StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Free

Investigating Business of Starbucks Coffee Company and ALDI Company - Case Study Example

Cite this document
Summary
The case study "Investigating Business of Starbucks Coffee Company and ALDI Company" describes the business development of the organization. This paper outlines the purpose of companies, forms of ownership, aims and objectives, organizational structure, differences, and similarities. …
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97.8% of users find it useful
Investigating Business of Starbucks Coffee Company and ALDI Company
Read Text Preview

Extract of sample "Investigating Business of Starbucks Coffee Company and ALDI Company"

Business Development Starbucks Coffee Company Introduction Starbucks Corporation is an international coffeehouse company based in Seattle, Washington. The first store of Starbucks was set in Seattle, Washington in 1971, and it used to purchase coffee beans from Alfred Peet before buying them directly from the growers. In1986, the company, had six stores in Seattle, and by 1989 the number had risen to 46 stores located in Canada, Chicago, Columbia and Washington (Pahl 2008, p. 4). Purpose The major purpose of Starbucks coffee company is to provide cold and hot beverages, micro-ground instant coffee, whole-bean coffee, pastries, full-leaf tea, and snacks. In addition, most stores of the company sell cold and hot sandwiches, pre-packaged food items, things such as tumblers and mugs, and a variety of wines, beers, and appetizers. It also markets film, music and books through its Hear Music Band and Entertainment division (Simmons 2005, p. 14). Forms of ownership The Starbucks coffee company is owned by three partners who founded the company. They include Jerry Baldwin, Zev Siegel, and Gordon Bowker. The three set the first Starbucks in Seattle, Washington in 1971 after Alfred Peet – a coffee roasting entrepreneur inspired them to sell coffee beans of high-quality (Leadbeater 1997, p. 65). Aims and objectives Starbucks coffee company has various goals and strategic objectives in place that it seeks to achieve by the year 2015. The company aims at ensuring that the ethically sourced coffee reaches 100% by 2015. The company plans to ensure that farmers grow their coffee responsibly, trade ethically, and its third-party verified. It also plans to protect the environment especially in coffee growing areas. The company is set to purchase third party as well as organic certified coffees and offer a Fair-trade certified coffee. It also plans to improve the accessibility of carbon markets to farmers and help them to generate more income as they protect the environment. It also aims to invest in farming communities and increase the amount of loans of farmers to $ 20 million by 2015. By seeking to achieve this goal, the company aims to support eligible small-scale farmers in obtaining substantial loans. The company also intends to promote environmental stewardship, as well as economic stability in the coffee market. It plans to use sustainability program and initiative of farmers in partnership with Fairtrade both in the USA and internationally. By doing this, the company will be in a position to organize and manage the shared commitments with farmers (Griffin 2014, p. 68). Further, the company aims to develop comprehensive solutions for recycling paper and plastic cups in all stores it owns globally by 2015. The company also plans to implement front-of-store recycling in all stores. As a strategic objective in position, the company is set to use alternative materials to make cups and gain a better insight of recycling bins and identify specific actions of reducing waste. It is also set to work with Global Green Coalition for Resource Recovery of the USA to assist in the testing of recyclability of paper cups. The company aims at serving 25% of the beverages made in stores in personal tumblers by 2015. By accomplishing this goal, the company seeks to come up with cups that can be recycled after use and avoid littering the environment. The Company also aims to mobilize partners and its employees to contribute one million hours in a year to community services by 2015. In the effort of accomplishing these goals, the company will collaborate with non-profit making organizations to establish beneficial and meaningful investment. It is set to celebrate its anniversary with projects that add value to community service. It will contribute financially towards programs that build the community. The company also aims at engaging about 50,000 youths to innovate and take action in their communities by 2015. The company is set to encourage youths to become entrepreneurs and drive a positive change in communities in order to achieve this goal. Lastly, the company aims at reducing the consumption of energy and water by 25% in stores owned by the company by the year 2015. It also aims to purchase renewable energy that is equal to 100% of electricity used in stores owned globally by the company by the year 2015. Organizational structure Three years ago, the top management of Starbucks devised a new organizational structure for the company. The company adopted a matrix organizational structure that uses the communication channels. Such a structure is very effective in taking full advantage of all available communication channels and serves as a pivotal point of success in the communication structure of the organization. A matrix organizational structure is designed to group employees by both product and function (Agarwal 1986, p. 117). The organizational structure tends to be flat, and the matrix is differentiated by various functions to be executed in order to achieve certain goals with the new organizational structure. Starbucks has restructured into three regions, namely, Asia Pacific and China, American markets – covers Canada, Mexico, Latin America and United States, and EMEA – U.K, Russia, Africa, Europe, and Middle East country (Starbucks, 2011). Apart from the general chief executive officer - Mr. Howard Schultz, the president was selected to oversee the operation of the retail business of the company