Starbucks Research Proposal Example | Topics and Well Written Essays - 3750 words

Starbucks - Research Proposal Example This has resulted in the shifting of the power balance from the sellers to the consumers. While consumers are getting more and more demanding in nature, because of their high access to information related to various products and services around the world, the sellers are getting under intense pressure to cater to the needs of the masses. This is resulting in connecting economic policy based developments with regards to political movements of many new and emerging regions, which is thus resulting in the emergence of new economies. Talking from the sellers’ point of view, it is important to mention that because of the high level of connectivity, the world of business has transformed itself into a single connected entity. Needless to say, because of the existence of a single connected world, gaining access to foreign and newer markets has become relatively easy as compared to the previous times. This is resulting in providing the boost to the companies and business organizations, in regards to the process of gaining information to the newer markets. It can be said that because of the easy access to information, the organizations are increasingly focusing on the process of entering new markets. This is resulting in the spiking of the level of competition in regards to the new markets, as in the recent times the more developed and well established markets of the West is facing a situation of stagnancy and low growth because of the multiple economic challenges. Because of the high amount of competition faced in the marketplaces of both the developed as well as the developing economies, the focus has increasingly shifted towards the multiple variables of marketing like product, place, promotion and price. For this project, it is important to mention that the company that has been selected is Starbucks. The entire project will highlight about the various issues related to the company of Starbucks as well as its related services in the various markets around the world. History of Starbucks It can be said that the company Starbucks was founded in the year 1971 in Seattle in America. The company opened with just a single store in the historic area of Pike Place Market and has entered into a mode of high growth and fast development. It is important to mention that the first chairman, president and chief executive of the company is Howard Schultz, who joined the organization in the year 1982. It has to be said that the first top level executive of the company had the vision of bringing the tradition of Italian coffee to the US. He also had the dream of building an image of a place for human interaction as well as community sense over a cup of coffee. Hence, the focus from the very beginning was not only on the product but was also on developing a feeling for the product as well. The mission of the company is to inspire and develop the spirit associated with a cup of coffee for a person at a single neighbourhood at any time. As of the recent day , the company Starbucks operates in over 62 countries, which are spread in various developing as well as the developed economies (Starbucks, â€Å"Our Heritage†). Product of Starbucks It is of considerable importance to mention the