Ferraiuolo 1

BRAND EXPANSION

RECCOMENDATIONS

FOR STARBUCKS

BASED ON MARKET RESEARCH

FROM 2005-2014

Ferraiuolo 2

BRAND EXPANSION

RECCOMENDATIONS

FOR STARBUCKS

BASED ON MARKET RESEARCH

FROM 2005-2014

Prepared by

Vincent Ferraiuolo

4224 Willow Street, Stewartstown, PA 17363

May 6th

2014

Ferraiuolo 3

EXECUTIVE SUMMARY

Starbucks is the largest coffee company in the world, reporting almost 15 billion dollars

in revenue in the last year. The brand has exponentially grown in both profit and size in the past

five years. This research concentrates both on what decisions Starbucks has made properly, as

well as recent missed opportunities regarding brand growth. By incorporating market research

from the past decade and research from trade publications, a variety of business opportunities are

presented.

Financial statistics are given within this document to support arguments regarding

economic and brand growth of Starbucks. By incorporating the ideas within this research

Starbucks could increase their annual revenue by over one billion dollars in 2015. Market

research of this study includes intensive demographics of Starbucks consumers, and ways to

properly utilize the information into impressive profit.

This document also contains limitations of market research over the last decade. It

describes necessary future research that must be conducted to provide maximum economic

results. Further research of Starbucks’ coffee consumers will continue to excel Starbucks into the

future monopoly of the coffee industry. This document lays the groundwork to turn Starbucks

into the dominating monopoly of the international coffee market for years to come.

Ferraiuolo 4

Thesis and Overview

Starbucks’ largest problem is expanding their brand properly, to reach their maximum

customer base. Expanding Starbucks’ product line in retail stores such as Walmart, and other

large corporations will help reach customers who may never set forth in an actual Starbucks

location. In addition, incorporating a self-serve coffee bar with creamer options and creating

new technological renovations would insure a maximum consistent customer base while

simultaneously increasing efficiency.

Figure A

Retrieved from Starbucks 10k

Starbucks is the largest coffee corporation on the planet, reporting 14.9 billion dollars in

net revenue in 2013 as seen in Figure A. (“Starbucks 10k”, 2013). This figure has grown

exponentially over the last decade. In 2009, Starbucks’ net revenue was 9.8 billion dollars.

(“Starbucks 10k”, 2013) In five fiscal years Starbucks revenue has grown by 66%. This statistic

Ferraiuolo 5

of financial growth represents enough currency to provide clean drinking water for every human

being on the planet. When one looks at statistics of opportunity to gain profit through stock

holding, the numbers are favorable as well. The Non-GAAP EPS figures have rose from 80

cents to $2.26 per diluted share. Starbucks will continue to grow radically if they continue

proper advancements, developments, and changes. However, to ensure maximum growth

Starbucks needs to adopt policies and procedures from smaller business models and competitors

such as Mocafe Beverages, as well as convenience stores like Rutters. This will increase overall

sale figures and bring in substailly higher revenue figures. Starbucks’ net reveune could be

increased to over twenty billion dollars if proper changes are implemented.

Demographics of Starbucks’ Consumers

Starbucks consumers belong to a distinct class of their own. Understanding what makes

the customer base so different is essential in changing, and developing Starbucks as a larger,

more succesful brand. In a 2011 Simons Oneview study on Starbucks consumers a variety of

useful statsitics were presented. The study consisted of 1,394 randomized individuals

(“Experian Marketing”, 2011). When questioned on economic outlook the largest segment

considered themselves “confident spenders” and uneffected by the current economic state of

their environment. Over 27% of individuals felt comfortable taking on financial risks and had

no intention of lowering their everyday spending. (“Experian Marketing”, 2011) The same

sample felt secure even increasing their budget.

