucks Experience† that makes them feel cool and trendy. Thus, Starbucks has established itself as an aspiration brand and is able to charge premium prices. C)Brand Global Starbucks understands the value of its global brand and has taken steps to maintain brand integrity. One of Starbucks’ best practices is to send their best baristas from established markets to new markets and train new employees. These baristas act as brand ambassadors to help establish the Starbucks culture in new locations and ensure that service at each local store meets their global standards. Western brands in general have a reputation for quality products and services. They have a competitive advantage over Chinese companies in establishing themselves as premium brands. However, as Shaun Rein, founder and managing director of China Market Research Group, pointed out, too many Western brands push for market share by cutting prices, which is a losing strategy because they can never â€Å"out-cut† local Chinese competitors. Global brand does not mean â€Å"global products,† or â€Å"global platform† as eBay mistakenly tried. Starbucks has highly localized menu of beverages that is particularly tailored to Chinese consumers. It has done an extensive consumer taste profile analysis to create a unique â€Å"East meets West† blend. It even gives each store the flexibility to choose from a wide variety of its beverage portfolio that fits the customers at its particular location. It is critical for global brands to adapt their businesses to local markets in order to succeed in China, and Starbucks has done just that. D)Partner Local China is not one homogeneous market. There are many Chinas. The culture from northern China is very different from that of the east. Consumer spending power inland is not on par with that in coastal cities. To address this complexity of the Chinese market, Starbucks partnered with three regional partners as part of its expansion plans. In the north, Starbucks entered a joint-venture with Beijing Mei Da coffee company. In the east, Starbucks partnered with the Taiwan-based Uni-President. In the south, Starbucks worked with Hong Kong-based Maxim’s Caterers. Each partner brings different strengths and local expertise that helped Starbucks gain insights into the tastes and preferences of local Chinese consumers. Working with right partners can be an effective way to reach local customers and expand quickly without going through a significant learning curve. E)Commit Long Term China is not an easy market to crack. It requires a long term commitment. An important strategy is to invest in employees. When I visited a Starbucks store in Shanghai back in 2007, I was impressed by the cheerful greetings of Chinese baristas, which set Starbucks apart from copycats. Starbucks has done an excellent job in recruiting and training its employees. This is a win-win strategy because employees are at the heart of delivering the â€Å"Starbucks Experience† to customers. They are the best marketing ambassadors for the company. Long term commitment also means patience. It takes time to educate the market and gain customer loyalty. The companies that invest in long term plans can be sure to reap handsome rewards. If Starbucks can succeed in a most unlikely-to-succeed market, there is no reason that any other company, large or small, cannot succeed in China. The ability to think differently, do your homework, implement right strategies, adapt to local markets, and commit long term are all important steps to achieve that goal.

The Necessity Of Bilingual Education In Our Society Essay -- Language

The Necessity Of Bilingual Education In Our Society Bilingual Education has been a controversial subject within the educational system since its inception in 1974. It is of great importance to define the term "Bilingual" which is " The ability to speak and understand two languages". Included in this definition is the implied ability to transfer knowledge , skills and concepts from the first language to the second language148. It is important because it is upon the ability of the student to transfer knowledge to the second language that is the key to the success of Bilingual Education. The implementation of bilingual education surfaced as a consequence of the Lau vs. Nichols decision, which stated that schools must provided some kind of special help to those children who do not speak English . The Lau decision held that those students that do not speak English were denied equal treatment under the Civil Right Act of 1964, if they were to be taught in the same manner as the English speaking children. In 1976, following the Lau decision, California adopted the Chacon-Moscone Bilingual Bicultural Education Act A.B.507 which established specific bilingual program requirements for identification, instruction, staffing assignments, classroom composition, reclassification and parent involvement. In 1980 this act was amended , adding to the above that its primary goal was to move pupils into English as the language of instruction as " effective and efficiently as possible." This amendment changed the above original Act to a more complex set of requirements that included Language Arts and Math in the students native language , English Language Development (ESL), Social Science, Music, Art and P.E . This curriculum utilizes Spec... ... of home and community". (95) Let us not forget that this country began as the chosen land of immigrants. Works Cited Joh, Jason, 147Cultural Diversity and Education148, Education in American Society School of Education, CSUN -1994 (2-8) Krashen, Steven & Biber, Douglass, On Course: Bilingual Education 145s Success in California . California Association for Bilingual Education, Sacramento, California. 1988 (27) Crawford , James, Bilingual Education : History , Politics , Theory and Practice Crane Publishing Company, New Jersey, 1989 (39) Hardy, Terri, Daily News 147Bilingual grads surpass native peers on test148 June 22, 1998 (front page) Hooks, Bell - Lunsford, Andrea/Ruszkiewicz, John The Presence of Others: Voices that Call for Response, 147Keeping Close to Home: Class and Education148, St. Martin146s Press, Inc. New York, NY. (2nd. ed.) (95)

