Introduction

Nowadays trading in food and drinks products is classified as the shortest and the most comfortable way of making a successful and profitable organization. Starbuck is one of those successful companies in the world. Starbucks Corporation was founded by Jerry Baldwin, Zev Siegl and Gordon Bowker in 1971. While everyone recognizes the logo and knows of a local prerogative, few people know where Starbucks got its name. The first Starbucks opens. The name comes from Herman Melvilles Moby Dick. Starbucks Corporation (together with its subsidiaries, Starbucks or the company) purchases and roasts high-quality coffee bean full and sells them, along with fresh rich brewed coffee. [Words: 105]

International Element
Starbucks starts its first store in Seattles Pike Place Market, in 1971. 25 years later, Starbucks opens the first store outside of North America in Japan. And now, Starbucks is the largest coffeehouse in the world, with over 17,000 stores in over 50 countries, including more than 4,000 stores outside of United States.

Starbucks is one of the fast-growing companies, there are many factors cause Starbucks to expand successfully from local to international. Firstly, Starbucks has a very strong management base for international expansion. In 1995, Starbucks incorporated a new subsidiary, Starbucks Coffee International (SCI), which is led by Howard Schultz, to coordinate overseas expansion and to build up the Starbucks brand name internationally. Due to establish of SCI, Starbucks was able to expand to worldwide effectively. It was easier for Starbucks to make adjustments of product, price, place and promotion to fit different countrys culture and taste. Besides that, Starbucks had done a ton of market research to make sure that their products fit each of its international location and also to be sure that the companys decision in choosing international partners was correct (In Malaysia, Berjaya Group Berhad is Starbucks partner).

Secondly, Starbucks has very strong and positive international image. Starbucks started to put effort in its relationship with many non-governmental organizations (NGOs) since 1994, such as Business for Social Responsibility (BSR), Fair Trade, Conservation International and so on, the relationships brought both business benefit and positive image benefit to Starbucks. Recently, Starbucks has been involved in environment stewardship, such as recycling, energy conservation, water conservation and green building. By having strong and positive international image, it is Starbucks advantage to fight against competitors internationally.

In conclusion, strong management and strong positive international image is the major international elements that led Starbucks to successfully expand its international business, and become the largest coffeehouse in the world. [Words: 308]

Technological Element
Starbucks use technology development business are attracting more and more customers, to raise awareness, let the masses all know it, and beneficial to its own development.

There are many technologies about Starbucks. For example, free Wi-Fi for everyone at Starbucks. Starbucks is now offering free, one-click, unlimited Wi-Fi to all of its company-owned stores in the United States.

In addition, My Starbucks Idea.com is the first social media website from Starbucks .Our mission is to help us connect with our customers by co-creating the furfures of the company with them.MSI (as it is known to the community) has 4 components : Share: Where community members post their Starbucks Idea. Vote: The site let's you easily see what other people have suggested and vote on the idea you agree with. The community decides what's important and what is not. Discuss: Inline comment streams allow community members to discuss idea with other customers and about40 Starbucks Idea partners from various departments answer questions and provide insights to the discussions. See: Here is where we announce what actions have been taken and have further discussion around top idea.

At same time,Starbucks and Apple have cooperation for many years, Starbucks Card Mobile APP for iphone. Everything is easier with Starbucks Card Mobile. Just enter your Starbucks Card number and your iphone become your Starbucks Card. You can register your card, check your banlance and track the stars you earn toward free beverages through My Starbucks Rewords. Enter your card number and your device will display a barcode you can use as your Starbucks Card to make purchases.

Starbucks uses technology in many ways, a big part of being a great leader for a Starbucks is the employees ability to recognize when they need the right tools to do their jobs correctly and efficiently. [Words: 299]
3

Customer and Clients

Starbucks improve customer relationship management in the following aspects: with particular attention to the Starbucks coffee shop in communication with the customer is particularly important that the same customer coffee communication between students. Each student must undergo 24 hours of coffee training - customer relations, basic sales skills, and basic knowledge of coffee, coffee making skills. Students need to be able premonition coffee customer needs, patiently explained the different taste of coffee, when the aroma and bold make eye contact. LISTEN TO ITS CUSTOMERS Professional company will be invited each year to do market research. Starbucks 'regular customer club', in addition to the fixed law by e-mail newsletters, but also through SMS, or download games on the network, once the clearance can get coupons. Starbucks is also seeking feedback from customers through strengthening customer relationships. Each week, project leaders are based in public made the customer has the feedback cards. When Starbucks for new products it developed into a new product or service with the Starbucks brand's core substantive relationship. Starbucks is extending the Starbucks community online and creating a dynamic forum that enables company to capture and act upon the customers best ideas. EXPAND ENVIRONMENT Starbucks has made a great environment for its customers. They have provided the free internet facility on its all outlets where users can use WIFI any time. They feel that customer satisfaction is necessary for the success of corporation. They have provided such a good environment that the customers feel happy and spent a good quality time at Starbucks. Now Starbucks has gone green to help saving environment. CUSTOMER FEEDBACK ABOUT STARBUCKS The customers showed a positive feedback to Starbucks. According to its customers Starbucks has a wide range of products and provide a good quality to its customers. They make sure that customer spends a good time with them and always think of coming back to have another experience. Apart from being a bit expensive but still customers feel to be a part of Starbucks. [Words: 335]
4

Starbucks Competitors
In Starbucks competitors in the coffee beverage sales include Coffee Bean & Tea Leaf, Old Town White Coffee, Ipoh Coffee, and San Francisco Coffee House. Smaller privately owned coffee houses and secondary coffee providers for examples include McDonalds, Burger King, Dunkin Donuts.