Interpreting Starbucks’ customers’ budget is also essential to deliver correct price

equillibrium. The majority of Starbucks’ consumers are not blue collored workers, but rather

middle class and high class individuals. Market research found that sixty percent of Starbucks

Ferraiuolo 6

consumers earned salaries that ranged from $50,000 to over $100,000 per year. Of that 60% the

largest group contained salaries over $100,000. (“Experian Marketing”, 2011) Assuming their

demand for coffee remains relatively consistent, Starbucks’ consumers should display frequent

traits of inelastic demand. Goals of Starbucks should include pushing products to their highest

profit margins, but also creating new lines for consumers who hold a more elastic demand.

By Examining Figure B one can interpret Starbucks’ consumers technologically ability

and understanding. The vast majority of Starbucks consumers surveyed in the Simon’s

Oneview market research study were technologically insightful individuals. Thirty seven percent

of which claimed they could not live everyday life without the internet and devices including cell

phones and computers. (“Experian Marketing”, 2011) This bracket from the market research

identified as experts of modern day technology. The second largest group considered themselves

“Journeymen”. This bracket composed 24% of the sample. (“Experian Marketing”, 2011)

Journeymen of the group felt comfortable with most modern day technology. Journeymen had a

solid background of new technology around them, but were not be complete experts on new gear

and gadgets. An equal distribution of 24% was found in the “Apprentice” cateogry. (“Experian

Marketing”, 2011) These individuals had an average grasp of technology around them. This

bracket had details to learn about modern day electronics. However, they still had enough

knowledge to function many comonly used tools around them. The last and smallest grouping

classified themselves as novices. Fifteen percent of partipants in the market research identfied as

novices. (“Experian Marketing”, 2011) These users had little to no knowledge on modern

technology. This bracket was a proved minority among the others. Comprehending the

importance of modern day techonology to Starbucks consumers helps to aid the brand in

planning both its advertising and marketing tactics.

Ferraiuolo 7

Figure B

Retrieved From Simons’ Oneview

Developing smart phone applications and social media is one of the most important ways

Starbucks can expand its image. Starbucks utilized this information in 2009 when the brand

launched its mobile payment card. (“Payment Source”, 2013) The Starbucks mobile card

quickly escalted into a popular form of compensation. By 2013 the card reached an impressive

figure of 4,500,000 payments per week. (“Payment Source”, 2013) Recoginizing Starbucks’

customers love for technology and new ways to utilize it provides larger revenue for the brand.

Incorperating a mobile application to order coffee through the same payment card would

appeal to Starbucks’ modern market. Consumers could quickly customize their favorite

beverages prior to approaching the block of their favorite Starbucks destination. Customers

would choose a five minute interval between ten and thirty minutes of when they would like to

Wizards 37%

Journeymen 24%

Apprentinces 24%

Novices 15%

Starbucks' Consumers' Adaptation of Technology

Ferraiuolo 8

pick up their order. Orders would then be sent electronically to the stores server. Employees

would then make beverages in order of efficency based on requested time. Due to utilization of

the Starbucks electronic card, orders would be prepaid and thus ready for pickup in a designated

area. Time efficency would be further maximized for both consumers and Starbucks, while also

increasing net revenue. If only half of Starbucks’ mobile card consumers ordered a medium

Iced Coffee; one of Starbucks’ cheapest beverages, once per week electronically: $4,725,000

revenue would be produced weekly. Leaving this variable constant accounts for a possible

$245,700,000 in yearly revenue from a single product. This figure only incorperates one menu

item with a 50% success rate of Starbucks mobile payment card users ordering product through

the application. Figures do not include all Starbucks consumers or full menu options. These

statistics are assuming a low success rate in conjunction with only one beverage off Starbucks’

menu. Given a high rate of success and a variety of mobile drink options Starbucks could

arguably produce an additional billion dollars in net revenue per year.

Previously mentioned, the largest median salary range for Starbucks consumers is

X>$100,000. (“Experian Marketing”, 2011) The vast majority of starbucks’ clientele live busy

and productive lives. Two thirds of Starbucks consumers are currently employed. (“Experian

Marketing”, 2011). A ten minute time span can be the key variable of whether or not a

consumer purchases their beverages at Starbucks. . Being able to pick up premade orders

without waiting in line would bring in more consitent business clientele.