in each region. ALDI Company Introduction ALDI Company is a leading international discount supermarkets chain with at least 9,000 stores currently that are located in more than 18 countries. It is a private company owned by two brothers with its headquarter in Germany. The company started as a small store in 1913 in Essen, Germany and in 1946 the family under its ownership started to open other retail stores which amounted to 300 stores by 1960. Today the supermarket serves customers from different regions of the world such as Spain, Portugal, Australia, United Kingdom, United States, Belgium, and France. By ensuring that ALDI’s products sell at low prices, the company has no middlemen and negotiate with its direct suppliers about considerable discounts. Also, the company does not offer free bagging services to its customers. The company does not accept credit cards to avoid the associated charges and cut its total cost to offer products of low prices in return (Rudolph 2012, p. 141). Purpose of the company Like many other supermarkets, ALDI supermarket stores majorly sell staple items such as beverages, foodstuff, toilet paper, wears, sanitary articles and other less expensive household items. The company offer its customers a variety of in-house brands and does not accept coupons from any manufacturers (Rosenberg 2012, 29). In Germany, ALDI Company is the largest wine retailer while, in some countries like USA, it sells alcoholic beverages such as beer. Form of ownership ALDI supermarket chain is a private company owned by two brothers, namely, Karl Albrecht and Theo Albrecht. At the starts of the company, the brothers had a cordial relationship, which deteriorated in 1960 after a fall out over the sale of cigarette. Following the disagreement, the company’s operations were separated into two groups, namely, Aldi Nord (owned by Karl) and Aldi Sud (owned by Theo). However, in 1962 they agreed to operate under the same name, ALDI, while operating their individual stores independently (Marc, 2010). Organizational structure ALDI Company operates under a division organizational structure. Every division of the company takes the following organization structure. (ALDI company, 2009) Aims and objectives ALDI supermarket Chain Company aims to open new 650 stores and operate about 2,000 stores across the US by 2018. In an effort to accomplish this goal, the company has set to build its new regional headquarters as well as distribution centre in California, Moreno valley. It has also set to accelerate the opening pace of these stores by raising it from an average of 80 stores per year to 130 stores annually. It has set $3 billion to purchase land, equipment and facilities (Patton 2013). The company also aims to launch a new promotion campaign to encourage customers to increase their purchase of ALDI‘s products by 10% at the end of 2014. In order to attain this goal, the company plans to provide high-quality products at incredibly low prices. The company commits at understanding the needs of customers to design customer-specific service levels. Through this strategy, the company can track profitability at consumer level, retain customer and increase value per customer. Conclusion The main purpose of Starbucks is to offer cold and hot beverages (tea and coffee) while ALDI sells household and staple items mainly such as wears and foodstuff. However, both companies sell alcoholic beverages – bear and wine in addition to their main offers to customers. Starbucks is under a partnership form of ownership with three main pioneers who are partners. Conversely, ALDI came to the existence through proprietorship – the company is owned by Albrecht’s family. The major goals of Starbucks are; promote environment stewardship, stabilise the coffee market in economy, and build and add value to the community. Unlike Starbucks, ALDI goals are focused towards its expansion and growth – to open more stores and achieve competitive advantage. Starbucks operates under a matrix organizational structure that combines both divisional and functional structures while ALDI works under divisional structure. In term of expansion, both companies have many stores in various countries in the world. Reference List ALDI (2009). Divisional structure. Available at: http://aldiuscareers.com/about-aldi/divisional-structure [Accessed 28 10 2014]. Agarwal, R. D. (1986) Organization and management. New Delhi: McGraw-Hill Griffin, R. W. (2014). Fundamentals of management. Leadbeater, C. (1997) A piece of the action: employee ownership, equity pay and the rise of the knowledge economy. London: Demos. Marc, S. (2010) Hard Discount Retailers: The Secrets of Their Success. [Online] Available at: http://www.ieseinsight.com/doc.aspx?id=1125[Accessed 28 10 2014]. Pahl, N. (2008). The idea behind the Starbucks experience: the main elements of Starbucks strategic diamond. München, GRIN Verlag. Patton, L., 2013. Aldi Plans to Expand U.S. Store Count by 50%. [Online] Available at: http://www.bloomberg.com/news/2013-12-20/aldi-plans-to-expand-u-s-store-count-by-50-.html [Accessed 28 10 2014]. Rosenberg, M. (2012). Business advantage: Personal study book: Intermediate. Cambridge, Cambridge University Press. Rudolph, T. (2012). Diversity in European marketing text and cases. Wiesbaden, Springer Gabbler. http://dx. Simmons, J. (2005). The Starbucks story how the brand changed the world. Singapore, Marshall Cavendish. Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(Investigating business Case Study Example | Topics and Well Written Essays - 1500 words - 1, n.d.)
Investigating business Case Study Example | Topics and Well Written Essays - 1500 words - 1. https://studentshare.org/business/1844096-investigating-business
(Investigating Business Case Study Example | Topics and Well Written Essays - 1500 Words - 1)
Investigating Business Case Study Example | Topics and Well Written Essays - 1500 Words - 1. https://studentshare.org/business/1844096-investigating-business.
“Investigating Business Case Study Example | Topics and Well Written Essays - 1500 Words - 1”. https://studentshare.org/business/1844096-investigating-business.
  • Cited: 0 times

