By Abhijeet Pratap Filed Under: Starbucks has used the formula of quality based product differentiation which has resulted in high level popularity and customer loyalty. Still, product quality must be considered the central pillar of its marketing efforts. Great quality has several benefits.
We feel very grateful for having this opportunity because we have gained a lot of new experiences during accomplishing this task together. Thank you for being Process strategy applied in starbucks with our behavior during the trip. We have learnt a lot of experience and gained a very useful knowledge about the company especially from the process of extracting the seed coffee until it become finished product that we drink today.
After the trip, we finally recognized three types of coffee that have been used all over the world in order to produce the best coffee which is Robusta, Arabica and Lybrica.
Last but not least, thank you to our course mates that also involved indirectly in this project for giving their cooperation and exchange a very creative ideas during completing this task. We will never forget their hard work for helping us to accomplish our goals for this assignment.
We produce the Sabah famous "Tenom Coffee". Black Coffee Powder 2. Pure Coffee Powder 3. Black Coffee Mixture Bags 6. Their main material used is Robusta coffee. There are several factors why this company chooses Robusta as their main material.
Firstly, is the taste itself, from the information that we got from the company representative Mr. Ahyong Robusta beans add body to the taste and make a nice creamy in the shot of espresso.
Secondly, Robusta tree is suitable to farm in Malaysia because of the climate and the weather especially at Tenom. Since Malaysia climates frequently changing sometimes rainy and summerRobusta beans can stand from severe damage caused by the weather.
First process that should be done before Robusta beans can be produced as coffee beans, is choosing the right beans and proceed to theprocess which is the beans should be cleaned from any leftover dirt and harmful objects such as nails, dust, and etc.
The beans should not be washed in order to maintain the quality. Mostly the process is done by the villagers near Tenom. They will choose the beans manually by hand. If they want to sell the coffee, they will need to dry it again. The first roasting process that produces pure coffee, the beans are roasted and directly dried off.
The standard time required to roast the beans is between 45minutes to 1hour in order to produce kg of beans. The second transformation process is grinding the beans in the grinding room, which separates into two types of grinding methods that follows the customer requirement, whether the customer likes their coffee to be grinded finely and unfinely.
Next step is the packaging process that includes two types of packaging. Firstly manual packaging which involved the activity of weighting, sealing and labeling. After that, they will put it in the storage box provided.
The packaging used is air tight which can protect the product from damage. Usually, they will pack the product grams per packaging. The second type is by automatic packaging using filter bag by using machine which required them to package in the cold temperature.
This process is can complete within 1minute for 60 small package for 3 in 1 product.
As we can see their facilities are organized by high volume but low variety of product, this process also runs a long, continuous production to enable efficient processes. It is also typically high fixed cost but low variable cost, the company also generally has less skilled labor.
As we observe they are using both foreign and local worker. Since, the factory is not too large their only using few workers. The fatt choi coffee Tenom factory had produced the product with a reasonable price which everyone can afford to consume this product. For each visit, they will provide a sample for the visitor to taste the coffee and at the same time they will receive feedback about the coffee so they can response rapidly if there is any complaint from the visitor.
Other than that, they also provide an official website so the customers from all over the place can keep in touch and stay updated with them. They also provide their contact number to customer for any requirement about the product. It can be estimated that they can produce 1 -2 tan per day.
The packaging process must start at 8 a.Starbucks business strategy is based on the following four pillars: 1. Offering ‘third-place’ initiativeblog.comcks stores are effectively positioned as a ‘third place’ away from home and work, where people can spend time in a relaxed and comfortable environment with their friends or alone.
The real beauty is when the art of being a Starbucks barista (five ways of being) mesh in with the science of serving quickly and efficiently. It's like a well-choreographed ballet; it looks smooth and effortless, but it takes great strength, flexibility, and trust.
Strategic Analysis Of Starbucks Corporation 1) Introduction: Starbucks Corporation, an American company founded in in Seattle, WA, is a premier roaster, marketer and retailer of specialty coffee around world.
Starbucks has about , employees across 19, company operated & licensed stores in 62 countries. Throughout this section, Starbucks' marketing strategy will be described using the core marketing strategy concept, identifying the positioning and marketing mix, and analysing the environment in which it operates.
Luigi Bonini, Starbucks' head of product development, told Forbes, "Howard can always be convinced." Of course, some amount of oversight and attention to detail is necessary. Sep 19, · In addition, Starbucks is opening up express stores which essentially function as walk-thrus in New York, Boston, and Seattle.
This strategy is .