Simons Oneview also found that 61% of Starbucks consumers are female, making up a

large distinction over the 39% male. (“Experian Marketing”, 2011) Starbucks should not

disregard its male cliental. However , developing new products for female tastes would provide

favorable results. No products should be stripped down and changed for this, however seasonal

Ferraiuolo 9

female “VIP” drinks would assure maximum satsfied customers. Producing new lines that make

women feel exclusivewould increase the probability of Starbucks becoming their primary coffee

provider. Starbucks seasonal beverages should include drinks that appeal to women

psychologically. Tactically planning these promotional items during holidays such as valentines

day that favor the femine market would furhter maximize brand loyalty.

Competitors of Starbucks

Mocafe

Starbucks is consistently missing business opportunities to further increase revenue

utilized by much smaller competitors. For instance, much smaller competitors such as Mocafe

have developed packaged blended beverages; including the incredibly popular Frappes into three

pound packages for personal home use. The Mocafe blends sell for $23.75 both on their online

web site as well as popular shopping sites such as Amazon. As mentioned, Starbucks

consumers obsess over modern day technology and utilizing it to the fullest. Profit margins for

these products are huge since the core ingredients are composed of low cost components, such as

sugar and artificial ingredients. Arguably, if Starbucks created a mirror product line they could

sell the same size mixes for $30 to $35 capitalizing brand loyalty. Selling these mixes for the

allotted amount would provide up to a 600% profit margin.

McDonalds

The battle for domination of the international coffee market is constant. Starbucks is in

consistent competition with brands that range from local organizations to companies as large as

McDonalds. Colossal brands such as McDonalds instigate beverage warfare, fighting for

control over territory. McDonald's is attempting to overrun Starbucks as Europe's biggest coffee

Ferraiuolo 10

chain, constantly expanding new stores in the European market. In 2009 Starbucks’ impressive

European store count of 1300, proves to be less monopolistic then it appears, as McDonalds store

count now exceeds 1,200. (Wiggins 17, 2009) McDonalds’ financial advisors such as Jerome

Tafani are confident enough to claim that “We (McDonalds) can become the biggest coffee seller

of Europe”. (Wiggins 17, 2009) It is evident that Starbucks and McDonalds are diversifying

their brands by two very different strategies. McDonalds is attempting to stand out of the crowd

by offering the lowest price. McDonalds Cappuccinos are priced at 1. 75 pounds per cup, while

Starbucks charges 2.35 pounds in their respective European locations. Instead of offering the

most economical product, Starbucks strives to provide the highest quality coffee in the

mainstream market.

In order to deliver the most desirable product Starbucks must discover equilibrium. To

directly compete with colossal companies such as McDonalds, Starbucks must attack from all

angles. Starbucks should continue develop quality and consistency but also factor in the price

elastic market. As McDonalds attempts to dignify the brand by increasing beverage quality,

Starbucks may fade if proper measures are not taken. Canadian McDonald’s president John

Betts claims “a campaign to trumpet its (McDonalds) quality has woken up the brand”. (Reuters

A40, 2012) Mr. Betts would not offer all statistics but did inform that coffee sales have helped

push breakfast sales up 45% in the past three years. (2009-2012) Customers who choose

McDonalds negatively impact Starbucks bottom line. It is very important for Starbucks to find

the proper equilibrium between price and quality to properly outwit McDonalds.

Starbucks has fought back, but arguably not enough. Its campaign against McDonalds

expansion is the new slogan “It’s not just coffee, its Starbucks”. (Wiggins 16 2009) In order to

battle such a large opposing operation Starbucks needs to diversify its product line for both

Ferraiuolo 11

existing customers and the price sensitive market. Creating new lines for both both lower and

higher income customers will further maximize revenue.