Competitors such as McDonald's and Dunkin Donuts not only have extensive menus, but also the financial resources and position to leverage their strengths to threaten Starbucks profitability. The Coffee Bean & Tea Leaf has similarly done well by making sure to appear different than Starbucks with its large tea selection and its successfully innovative nature. none of them provide the variety of flavors and the quality that the Starbucks does. Moreover, Starbucks offers its customers a differentiated environment by carrying many newspapers, magazines, and now Wi-Fi internet connections. While Starbucks might lose some of the market due to the competitors lower prices, it might regain some of it with its excellent customer service due to the extensive training of the employees.

Starbucks has strong competition from other coffee shops, Starbucks faces stiff competition from all sides. Its mass marketing leaves it unable to gain the consumer loyalty that smaller coffee shops have, and fast food conglomerates are far more established than Starbucks is.

To overcome such challenges, after slashing costs and closing stores in 2008 and 2009, the world's top coffee chain was able to return to growth. Now, on the occasion of its 40th anniversary, the Starbucks rebrand marks a new direction for the company. The thinking is that a logo that makes no mention of coffee will open up new possibilities. Then Starbucks changed the strategic environment. Make great efforts to meet market's and customer's demands, is exploiting market constantly, thus make Starbucks get long-term development Starbucks is eyeing China's lucrative consumer market. Instant coffee could be an ideal way for Starbucks to expand its brand, said David Aaker, the vice chairman of Prophet, a marketing strategy consulting firm. [Words: 323]

Conclusion
As of now, the Starbucks in Malaysia is one of the most successful and popular place for coffee drinks and food items in the world. Starbucks, In currents of many years the Starbucks continues to develop by best side. With confidence we can tell that the Starbucks will continue the activity as early so many years. Today, Starbucks has always been a place where you can find the worlds best coffees. Starbucks is doing great things for both for its customers and community that people coming to Starbucks to chat, meet up or even work. They are neighborhood gathering place, a part of the daily routine. [Words: 106]

Referencing
1. A. Thompson Starbucks Corporation [Online]. Available from: http://www.mhhe.com/business/management/thompson/11e/case/starbucks-2.html [Accessed: 23 March 2011] 2. Starbucks Environmental Stewardship [Online]. Available from: http://www.starbucks.com/responsibility/environment [Accessed: 23 March 2011] 3. Starbucks Our Relationships [Online]. Available from: http://www.starbucks.com/responsibility/learn-more/relationships [Accessed: 23 March 2011] 4. Funding Universe Starbucks Corporation [Online]. Available from: http://www.fundinguniverse.com/company-histories/Starbucks-Corporation-Company-Histor y.html [Accessed: 23 March 2011] 5. Wikinvest Starbucks 10-K 2010 [Online]. Available from: http://www.wikinvest.com/stock/Starbucks_(SBUX)/Filing/10-K/2010/F91012509#toc14975 _10 [Accessed: 23 March 2011] 6. <URL:http://www.starbucks.com/coffeehouse/wireless-internet>

7.

<URL:http://www.starbucks.com/coffeehouse/community/mystarbucksidea>

8.

<URL:http://www.starbucks.com/coffeehouse/mobile-apps/starbucks-card-mobile>

9.

<URL: http://www.xjweiyao.com/OtherNewsInfo.asp?id=321>

10. www.Beverage-Feedback.com - Starbucks Free Printable Coupon Code (online) (cited 23 September 2010). Available from<URL:http://www.adleaf.com/10/730/www-Beverage-Feedback-Starbucks-Free-Pri ntable-Coupon-Code> 11. Linda Bains, Starbucks Listen to Customer Feedback: A Case Study (online) (cited 8 July 2011). Available from

<URL:http://survey.cvent.com/blog/market-research-and-survey-basics/starbucks-listens-tocustomer-feedback-a-case-study> 12. The future of Starbucks (online) (cited 21 March 2011). Available From <URL: http://www.mcafee.cc/Classes/BEM106/Papers/2008/Starbucks.pdf>

13. Starbucks Marking Plan (online) (cited 25 March 2011). Available from <URL: http://blogs.indews.com/marketing/Starbucks_Marketing-Strategy.pdf>

14. Starbucks Corporation (online) (cited 25 March 2011). Available from <URL: http://www.mhhe.com/business/management/thompson/11e/case/starbucks-2.html>

15. Starbucks VIA Ready Brew (online) (cited 29 March 2011). Available from <URL: http://www.starbucks.com/coffee/via> 16. Miller, C. (2009) Starbucks Coffee, Now is Instant, (online) (cite 29 March 2011). Available from <URL: http://www.nytimes.com/2009/02/18/business/18sbux.html>

17. Bhaskar, C. (2009) Starbucks Competitors (online) (cited 1 April 2011). Available from <URL: http://blogs.indews.com/marketing/starbucks_competitors.php>

GROUP TASK REPORT

Group Members: 1) Taha Hussein 2) Ng Chun Yew 3) Li Wen Ling 4) Yue Na 5) Li Jia Ning TP021379 TP023672 TP021392 TP024071 TP025025

No.

Task / Description / Responsibility

Name & Signature

Introduction & Conclusion

Taha Hussein

International Element

Ng Chun Yew

Technological Element

Li Wen Ling

Customers & Clients

Yue Na

Competitors

Li Jia Ning