CHECK THESE SAMPLES OF Investigating Business of Starbucks Coffee Company and ALDI Company

Strategic Management of Starbucks Coffee Company

This essay "Strategic Management of starbucks coffee company" presents the company that is successful due to its focus on strategic stances based on consumer, outlet location, and the employee.... his paper is a strategic analysis of starbucks coffee company with a focus on its United States business segment.... Market Environment Analysis for starbucks coffee company PESTEL Analysis The PESTEL analysis contains five factors (political, Economic, Social, Technological, Environmental, and Legal) that affect the external business environment of the company (Appendix 2)....
12 Pages (3000 words) Essay

The Importance of Tea and Coffee in the Emergence of a Globalized World

The importance of tea and coffee in the emergence of a globalized world Every morning, as we wake up, the first thing we do is get ourselves that steaming hot cup of tea or coffee.... coffee drinkers feel the same as well, although there exists quite a rivalry among the two groups.... People cannot survive without their tea or coffee.... At work, we get tea breaks that help us refresh ourselves, when we want to socialize, we usually “catch up for coffee” and so on....
7 Pages (1750 words) Essay

Starbucks Coffee Company

starbucks coffee company is a leading coffee retailer that deals with roasting and retailing of coffee beans, selling brewed coffee, coffee related equipment's, Italian-style espresso beverages, other cold beverages and some food items.... starbucks coffee company ... starbucks coffee company is a leading coffee retailer that deals with roasting and retailing of coffee beans, selling brewed coffee, coffee related equipment's, Italian-style espresso beverages, other cold beverages and some food items....
6 Pages (1500 words) Essay

Starbucks Coffee Company

The study aims to reveal different pertinent facts associated with starbucks coffee company in accordance with its expansion in the Indian retail market.... starbucks coffee company was actually established by three of the partners in the year 1971 but at present there are in total ten members in the Starbucks' Board of Directors (Starbucks Corporation, “Starbucks Corporation Board of Directors”).... IMPLEMENTATION starbucks coffee company had opted for international expansion and thus in 1994 Starbucks International was formed....
5 Pages (1250 words) Essay

International Hospitality Environment: Starbucks Caf Coffee Company

A paper "International Hospitality Environment: Starbucks Café Coffee Company" claims that starbucks coffee company, the world's largest chain of coffee shops, started its business as a coffee bean retailer in 1971.... starbucks coffee company, as a globally accepted brand, is a corporation with 5,100 total locations in the United States and worldwide (starbucks.... Starbucks Cafe coffee company possesses a wide brand portfolio when compared with its competitors....
3 Pages (750 words) Term Paper

Business Strategy: the Starbucks Coffee Company

This essay "Business Strategy: the starbucks coffee company" discusses Starbucks as a leading coffee retailer and sandwich industry leader operating on a global scale.... One hallmark of starbucks' experience, and any great experience really, is consistency.... Starbucks created a coffee-based experience in which the range of preparations and atmosphere of the stores encouraged customers to view having a cup of starbucks as a way of indulging themselves....
12 Pages (3000 words) Essay

Starbucks Coffee Company

The following essay deals with the starbucks coffee company.... starbucks coffee company: A Term Paper As a specialty eatery, Starbucks Coffee has been known in the market as the leading coffeehouse that offers a good ambience and a variety of coffee products.... he mission statement of starbucks coffee caters on capitalizing market saturation, sell quality products, create a great work environment, satisfy customers, give a good ambience to customers and make profits....
2 Pages (500 words) Essay

Situation Analysis of Starbucks Company

The object of analysis for the purpose of this paper "Situation Analysis of starbucks Company" is Starbucks that began in 1971.... ompetition in the industry was aggravated by the recent financial crisis which changed the buying behavior of starbucks customers whose purchasing habits changed dramatically along with their choices of coffee products.... The 'prestige orientation' of starbucks is no longer applicable to the changing behavior of its customers....
5 Pages (1250 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us