Convenience Stores

Convenience stores also display new age adaptations Starbucks must learn from and

incorporate. Self-serve coffee bars used internationally compose a more efficient and faster way

of service. Instead of investing human capital in pouring coffee, customers take advantage of a

more personal approach. This allows the consumer to see the time the coffee is made, leave

desired room for cream, and brings the company larger profit margins. Coffee drinkers consider

freshness one of the most important elements of the beverage. Being able to see that their coffee

was made within the last hour will help bring in more constant and pleased consumers to

Starbucks.

I conducted a study of 41 individuals from 18 to 60 years. Sixty eight percent claimed to

prefer to pour their own coffee rather than a store employee handing it to them. The same

sample also had a 54% majority that used flavored creamer rather than milk and half and half in

their coffee. Currently Starbucks only offers the latter two options, thus neglecting the majority.

Not offering creamers in retail locations discourages many daily coffee drinkers. Coffee

drinkers crave consistency as well as personalization. By not taking this into account Starbucks

continues to turn down million dollars of possible revenue and a larger customer base.

Ferraiuolo 12

Public Opinion and Economic Expansion

Creating new flavors has recently generated negative reactions from consumers.

Starbucks must be very careful in its decision making products in order to devlop its product line

rather then diluting it. Generating new products is a vital process and should be done carefully

with proper testing. In the beginning of 2014 Starbucks introduced two new flavors: Vanilla

Macchiato and the Caramel Flan Latte. (Metzger 2014) However, the Caramel Flan produced

very negative results from drink reviewers. Consumers argue that the beverage lacks any hints

of egg or custard and thus proves to be gimmicky. While developing new ideas and flavors is

essential to Starbucks’ future success, the brand needs to concentrate on perfecting new products

ahead of time through panel testing and anonymous consumer reports. Rushing the process will

only damage the brand and image of the company. However, with proper investments

expansion of flavors could add entire dimensions to the company. Starbucks should pursue

development of new flavors and products, but not alloting proper time will damage the brand

instead of improving it. More resources and revenue should be committed to the development

process insuring success of future products.

Starbucks’ bottled frappuccinos are commonly found products in both convince and

grocery stores, and are only available in four core flavors. The bottled beverage is available in

caramel, mocha, coffee, and vanilla. Diversifying flavors into other popular market flavors such

as hazelnut, Irish cream, Italian sweet cream, and coconut would give customers a wider variety

to choose from. This is vital in convince stores where price is incredibly elastic and choice and

diversification are key elements. When a consumer has the option to purchase 20 different

coffee beverages, offering the exact desired flavor is essential to maximizing profit. In order to

compete with convince beverages such as monster energy Starbucks must increase variety for

Ferraiuolo 13

consumers. Expanding options for customer personalization in their product line is a necessary

change. Incorporating these ideas will maximize profit, brand recognition, and company

growth.

Improving Starbucks’ public image is another essential campaign the brand should

undertake. Starbucks loathing has actually mainfested into its own brand “Dumb Starbucks”.

The parody brand replicates similar drinks with adding the adjetive dumb attatched to every

beverage. While the department of health shut down Dumb Starbucks with haste the message

was still rapidly spread through social media. ( Horovitz 2a 2014) Horovitz claims, “The

Starbucks brand isn't about the coffee, never has been. It’s about us. ” Giving consumers the

gift of feeling luxurious or classy is what Starbucks is all about. However not all consumers fall

into these physiological tactics. Creating a subdivision within the brand for the middle class

would allow Starbucks to attack the market from all angles.

Conclusion

Incorperating all mentioned tactics and changes will provide Starbucks with higher profit

margins and more annual revenue then ever before. Starbucks’ core clientel will be emphasized

and properly marketed to. Women, and technologically savy individuals will be catered to, and

thus brand development increased. . New product lines, development of retail stores, creation

of a Starbucks mobile payment application, and expansion of flavors will maximize brand

growth. Proper utilization of these changes will help steer Starbucks into one day becoming the

international coffee monopoly of the world.

Ferraiuolo 14

References

Public Opinion of Starbucks

America’s food and drink insight. (2014). (London). Business Monitor International.

Arora, S. (2012, February 13). Namaste, Starbucks. Newsweek, 159.

