Design at Starbucks Essays

Words: 2982
Pages: 12
Open Document
Eleven lessons: managing design in eleven global brands

Design at Starbucks
From its beginnings as a single coffee shop in Seattle 35 years ago, Starbucks is now a global brand which uses design to aid the delivery of a distinctive service experience to its customers. The Starbucks Global Creative team manages regularly changing design themes while working within a global brand.

Overview
Starbucks uses design It has developed a strategy that allows it to balance regularly changing design themes with a consistent set of brand values, and uses design as a way of aiding the delivery of a consistent service experience to its customers. Key elements of that strategy include:
— — — —

The development of detailed guidance for internal …show more content…
Those elements include the design of posters, cups and cup sleeves, advertising, packaging and numerous other items large and small that together make up much of a customer’s experience in a Starbucks store, or when interacting with its products elsewhere. 'We are responsible for basically everything but the physical stores; everything that’s in the stores, everything outside of the stores, advertising and partnering with advertising agencies, collateral, packaging, products in grocery and communal stores, and the website,' says Hainsworth. Design process evolution The current design process adopted by the Global Creative team evolved in parallel with the group’s changing internal role. Originally, says Hainsworth, the department was more like a creative services function, creating design and print creative processes for the wider company. This approach led to inconsistency in output and the production of designs that didn’t always match Starbucks brand values.

Design Council, 34 Bow Street, London WC2E 7DL Tel +44(0)20 7420 5200 Fax +44(0)20 7420 5300 www.designcouncil.org.uk

In response, Hainsworth took steps to allow the department to have much more control over designs. The basic mechanism introduced to do this was a five-word ‘filter,’ against which every prospective design is evaluated. The design process at Starbucks also covers the need to express the experience of Starbucks. Starbucks realises that coffee isn’t new in itself, and therefore
Show More

Related Documents: Design at Starbucks Essays

Science: Starbucks and Employees Essay

Case Study: Starbucks By: Thomas Engel Nevada State College A new challenge for retail companies is finding a way to retain the employees they have and keep them motivated. While trying to maintain and run a company, companies have to find a way to lower the turnover rate and how to satisfy the employees. The answer to lowering the turnover rate and satisfying the employees that work in a company is through job design (Bauer & Erdogan, 2013). Job design has a major impact…

Words 2595 - Pages 11

Starbucks Organizational Structure

1 Starbucks Coffee The organizational Structure Lester Narvaez, Mandy Green, Michael Phoung, Michelle Boyles Todd Bell MGT 230: Management Theory and Practice Monday, May 19, 2014 Steven Friloux Situation Assessment Starbucks is an organization that has used their organizational structure to grow by leaps and bounds. Each year they are making their mark on the industry but each brand, marketing strategy, ethical belief all lead to the whole approach under their matrix organizational structure…

Words 966 - Pages 4

Investigation of Starbucks Essay examples

would not suspect, Wells fargo and Starbucks. Starbucks is one of the "greenest" public companies that America has. Starbucks has a huge recycling program, Starbucks has changed the design of their cup five times to make it greener and recyclable. They have also put recycling bins in everyone of their store and work hard to encourage people to use it. They have also switch to a renewable source of energy to lower their impact on the country. In 2009, Starbucks changed all the lighting in their…

Words 609 - Pages 3

Starbucks: A Case Study Essay

STARBUCKS A venti issue: blending together a solution to satisfy the needs of customers, new and old.” Customer satisfaction is a key component to any successful business, especially one in the coffee industry. Starbucks started as a small coffee shop in Seattle in 1971. Howard Schultz, the chairman and chief global strategist, joined the marketing team in 1982 with a vision—a vision to capture “the live coffee mantra.”[1] Until the early 2000s, before Starbucks took…

Words 1719 - Pages 7

Essay about Marketing: Coffee and Starbucks

the element and the timing of initial promotion. Marketing mix of Starbucks Coffee: Starbucks Coffee company is named after the first mate in Herman Melville’s Moby Dick, the logo is an inspiration by the sea-featuring a twin-tiled siren from Greek mythology. It has started back in 1971, when whole bean and ground coffee, tea and spices were roasted and retailed in one single store in Seattle’s Pike Place Market. Today’s Starbucks mission is to inspire and nurture the human spirit- one person, one…

Words 1201 - Pages 5

Starbucks Coffee Bean Supply Chain

goals of Starbucks’ coffee bean supply chain if they plan to be a customer focused organization? The primary goal of Starbucks coffee bean supply chain is to ensure an uninterrupted flow of high quality coffee beans at an optimal cost and of consistent quality. These things can be accomplished by actively seeking better materials and reliable suppliers, working closely with strategic suppliers to improve quality materials and involving supplier and purchasing personnel in the new product design and development…

Words 414 - Pages 2

MKT 505 ASSIGNMENT 3 Essay

Entry Plan into International Market Starbucks Assignment 3 Frederick Thomas International Marketing Summer 2014 Instructor: Dr. Alexander Onukwugha Executive Summary: The following report consists of the entry mode chosen by STARBUCKS to enter the Indian Market of Coffee House. This Report will give you a better understanding about an organization’s require to expand globally. Globalization plays a very important role for any organization. It helps the company to…

Words 4759 - Pages 20

Starbucks Case report Essay

CASE REPORT 1: STARBUCKS Team 8 – Jahanzeb Zafar, Justin Pugel, Satyam Bharadwaj, Anthony Pece CAUSES OF SUCCESS Howard Schultz started from group up In 1981, Howard Schultz (Current Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into Starbucks and joined a year later as the Director of Marketing. A year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee bars and…

Words 581 - Pages 3

Essay on Doctor: Starbucks Coffee Shop

Starbucks is currently one of the world’s largest coffee shop chains. It has around 7087 company-operated stores around 4081 licensed stores of which are in the United States alone (Starbucks Coffee Company Fact Sheet, 2008, p.1). It also operates in 43 countries outside of the United States. Starbucks has become a great success because it does not just sell coffee. It sells great cup of coffee every time. When people visit a Starbucks coffee shop they could only talk about the Starbucks experience…

Words 1520 - Pages 7

Starbucks in Japan Essay

Executive Summary Thirty years ago, Starbucks was a single store in Seattle’s Pike Place Market selling premium-roasted coffee. Today it is a global roaster and retailer of coffee with some 17,000 stores, 40% of which are in 50 countries outside the United States. In 1995, with 700 stores across the US, Starbucks began exploring foreign opportunities. The first target market was Japan. The potential for coffee sales in Japan is significant. The Japanese economy is the third to the United States…

Words 1101 - Pages 5