Clara Barton

Clara Barton was a true pioneer and humanitarian. She is a well known woman in American history due to her participation in the Civil War and her founding of the American Red Cross. She became a teacher at a time where most teacher's were men. She was one of the first woman to ever be hired by the Federal government and was an inspiration for all women during her lifetime and forever after NATURE Clara Barton loved nature through her natural ability to nurture. As a very caring and giving women she looked to helping anyone and everyone around her. â€Å" The conflict is one thing I've been waiting for.I'm well and strong and young†¦.. young enough to go to the front. If I cannot be a soldier, I'll help the soldiers†Ã¢â‚¬ ¦. (http://womenshistory. about. com/od/bartonclara/a/clara_barton_quotes. htm) This quote gives a better understanding on Miss Barton's views of the world around her. She cared for these men that fought so valiantly and brave. She wanted to do anything s he could to help. Clara began her civil war service by providing supplies to the troops. Showing her natural ability to nurture, she personally cared for the troops who needed nursing services.Her views on nature were to save as many lives as possible. Without sustained life, we would not have any nature to appreciate. She made sure that would continue with her self sacrificing decision to help wounded soldiers on the battlefield. This can also be seen with her founding of the American Red Cross. SUPERNATURAL â€Å"Your belief that I am a Universalist is as correct as your greater belief that you are one yourself, a belief in which all who are privileged to possess it rejoice†Ã¢â‚¬ ¦Ã¢â‚¬ ¦. (http://www. uuquincy. org/projects/stamps/14clarabarton. htm) A quote from Ms.Barton in a letter to her friend in 1905 about her beliefs throughout her life. Her parents raised her to believe in Universalism. As a child she attended the Universalist Church in Oxford, Massachusetts. Alway s keeping faith with her church she wrote â€Å" In this church I was reared. In all its reconstructions and re modelings I have taken a part, and I look anxiously for a time in the near future when the busy world will let me once more become a living part of its people, praising God for the advance in the liberal faith of the religions of the world today, so largely due to the teachings of this belief†Ã¢â‚¬ ¦.. http://www. uuquincy. org/projects/stamps/14clarabarton. htm) As a universalist, Miss Barton believed in a universal salvation who welcome all and respect individual beliefs. UNIVERSE Considering that Clara was a Universalist by religion, It is only fitting that her thoughts on life are opened by the possibilities of the Universe itself. Universalism believes that personal experience, conscience and reason should be the final authorities in religion†¦. thus leaving a persons relationship between themselves and their surroundings an open book.This unique point of view about life allowed her to follow what was in her heart and mind. Believing in the search for the truth, there were no ties to one specific point of view but instead an open state of mind that allowed her to focus on the things that she cared about, helping those in need and being there for everyone who needed her. TIME Miss Barton's time while she was alive was well spent. From teaching at the age of 16 to becoming a civil war nurse at the age of 40, her time was always filled with something for to do.Even as a child she had a need to be needed. If she was not busy, she would become depressed. Thus, she tended to and did whatever she could to stay busy and keep her mind from falling into the darkness of depression. As a teacher she was able to mold young minds and keep herself busy, yet it was not until the civil war that she was able to put her time and nursing services to use. A time line from 1861-1865 allows us to see how she was able to provide relief to the many wounded i n the civil war. April 1861 in Washington D. C. Miss Barton assisted soldiers wounded in Baltimore, Maryland August-September 1862 in Virginia – She attended to the wounded in the second Battle of Bull Run at Manassas, Cedar Mountain, Chantilly, Harper's Ferry and South Mountain. September 1862- Sharpsburg, MD- Clara Barton brought much-needed medical supplies and attended to the wounded during and after the Battle of Antietam. December 1862 in Falmouth, VA- She attended to the wounded from the Battle of Fredericksburg. April-Dec 1863 in Hilton Head and Morris Island, S. C. She transferred from VA to be closer to her brother David, a U. S. Army Captain. There she established hospitals for the wounded from the Battle of Fort Wagner and distributed supplies to Union soldiers after the battle at Charleston. May-Jun 1864- Fredericksburg, VA- She attended to the wounded of the Battle of Spotslyvania Court House and the Battle of Cold Harbor. June 1864 – January 1865- Anders onville, GA – Assisted in the identification of graves for missing soldiers at the former Confederate prison. At the conclusion of her work, the site was dedicated as the first national cemetery.After the flag was raised in dedication of the national cemetery, Clara wrote â€Å" I ought to be satisfied. I believe I am. †Ã¢â‚¬ ¦.. (http://chapters. redcross. org/atlanta/History/clara_barton. htm) Future events would prove the she was never satisfied unless she was responding to the call of human need. HUMANITY Clara Barton was born to assist. Even though as a child she was shy and timid, she quickly found ways of overcoming those obstacles such as teaching. â€Å" Child that I was, I did not know that the surest test of discipline is its absence†Ã¢â‚¬ ¦. http://clarabartonbirthplace. org/site/? q=node/2) At the age of 16 she became a teacher in North Oxford, Massachusetts. Clara was and excellent teacher and was highly regarded for her ability to teach and produc e disciplined children without any physical punishment. â€Å" Show me a child well disciplined, perfectly governed at home, and I will show you a child that never breaks a rule at school†Ã¢â‚¬ ¦ (http://clarabartonbirthplace. org/site/? q=node/2) She spent most of her life teaching and enjoyed every minute of it but soon enough she was ready for an new challenge.At the age of 40, The civil war had begun and she was ready to take on the the challenge of whistling bullets and booming artillery all around her as she tended to the men in need of medical attention on the battlefield. â€Å" I may be compelled to face danger, but never fear it, and while our soldiers can stand and fight, I can stand and feed and nurse them†Ã¢â‚¬ ¦. (http://womenshistory. about. com/od/bartonclara/a/clara_barton_quotes. htm) Clara Barton's humanity is clearly shown by her courageous actions on the battlefields of the civil war. FATE I have an almost complete disregard of precedent and a fait h in the possibility of something better. It irritates me to be told how things always have been done†¦ I defy the tyranny of precedent. I cannot afford the luxury of a closed mind. I go for anything new that might improve the past†Ã¢â‚¬ ¦. http://womenshistory. about. com/od/bartonclara/a/clara_barton_quotes. htm A quote from Clara Barton that describes in detail how she feels about fate and destiny. She feels that keeping an open mind will allow anyone the ability to see things clearly and not in black and white.As an avid supporter for an open mind, she believed that life would be what anyone could make of it. As stated at the end of the quote†¦.. â€Å"I go for anything new that might improve the past†, She is stating that as a people, we should look at our past mistakes and work for the better. Improving our livelihoods should be what living is for. There is no destiny or fate but only what we are able to do to help create a positive outcome. LAW â€Å" Everybody's business is nobody's business, and nobody's business is my business†Ã¢â‚¬ ¦Ã¢â‚¬ ¦ (http://womenshistory. about. om/od/bartonclara/a/clara_barton_quotes. htm) Clara Barton was a good negotiator at certain times but she was not at all shy about using the law to her advantage. Even with her basic understanding of law, Clara was able to negotiate her way onto the battlefields to help her fellow Union brothers. As head of the missing person's office that was established with the support from President Lincoln, she was the first women bureau head in the U. S. Government. She prided herself with that fact that not only did she respect all others but for the fact that others respected her greatly.Timelessly know as the â€Å"Angel of the Battlefield†, Clara Barton will always be remembered for her humanitarian efforts as well as her persistence and determination to help wounded soldiers during the Civil War. Countless lives were saved during that conflict and count less lives are saved today thanks to her founding of the American Red Cross. Clara Barton was one of a kind, she proved to the world what the labors of one woman alone could accomplish and she will always be remembered as an American Hero.

What Is Organic Chemistry and What Do Chemists Do

Organic chemistry is more than simply the study of carbon or the study of chemicals in living organisms. Organic chemistry is everywhere. What Organic Chemistry Is Organic chemistry is the study of carbon and the study of the chemistry of life. Since not all carbon reactions are organic, another way to look at organic chemistry would be to consider it the study of molecules containing the carbon-hydrogen (C-H) bond and their reactions. Why Organic Chemistry Is Important Organic chemistry is important because it is the study of life and all of the chemical reactions related to life. Several careers apply an understanding of organic chemistry, such as doctors, veterinarians, dentists, pharmacologists, chemical engineers, and chemists. Organic chemistry plays a part in the development of common household chemicals, foods, plastics, drugs, and fuels most of the chemicals part of daily life. What Does an Organic Chemist Does An organic chemist is a chemist with a college degree in chemistry. Typically this would be a doctorate or masters degree in organic chemistry, though a bachelors degree in chemistry may be sufficient for some entry-level positions. Organic chemists usually conduct research and development in a laboratory setting. Projects that would use organic chemists would include the development of a better painkilling drug, formulating a shampoo that would result in silkier hair, making a stain resistant carpet, or finding a non-toxic insect repellent.