Batchelor, B. (2014). Drink in the 2000s. In Pop Culture Universe: Icons, Idols, Ideas.

Beaulieu, T., & Life. (2014, January 26). Coffee Starbucks isn't the only coffee shop in town.

University Wire.

Brooke, K. G. (2013). Social media, simplified. Good Housekeeping, 257, 95.

Bush, V. (2010). Coffee talk: The stimulating story of the world's most popular brew. The

Booklist, 107(3), 18.

City votes against building new Starbucks. (2013, October 17). University Wire.

Downtown Evanston Starbucks begins serving wine and beer. (2014, January 09). University

Wire.

Drink review: Starbucks chocolate chai tea latte. (2013, October 01). University Wire.

Gill, J. (2009). The future? Wish upon a Starbucks. The Times Higher Education Supplement

Investing: Want shares with your latte. (July 13, 2012). Tulsa World (Oklahoma).

Malczewski, J., Plafker-Gutt, D., & Cohen, R. (2011). Teaching about Starbucks and consumer

literacy. Social Education, 75(3), 142.

Metzger, K. (2014, March 09). New drinks: Grande disappointment. University Wire.

Ferraiuolo 15

Nazario, K. (2013, December 05). Day in the life of a Starbucks Barista. University Wire.

Oppenheimer, M. (2012, July 07) Blending an interest in Kosher ingredients with a taste for

Starbucks. The New York Times.

Schultz, H. (2011, March 21). How Starbucks got its mojo back. Newsweek, 157.

Starbucks CEO Interview. (2014, March 11). Finance Wire.

Starbucks CEO reinvents the spiel; Top-secret plans aim to keep it fresh. (2013, April 13). USA

Today.

Starbucks fuels campus jam session. (2014, February 03). University Wire.

Starbucks should stick to coffee and leave guns alone. (2013, September 19th). guardian.co.uk.

Starbucks: 'dumb Starbucks' store not OK. (2014, February 10). University Wire.

Starbucks: Moments of Connection a Look Back at Starbucks 2013 Milestones. (2013,

December 23). India Retail News.

Strand, A. (2014, Mar 19). The coffee epidemic. University Wire.

The ultimate showdown: Tea vs. coffee. (2014, February 17). University Wire.

Thomas, T. (2013, September 23). Starbucks incorporates Linfield history. University Wire.

Tung, E. (2013, October 15). New Burnaby campus Starbucks offers fair trade coffee. University

Wire.

Why people love to love-hate Starbucks. (2014, February 12). USA Today.

Ferraiuolo 16

Competing Brands

Crouse, D (2006, May 18). Link seen in eatery break-ins; 3 Dunkin' Donuts shops among 5

businesses hit in 2 towns. The Record (Bergen County, NJ).

Dunkin' Brands continues non-traditional expansion to new and exciting venues across the

country. (2014, March 18). Progressive Media - Company News.

Dunkin' Donuts announces entry into Brazil. (2014, March 14). Progressive Media - Company

News.

Dunkin' Donuts introduces coffee squares in Norfolk. (2014, March 14). Progressive Media -

Company News.

Dunkin' Donuts introduces new DD Perks Rewards program. (2014, January 28). Progressive

Media - Company News.

Dunkin' Donuts plans 13 new restaurants in Oklahoma City. (2014, January 24). The Daily

Oklahoman (Oklahoma City, OK).

Dunkin' Donuts returns to Boulder: New 28th Street shop opens next week. (2014, February 24).

Daily Camera (Boulder, Colorado).

Dunkin' Donuts sweet on India. (2011, February 25). Financial Times (London, England).

Fancy coffee helps boost McDonald's global sales. (2009, August 11). Financial Times

(London, England).

Ferraiuolo 17

Fest, G. (2014). Dunkin' Brands Seeking $2B Refi. Mergers & Acquisitions Report, 29(4), 12.

Fest, G. (2014). Dunkin' Preps Loan Launch. High Yield Report, 25(5), 4.

Fest, G. (2014). Price Talk Set on Dunkin' Brands. High Yield Report, 25(6), 8.

Gallagher, H. (2013, Nov 08). Starbucks v. Starbungs. Newsweek, 161.

Grant, J. (2005) McDonald's develops a taste for cappuccino the burger chain is using the

McCafe concept to revamp restaurants and appeal to a wider range of customers Financial Times

(London, England).

Gyton, G. (2014). Dunkin' Donuts returns to UK in franchise drive. British Baker, 11.

Interview: Starbucks eyes plenty of growth. (2010, February 8). The Nikkei Weekly (Japan).

Investor's Business, D. (2014, February 7). Dunkin' Tops on Coffee Sales. Investors Business

Daily. p. A01.

McDonald's credits coffee for comeback. (2012, March 30). The Vancouver Province (British

Columbia).

McDonald's drinks menu may grow. (2006, January 19). Financial Times (London, England).

McDonald's lays the ground to mug Starbucks in Europe. (2009, May 27). Financial Times

(London, England).

McDonald's sales pepped up by coffee. (2009, August 11). Financial Times (London, England).

McDonalds takes java war to home front. (2012, October 30). Edmonton Journal (Alberta).

Ferraiuolo 18

McDonald's to invest US$6.5M in Guatemalan coffee growers. (2013, March 5). National Post's

Financial Post & FP Investing. (Canada).

Miller, C. (2010, June 15). Aiming at Rivals, Starbucks Will Offer Free Wi-Fi. The New York

Times.

Pfeifer, S. (2014, January 10). McDonald's sued over coffee burns. Los Angeles Times.

Starbucks to pay Kraft $2.7bn. (2013, November 13). Financial Times (London, England).

International Development

Coffee giant's global expansion started here: A small kiosk at the Sea Bus terminal in 1987 was

the Seattle-based Starbucks' first international venture. (2007, February 27). (British Columbia).

The Vancouver Sun

Gerfen, K. (2012). Starbucks coffee at Dazaifutenmangu Omotesando. Architect, 101(5), 268.

Laying the groundwork for good coffee.(2012) (London, England). Financial Times

Liu, K., Huang, J., & Chen, W. (2012). Starbucks experience explored in Taipei. The Journal of

Human Resource and Adult Learning, 8(2), 107-116.

McAfee, J. (2014, January 23). Comparing deals in state college. University Wire.

McKnight, J. M. (2012). Starbucks: Global store development: (The Netherlands, Japan, U.S.)

Architectural Record, 200(5), 91.

Research and markets adds report: RTD coffee in Mexico. (2012). Health & Beauty Close – Up.

Ferraiuolo 19

Seattle's best coffee serves up iced canned lattes nationwide. (2011). Health & Beauty Close –

Up.

Starbucks launches first community store in Asia. (2013). Health & Beauty Close – Up.

Starbucks on every corner? (2010, October 29). Now it's even going to sea. USA Today.

Starbucks strengthens its presence in Latin America. (2012). Health & Beauty Close – Up.

Starbucks to open 200 stores in Indonesia, Philippines. (2013, April 5). Progressive Media -

Company News.

Starbucks: Over 140 jobs to be created at Georgia plant. (2012). Health & Beauty Close – Up.

Starbucks; to open; 'tea bar'; in NY City. (2013, October 24). Charleston Gazette (West

Virginia).

Strong, black and talented; Once a cheap alternative to espresso, the humble cup of filter coffee

is back in favor with the cognoscenti. (2011, February 19). (London, England). Financial Times.

Health and Science

Berta, D. (2014). The method to Starbucks’ magic. Restaurant Business, 113(3), 40-47.

Coffee misconceptions (2009, May 11). Expert lays out grounds for a great cup of java.

(Saskatoon, Saskatchewan). The Star Phoenix.

Farhadi, D. (2014, January 16). Coffee: When you drink matters, according to new neuro study.

University Wire.

Gertler, A. (2013, November 8). Coffee's on, computers off. University Wire.

Ferraiuolo 20

Gold Starbucks. (2014). Nutrition Action Health Letter, 41(2), 16.

Good to be Square at Starbucks cellphone-pay option due in fall. (2012, August 9).

(Bloomington, Illinois). The Pantagraph.

Goodworth, R. (2013, November 18). Coffee helps facilitate college life, mentally and socially.

University Wire.

Investing: Want shares with your latte? (2012, July 13). (Oklahoma). Tulsa World

Laying the groundwork for good coffee.(2012) (London,England). Financial Times

Masters, M. (2012). Anatomy of a starbucks drink. Men's Health, 27, 42.

Newman, J. (2014). Starbucks iPhone App Will Start Asking for Tips Soon. Time.Com, 1.

Press, V. S. (2013, December 20). Coffee and beer may benefit health. Jewish Advocate.

Starbucks adds digital tipping to iPhone app. (2014, March 12). University Wire.

Starbucks Mobile Card Volume Reaches 4.5 Million Payments a Week. (2013, May 29).

Payments Source.

Starbucks names new chief digital and information officers. (2012). Health & Beauty Close –

Up.

Starbucks reveals its vision for enhancing customer experience via in-store digital network.

(2010). Health & Beauty Close – Up.

Starbucks unveils environmental sensitive hot-cup sleeve. (2012). Health & Beauty Close – Up.

Ferraiuolo 21

Strand, A. (2014, March 19). The coffee epidemic. University Wire.

Strong, black and talented; Once a cheap alternative to espresso, the humble cup of filter coffee

is back in favor with the cognoscenti. (2011, February 19). (London, England). Financial Times.

Two cups of coffee a day can half risk of suicide. (2013, July 26). Telegraph.Co.Uk.

What's in your coffee? (2013, November 22). University Wire.

You don't need caffeine. (2014, February 28). University Wire.

Your Money Your Way: Starbucks' mobile payment nifty idea. (2011, January 21). The

Washington Times.

Business and Economics

Wyrich, A.

Starbucks vs. local NJ coffee shops. (2014, March 05). University Wire.

Ayad, A. (2010). Critical thinking and business process improvement. The Journal of

Management Development, 29(6), 556-564.

Coffee chains to pre-empt Starbucks success strategy. (2012, June 5 ). The Financial Express.

Convenience stores brewing coffee. (2014, Feburary 25). The Japan News.

Cost of a cup of coffee to rise after spike in bean prices. (2014, February 21). Telegraph.Co.Uk.

Deegan, G. (2014, February 26). Starbucks profit up 47% in 2012. Irish Times.

Feuling, T. J. (2011). Strategies to boost profits, minimize risk. Chiropractic Journal, 25(11), 1-

1,13.

Ferraiuolo 22

Gearig, C. (2014, Janurary 20). Private preview kicks off opening of new Starbucks. University

Wire.

Good to be Square at Starbucks cellphone-pay option due in fall. (2012, August 9).

(Bloomington, Illinois). The Pantagraph.

Starbucks Lifts 2014 Outlook. (2014, January 24). Investors Business Daily. p. A01.

Keurig, Starbucks revise pact. (2014, March 17). Investors Business Daily. p. A02.

Josephs, L. (2014, March 4). Coffee prices rise near 2-year high. Wall Street Journal.

Krabeepetcharat, A. (2013, May). Ibisworld industry report od6098.

Lin, Y. & Huang, P.(2012) Effects of the Big Five Brand Personality Dimensions on Repurchase

Intentions: Using Branded Coffee Chains as Examples. (Berlin, Boston). IBZ Online.

Mantel, B. (2013, June 28). Internet shopping. CQ Researcher, 23, 573-596.

Neuman, W. (2010, December 7). A Coffee Clash. The New York Times.

New Starbucks provides another convenient option for CU students. (2014, March 13).

University Wire.

Perez, M., & Doan, L. (2014, March 14). Coffee futures jump to best start in four decades.

National Post.

Ralph, A. (2014, March 08). Starbucks orders more franchises. The Times.

Ferraiuolo 23

Research and markets offers report: High performance companies. (2012). Health & Beauty

Close – Up.

Reuters. (2014). Starbucks raises forecast as net earnings rise 25%. Retrieved from

http://www.nytimes.com/2014/01/24/business/starbucks-raises-forecast-as-net-earnings-rise-

25.html?ref=starbuckscorporation&_r=0

Schaffer, A. (2014, March 6). Starbucks to add 'ambient' lighting. University Wire.

Starbucks 10k. (2013). Starbucks Corporation Retrieved from

http://investor.starbucks.com/phoenix.zhtml?c=99518&p=irol-reportsAnnual

Starbucks and Green Mountain Coffee Roasters Enter into Expanded, Long-Term Strategic

Partnership. (2013, May 12). India Retail News.

Starbucks and green mountain coffee roasters expand strategic relationship. (2012). Health &

Beauty Close – Up.

Starbucks CEO: 42 Prepaid Cards Sold Per Second During Q1 Peak. (2011, January 27 ). ATM

and Debit News.

Starbucks Corporation. (2014). Austin: Dun and Bradstreet, Inc.

Starbucks elects former defense secretary Robert gates to its board. (2012). Health & Beauty

Close – Up.

Starbucks grinds through square mobile wallet adoption issues. (2013, April 2). Payments

Source.

Ferraiuolo 24

Starbucks names new chief digital and information officers. (2012). Health & Beauty Close –

Up.

Starbucks pours cup to start 'Day'. Daily Variety (2012, August 4). Could you pull off a deal like

Starbucks And Square. InformationWeek .

Starbucks reports Q3 record results. (2013). Health & Beauty Close – Up.

Starbucks sets date for 2013 annual meeting of shareholders. (2013). Health & Beauty Close –

Up.

Starbucks signs strategic agreement with GMCR. (2013, May 10). Progressive Media -

Company News.

Starbucks to host biennial investor conference. (2012). Health & Beauty Close – Up.

Starbucks to pay Kraft $2.7bn. (2013, November 13). (London, England). Financial Times

Starbucks to push its packaged coffee UK Supermarkets. (2006, October 9). (London, England)

Financial Times.

Starbucks to release Q4 and fiscal year end 2012 results. (2012). Health & Beauty Close – Up.

Starbucks turns to instant coffee; Chain hopes to steal a slice of huge global market from

established players. (2009, September 30). (British Columbia). The Vancouver Sun.

Starbucks VIA ready brew house blend and breakfast blend now available in select grocery

stores. (2011). Health & Beauty Close – Up.

Ferraiuolo 25

Starbucks, Green Mountain team up for single servings. (2011, March 10). (California). Contra

Costa Times.

Starbucks. (2014). In Pop Culture Universe: Icons, Idols, Ideas. Retrieved March 18, 2014, from

http://popculture2.abc-clio.com/

Stock, K. (2014). Heads Up, Coffee Junkies: A Cup of Joe Is About to Get More Expensive.

Businessweek.Com, 4.

Strom, S. (2013). Starbucks aims to move beyond beans. Retrieved from

http://www.nytimes.com/2013/10/09/business/a-juice-and-croissant-with-that-starbucks-

latte.html?ref=starbuckscorporation

Taylor, K. (2013, October 30). Starbucks' secret menu: Drinks you may be missing. University

Wire.

The world craves more java; Global coffee demand is growing at 2.5 per cent per year, yet

soaring prices fail to stall growth in coffee-shop chains. (2011, May 25). (Montreal, Canada) The

Gazette.

Treviño, C. (2014, February 19). Corporate word ownership has gone overboard. University

Wire.

Warfield, K. (2014, January 30). Starbucks replaces Seattle’s best. University Wire.

Wexler, A. (2014, February 18). As coffee soars, that cup of Joe may get pricier; dry weather in

Brazil fuels fears for crop. Wall Street Journal (Online).

Ferraiuolo 26

Your money Your way: Starbucks' mobile payment nifty idea. (2011, January 21). The

Washington Times.